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Landing Page

1 March 2017
Revital Elazar
plane landing

Everybody loves focused, worthwhile offers; ones that present a reliable and realistic answer to our needs. Correct marketing, true understanding of client needs, utilizing marketing writing principles and creating a supportive design envelope- all can lead to an enhanced sense of belonging and trust on behalf of users/surfers by preventing their resistance and motivating them. This setting is an important step in gaining new customers. Any business dreams of this type of service; rumor has it that it leads to astounding results; the web is full of endless examples of it.

Let's call this miracle by its name: an internet website landing page.

A landing page is (as you might have guessed) a single page, yet constructing this one page correctly and regularly analyzing received data regarding it can revolutionize a business organization by filtering "unwanted" (or simply irrelevant) clients and identifying potential clients. The landing page is being highly regarded as a desired product among organizations worldwide.

How does it work?

Unlike an internet website which features a variety of data, documents and links and is constantly accessible to everyone, the landing page focuses the surfer on a single matter and leads to him/her operating immediately. The landing page's purpose is double: (1) to make the potential client perform a deliberate action and prevent the client from postponing this choice (procrastination is a web-surfer's delight) and (2) serve as a filter for clients to which the product is simply irrelevant.

For example, a large insurance company offering online all insurance and finance services to both private and business clients. The summer arrives and the company wishes to promote and advertise a product, namely "insurance for trips abroad", yet the website is so chockfull of data on a variety of fields and subjects that any surfer might 'get lost'. An optimal landing page would focus on the promoted insurance and increase chances for creating a virtual relationship with the client, accessing the information and completing the deal in a single click.

Herby are a few guidelines for a successful landing page:

  • Main heading: one sentence that will allow users to understand where they've arrived including keywords that may lead them to continue reading

  • Hero Shot- a picture/video best illustrating your service/product

  • A form for leaving contact details

  • A Call to Action button- the button users click in order to sign up or purchase the service/product

  • Points of persuasion- a paragraph listing the properties and advantages of the offered product/service

  • Social Proof- proof of other people using and benefiting from your service/product: amount of downloads/views, positive reviews, media coverage, etc.

The landing page serves as a sales tool that transforms clients from being generally interested in the service/product to being actually and actively interested in it. The following channels are usually exploited:

  • Advertising on Google Search- I am referring to funded messages Google presents at the top of search results; these advertisements are based on key words related to the service offered. A surfer Googles said keywords and is presented with relevant results. The point is to present this interested searcher with the advantages of this organization's specific service, thus motivating action and promoting a relationship.

  • Advertising via Facebook- based on a similar principle. A surfer encounters a funded ad in his/her feed, clicks on the ad and reaches a relevant landing page. Facebook presents ads according to a highly precise segmentation of demographic components among others in order to generate an optimal match between the advert and its relevant target audience.

  • Texting a cellular- Texting a short marketing message containing a link for a landing page. A client receives the message and clicks on the link. Immediately, he/she is exposed to a rich marketing message at the bottom of the landing page.

  • QR Code- QR Code is a code that can be scanned by a cellular device in order to access the cellular landing page to which it is linked. It allows the user to reach the page in a single, quick and simple scan. This method exploits the "real" contact with the client in order to push marketing data via another action motivating means.

The good news is that there is no need to be fluent in HTML. A landing page can be edited independently directly via any internet browser; there are several organizations which supply interfaces that allow creating your own landing page in a simple and easy manner. From here you can continue utilizing the landing page's advantages for organization needs; if you wish to motivate workers to perform an action or push them towards an organizational activity, a landing page is a recommended possibility. For example, advertising a customized landing page concerning recruiting workers for an organizational communal activity. By accessing the 'read more' button, workers can sign up for the activity simply and quickly. It is vital to select a focused and concise heading for the landing page that hints towards the content of said activity and will indeed motivate workers to enter the page, read and join the initiative.

Remember: a minimal use of words is, in fact, the essential property of a successful landing page: less talking, more results and more new clients.

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