Defining a Purpose for Your Landing Page

Defining a Purpose for Your Landing Page

Defining a Purpose for Your Landing Page

If you're working on optimizing your website's landing pages, undoubtedly you've read some articles full of tips and tricks. The point of these articles often is to provide you with specific items you can change or specific elements to test in order to improve your landing page conversion.

While these types of articles certainly can be helpful, they won't accomplish all that they could unless you've done some deeper digging to define a purpose for your landing page. Then you can structure the elements around them in order to accomplish a specific objective.

Each landing page on your website should accomplish three major purposes in order to improve landing page conversion.

Landing Page Purposes

Provide Continuity

When a user clicks on your link or PPC ad, he does so because something that he sees piques his interest. When he arrives on your landing page, it should deliver on the implicit promise that was made by the link or ad, ultimately satisfying the curiosity of the viewer.

Create Urgency

The reader should immediately see why it's in his best interest to act now. Perhaps the sale ends today or perhaps he will get a special offer if he acts immediately. Or perhaps you take pains to show him how his life will change for the better if he uses your product or service.

Motivate to Action

Each viewer who reaches your landing page should see the benefit and need for acting now, and he should also see immediately how to take that action. Your landing page should communicate both a clear value proposition and a clear call to action in order to improve conversion rates.

Improving Your Structure to Accomplish Your Goals

Once you know what you're trying to communicate with your landing page, you can more easily determine what elements should be tested and changed in order to accomplish those goals.

Here's some ideas to get you started:

You can improve continuity by matching your landing page headline to your PPC ad, by using the same image in both places, or by using the same color scheme and logo.

You can create urgency by stating current offers on the landing page or by highlighting deadlines for sale orders.

You can motivate to action by changing the text on your call to action button, changing its location, or adding additional links at strategic points.

Ultimately, the best way of optimizing your landing page is to have a purpose in mind around which you can build the individual elements of the page. Rather than randomly changing things helter-skelter just because you read it in an article, use your goals to create a custom strategy that meets the needs of your business and best communicates to your customers.

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