Landing Page Best Practices and Common Mistakes

For step-by-step instructions, see Building Landing Pages.

Landing Pages: Purpose and Core Principles

Landing pages are standalone web pages created for a marketing or advertising campaign. They are typically the destination when someone clicks a link in an email or advertisement, and they are used to capture visitor information before the visitor continues to a website.

Landing pages are intended to be focused and narrowly scoped. In Oomiji, when a visitor submits a landing page form, their information is automatically added to the Database as a new contact. No manual import or sync is required.

Key characteristics include:

• A simple structure
• A clear, single purpose
• One call to action for the visitor to fill out a form and sign up. (Including multiple calls to action reduces effectiveness.)

Common Mistakes to Avoid

When using landing page templates, several issues can reduce clarity and effectiveness.

• Overloading on Information: Including too much information can distract or confuse visitors. Landing pages should remain concise and centered on a single message and action.
• Ignoring Design: Design affects how visitors engage with a page. Pages should be visually clear, relevant to the brand, and easy to navigate.
• Neglecting Mobile Responsiveness:  Landing pages need to account for mobile users. Poor mobile responsiveness can result in a degraded user experience and lower engagement.
• Inconsistent Branding:  If a landing page does not align with a brand’s visual identity, it can create confusion, aversion, or mistrust. Color scheme, typography, and layout need to remain consistent.
• Missing a Clear Call to Action: A landing page without a clear, visible call to action makes it harder for visitors to know what to do next. Calls to action should be easy to understand and directly related to the intended signup.

What’s Next

Landing pages are designed to guide visitors toward a single action. Clarity and focus determine whether visitors understand what is being asked of them. To start building a landing page in Oomiji, see Building Landing Pages.