Landing pages have become an increasingly popular and effective tactic in the marketing toolkit. A landing page is a single web page that appears upon clicking on a search-generated link, or through a marketing promotion via email or online advertisement. Content and visual presentation expound upon the search result or campaign, and is targeted to a specific audience. The driving purpose of a landing page campaign is lead generation.
That’s a mouthful, but don’t be intimidated. When it comes to designing landing pages, the simpler, the better. Let’s take a look at an effective landing page and identify which components make it so.
Wag’s “Become a Dog Walker” landing page truly has it all. At first glance, it provides a nicely designed, branded banner that’s chock full of effective landing page strategy:
- Clear messaging the defines the purpose of the landing page with respect to the user: “Become a Dog Walker with Wag!”
- A short, simple form as the call-to-action
- A visual that resonates with fellow dog walkers
… and ALL of this above the fold! Bravo, Wag! This landing page could almost stop right there – but wait, there’s more!
The page continues with two sections containing concise, clear messaging. The first section states the “why” of becoming a Wag walker. With three simple icons and scannable statements beneath, users gain understanding of the benefits behind the offering. The “what” quickly follows with the offer itself: the “Love dogs? Get paid for it!” statement, alongside a photo that resonates with the buyer persona. I’m confident this content was written with user intent in mind and optimized for SEO with specifically chosen keywords and expected user search terms. A link to meet other pet caregivers is also presented, offering another opportunity for engagement and community building.
The next two sections are what I’ll refer to as “credibility builders” – real life testimonials from other pet caregivers, and a section with quick stats showcasing the depth and breadth of Wag’s prowess as a company. A “Sign Up Now” button which anchors up to the form is a great bonus call-to-action in this area.
The entirety of the page body detailed above is housed within Wag’s branded header and footer; adding multiple opportunities to enter the website experience, app, or social channels. Wag didn’t forget that the majority of users are accessing this page from a mobile device – this landing page looks and performs like a champ on mobile.
Considering a landing page campaign but aren’t sure where to start? Schedule a meeting with Tom Damitio to learn more.
