Making Landing Pages on a Website

Landing Pages

Case Study: Targeted Landing Pages


Many website owners are not aware that visitors may not always land on the Home Page. Depending on what they have searched for, they may often land on another page which is known as the Landing Page. This is defined as the first page the user sees when they land at your site. If you are seeking to maximize the amount of profit you make from your online advertising campaigns, one key factor you should consider is optimising your landing page.

It is true that for most website owners, their homepage will be the most common landing page. But more and more companies are creating targeted landing pages to maximize the impact of their online promotions.
One huge benefit is that targeted landing pages can be customized by industry, for a specific product, to highlight a core message, or based on the source of the site visit e.g. a link on another website or a particular online directory. Studies have demonstrated that targeted landing pages vastly increase the number of clickthrough visitors producing corresponding increases in conversion rates and online sales. This ensures that every dollar spent in online marketing and advertising is effective in driving visitors to your website.

So why are targeted Landing Pages more effective?

Online marketing and advertising that does no t direct visitors to specific landing pages may be wasting a lot of money. This is because visitors are leaving thewebsite almost immediately after they arrive. Inexperienced advertisers may direct all of their visitors to their homepage. The visitor is then forced to search the whole website for the specific product or service they are looking for. Most users just don'’t have the time or patience to do this. They simply press the 'Back' button and move on to a competitor's website that will give them what they want promptly.

Testing the Usability of Your Site & Landing Pages

Website usability is a vital factor in website design and layout. The more the user has to think, the less likely they are to convert. But a usable site can dramatically boost conversion ratios, and can be applied to every page on your site, not just your landing pages. The key to good website usability is to remove the need for the user to figure out how to achieve their goals on your site - this is called having clear conversion pathways.

Usability optimisation on landing pages is especially important because a visitor who has just arrived at your site makes immediate evaluations about all aspects of your business. This quick judgement will include whether you provide the service they're looking for, and whether you are a trustworthy company to do business with. At this delicate stage in your relationship with the customer, the customer is extremely fickle and can just as easily leave and go to a competing site. Therefore small adjustments to the quality of your landing pages can increase conversion rates dramatically.


So what are the best practices that you should be looking at in optimising your landing pages?

Consider these questions:

1. Do you have a clear headline describing your website's purpose?

2. Is the product title and image prominent and visible immediately (without scrolling)?

3. Is the purchase process obvious and understandable?

4. Are there complicated options, buttons or links that could confuse or distract the user?

5. Will the user know immediately how to use your site and what they need to do to achieve their goal?


Using optimised landing pages is a very important part of an Internet Marketing Plan. Optimising your landing pages will not only increase sales but it can also free up advertising revenue to increase traffic from other sources. There are many factors to consider, but ultimately with conversion optimisation, the focus has to be on the visitors' needs. You must provide the easiest and best possible website visiting experience.

Targeted landing pages will help make your website more effective. If you want to know more about Landing Pages, just contact me