In other words, they do whatever it is you wanted them to do, when they arrive on your page. They perform a "specific action".
So what should a good landing page contain? If you do a search online you'll find volumes of books, articles and forums that deal with this exact topic. You'll find a variety of opinions on what works and what doesn't. While the advice is very helpful, it's best to do your own testing to see what works and what doesn't for your particular situation.
By the same token, there are some tried and true methods that you should utilize when designing your landing pages. The upper portion of the page is your most important real estate. This area is often referred to as "above the fold". You want to include your most important info here. You want to avoid waiting for them to scroll down, as some people may hit the back button before your page finishes loading due to loss of interest.
As a general rule, your landing page should focus on one thing. Ask them to do A, not A, B, C and D. Keep it simple and avoid confusing them by asking them to do too many things at once. Remember, ask them to do one thing and make it clear what that action is you want them to perform.
Have you ever considered how safe someone feels about sharing their personal information with your website? You need to make sure your web site reassures your visitors, via the use of trust logos and a strong guarantee, that their information will be kept confidential and secure. If you can't instil trust, you'll lose the sale every time.
Following all of this, is the actual copy on your landing page. I can't stress enough how important the words you choose are. If it's littered with bad grammar and misspellings, you won't appear very professional. The actual words in the copy can help to make or break your pages. If you're not the grammar police, hire someone who is to review what you have written.
Also, make sure that the font you use is a decent size,
avoid the use of super small fonts. They can make your
page hard to read and really aggravate your website
visitors. People read differently online, they tend
to scan so make
In addition, you need to limit the amount of outbound
links on your landing page. Don't give the viewer a
way out. By offering up too many other options they
may click away and never return. Take them by the hand
and lead them
Taking all of this into consideration, you should be
doing A/B testing - also known as split testing –
in order to find out what's working and what's not.
Furthermore, if you're doing pay-per-click advertising with Google Adwords, your landing page load time now affects your keywords quality score. So keywords with slow loading landing pages may get a lower "quality score" - and that also means paying higher minimum bids.
Taking this all into consideration, you can see how important a good landing page is to your pay-per-click advertising campaigns. If you don't get it right here, you'll be throwing good money down the advertising drain.
Remember, you should be continually testing and tracking so you know what's working and what's not. Knowledge is power and what you don't know can hurt you. Make sure when someone is coming in for a landing, it's a smooth landing. This is not a place to crash and burn.