What is a Landing Page?

When someone clicks on an ad or a link to your website, the page that comes up is what we call the landing page. If you have a website that people are coming to, that means you already have a landing page. It isn’t any obscure abstract thing. It does not have to be a very good one. But by definition, if it’s a page that people land on, it is a landing page.

What does a normal website look like? 

A website has a menu bar at the top, directing you to different sections of the site.

There is some information on the website, usually about the company and their products or services. There are also some links on the site directing you to other things within the site, or sometimes, away from the site (such as the company’s social media pages).

What are some best practices around landing pages?

There’s nothing wrong with a good homepage that shows you all the different places you can go to within the website or outside of the website.

But for Google Ads, that type of page does not perform very well. The page that tends to perform better is a simple page that offers a solution to a searcher’s problem. There are no links leading them to anywhere else on your website. 

In this case, we are very focused on solving people’s problem. The whole point of the landing page is to get them to contact you, purchase your product, or opt-in to your list. We are eliminating, or at the very least, limiting distractions as much as possible. We already know what their problem is because they were searching for it. So we should be able to offer a clean answer to that problem and keep them hooked with the landing page.

A good landing page should not have a full menu bar.

The top of the page should really let them know right away that  they’re in the right spot. If they take the next step with you, they are going have a solution to their problem.

Keep it simple, answer their problem and get the business. If they’ve already clicked, you’ve already paid. Now make sure your landing page does justice to the service you offer so you can seal the deal.