The landing page is where a visitor is taken after clicking on an ad. It is also sometimes called a lead capture page, because the visitor is asked to submit their name and email address, thus creating a lead. Most often, this page will display additional sales copy which explains your offer in further detail. Avoiding a few common mistakes can make all the difference in the success of your internet marketing campaign.
First, keep visitors focused by removing distractions like the navigation bar. Attention spans are short these days, so it’s important that your landing page is simple and clearly expresses your offer and its value to the customer. The simplest way to achieve this is with a superior headline.
Images should always be included on a landing page for visual interest and engagement. What is often overlooked, however, is the inclusion of relevant caption text. This is an opportunity to highlight important information, such as the value of your offer. Once the visitor is done perusing your offer, make sure that you always suggest that they take some sort of action. That could be anything from subscribing to a newsletter, to sharing the offer with a friend. Your thank you page, where the visitor is navigated after submitting their info, is a great place for these suggestions.
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