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Landing pages are commonly defined as the pages on your website where your visitors ‘land’ after having clicked on a link, be it an advert or an information page or similar. These are important pages, as the visitors are arriving for a particular purpose (to buy, book, sign up or inquire about something).

When a visitor on your website performs the action you want them to (For example, to buy, book, sign up or inquire about something) it is called a conversion. 

The design and layout of your landing pages are crucial. Firstly, define your desired action (your business objective) for that specific page. Complete this sentence: “When a visitor comes to this page I want them to _______?”. Really focus on this sentence as you set up, or change your landing pages.

If your objective is for visitors to spend money on your site, they need to be assured that your business is trust-worthy. A clear message on a professional-looking design is a good start. If your objective is to get your visitors to sign up for a newsletter, then convince them that you are not going to spam them!

Don’t be scared to narrow the focus on your pages. If a user is sitting there with a credit card in their hand impatiently waiting to sort out their Car Insurance, they are not going to care about Pet Insurance or Unit Trusts. Remove any obstacles/distractions in the way of achieving the objective.

Final notes: focus on always having a very targeted headline and clear communication (text) on your ‘action button’. Make sure your forms are only the bare minimum of what you need. Cut down 50% of your text on your page and when you are happy with what you have cut it down by, take of another 50%. People don’t need more to read on the internet - so don’t scare them with too much text.

If you are making the designs yourself, then a good advice before you launch your site is to run the design by a few people first as a quick test. Is everything there that they would want on the page? Is all the content (and intent) present?

Siteta specialises in making landing pages. We are here to help you at any stage during the process: right from the early concept stage and making the designs, through to doing the coding and testing pre- and post- launch.