stick the landing
v. phr. to finish an athletic, gymnastic, or other sports performance with an ideal pose or stance, especially after a jump or leap; (hence, also outside of sports) to do or finish well; to win. [via A Way With Words]
Recently at Image Direct, we’ve had an uptick in demand for landing pages from clients. This has been borne out of recent developments with AdWords, especially in light of the recent change to Google’s search algorithm highlighting how mobile-friendly a page is. Not all websites are mobile-responsive, and converting to one that is may not be viable – however, a mobile-responsive landing page that promotes your business, working in tandem with an AdWords campaign, has demonstrated to be a cost-effective solution.
Strictly speaking, a landing page is designed to create leads for a business. A landing page is tailored around a single product or service, and the purpose of the page is to create interest in said service/product – enough for a prospective customer to want to know more by contacting the client directly. This could be by means of a phone call, email, filling out a contact form, or registering for updates.
Much like search engine optimisation, constructing a landing page that converts leads on a regular basis is part art and part science. There are numerous design elements to tee up for a landing page to work effectively:
- a single, eye-catching image that represents the business/product at a glance;
- the product’s unique selling point – what distinguishes it from the competition;
- the benefits of using the product or service; and
- a distinct call to action that encourages customers to engage with the client.
When these elements are working in concert, the landing page should convince the customer in as little time as possible to contact the business, with a view to making a purchase. In other words, to stick the landing and generate a lead.
What a landing page is not, though, is a website in its own right. It cannot be added to in modular fashion – it is the internet equivalent to a teaser poster for a movie. It elicits interest and encourages the customer to know more – and if the landing page works as intended, that should suffice.
Indeed, demand has been sufficient enough from our own customer base to lead us to create a means of developing and hosting landing pages with short turnaround. This has been especially beneficial for several of our AdWords clients, who are willing to embrace the growing market of mobile shopping. By using a well-structured AdWords campaign leading to an equally effective landing page, you are positioning yourself to be where the customer wants to find you – front and centre of their search results.
The ideal pose or stance for any business, wouldn’t you say?Let's talk landing pages!