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The rationale behind building deeper website landing pages

The perfect landing page”   by Gavin Llewellyn is licensed under CC BY 2.0

If you have been around the world of web design for some time, then when you hear the word “landing page” you probably think of those monolithic sales pitch pages with red text and garish calls to action, complete with a cheesy sales video. Or, you might think of the keyword-stuffed pages that were in fashion a few years ago.
That kind of landing page is dead, but that doesn’t mean that landing pages themselves are a thing of the past. Today, website designers are embracing the power of deep, content-rich landing pages that keep users on their websites and offer multiple potential conversion paths.

Why Landing Pages Had to Change

The idea of the landing page had to evolve because the main search engines have become far smarter. And those old monolithic landing pages are now recognised for the spam that they so often are. The ideal deep landing page is one that provides the following content:

–       A clear brand identity
–       Trackable contact data (such as a phone number)
–       Testimonials
–       Relevant and engaging visuals
–       Clear calls to action
–       Evidence of credibility (awards or certifications, and testimonials)
–       The key phrases you used for AdWords, if applicable
–       Engaging and informative copy, with clear headlines
–       Links to other pages on the website that answer common questions

This might seem to be rather a lot to include, but you should be able to fit it into one or two screens. There’s no need for a page that goes on forever, with repeated waffle and stories about people who use your products or services.

Try deep linking to ‘landing pages’ for individual products, with each page structured in this way. Include inline forms for collecting leads, and clear calls to action to encourage sign-ups, registrations, or purchases. This will allow you to collect incredibly targeted leads, since you now know precisely which product or service the visitor is interested in – rather than just hoping that someone will be vaguely interested in your brand.

A good landing page must be mobile responsive, since mobile web traffic is increasing every year. And it should serve the visitor clearly and efficiently. There’s no point in bringing in traffic if you cannot offer a good reason for that traffic to convert.

Put yourself in the shoes of the visitor, and think about what you would do if you saw your website for the first time.