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  • Leanne Newberry

KEY CHARACTERISTICS OF A LANDING PAGE

Updated: Oct 11, 2023

WHAT IS A LANDING PAGE? In a nutshell...

... it is a streamlined website which has relevant and essential information on. It is designed with a single, focused purpose in mind, such as capturing visitor information, promoting a product or service, or encouraging a specific action, like signing up for a newsletter or making a purchase. Landing pages are designed to be highly targeted and persuasive, with minimal distractions, to increase the likelihood that visitors will complete the desired action.


SO WHAT IS NEEDED ON A LANDING PAGE?

To make the most of the one pager, it is important to have all the essential information available whilst clearly staying on brand. Those things usually consist of a domain name, a bit about the business, services or products, contact information and testimonials or reviews.


It is however, important to mention that although its one page, it is still vital that the design and functionality works well. People need to see its not just knocked together but well thought out and a pleasure to view and flick through.


Here are some key characteristics and components of a typical landing page:

  1. Clear and Concise Message: The landing page should have a clear and compelling headline that communicates the value proposition or offer to visitors immediately. The message should be concise and directly related to the campaign that led the visitor there.

  2. Call to Action (CTA): A landing page usually features a prominent call-to-action button or form that encourages visitors to take the desired action. The CTA should be noticeable and enticing.

  3. Minimal Navigation: Landing pages often have minimal navigation options. They usually don't have a full menu or many links that can distract visitors from the primary goal.

  4. Compelling Content: The content on a landing page should provide enough information to persuade visitors to take action. This may include benefits, features, testimonials, or other persuasive elements related to the offer.

  5. Visual Elements: Landing pages often incorporate visual elements like images, videos, and graphics to make the page more engaging and to help convey the message effectively.

  6. Trust Signals: Trust elements such as customer reviews, trust badges, security seals, and privacy policy links are often included to build credibility and trust with visitors.

  7. Mobile Responsiveness: Landing pages should be designed to be mobile-friendly since a significant portion of web traffic comes from mobile devices.


Simply put, websites don't always need to be complicated to work well. A simple landing page is a great place to start when building a business online.




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