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Landing pages direct users to their destination

A landing page functions as a map for your customer’s buying process.

If a user is interested in your offering, they will want to explore more. A landing page is where a potential customer arrives after clicking an online display ad or link. The landing page is designed to steer the user to perform an action (purchase) or to leave personal details and thereby establish themselves as a customer or a lead.

A landing page is set up to lead a customer through different phases in the buying process and to convince them of service benefits. The user follows along because the page triggers their interest, explains the process, and gives social proof of the pains it is removing.

The marketers’ objective is to serve users so that they become customers, and preferably customers that buy more than once. Well designed landing pages allow customers to check off all the goals and doubts that they might have about a future interaction with a service or a product.

“Do you have what I want?

Why should I get it from you?”

- Tim Ash

A user that has interacted with an ad or followed a link is looking for more information on something that interests him. Ideally, the landing page is the one step that convinces users to buy, or to provide personal information so that salespeople can contact them.

A landing page has a single-minded set-up, which does not distract users and allow them to wander off and do anything other than a specific action. Users need guidance to finalise the things they have set out to do. Marketers need users not to fall off the trajectory of becoming customers.

Landing pages are not linked to a company's global navigation, specifically in order to limit the user and guide them towards the intended goal. The landing page stands alone, separated from the main website, because it has a temporary single focused objective.

At the moment, I’m designing a landing page so that I can direct YOU towards what you need.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.