How to Build an Effective Landing Page


Need a New Landing Page on Your Website?

“If you build it, they will come.” Or so the saying goes. But where do “they” go once they arrive?

You may have a soaring marketing campaign, with a mixture of social media, PPC, email advertising, etc… that is bringing people to your website, but once they get there, then what? Building an effective landing page is key.

What determines an “effective” landing page? Simply put, an effective landing page is one that converts. Once someone clicks on your ad and gets to your website, they should be greeted with the right messaging to move them on to the next step.

How to Build an Effective Landing Page

The most compelling and effective landing pages contain these five components:

• Call to Action

What do you want visitors to do once they land on your website? Make the call to action clear and concise. Good examples include: Contact Us, Sign Up, or Buy Now. Don’t leave your audience guessing what they are supposed to do next. Tell them in a clear and compelling way. Don’t go crazy — one call to action is usually enough.

• Attention-Grabbing Headline

This could be the call to action itself, but whatever text is in the headline, it should grab the viewer’s attention. That doesn’t mean your headline has to sing and dance, but it should look appealing and be easy to read.

• Pleasing Aesthetics

The definition of an effective website is shifting. It’s not the amount of information on your page that matters, but how that information is presented. If the landing page looks busy and chaotic, chances are the visitor will bounce before they ever get to your call to action. Draw them in with pleasing graphics and clean visuals.

• An Offer

Offer them something. If the goal of the landing page is to collect email addresses, then consider offering a free trial, a whitepaper download or a coupon for goods, services or food when the visitor submits his or her email address. Make their visit worth their time.

• Simple

The old KISS (keep it simple, stupid) method applies here. The intent of a landing page is not to provide the visitor with your company’s full history, or to bombard them with excess information hidden away in numerous navigation tabs. Remember, a landing page isn’t a website, or even your home page. It should be a stand-alone page designed for a singular purpose (as defined by your call to action). Once the four components above are in place, simply provide a link for the visitor to click through to your full website if he or she so desires.

Do you need help building an effective landing page? Contact the Dallas web design experts at Frozen Fire.

Frozen Fire is a Dallas internet marketing and video production company that helps companies harness the most powerful aspect of modern marketing—the internet—to engage customers in memorable and meaningful ways. Ways that ignite sales and business growth. Contact us to learn how we can help your business.



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