Lots of energy goes into designing a website home page, but not enough on landing page strategy and contents. If you use a click-to-read-more approach on your website home page, your landing pages take on even greater significance.
Landing pages are where viewers land when they click links on your home page. Viewers may go to a home page out of curiosity. They go to a landing page with the intent to find information of interest. You need to provide it, along with a call to action.
Too often landing pages are cast with the design format of the entire website. Continuity is a good thing when it comes to navigation, but it shouldn't be an overlord that tramples clarity for viewers. If home pages are intended to capture a viewer's attention, a landing page's job is to hold that attention. On CFM's website — we have landing pages devoted to each of our five business lines, They were designed with the client personas of each business line in mind.
Keeping someone interested is a function of relevant content, which is nicely displayed and in a hierarchy and language that makes sense to the viewer. Landing pages aren't playgrounds for creativity; they are the platforms that convey your key messages.
Clear, relevant and functional content doesn't mean dull presentation. Landing pages need crisp design in service to their role. If a picture, chart or infographic can tell the story better than a thousand words, use it. But decide on what to use and how to arrange it based on what your viewers want. Why does your content matter to them? How can they apply it in their lives, businesses or relationships?
Some landing pages naturally stick out, such as biographies of staff members and examples of your work or products. But websites should be more than electronic brochures. Landing pages are what brings a website to life by offering rich content and deeper layers of meaning. Viewers should quickly be able to find the details they are looking for, including the ability to click for even more detail. This is what makes websites so intriguing — people with glancing interests should be able to glance and people eager to dig deeper should have a lot of depth to mine.
Writing styles for landing pages differ from brochures and blogs. The landing page style that works best is one that gives viewers answers crisply and clearly. Viewers come to a landing page looking for a piece of information, not for an aha moment. It requires more than just clever headlines or teasers. Viewers want good, credible information that is easily accessible. And they want easy access to more information, if they are interested or need it.
So strategy and content should conflate to drive design of landing pages. Designed right, they will set apart your website and create a lasting invitation for a return visit.