Your website is your shop window to the world, it’s where people will check you out, see what you offer and find out how to contact you. So it’s really important you include all the right elements on your landing pages to maximise the effectiveness of your site

A successful website does three things:

  • Attracts the right kinds of visitors.
  • Guides visitors to the main services or product you offer.
  • Collects and provides contact details for future ongoing relationships.

For this post I am going to focus on the elements that need to be on a web page to make it work both for your visitors and for the search engines.

What makes a great landing page?

A landing page are those pages in your site that are the entry points – where visitors will see your site first. So obviously the home page is the main one but others would be for example, on my site I offer branding and SEO as well as web design so these are all my landing pages.

The diagram shows an outline webpage with the various elements marked on it. Obviously the design of page is variable according to your business need or preference but ideally they all should include these.

1 Site title and logo
Make it very clear what your site is called and have its branding visible. The top right is where people look first on a page.

2 Links to other pages on your site
Make it easy for people to see what you offer and to find it quickly plus Google loves internal links on a website.

3 Headline/Page Title
This tells your visitor what the page is about so include keywords that describe the page. Google rates the page title as the most important element on the page. So think about generic titles “About us” “Services” and how you could make them more specific

4 Subhead
The next most important element for google. Use it to expand on your heading. It is good to break up all your content with subheads both for your reader when they are skim-reading and for Google which rates subhead content as more important.

5 Images or videos
A relevant image brings your content to life. Best of all is to have a your own pictures particularly if you are offering a tangible thing – e.g. doing a colour analysis, skin care products. Otherwise there are lots of good image libraries – Pixaby for free ones although my favourites are Shutterstock and Dreamstime where each image is about £8. The most important thing to remember when you’re uploading your images is to add a title and some alt text. This is important for SEO purposes and allows visually impaired people to understand your images too.

6 Content
Beautifully written, clear content that has impeccable spelling and grammar and incorporates your keywords is what you are after. The ideal page length is 300 words on a landing page. Content writing isn’t easy to do so well worth the investment if you struggle to do it yourself. I’ve got some great contacts, if you need them let me know.

7 Call to action
Tell your reader what you want them to do next – contact you, phone, sign up, find out more and have both a button and a line of text so it is as easy as possible.

8 Below the fold
This is where the screen breaks so the user has to scroll down to see the content. Make sure all your important info is above the fold especially the call to action.

9 Testimonials
Add credibility to your content with a recommendation from a client, a review of your service or an award or similar.

10 Contact details
Make sure your contact details are on every page. There is nothing more annoying when you want to get in touch and you can’t find the details.

So just by following some simple pointers you can make your website work harder for you and find and inform the people you want to reach and grow your business. Your website can promote you 24/7: You can’t do that and no employee will do that for you.

“A website without visitors is like a ship lost in the horizon.” 

Dr. Christopher Dayagdag

Don’t be that ship.