作者： Neil Lock

In a previous article, we mentioned that 84% of website conversions occur on the first visit. And during this first visit, the average site visitor is only going to stay on your website for about 10 seconds.

That means that’s all the time you have to make a good impression, convince your visitors to stay on your site, and to (hopefully) convert that site visit into a lead.

仔细想想，还真挺让人感到压力的。

But not to worry- landing pages help you do just that. More specifically though, well-crafted landing pages help you to do just that.

So what are they?

In the simplest terms, a landing page is any page that gets traffic from anywhere other than the usual pages on your site (like your Homepage, FAQ, or Contact Us page).

The difference between these “usual pages” though, is that landing pages reel in your audience using content that creates a sense of urgency – like call-to-action buttons and promo pages, for example – and they do it all in one page with a specific goal set in mind: They make your audience take action.

And if all goes as expected, you get to convert your audience and site visitors into leads. This is called lead generation.

着陆页是任何网站的关键组成部分，尤其是当您尝试建立受众群体并获取潜在客户时。它们也是创造收入的重要因素。

What do they look like and when do I start making one?

这里有一个来自 Unbounce 的优秀着陆页示例，我们非常喜欢：

This has all of the right elements you need to execute the perfect landing page: it’s got just the right amount of text (which is really helpful for boosting SEO), and it’s packaged in a way that it’s not too heavy or intimidating for site visitors.

The imagery is great as well, and the placement of the two call-to-action (or CTA) buttons give the visitors just enough cues to sign up for their service. Not too little, but not too much either.

（提示：Unbounce 的着陆页看起来相当精致——如果您想在自己的着陆页上复制类似的风格，甚至可能会感到有些望而生畏——但实际上，您可以使用 PBS 创建出同样美观且相似的页面）。

MAKE YOUR OWN LANDING PAGE: If you’re new to design, First Site Guide’s Elements & Principles of Design Cheat Sheet proves to be friendly and reliable for beginners.

Take note though, that Unbounce’s example isn’t the only way you can create your landing page.

You can always go for a simpler, cleaner look, like Uber’s landing page below:

The text’s placement, along with the sign-up forms look crisp and clean. There’s also minimal distractions on this landing page, which prompts its visitors to sign up right away.

MAKE YOUR OWN LANDING PAGE: First Site Guide’s Psychology of Color Cheat Sheet is a huge helA, which can help you balance out the right kind of colors that create a minimal yet classy effect for your landing pages.

You can have more than one

This is a little tricky because you have to learn how to strike a balance, but if you think it’ll help generate more leads,  you can actually build more than one landing page. Again, different landing pages cater to different needs.

以 MailChimp 的这个页面（众多示例之一）为例，它促使用户免费注册其服务：

(It worked by the way, as we use MailChimp for our newsletter service, too).

Take note of the text – it’s straight to the point, and addresses the target’s audience needs in just three simple, albeit powerful words; enough to catch the visitor’s attention, and convert into a lead.

Here’s another from Truila, which helps its users get an estimate of how much their houses are worth.

Unlike the previous examples, Truilia doesn’t offer a catch to their customers in this particular landing page. They simply offer to give the visitor a chance to test out their service.

Again, take note of the copy: no fluff, and it gets straight to the point.

Usually, landing pages like these direct you towards another, one that has more information about what the website is offering. This is also a great technique used to capture more leads.

MAKE YOUR OWN LANDING PAGE: Did you know that “Under Construction” pages count as landing pages, too? This blog post by First Site Guide teaches you how to make one.

More doesn’t always mean merrier

It’s important to remember that the problem isn’t the lack of landing pages per se – but the lack of well-created, successful landing pages.

任何网站都可以制作大量着陆页，但这并不意味着会自动带来成功的潜在客户转化。

再次强调，着陆页的门道非常微妙——因此，如果您有能力投入精力去研究其背后的艺术与科学，强烈建议您这样做。

Here are some websites that’ll be really helpful in your journey to creating landing pages

Landing Folio

http://www.landingfolio.com/

Landing Folio is an extensive gallery that’s really useful when it comes to getting inspiration for landing page designs. They also offer some kick-ass, friendly courses on how to perfect the art of creating landing pages. Plus, all the designs are pretty and fun to look at as well.

First Site Guide

http://firstsiteguide.com

First Site Guide 是互联网上资源最丰富的网站之一，特别是如果您是网络新手并希望做出一番成绩的话。他们的资源包括内容创作工具清单、产品评测与对比、信息图表、易懂的视频教程等。如果您刚刚开始创建自己的第一个着陆页，这绝对会大有帮助。

Conversion Lab

http://conversionlab.no/

Apart from the fact that their own landing page is pretty well-crafted itself, Conversion Lab does exactly what they say they do: they help you get conversions. They also help out with testing too, which is crucial to any website that’s trying to raise their conversion rates.

Hubspot

https://blog.hubspot.com/marketing

Hubspot is an all-around help site that lends you a hand in almost anything and everything related to online marketing.

他们拥有品类丰富的文章库，涵盖制定商业计划、内容和集客营销，当然还有着陆页。对于数字营销领域的新人来说，这是一个极好的资源。

结语

着陆页制作可能非常棘手，特别是当您刚刚开展任何类型的业务时。

但请记住，投入时间去了解它们的工作原理以及如何制作是非常值得的。为什么？因为它们能带来潜在客户，而潜在客户能带来收入。

Take note that digital marketing trends are changing rapidly. You have to keep with these trends in order for your business to not only survive, but to also thrive.

Do you have any other tips or resources that you’d like to share with us? Comment below, or send us an email at [email protected] if you’d like to get featured as a resource in one of our articles.

祝您建页愉快！