In digital advertising, a landing page is a uniquely designed and integral component of an online campaign. Landing pages act as a place for customers to “land” after clicking on your ad.
A landing page is a stand-alone web page that exists primarily to prompt the consumer to take an action. That might include filling out a registration form, signing up for an offer or promotion, subscribing to a mailing list, or downloading something of value in exchange for contact information.
Landing pages are meant to be simple and direct with a specific campaign goal in mind, unlike your company’s website which might contain many pages, much more information, navigation links, and evergreen content.
Optimize Your Next Landing Page
Have a Clear Call-To-Action
The call-to-action (CTA) on your landing page should tell potential customers exactly what you want them to do and what they can expect in return.
For example, if your ads are promoting a discount for anyone who signs up by a certain date, then the landing page should clearly emphasize that.
The sign-up form or button should be easily identifiable, and the discount code should be readily available for those who opt in.
Strategically place the CTA button where it’s likely to be clicked. Landing pages usually perform best when CTAs are at the top or “above the fold” of the page, so visitors don’t have to scroll down or search to find it.
We created this landing page for a Catholic Schools Registration campaign.
The call-to-action buttons to register a student or locate a school are prominently featured and hard to miss!
Simplify Your Copy and Creative
Your landing page should make it easy for visitors to find the answers they seek after clicking your ads. The best way to achieve this is by simplifying the copy and not overwhelming the page with text.
Remember to keep your target audience top of mind when designing a campaign landing page. Who will be clicking your ads? What stage of the buyer’s journey are they at? The content on the landing page should be tailored to the particular audience you need to reach.
Use copy that is easy to understand and describes not just what your product or service can do, but the benefits those features bring to your customers.
Use images or graphics that are visually appealing and reflective of your ad campaign creative.
With simple copy and a cohesive color palette, this landing page was designed to make it as easy as possible for applicants to access the scholarship portal.
Landing pages are a great way to connect your company to potential new business.
Don’t overlook their role in your next digital marketing campaign!