Browse Tag: landing page

5 Common Questions Every Landing Page Must Address

Before we begin discussing how to build your ideal Landing Page, we need to address what exactly a Landing Page is.

Each page on your website that is used as an ‘entry point’, is called a Landing Page. A user can be directed to your website from any source, be it a Facebook post, a result turned up in Google search or a display add published on a website.

5 Common Questions Every Landing Page Must Address are:-

1. What Is It?-

You have to clearly define your Value Proposition. Value Proposition is defined as an innovation, service, or feature intended to make a company or product attractive to customers.  It should be the most attention-grabbing element on your Landing Page. It has to be crisp, short and loud so that a user that enters onto your website for the first time is exposed to this Value Proposition within the first few seconds and that’s what makes all the impact. A lot of marketers tend to ignore the power of a strong and impactful Value Proposition.

The above Landing Page of a popular marketing automation tool,, clearly defines its Value Proposition, ‘Automate Your Product Messaging- Build, Test and Send From One Platform’. A user that visits their website for the first time immediately knows what it is, who is it for, how are they differentiating themselves from others and how it can be beneficial for him/her. They go on to further explain the Product Features, describing their Value Proposition through an infographic, followed by bullet points, keeping it neat and easy to understand.

2. Is It For Me?-

In order to communicate most effectively with your visitors, your Landing Page must contain the language your visitors understand.

A student visiting a University website would want to know about the course curriculum, fee structure, alumni association etc. An entrepreneur visiting an analytical tool website would want to know how that particular tool would help him grow his business.

You should understand your audience portfolio and create Buyer Personas in order to understand the needs, desires and demands of your audience. Your Landing Page should be able to resonate with your viewers.

3. What Does It Cost?-

Cost, in this case, doesn’t always mean Money. Of course, money is one of the costs involved but they extend to much more than money alone. Cost could be in terms of:-

  1. Time- People on the internet enjoy skimming through articles. They scan web pages, not read. You cannot expect them to spend additional time on your website without providing them with an incentive to do so.
  2. Learning New Things- Chances are if you’re reading this post, you like to learn and experiment. But as a rule of thumb, people usually are not the most passionate about learning new things, without knowing how it could benefit them.
  3. Data Import- The cost could be the time and risk involved with taking out your data from an existing system and transferring it to a new one. For example, you would think twice, thrice or maybe even more, before changing your internet service provider just for the simple reason to avoid all the hassle involved in the process.

These are in no way a comprehensive list of all costs involved with all kinds of businesses and industries. The cost, being subjective, would differ from business to business and user to user.

The above image showing a 30 Day Money Back Guarantee, attempts to address the Cost related question a user may have by providing a full refund within 30 days if he/she is not satisfied with the product or service.

4. What Is The Risk?-

In a way, Cost and Risk go hand-in-hand. They are interrelated to the extent that the Cost is a Risk for a user.

As a marketer, we need to address that risk in a way that it mitigates a customer’s concern in using or buying your product or service.

A popular and effective way to do that is to include User Testimonials, which are basically reviews and endorsements of customers who have used your product/service in the past and were satisfied with it. It shows a visitor that there are people like them who are using it and people who they trust (thought leaders) that are recommending a particular product/ service. The more the visitor is able to relate to the testimonials, the less risky he/she would feel in going ahead and taking the next step.

For instance, an entrepreneur would be more convinced in seeing the testimonial of a fellow entrepreneur in the same industry that he operates in.

The above screenshot is an apt illustration of customer testimonials by Elegant Themes, an easy-to-use website builder, that displays its customer testimonials along with their profile picture, narrating a short story about how the services they offer helped their customers build a website in few simple steps, without needing any technical know-how. Testimonials help establish credibility and trust and are able to connect with a user on a personal level.

5. What’s The Next Step?-

The final and most important aspect of a Landing Page is to move a user from one step to the next. The next step should be based on the readiness of a user instead of asking him/her to directly make a purchase.

For instance, a visitor who first visits your page for the first time should be persuaded to sign up for a free trial of your product. Only on expiry of that free trial should they be sent content which persuades them to make a purchase as they are now more mature and groomed towards you and your product and trust you as a brand.

If a visitor who has visited your website for the first time, having no knowledge about the service you provide, is given a link to make a purchase using his/her credit card, there is an extremely likely chance that he/she would simply log off your website without taking another look at your value proposition.

The user should be shown the relevant Call to Action based on his/her readiness in the flow originating from trial or subscription to a blog, to final purchase and repurchase.  “Nobody likes to be sold to, but everybody likes to buy” -Anonymous


Though each Landing Page differs in various aspects in terms of its objectives and end goals, any marketer interested in obtaining a higher rate of customers moving through the Marketing Funnel must consider primarily these 5 questions while designing his/her Landing Page.

To learn more about Inbound Marketing and how to best leverage your Landing Page check  ‘What Is Inbound Marketing And Why It Is Essential For Every Marketer To Implement’.


Source:- Google,

5 Essentials Of An Effective Landing Page

What is a Landing Page?

A landing page is a webpage which serves as a entry point or a particular section of a webpage. It is also a webpage in response in clicking on a search engine optimised search result or an online advertisement. It is a great way to drive traffic, improve Search Engine Optimisation and improve brand. Most of the businesses use landing pages to generate leads for future conversion.

A landing page is as good as its ability to convert site traffic into leads or sale. Without this ability landing page is practically useless.

Five Essentials Of An Effective Landing Page

1. Content

Content is the most important part of any website and to some extent a success of any website is primarily depended on the content. A content is what delivers a right message about your product to your customers. Everything begins with a content. The content of the entry page of the website should be your topmost priority as users visit it the most. So, it should be as such that it grabs the attention of the visitors and appeals them to know more about your services.

Also, as keywords plays an important role in doubling website’s traffic. So, content is the right place to highlight your keywords in a most relevant way and connecting your customers with your website as when customers will type their queries using your keyword phrase they will find your website on their search page.

Search Engine Optimization
Search Engine Optimization

2. Loading Time 

Page speed plays very crucial role in website user’s experience. Nobody has time to sit and wait for the website to load when a customer can easily visit competitor’s website. A widely quoted study found that, “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions.”

There are several tools you can use to test your website’s speed and two of them are as follows:

  1.  PageSpeedInsights                                                                                                                                                           PageSpeed Insights measures the performance of a page for mobile and desktop devices. It fetches the url twice, once with a mobile user-agent, and once with a desktop user-agent. checks to see if a page has applied common performance best practices and provides a score, which ranges from 0 to 100 points, and falls into one of the following three categories:
  2. Good: The page applies most performance best practices and should deliver a good user experience.
  3. Needs work: The page is missing some common performance optimizations that may result in a slow user experience.
  4. Poor: The page is not optimized and is likely to deliver a slow user experience.
Search Engine Optimization
Search Engine Optimization


  1. YSlow                                                                                                                                                                                     YSlow analyzes web pages and suggests ways to improve their performance based on a set of rules for high performance web pages. Its highlighted features are:
  • Grades web page based on one of three predefined ruleset or a user-defined ruleset.
  • It offers suggestions for improving the page’s performance.
  • Summarizes the page’s components.
  • Displays statistics about the page.

  3. Call to action button

Call to action buttons are the most important part of any website.  A great call to action button can direct users, get them to take a desired action improve conversion rates, and ultimately help your website achieve its defined objectives. The entire purpose of the landing page is to make sure that your customers press call to action button as without it, landing page is doomed to fall. It should be strong and highly visible. The most common call to action buttons are:

Search Engine Optimization
Search Engine Optimization
  1. Free Trial: This call to action button is perfect for those who wants to know about your services but are hesitant to invest money on something they had never tried.
  2. Sign Up: This call to action button allows you to sign up on a particular website and becomes the user for them.
  3. Download Now: You will find this type of call to action button on different websites, for example on songs or movies websites you will find this type of button to download your song or movie. Also, different websites use this button to allow you to download their brochure or curriculum

4. Easy Navigation

It is very important for every business to make sure that their customers can easily navigate their websites. This navigation menu is the collection of links you see placed vertically or horizontally on the web page and sometimes on the footer of the web page. An organised and easy to follow navigation creates better user experience and which will lead to more business. A navigation bar guides people find what they want to search in the website. Through navigation you make your visitors aware of all the services you can provide to them. 

Search Engine Optimization
Search Engine Optimization

5. Images and videos 

Like content, images and videos also plays critical role in designing your website successfully and increasing the number of visitors to your websites. They can be the great way to get users engage with your website. A website without an image is boring as people prefers looking at an image than reading words. Images gives your visitors an expression of what your website is all about. A visitor can easily decide whether they should spend their quality time on your website or not. It will increase the user experience and therefore a way to generate lead and to add visitors to your site.

Search Engine Optimization

“A Picture Is Worth A Thousand Words” …. A great saying!!

Images are attractive and instead of reading a lot of text and getting bore people prefers seeing and image or a video and knows about your services. Sometimes an image generate leads. According to the survey, most of the visitors spend less time viewing any website, so sometimes because of so many words in the website visitor prefers leaving it without knowing about your services.

Images draws visitors attention and triggers their emotions. After viewing an images they can connect with in the first few seconds of their visit then they can easily engage to your site without looking the time a visitor spends on your website.

Photo Credit: Digital Vidya Media