A landing page is a page on a website that encourages the website visitor to take a specific action, which either results in them: 1) leaving some contact information, or 2) buying something.
Examples of specific actions are:
- Subscribe to an email newslettter
- Register for a webinar
- Download an eBook (in exchange for an email address)
- Make a purchase
To make it easy and compelling for visitors to take action, include the following elements on your landing pages.
Clear Call to Action, Offer, Narrow Focus, Important Attributes and effective Headline
In general landing pages are simple and uncluttered, as the more options you give someone the more often they choose “none of the above”.
Ideally there should be two paths out of a landing page (and very few are really this pure): 1) Complete the action. 2) Close the page.
Landing pages are different from squeeze pages as the focus of squeeze pages are to encourage a sale and squeeze pages tend to go on and on and on (but that on and on and on “ness” of them works). While all squeeze pages are landing pages, not all landing pages are squeeze pages.
The main purpose of a landing page is to convert visitors to leads. Be clear about what action you want your visitor to take. Make it easy to understand what you want your visitors to do, what they get as a result of doing it, and make it obvious how they do it.
These simple guidelines creates landing pages that CONVERT!
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