A landing page is a standalone web page that a person is directed to after clicking on a link or call to action (CTA) in an email, ads in Google, social media or other digital media. Unlike other web pages, which typically have more than one goal and encourage exploration, a landing page’s main focus is to encourage interaction and build a repository of leads that can be nurtured with more personalised marketing campaigns.
Don’t confuse a homepage for a landing page. Generally, a homepage contains a lot of information that could distract a visitor. A landing page is more specific and has fewer links to increase conversion. This is why expert marketers always use a dedicated landing page as the destination for their traffic.
Here are the types of content offers you can add to a landing page to convert visitors into leads:
- Event registration
- E-newsletter subscription
- Online course enrolment
- Ebooks and whitepapers
- Product/service promotion
- Free trials
- Product giveaways
- Discounts/exclusive offers
- App download
The landing page is the crucial initial opportunity to make a positive first impression on a potential customer. To ensure a seamless transition from clicking your ad campaign to visiting your landing page, it is vital to optimise it effectively. This optimisation aims to maximise the chances of converting your visitors into satisfied customers. If you are new to landing page design or you’re trying to improve your landing page experience, here are some questions to ask yourself when creating a landing page that converts:
- Is your landing page branded with your company or product logo? It’s important to include a logo that the visitors can associate with your company and products. Some suggest keeping the logo front and centre. But it really doesn’t matter where you put it as long as it’s clearly visible to the visitor. It doesn’t have to be the focal point of the page because it might overshadow the rest of the content. The purpose of the logo is for brand awareness and trust building. If visitors know where they are and who’s providing the content, they’d feel safe and would likely engage or make a purchase.
- Does your landing page show the same image or message as the one used in your marketing campaign? Let’s put it this way: if you are told you’re going to get useful tips on marketing but you’re redirected to a homepage instead of the actual blog, wouldn’t you be annoyed? Always provide continuity between the messaging, which led the visitor to click. Most visitors are impatient and will leave your page within a few seconds if they don’t find what brought them there in the first place. So, if you showed them a red handbag in your ads, make sure it’s what they’ll find on your landing page, complete with all the information they need about the product, with the purchase button. Also, never use misleading or deceptive ads to lure people to your site. They might not trust your company again when they run across your other marketing campaigns.
- Do you have a call-to-action (CTA) that spells out exactly what the audience should do? Your CTA should say exactly what you want your visitors or buyers to do once they land on your website. There are no hard and fast rules for the perfect CTA design; just make sure you have one – or more, if necessary. If you must include more than one CTA, make them clear and spread out a little bit so your visitors won’t be confused.
- Do you have a lead capture form? This is one of the most important parts of your landing page. A short form asking for the visitor’s email address is a great strategy to keep in contact with your visitors for future offers or updates. To do this right, make sure your offer is good enough for your visitors to happily hand over their info. It’s best not to ask for too much information on the form, only the most important.
When creating a landing page as part of a marketing campaign, be sure to plan and design it with your target audience in mind. Keep content short but well-written. Try to make it navigation free as much as possible. Don’t forget to proofread for any errors. Then, test your page before you post it. You can review elements like link functionality, images and videos, and text formatting. Lastly, be sure to continuously conduct A/B testing and make adjustments to further enhance user experience.
Building quality landing pages for each marketing campaign or offer you create will be an important part of your lead generation strategy. It’s best if you know the best practices or, better yet have a professional design them for you to ensure you capture every lead you can. Keep in mind that every detail in your landing page is crucial, from the content to CTAs and even to your graphics.
We can answer all your questions about your landing page. Contact us today for a free consultation.