Landing Pages are the start of good UX. UX stands for User Experience, and a good ‘UX’ is every web developers dream for those that use the website. We all want to go to world-class websites that are easy to navigate, communicate clearly, are soft on the eyes, and get to the point. Quickly.
Call-to-action buttons, nice colours, a short journey from start to finish, and a desired destination mean that your customer lands on your website and goes where you want them to, and they … a) purchase something b) contact you c) make some desirable decision. A landing page is useful in two major ways.
- It helps people start off in the right place. For example, someone is looking for the best noise-cancelling headphones but they are normally priced around $250-500 a pair, so you want a bit of well-done research before you invest that kind of money. So, ideally, someone has curated a list of the things to look out for (good and bad), given you some places to buy them, and maybe shown another list or infographic (perhaps even a video!) of how to take care of them. That customers is then over the moon because they save themselves two hours of their own internet bumbling looking for all this information. (Personally, I asked a friend, borrowed his headphones to test them, agreed they were amazing, and bought the same pair from Amazon later that day). Essentially you are helping people by providing all the right content in a beautiful way, through various content methods.
- Secondly, you are answering a query/question/search performed by many of the same people online. So, if 500 people are searching for “the most comfortable chair” in London, you know that if you do some reviews, do proper research, and shell out a day or two of your time putting it all together on one webpage that hard work can pay off by attracting many site visitors. You don’t want them to go to the homepage (and neither does Google) so they are directed to this ‘landing page’ – a place that they metaphorically “land” after their internet “flying” – and immediately are met with the content they want.
So, in a nutshell. You really want to a) look at your Search Console or Analytics Data and see what people are searching for (the ones who come to your website) and make sure landing pages are curated just for them (if the numbers merit it, and then b) you want to do keyword and competition research in your industry to see what terms you’re actually missing out on, and then create landing pages around that content cluster.
Both Google and your future customers will love you for it. And, if you are like the rest of the people who have cottoned on to this tactic, your revenue will soar upwards too.