What does Entry page mean in marketing terminology?

Entry page

An entry page, also referred to as a landing page, is a webpage specifically designed to get people to take a desired action, such as signing up, subscribing, or buying a product or service. It is one of the most important components of any online advertising campaign as it serves as a link between ads and offers, making it the first page through which customers must pass in order to engage with a brand or business.

When it comes to creating effective entry pages, there are a few key elements to consider, such as page design and copywriting. The page should be designed with the basics in mind: a clear headline, relevant visuals, an “above the fold” call-to-action (CTA), and succinct copy. To drive conversions, the page should be clean, aesthetically pleasing, and easy to read. As well as an effective layout, the use of good copywriting is important when crafting a strong entry page. The copy should be concise, persuasive, and capture the essence of whatever is being offered. Copy should also include a powerful headline, persuasive subheadings, and relevant bullet points outlining the benefits of the offer.

In terms of design, entry pages should be designed to be visually appealing and easy to navigate. Content should be concise and eye-catching, with minimal text and plenty of white space. A striking headline, backed up with supporting copy, should be placed ‘above the fold’– so that it’s clear and visible when visitors first land on the page– and make use of persuasive words and action verbs to encourage the desired action. It is also important to ensure the page is ‘responsive’ and will adapt to different devices and screen sizes.

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When it comes to CTA’s, a good entry page should have several. It should be abundantly clear to users what they should do, and it is valuable to include multiple CTA’s to ensure users can take action wherever they are reading the page. CTA’s should be placed in highly visible areas, such as at the top, middle, and bottom of the page, to make sure users can’t miss them. They should also be optimised for maximum click-through rates, and be positioned ‘above the fold’ where possible.

Including trust elements and supporting content is also an important part of an effective entry page. Having customer testimonials, case studies, and company or product logos can help to create a sense of trustworthiness for visitors and will make them feel safe about taking action. Having prominent visuals and media assets can also add credibility to the page and can engage users more effectively.

Strong calls-to-action, trustworthy elements and persuasive copy are all important elements of an effective entry page and should be used in combination to maximise conversions. When creating entry pages, it is important to keep the user in mind, by providing them with clear, concise, and attention-grabbing content that encourages engagement.