For specific offers, a dedicated landing page is always a good idea. But even if you’re just creating conventional product or service description pages, the techniques behind a good landing page are worth studying, because they have a lot in common. You just want to tell readers what you’ve got, and make them do something. Here are the basic principles I like to consider.
- Always have the goal in mind. Obviously in a landing page for an offer, you know exactly what you want the visitor to do (sign up, buy, call you, whatever). But a product or service page is no different really – there still needs to be a call-to-action, and you should bear this in mind from the start.
- Think about where the visitors have come from. Is it likely to be direct from a search engine or other external site? If so, the visitor may need an introduction to the site, if not to the whole company. This can be done through a well-considered site header and tagline, but might need more than that. At the other extreme, if they’re more likely to be existing customers coming from an email promotion, they’ll appreciate a very different presentation.
- Consider what the visitor already knows. If you’re a household name in your industry, you won’t need to waste space on copy designed to give people confidence in your experience and your technology. The rest of us need to do so.
- Remove barriers to conversion. We all know that it’s important to consider the who, what, when, where and why, but it’s the last one which is key. Why would it be a good idea for the visitor to do what you want them to do?
- Use sales closers. Don’t let the page fade away to nothing, with the call to action isolated at the end, almost as an afterthought. A good sales presentation has a strong finish, with the call to action integrated into the message.