Many internet marketers tout the benefits of having a landing page for your products and/or services. In an era where the attention span of your potential market is under a minute, having the right tools, techniques, and approaches are critical to finding your footing and getting the attention you want. One of the best ways to do this is by using a landing page. But what are these exactly and do they really have a significant impact on your online business?
So, do landing pages work? Yes! As long as you have things set up properly, measure and adjust your results and maybe even have just a touch of luck!
Understanding Landing Pages
A landing page is either a web page on the main website or a standalone destination page. It is the first web page that visitors see when they click on a site or link. It is the first page a visitor “lands” on when they click on that link, hence the term landing page.
There are two basic types of landing pages. These are:
Lead Generation Landing Page
A lead generation landing page is designed in a way that allows you to acquire the e-mail address of your visitors. Once visitors provide you with this information, you basically have their permission to go further – you can get in touch with them later and market to them. The purpose of a lead generation landing page is to help you convert a visitor into a customer.
Click-Through Landing Page
A click-through landing page or jump page allows your visitor to obtain information they need about a product or service you offer and develop enough interest to want to buy that product or service. Click-through landing pages are fairly common and they help you bring your site visitors from a sales page to a checkout or shopping cart page. Click-throughs help complete your sales cycle from marketing to buying to payment.
What is the purpose of a landing page?
The main purpose of a landing page is conversion. It is placed strategically on your website or linked to your site to encourage visitors and turn them into leads through an opt-in form. The opt-in form captures pertinent information from visitors such as their names and e-mail addresses which you can collect and store in your database. You can use this database later to send them offers and invitations to special events that you will host.
In some cases, the landing page can also function as a subscription page. This means that by signing up, visitors can choose to subscribe to a service that you offer, whether it is for free or paid.
As you can see, a landing page serves a very important marketing and promotional purpose. Of course, there are other ways to get people to sign up so you can enter them into your database of potential clients but landing pages have been proven to be quite effective in choosing the right people for the specific product or service you have.
What should a landing page include?
Every landing page must be well-designed because its sole purpose is to convert your marketing campaigns into either sales or subscription. Here are the most vital things you need to include:
The headline acts as the title for your landing page copy. It should have instant appeal and intrigue so that it encourages your visitors to find out more. The headline must be short, informative, and catchy. It could also be supported by a sub-headline when and if necessary.
People want to know what you have to offer and a brief description of the product or service should be included on the landing page. Choose the type of information you want to include and keep the information concise. Long-winded descriptions are unappealing to most visitors, so keep the content short but complete.
A great landing page is not only interesting, it is also visually appealing. Although an image is not always necessary, it does add to the impact of the page. Make sure the image is the actual image of the product you are trying to sell. If you are promoting a service, use a relevant supporting image. You could also include a short video clip to provide your visitors with more information.
Providing supporting proof will help increase a potential customer’s trust and confidence in what you have to offer. Use actual images, testimonials, logos, or badges that prove the quality of your product or service.
Call to Action
A call to action is a part of the content on your landing page that encourages and persuades your visitors to perform a desired action, usually to sign up, call, provide their e-mail address, obtain more information (that you yourself will provide), or buy. A call to action should be supported by your content, including the headline, images, videos, and the rest of the copy. Your call to action must be clear so visitors know exactly what they need to do.
How can landing pages help your business?
The whole point of having a landing page is that your main website is not exactly designed to convert your visitors into customers. There are too many elements on the main website that will distract them. Without a dedicated landing page, they will likely click on other pages instead.
A landing page directs your visitors to the right channel, which is exactly the spot on your website where you want them to be. With a landing page, the potential for conversions is higher because it contains the necessary information needed to influence and persuade your visitors to make a decision and take action.
Furthermore, a landing page is a tool for collecting information from your visitors, allowing you to convert this information into leads. By pointing your visitors to the right page (i.e., the landing page), you can obtain the leads you need.
Landing pages are also very helpful when you need to collect demographic data from your visitors. If part of your business is designed to appeal to a certain age range, gender, or economic status, for example, you can design your landing page to obtain these insights. This allows you to design content, campaigns, call to action prompts, and marketing strategies that are specific to your target demographic.
What makes a good and effective landing page?
Clear and Complete Copy
Landing page copy must be clear and concise. It should use persuasive language that presents information in the best way possible.
Every element that goes into the design of the landing page must be well-thought of. Color, graphics, images, video clips, structure, and overall look must be carefully chosen to make the page simple yet engaging.
Unlike your main website, your landing page should have limited clickable elements. In fact, that only links you should provide are call to action links and access to more information. You can also include a link to your homepage.
The landing page is created with a very specific set of goals. As such, it should be simple enough not cause confusion but concise enough to provide the right information.
The fold is the area that divides the viewable page visually. The area above the fold refers to the upper half of the page while the area below the fold is the rest of the viewable page. In a landing page, any important information including copy and call to action must be located above the fold so the visitor does not have to scroll down just to click on the link. While there is some debate going on about this location, it pays to ensure that clickable information is easily accessed by your visitors. You can even include a call to action below the fold if you want, so you can capture the portion of your market who will scroll down the page.
How to create a landing page
Once you have gathered all the important information you need to include on your landing page, consider the type of design that is appropriate for your product or service. Browse through a number of landing pages, particularly those that were used in successful campaigns. Check out the design, copy, and overall appearance. Take note of the elements that were used for these landing pages because they will be useful for you when you build your own later.
Decide on the design and type. What type of look are you going for and what is the specific purpose of your landing page. Do you need your visitors to sign up for a service, subscription, or online class or do you need them to provide you with their e-mail addresses for lead generation? The purpose of your landing page will greatly influence its design, which is why you have to establish its use early on.
When it comes to creating your own landing page, you may choose between a ready-made template and get it customized or build one from scratch. If you have the technical know-how, you could create your own but if you don’t, there are designers and providers that can help design and build your landing page for you. Price varies depending on the design and service but you could find a good middle ground that balances cost with quality.
Lastly, consider ease of access. Many potential customers prefer to use their smartphones to view websites. Capture this market by making your landing page mobile-friendly. Check to ensure that all links work and that your landing page loads quickly. Do not forget to test it prior to launch.
One way to drastically speed up the time it takes to create a landing page is to use one of the landing page builder tools out there like the ones that we review here at https://bestlandingpages.software. We recommend tools such as Convertri, Clickfunnels or Kartra.
Conclusion: Do Landing Pages Work?
Yes and no. Here’s why. Landing pages focus the attention of your website visitors. As such, careful consideration is placed on its content and design. However, the landing page can only work if it contains the necessary elements that will persuade visitors to perform your desired actions. This is why a landing page must have a specific design for its specific purpose. Generic pages simply do not work. Landing pages are not magic pills that will transform your visitors into customers in a snap. To get the results you want, you must create a landing page that provides relevant information, compelling copy, access to opt-in or call-to-action links, and value. If your visitors see the value and benefits presented in your landing page, you are more likely to turn them into customers.