Be single minded about selling your services or products. While your homepage is a welcome mat, your landing page has one objective – targeted promotion and selling.
A standalone web page designed with a single focused objective is what you want. When they land on the page, you don’t want them bouncing away to another one before they’ve been converted. If they land on your home page, they’ll end up searching for the information that made them click to get to you in the first place. This is even more important if you’re running an ad campaign… ba boing.
Attention spans are short and probably going to get shorter if that’s possible. If they’ve clicked on a call-to-action, they expect to be taken somewhere that’s not going to waste their time. You’re targeting a specific audience, promoting a particular campaign and you want people to be interested enough to click again and not away.
So make your headline succinct and to the point. If it’s too many words, use a sub header to add more detail.
Get a hero image. A picture is worth a thousand words.
Add the benefits. Don’t say… Our porridge is filled with fresh oats. Say… For a longer life, eat porridge for breakfast.
Make sure your call-to-action is the only thing for them to do on your landing page. After they’ve clicked on it, send them to a confirmation page saying thank you or asking them if they’d like to sign up for your newsletter.
Don’t forget to optimise your page for search engines and when you’ve worked out what you want them to do, make it easy for them to do it. Do a blink test… can they look at your landing page and know what it’s about in just a few seconds?