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It is a fair question. If you are not actively marketing your services or products, a landing page may not be important. For most online marketers, a landing page helps convert site visitors into paying customers. A landing page is created specifically for an offer, discount and or coupon which is advertised to prospective customers through emails, newsletters, PPC and social media.

The reason for creating a landing page is that the website can be distracting to visitors with lots of other information found on the website. Visitors only wanted to know more about the specific offer which was advertised. Websites are also not easy to update with every new offer. Landing pages can be quickly created and removed as separate pages from the main site.

The landing page has a simple mission: convert visitors into customers.

Here some basics for creating an actionable landing page.

Simple and concise: the copy must be precise and simple for the landing page. Visitors can always visit the website later and learn more about your company and other products and services.

Collect only the vital information: visitor’s name and email address only. Ask for phone number only if you have a sales force to follow up. This information will be used for closing sales and sending out future offers.

Image and Font size: use only one image, and for copy use large font size. The large font size also forces you to write more precisely.

Test: keep testing the landing page with different content.

One more thing to keep in mind when designing a landing page: studies have shown that interested visitors will likely to hit ‘click here’ or ‘go’, rather than ‘submit’ button.

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