Landing pages can be an asset for your small business in gaining new clients, but only if they are created properly and targeted to the correct audience.

To ensure you have landing pages that are working hard for your business, make sure they are clear, attractive and focused in the right direction.

What is a Landing Page?

A landing page is similar to your homepage in that it tells visitors about your services.

However, landing pages are more targeted and you may have a separate page for each service or they may be broken down even further. They are designed to target a select group of people who are interested in that one particular service.

For example, you may sell coats for children, winter coats for adults, raincoats and ski jackets.

You would have a landing page for each type of coat and the message would be specific to the people who would purchase that kind of coat.

Make Your Message Clear

As the article, “6 Rules to Grow Your Property Management Business Landing Pages” says, you must start out with a headline that will catch people’s attention.

The message on the page must be clear. The focus should be on how your product or service can provide the answer to someone’s needs.

You should never try to cram too much information into one landing page.

Keep the message simple and answer their question, “why should I purchase your product or use your service?” Answer the question thoroughly but stop once your message is complete.

Make Your Landing Page Appealing

While your content will get your message across, you also want the visual aspect to capture people’s attention. A well-placed image can speak volumes for what you want to say.

You don’t need a lot of clutter on your landing page with a lot of busy imagery.

However, a plain page without any color or images will leave visitors searching for another site that exudes more warmth.

It’s a good idea to ask people about a new landing page to see what impression it gives them.

Know What You Want to Say

This sounds easy enough, but it can fail if you don’t have a clear picture of the person you are speaking to.

Think about the kind of people who would be interested in your product. Don’t stop with the actual item, but think about the price and how that impacts who would buy your product.

For example, a Porsche 911 and Chevrolet Corvette are both sports cars, but the people who buy them are very different.

When you have a clear image of your intended audience in mind, it’s much easier to create landing pages that provide information they need. You not only know what to say, but how to say it.

Landing pages can provide valuable leads for your small business, but only if they are created with the right design and content.

Know what makes a landing page work and ensure yours provide maximum return on investment for your company.

About the Author: Joyce Morse is an author who writes on a variety of topics, including marketing and running a small business.