Whether you’re just stepping into digital marketing or are an old pro, it never hurts to make sure you’re solid on the basics – like landing pages. A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or on ads from Facebook, Instagram, Twitter, Google or other sites. These pages contain very specific information designed to help visitors take immediate action, whether it’s signing up for a conference or buying a specific product.
Why do we need landing pages? Well for that discussion, it’s helpful to think about your website as a house, and your homepage as the front door. Web users don’t always enter through the front door. And search results don’t always send visitors there either. Sometimes they enter your site on a different page, one that might not have all the information they need or a clear call to action. Even if they do go to your homepage, they might be distracted by all of the links and options and could miss the exact thing they were looking for.
We recommend using landing for several situations. First, they are invaluable to any campaign with a specific “ask.” Visitors travel from the ad that piqued their interest directly to a page containing only the information they want – making it easy to take the next step. That efficiency increases conversion rates and lowers the cost of acquiring a lead or sale. Landing pages also provide clear metrics – every visitor is there because they clicked through the ad. They are also great when running any type of pay-per-click campaign, SEO campaign, or audience specific campaigns because you can really tailor the information on each page. Finally, they are helpful for event registrations or for events too small to warrant a microsite.
You can think of a landing page like a funnel, directing traffic exactly where you want it to go. Good landing pages work together with good ads – they may even have the same graphics or words to make sure visitors get what they want. They key to crafting good content for both is knowing your audience, of course. The better you understand your audience, the more you can cater to their wants and needs.
And don’t be afraid to be super specific. You could change your message depending on where your users come from – a different message might be appropriate for users who were directed to your landing page coming from Facebook than from YouTube.
Five things to keep in mind when thinking about your landing pages is that they should be….
- Short and uncluttered. Provide rich, useful and succinct information and a clear offer.
- A funnel. Limit exit points leaving your landing page. Your goal is to funnel visitors along a pathway and limit other routes they can take.
- Focused on converting. Your visitor’s next step should be obvious – fill out the form, register for the class, click the BUY NOW button. Navigation should be obvious and simple and visitors should be able to convert in one click.
- Clear about the call to action. The call to action should be in the headline and on the buttons or form. For example, “Register now” or “Download your free guide.” You might include other information on the page, but keep your message focused on the action for visitors.
- Your best offer. The easiest way to get conversions is to make an offer that is exciting and enticing (which goes back to knowing your audience) so visitors don’t hesitate.
If you want landing pages that sending your conversion rates sky high, start with a company who understands the strategy behind them. Schedule a call with a marketing pro from Communicate by Design and let us help you multiple your results.