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| Home » Web Marketing » Landing Page Optimisation |
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| Effective Landing Page - A Great Approach for SEO & PPC |
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| A landing page has its own prestige and importance. It is markedly different from a homepage of a website. Largely used to rope in customers so that they take some positive action, landing pages have become an effective tool in Pay-per-Click (PPC) marketing campaign. |
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| Take for instance a homepage of computer accessories. It would contain different types of computer accessories, company profiles, newsletter subscription text boxes, and many such more diverse links. |
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| However, a landing page of this website with a keyword, computer accessories, could have a comparison datasheet with various accessories, their prices, and features. With different keywords, the landing page can also be altered by the advertiser. |
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| An Effective Landing Page |
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| So, what is an effective landing page? It is a landing page which lures a user to act in a way so that he becomes a potential customer. The content, design, and approach should be appealing enough to instantaneously change a user to a customer. If this work is fulfilled, the mission of a landing page is accomplished. Here are some important features of a good landing page. |
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| Keyword-Centric Landing Pages |
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| Although there is one homepage for a particular website, there can be numerous landing pages of the same site depending on the type of keyword used by the user. The landing page should address that particular keyword phrases instead of highlighting issues that do not concern the user. |
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| Here’s one example to proof the point. A user keying in “computer accessories, review” should be directed to a page which has content on the reviews and views of the accessories. Another user who wants to buy a particular accessory should be directed to the “Buy Me” button with limited editorial content. |
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| Landing Pages with Limited Formalities |
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| In many websites, a landing page would typically mean a huge form which needs to be filled up by the user before he buys or downloads a product. What would the user do? The immediate reaction would be to shy away from that form. Firstly, the filling in procedure is tiring, and secondly, the user might not want to disclose the facts and figures asked in the form. |
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| However, landing pages do have options for the user to provide their email ID, in case the sales executive wants to contact them in future. |
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| Landing Pages that are Attractive and Appealing |
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| It is important to have a landing page which has a simple look-n-feel and crisp content. A professional look, matured approach, excellent diction and language can work wonders for any landing page. |
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| It is only a few seconds which matters. A first impression needs to be pleasant and lasting one. The most eye-catching element in a page is the graphics – such as an image, animation, or video. And, this needs to be informative and attractive. |
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| Perhaps, images in a landing page can be simple, yet say “thousand words at one go”. However, the graphics needs to be easily downloadable and viewed even in a low memory computer. |
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| Landing Pages with User-friendly Design |
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| Landing pages need graphics, content, buttons, links, and other similar elements to help users browse the pages quickly. However, it is equally important to place these elements at the right point. If not, users would get distracted or irritated. |
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| For instance, landing pages have action buttons placed in numerous places rather than at the end of the page only. In many instances, diction of the buttons needs to be changed a little to encourage visitors to click further. |
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| A suitable design also means that the visitor is happy while browsing the page. A sales assistant pop-up may sound great to help users in their decisions, but it may not be true in reality. A sudden pop-up can be very irritating and users can simply discontinue browsing the page. It would be best to keep links or buttons that are clickable instead. |
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| Wrapping Up |
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| There can be many ways to put up an apt landing page and make it an effective sales prospect in any PPC campaign. The ultimate goal of a landing page to boost PPC campaign is to ensure that the users click further and become potential customers. |
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| While one landing page can be appealing to some viewers, another landing page can be far more suitable to other section of the users. All in all, webmasters need to be flexible in designing landing pages that are popular among the masses. |
