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What Makes a Good Landing Page?

Posted on 09 Jul 14 by Annie George

When you’re ready to redesign and redevelop your website or set up a new site, one of the key elements is the creation of effective landing pages. But what are landing pages and what makes them work to get visitors, well, “landing” on them to take action?

A landing page is a web page where you drive traffic in order to get your message across with a specific call to action. In the insurance world, that would mean requesting a free quote for a specific product (Auto, Homeowners, etc.) if you are a consumer visiting a retail agency site; or getting an instant quote using a carrier application if you are retailer visiting a wholesaler’s site; or as a retailer obtaining an agency appointment to write business for a specific industry segment with an MGA or Program Administrator. You want your audience to contact you for a specific reason and the reason should be very clear.

What helps make a landing page work? Here are some tips:

1. Be sure your headline grabs your visitor’s attention – visually and in what it has to say. Your headline should be consistent and support the copy on the site.

2. The copy on the landing page should work hand-in-hand with the headline, outlining key benefits.

3. Be direct in your call to action: Call Today for A Free Quote, Get An Instant Auto Quote Now, Get Started with Us Today, etc. Be sure the message is bold and stands out on the page.

4. Be sure your landing page is optimized to work across all devices – including smartphones and tablets. You website and each of its landing pages should be designed responsively so that people can access your site wherever they are.

5. Build social onto your landing pages to support your message – that means using Facebook, Twitter, LinkedIn, You Tube and other social platforms where people can comment and help support your message.

6. Keep it simple so people know exactly what they’re being asked to do.

7. Test the effectiveness of your landing page using Google Analytics. You may even want to do A/B testing to see which version of a landing page performs more effectively.

When creating a landing page to promote a specific product, you want to do all you can to capitalize on inbound traffic effectively.