This is part two of my blog post on landing pages. Check out part one here.

In part one I explained what a landing page is. I touched on the process of researching “keywords” to help you choose what to say on your landing page, to improve your search engine results and to determine proper Google ad placements. In part two I now talk about the creation of the landing page content.

When I created the landing pages for our SwiftCommunity products my goal was to make sure we gave web visitors exactly the information they were searching for - clearly and concisely. I had to avoid making them sift through large bodies of text that was not directly relevant to what they were looking for. They'd just get frustrated and leave the site. I also wanted to highlight the main benefits of our products compared to the competition. I decided the best way to accomplish this was with visuals.

In the case of our SwiftCalendar product, I needed to demonstrate its unique feature of sharing and syndicating events through multiple calendars. As the saying goes, a picture is worth a 1000 words. I decided that with relatively simple graphics we could communicate the syndication feature.

(One of the graphics used on our SwiftCalendar Landing page)

I also created a simple list highlighting the main features of SwiftCalendar. This is an easy and informative way to showcase features to users.

(Simple, clean design for the features list)

With this creative direction in mind, I set out building the landing pages. I created a separate micro website for each of the three products (a landing page, a demo page and a contact page), using slideshow galleries and features lists. I used my keyword research from part 1 and search engine optimized each landing page.

Our micro sites are now live. Using Google Analytics we will track visitors to see if the landing pages are accomplishing what we created them for. Users should find our landing pages based on the keywords we used and our focus on a single topic, They should be motivated to take action because we gave them the exactly the information they searched for and only that information. And we made it easy for them to follow up - our contact page and contact form. Success. We generated a new lead!

Consider whether your business, service or product can benefit from a strategically developed landing page.