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Your homepage is probably the landing page you focus on most. However, in this day and age with deep linking and more sophisticated internet advertising there are many possible landing pages that exist on a website. How are people entering your website?
Most landing pages (especially the ones you pay to advertise) have a very specific objective. In some cases, it’s getting visitors to pick up the phone and call, in other cases it might be to submit a form or a quote request. The best practice is to have a single very specific objective for each landing page on your site. If you have two objectives for a single landing page, consider breaking it apart into two seperate landing pages.
There are several things to consider when making a landing page, but all these considerations centre on a single theme: clarity. When someone sees your ad and clicks it they will be presented with your landing page.
Remember, your landing page is actually not the first thing they see, it’s the second. Often the ad they clicked or the search engine snippet was the first. If they clicked an ad for doughnuts, your landing page better be about doughnuts. If your objective is to get doughnut orders, it must be very clear to the user (on whatever device they are using) how they can order doughnuts from you.
Your audience will appreciate a creative message. Creativity is going to win them over. However, don’t forget that you must also be super easy to use. There is nothing worse than losing customers because of a technical glitch or because you made the dig a little further than they were willing to go.
Because landing pages are digital, you can duplicate them, make subtle alterations, and pit them against eachother to compare results. Layout, colours, or creatives can all be tested to determine which factors lead to the greatest performance.
