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If you have a business website, you should not only focus on getting clicks in the first place but also try to convert such clicks into leads. It is here that great landing pages can help. If you think from your visitor’s point of view, it won’t cost them anything to click on a link (like that of a Pay Per Click ad) and come to your web page.

However, to get a lead and convert that into sale, you will need to coax them to invest some of their energy and time to understand your offer and fill out the forms. If you are wondering how to do it, here are some time tested and proven tips that you can use to improve and optimize your landing pages.

• Create an impressive first impression: When a prospect visits your landing page, he or she will only take a few seconds to decide whether to stick around or move somewhere else. So, make your page content focused, use customer friendly copy, design, and font size, and ensure that the page is relevant to the search query that the visitor used. Making your web page, especially the headline directly related to the search term, will help in conversion rates.
• Call to Action: Your landing page should focus on what you want the visitor to do, buy or learn. Remember - you don’t need to sell your service, product, or company. Rather, just sell your offer. It helps to make your page focused around a solitary call to action like a free demo version etc. You should avoid the temptation to include irrelevant information about your company, directors etc in order to create a great and effective landing page.
• Follow the KISS principle: Keep it short and simple (KISS) – that’s the key element of a great landing page. So, keep the length of your page short and use brief sentences or dot-points that provide valuable bite sized chunks of useful information. You should also consider how the more inquiring and discerning among your potential clients may seek additional information and keep some avenues of communication open for providing them further information.
• Don’t abandon your landing page: Your landing page should be properly connected to the rest of your site and the navigation should be easy and user friendly. Leaving the page orphaned won’t be good for SEO purposes either. So, ensure that once a user gets access to your landing page, you can entice him or her to other locations of your website fairly easily.

Once you have created a great landing page, the next question is to find ways of directing people to it. Here are some options that you can use:

• Traffic directed via PPC and Google AdWords: You can organize multiple landing pages, each optimized to match a specific keyword that the searcher used, and link these pages to your Google AdWords or PPC campaigns.
• Sponsorship graphic or banner ad: You can use them to direct traffic to a landing page that’s specifically designed to address the target audience.
• Email campaigns: You can include a link to your landing page in an email sent to prospective clients so that people are directed to the page that’s created to entice them in making a prompt purchase.
• Sidebar links or blog post: If your landing page pre-sells affiliate products or encourages the visitor to sign for an opt-in list, you can direct traffic via sidebar links or blog posts.
• An overall theme at work: You can create multiple landing pages that are related to a single theme. So, when a user lands at any of them, he or she will naturally feel curious to check out the rest belonging to the same theme.

Use these tips to create a great landing page for your website and reap the benefits.