Landing Page Design: Website and Facebook Landing Pages


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What is a Landing Page and Do You Need One?

A landing page is a page on your web site where you have someone arrive, or land, when they click on some kind of online promotion. This promotion could be an email with a link at the bottom, a pay per click ad on Google or Facebook, a banner ad, a press release, or any other promotional action online that offers a link to your web site. A well-designed landing page can convert visitors by encouraging them to take desired actions through user-friendly features and clear call-to-action buttons.

Typically when you are doing online promotion it is a good idea to create a customized landing page to have your visitors land on, rather than have them land on your home page. This is pretty much considered common knowledge in the Internet marketing community. The primary goal of a landing page is to generate leads by converting visitors into leads and buyers through effective call-to-action buttons and lead generation forms.

The reasons that it is important to have visitors land on a customized landing page are:

  1. Having a customized landing page allows you to tailor the content of the page to exactly what the person is responding to and looking for.

  2. Landing the person on your home page forces him to search around on your home page for the link to exactly what he is looking for. Web visitors don’t have a lot of patience today. A customized landing page takes him right there to what he’s looking for.

  3. A customized landing page can be coded in such a way that when your visitor responds, you know exactly where that reach came from.

What Key Features Go on a Landing Page?

There are some definite do’s and don’ts regarding what should be on a customized landing page. These are things that affect the percentage of people that respond, which we of course want to be as high as possible.

  • Sales copy: You want to have sales copy on that page. Some people say to make the sales copy short and sweet. Others say that long copy sells. The only way to know for sure for your product or service is to test it both ways. However, lately I found that copy that is short and sweet works better because of how busy everyone is these days. Make sure what you talk about in your copy matches the ad or email.
  • Pictures: Include several pictures on the landing page that illustrate what the sales copy is talking about. Consider using a hero image at the top of the page to create visual impact.
  • Branding: Be sure to include a header at the top of the page showing your company logo. Since this is potentially the first contact the person will have with you, the branding helps show him that you are legitimate.
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  • Video testimonials: Putting 1-4 video testimonials on the landing page is always good, as it gives you more credibility.
  • Key features: We have found over 20+ years of experience in both email and pay per click landing pages, that it works better to not have navigational buttons on a landing page. This means that in roughly 90% of cases a landing page with no navigation, where the visitor’s only choices are to read your copy and respond to your offer, gets higher percentage of response than when you give him the option to navigate around your site. When you give them navigation buttons, they wander around your site and then leave. Keeping them on the one page focuses and better controls the experience and process.
  • Call to action and offer: It’s important to have a clear call to action, i.e. telling the prospect to respond, and to put this prominently at the bottom of your page, or in the right sidebar. We have tested putting the call to action in the right sidebar rather than at the bottom of the page and this has worked well. It is always helpful to offer something specific, rather than a general “contact us” offer. And if you can offer something free, usually information that can be sent electronically and costs you nothing, that usually increases response.
  • Response form: It is vital to put both a response form and a phone number on your landing page.
  • Coding: You can code the response form so that the subject line of the email that arrives in your inbox will include a name or code that tells you where that person came from. I favor doing separate landing pages for each campaign so you know that the person came from your Google campaign or email campaign or whatever.
  • Multimedia: We have extensively tested putting videos on landing pages, and have found that in most cases it increases response to have multimedia on the page. Additionally, consider the influence of colors on the user interface to delight customers and improve conversions.
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Testing and Tracking to Generate Leads

Testing different copy, pictures, multimedia, testimonials, offers and other elements on your landing page is very important. Every time you make a change, it is important to code the new campaign or landing page in some way, so you can track the response and compare it to earlier versions. Analyzing the best landing page examples can provide valuable insights for creating high-converting pages.

Testing and carefully tracking the results has been a vital part of direct marketing actions for over 50 years. It’s no different with the Internet and if anything, it is easier to track things with the Internet. Reviewing various design examples can help you find what works best for your individual pages and target markets.

We strongly recommend using a phone tracking system, where you use different phone numbers for your different campaigns. The calls are all recorded in an online system, and the call is then bounced to the company’s main number. This eliminates a notoriously weakness of most companies, where they are bad at tracking where phone call leads came from.

Get a Quote

Real Web Marketing can develop a single landing page for you, or develop several landing pages for various campaigns. We can develop sales copy (text) for the pages, graphics, and video content.

To get a free quote, call us at 661-441-2429 or fill out the form to the right.



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