23 March 2007 | Tanya Goodin

Effective landing pages

A landing page is a specialised page that visitors are directed to from
an outside source, such as a banner/email campaign or search engine.
The page is usually focused on a particular product or service with the
aim of getting the targeted traffic to buy or take action quickly that
will ultimately lead to a sale. So how can you make your landing pages
more effective?

  • Confirm with the user they have come to the correct place on your site. Use headings and imagery to convey this clearly.
  • Include
    a ‘Call to action’ button towards the top of the page, it should be a
    link to the purchase process, whether it is an order page or quote
    form. It should be labelled clearly and concisely for example ‘Buy now’
    or ‘Get a quote’.
  • Keep the content focused and in a logical
    sequence. Use headings, short sentences and bullet points, people are
    more likely to read and digest the information.
  • Consider any
    purchase questions the customer may have and provide links to the
    required information. For example do they need to read about delivery
    details before committing to a purchase?
  • Ensure the page has a
    fast download time, keep the file size to approx 50k or less. While
    your page needs to look good, it also needs to be lean.
Tanya Goodin

Tanya Goodin

Founder of Tamar