The Landing Page: Is Yours Performing?

Estimated reading time: 2 min

Landing pages are undoubtedly one of the most powerful features of your entire website. We’re willing to bet that, regardless of the purpose of your website, you have at least one landing page to filter your web traffic towards a purchase decision or other desired action. You don’t want to let your prospective customers slip away because your landing pages are ineffective, do you?

This got us thinking, “How effective are our own landing pages at driving action?” Further exploration of this question revealed our landing pages could, indeed, be better.

What makes an effective landing page?

Each landing page only serves a single purpose.

It should be stripped of the full range of information available on the rest of the website in order to focus the visitor. Having additional content on the page only distracts the visitor from the reason they arrived there and, thus, decreases the likelihood of a successful conversion.

Your landing page should also be able to accurately measure where your traffic is coming from and where they go next. Having too many variables on the page creates unnecessary complications in your analytics and reduces the effectiveness of the page.

Our old landing pages were visually outdated and cluttered with a stack of information that did not show clear actions.

How did we improve them?

The solution came in the form of Unbounce, a tool that specifically builds quality landing pages which drive results. We have dedicated an entire blog post to explaining the advantages of Unbounce – subscribe to our blog to catch future posts and to stay up to date on other marketing tips for business.

We redesigned the landing pages for our 3 core offerings as a business – Marketing Services, Training and Free Marketing Advice.

Aside from an enhanced aesthetic make-over, which fits in perfectly with our branding and design, the pages now have a much clearer and appealing interface, outline the purpose of the page and make it even easier for visitors to find exactly what they need to take further action.

We compare the old and new versions of the same page: