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What is a Landing Page?

What is a Landing Page

So, what is a landing page? If you’ve done any online marketing, you’ve probably heard the term thrown around, but you’re not sure exactly what it means. This post will provide you with a basic explanation and give you some tips on how to make a landing page of your own.

Definition: When it comes to internet marketing, a landing page is a page on your site written to target a specific audience. For example, a bulk food company might have a landing page specifically targeted to schools, titled something like “Order food for school lunches.” The goal of the landing page is to prompt that specific audience to take some sort of action, such as clicking through to a registration page.

Audience: When it comes to landing pages, the number one rule is to know your audience. Think about what the people searching for your keyword would want to see. What kind of information do they need? What imagery appeals to them? Are they industry newbies who need a thorough explanation of your services, or savvy users who don’t like to be talked down to?

Title: The title of your landing page should ALWAYS include your target keyword (e.g. “online grocery shopping”). It might be tempting to use clever wordplay instead, but keep in mind that including the target keyword will make it much easier for Google searches to bring up your site. For bonus points, include the target keyword in both the title of your page, and the “H1 tag” in the copy. The H1 tag is typically the first heading on your page.

Length: Length can be tricky. For most audiences, you don’t want to go too long or you’ll lose their attention. But go too short, and Google may rank your site lower. A good rule of thumb for most landing pages is around 250-800 words.

Call-to-action: The call-to-action (CTA) invites the customer to complete the goal of your page. This CTA should be obvious, and immediately accessible. It can come in several forms. Here’s a few you might find helpful:

  • A phone number the customer can call to get in touch with a sales rep.
  • A form a customer can fill out to get more information.
  • A hyperlink that leads the customer to the site’s registration or payment page.

Note: It’s a good idea to limit your CTAs, even though they are the true purpose of your landing pages. Having fifteen different CTAs on a page will distract your customer. They won’t know where to click!

Imagery: Whenever possible, include powerful visual content to make your landing pages more compelling. This means more than a relevant stock photo or in-product screenshots. For instance, if you’re writing a landing page that discusses a rival product, why not add a comparison table that outlines the difference between you and your competitor?

Once you know your audience, have a goal in mind and pick an appropriate title and images, you should have no trouble putting together your first revenue-driving landing page. Eventually, you may want to experiment with more complex pages, or create a whole host of pages, each with a different type of potential customer in mind.

If you’re ready to make a landing page of your own, feel free to check out the examples below from our own business, Lucid Software. Pay special attention to the important elements – layout, messaging, and CTAs. Then use that as inspiration for your own website. Good luck!

Free flowchart software and examples

Free org chart software

Online poster maker

Visio for Mac

Publisher for Mac

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Kabbage Team

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