Landing pages are integral because users demand speed, ease of use, and immediate gratification. If you apply my e-commerce three-click rule––three clicks maximum to find something and make a purchase or for a business to contact the buyer––you will understand the importance of a landing page.
Even those of us in a niche market should have a strong landing page strategy. While I run a niche website selling garments for dart players, I have to consider the subcategories of my audience––menswear, women’s, big and tall, etc. If I send out a discount promotion for those attending a women’s dart tournament, clearly that link should redirect to a landing page providing items targeted toward female customers.
To build an effective landing page, start with the following questions to make sure the messages conveyed are concise and easy to follow:
- Do guests know what the page is about?
- Do guests know what the product or service does?
- Do guests know what to do next?
Give everything to site visitors upon arrival. Here it is, here’s what it does, and here are the sizes and colors available. Explain the benefits and features of the product or service in short terms. Include a call-to-action (the Buy Now or Contact Us buttons). Three clicks or less is the goal, just like the e-commerce strategy.
—Kelly “Rags” Ragland, Rags to Stitches Productions