What is a landing page?

In simple language, a Landing any web page that serves as the entry point for a website or a particular section of a website.

Why is the landing page so important?

The sole purpose of a landing page is to turn your visitors into a lead. Through a landing page, you make sure that the most relevant information is given to visitors first in a set of series in which they grasp that information.

Make sure to include these in your landing page

1. A headline

Length should be up to 7-8 words. Keep it crystal clear. Your tagline/headline should express the benefit of your product. Use “we” instead of “you” voice.

Example: Improve your IIT-JEE score NOW

2. Justify your headline

Length up to 25 words. It expands on your headline and presents your value proposition. Forget the solution, focus on the problem to grab the customers attention.

Common sentence structures are:

What, how, why?

Example: (Name of the Business) has successfully ranked 2000+ students on top with JEE tutorials since 2010.

3. Quick Proof

Provide a quick testimonial or any other Proof of success you had in the past with any client. This ensures trust in the eyes of the visitor and in a way forces him to move forward.

Example: A photo of a student or two from your institute who scored a good percentage.

4. A Call to action. It can do more things

CTAs on the landing page increase conversion rates by eighty percent.

A Call to Action button tells your prospective client what to do and where to go next, making the user journey crystal clear.

Why is CTA button so important?

• It establishes a connection between a consumer’s desire and availability.
• It gives immediate access to content and guides the customer where to go
• It gives easy access to your products and services.

5. Features of your product/service

After the headline, justification, Quick Proof and a CTA you can provide the key features of your business.

Example: Explain why students/parents should send their child to your institute.
We provide study material.
Sample questionnaires

6. Testimonials

When it comes to business whether it is large or small, the success of the business depends heavily on word of mouth. So, it becomes important to provide proof of satisfaction from past customers.

Why are testimonials important?

• They help build a factor of trust & credibility with social proof
• They help persuade the mind of the customer by sharing a sense of emotion
• They help demonstrate your credibility and expertise

7. CTA. Again? That’s right.

Now that the visitor has gone through your website and learned about what you do, what is the success rate and how you do it, give him another chance to contact you.

Invite them to signup or download the app.

4 most important things you should keep in mind while writing content for your landing page

1. Make sure to write like a human

Don’t overcomplicate, keep it straight forward, avoid passive voice and remember that your audience will not know all the technical terms. Do not use running sentences. Keep them short.

2. Make sure your landing page “talks” to your target audience

Write with a focus on what your future users will benefit out of it, rather than understanding your great idea.

3. Make sure to keep in mind who you are writing for

Keep in mind that you are writing for a 13-year-old. 13-year-olds do not like to read long sentences. Keep in mind the attention span of an average user is 8 seconds.

4. Make sure the first fold of the landing page sells on its own

Even if the visitor never scrolls down, he should understand what is it that you are offering and what will they gain out of it.

About the author
My name is Taru Malik. I work on design and marketing projects at NetMaxims. We have been doing web design projects since 2001.

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