What is a Landing Page?

It is the page in which you have directed a visitor to land on from advertising, organic search results, or another page, that much if obvious. However, what is often missed is the marketing once you land on that page. So what are the elements of a landing page?

1) Minimalist: Only containing that which is needed to communicate the product or service being offered

2) Rule of 3s: You have 3 seconds from 3 feet away to determine
• What the product of service is
• What the offer is, and
• What you should do next.

3) Product or Service
4) Offer
5) Call to action: What do you want them to do? Call, click, download, Fill out a form?

We will only need to tweak the 1st one for each of our pages as we'll need header and footer to complete our pages.
Here is the concept. When a visitor arrives at any page on your site, they will quickly be able to determine what that page is about, and what you intend for them to do next. No other distractions, no other options.

Example: InMotion Hosted Exchange

When you land on this page you are quickly greeted with information you need, without information you don't. You know this page is about Hosted Exchange, and you see a July special for 50% Off. Although there should be a 'Click Here Now' on that box.

(page header not included on this shot, please follow the link above for full page)


Once you scroll past the fold, you see more detailed information, then the More Info call to action buttons. This is a great example of a web page landing page. No clutter with what you don't need (aside from header and footer). You get clear targeted information above the fold, and detailed information below the fold.

The objective is to a) let them know they landed on the correct page and b)quickly grab their attention so they stay no the page. Once they are there and settled in, they can browse around a bit. Hopefully, your call to actions are clear enough that they know what to do next and will do it.

Now a true landing page, that being one strictly to promote a product, should only contain one exit point, such as the company logo. No menu, or footer, just a really clean page that gives only 3 options. 1) Complete the action I have called you to do, 2) Click the logo to go to the site, or 3) Leave the site. Any landing page should not have information below the fold, except some legal copy.

Applying the Rule of 3s for Landing Pages should help you design any web page so that you retain visitors longer, and greatly improve your close ratio.