What is a landing page?
A landing page is defined as a standalone web page hosted on a website of an organization with a final objective of conversion. This conversion objective can vary from company to company, it might be a signup for a SaaS product, contact details for a webinar registration, purchase from their ecommerce market etc.
Key components of a landing page
Based on the example above, let us first study the 3 key components of a landing page.
1. Title/ opening pitch
The title of the landing page must be set to best reflect the offering, in the most concise way possible. The compelling, yet accurate title for a landing page, which also acts as your opening pitch, is one of the most critical decision factors for the visitor, on whether they will bounce off the page or continue to read further.
2. Description
A precise and concise description of your offering is needed to help the user with all the know-hows’ needed to make the final conversion decision. For example, if the landing paoge is to sell a product, all essential features that the user will need to know of to make the final purchase decision needs to be in the description. The goal is to ensure that while the description should not be too long, it is essential that the reader does not go back to the browser to conduct further research or you might lose that potential customer for good.
3. Call to action (CTA)
Your call to action needs to be as clear as possible - whether it is a purchase, a signup, a registration or an ebook download, the CTA caption needs to mention it clearly as to what they need to do next in the buyer funnel. The color code of the CTA button should also be consistent with best practices, for instance, people in certain countries respond better to a red or orange coloured CTA button, while in some countries it is better to have a blue shade.
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