A strong landing page is the modern equivalent of a strong storefront during the 20th century, and it is an absolute must-have, a necessity of business, in the 21st century.
A landing page is exactly what it sounds like, the first page a person lands on when they visit your site. This is separate from your homepage (although homepages are often also landing pages), in that you will not always be linking to your homepage when you direct someone to your site. In fact, many large businesses have multiple landing pages per service to ensure their prospective customers always arrive at the correct place.
It is important that your landing pages are addressed to the correct target audience and employ multiple calls to action so as to make the buying process as streamlined and simple as it possibly can be for the customer. Good landing pages address possible issues customers might have, and often address these issues through strategic use of reviews, testimonials and anecdotes or explanations.
On the other hand, some effective landing pages are deliberately designed to be very minimalist in appearance. The choice of design really depends on what you’re trying to achieve with your landing page and who your preferred target audience are, as some types of landing pages are better suited to different purposes than others.
One common mistake young businesses tend to make is adopting a “one size fits all” approach to their landing pages, and then wondering why their most important products and services are not converting. The same approach for downloading a free ebook simple will not work when trying to sell someone a $500 social media marketing package.