Unlike landing pages of the past where the page was rarely valuable to the visitor, these pages need to provide the visitor with a reason as to why they are there while at the same time reassuring them that not only is the page is legit but that the whole website is reputable.
Make sure that on these pages you have:
- State clearly what the page is about or offering.
- Links to privacy and security policies
- If the purpose of the site is to make sales, assure the visitor that payment is secure.
- Links to the about us/contact us pages. The visitor will be able to either contact you directly with any questions or will get a better feel for your company.
Possibly the most powerful use of a landing page is for competitions or other special offers. This is a single page, often not even linked into the rest of the website that serves a single purpose – to capture info or make an instant sale. This page is usually linked to from a specific source such as an email or a preferred partner. These are usually run in the form of competitions or special offers. The reasoning behind this is that you already have an interested party and you will be making them a unique offer where they will either say yes (and sign up or buy), or no and simply not visit the page.
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