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At any given time during any given day while you’re browsing the internet, you’ll land on a landing page. In fact, you’ll find yourself on a landing page more frequently than you know. But what is a landing page and why is it so important to the internet experience – both as a consumer and as a website owner?
What Is A landing Page?
A landing page is a designated page directly focused to one area of expertise or service on your website.
One usually lands on a landing page when clicking an ad to view specific products or services that one would be searching for.
A landing page usually consists of directly focused content with some pictures or video along with a call-to-action button aimed at gathering leads or more customers to a business.
It’s one of the most powerful components used in most digital marketing strategies online.
Landing Page Components
A landing page’s sole purpose is to make sure the user that clicked on a pay per click campaign doesn’t leave without entering their contact information and to garner a new lead for the website owner.
Landing on a landing page means you’ve searched for something or clicked on an ad of interest to “land” on the page of significance.
While on the page, you will see different content pieces with images and video to further enhance the buying experience.
The intent of all landing pages is to gather leads, who in turn will turn into more customers.
Most landing pages will consist of a small form to ask visitors for small bits of contact information with the intention that they’ll be contacted in the future about the viability of purchasing their products or pursuing their services.
Why would someone want to enter their contact information into any random page?
A well-created landing page should be enticing enough for users to want to enter their information.
Perhaps the website owner will offer a percentage off their service or product or offer something free in an effort to gain the trust of the user.
what’s the purpose of a landing page?
Say you have a website that offers a service or a product.
Sure you have a well-crafted website with all the different components and exemplary website design with all the bells and whistles.
You’ve spent a lot of time and resources making sure it’s up to speed with correct content, the latest technologies and the fastest speeds.
The next step in the website process is marketing your website so you can get more customers, which is every website owner’s intention from the jump.
Your website has many pages with all your different offerings and can sometimes become an overwhelming experience for users.
The purpose of a landing page is to create one page with a single focus on it – without all the other services or pages in the way.
It will give your user a single page to look at a specific product or service with all the other products not accessible from this page.
With a singular focus on this page, the visitor to your website won’t feel compelled to wander into other areas of your website and focus on the single reason why they landed on this page in the first place.
The navigation and other links to the other areas of your website are eliminated and gives your user the undivided attention it deserves when visiting this one page.
Landing Pages Best Practices
Here are some landing page best practices to use when building one out:
- Have compelling content
Once a visitor lands on your landing page, you want to make sure they stick around to read your offering. Make your content compelling enough that will sell them on the product or service you are offering. Speak directly to your potential customer and speak to their needs and wants when they land on your page.
- Singular product or service-oriented headline and subheadings
For every 10 visitors, 7 users will bounce off your page if not compelled in the first couple of seconds of landing on your landing page. To keep your visitors from not leaving your website, you’ll need a compelling headline that clearly states what you are offering and communicates this offering in a succinct but powerful way.
- Powerful imagery that properly articulates your offering
Utilize images to properly convey the message to your audience. Make sure it represents the product or service correctly and doesn’t confuse your user when visiting the landing page. Use powerful imagery that will set the tone for the user to want to sign up on your landing page form.
- Phone number and Email prominence
With all landing pages, you will want to make sure you have your email and phone number prominently on the bottom or top to make sure they can contact you at a given notice. Ensuring those icons are prominent on mobile will be sure to go a long way as well.
- A lead-generating form on the side of the content
Having the form in a prominent place on the page and making sure your user isn’t looking around to try and find the form to fill out. Keep the form above the fold in plain view so that the user knows exactly what they must do in order to qualify for any deal you might be offering. A nice tip might be to have the form follow the user as they scroll down on the landing page.
- A clear call to action for users to follow
Being absolutely clear about your intention with the user is of utmost importance. Your call to action should be an action or something you want the customer to do on the page. Whether it’s to “download” or “get your free information now” – you want to be as clear and concise as possible leaving no unknowns in the users’ minds.
- Removal of navigation and other links
Removing any distractions for the user will give them a hyper-focused look at the product or service they are looking to get more information on. When you give them no other option than to view the landing page with only the content they want to see, it will give them an absolute picture of what you’re trying to sell.
- Responsive and mobile friendly
It goes without saying, your landing page should have responsive design on all platforms and devices as your users will be searching through all mediums. Give your visitors all possible avenues to view your offering and make sure it doesn’t break on mobile or other devices.
- A giveaway for users to fill out the form
How much is a lead worth to your business? What would it take for you to gain another customer? If you can offer a gift certificate or other enticing giveaway to your customers in return for their business, why not give it to them! Giving your potential customers a taste of what’s to come can surely convince them to become your client in the long run! It can something as simple as a downloadable PDF with important information for your customer’s business or a $10 gift card. It’s something tangible your customers can have and you can use as leverage in obtaining the client!
- Optimize the landing page for search
The landing page will no doubt be part of your grander marketing plan and will be part of your paid campaigns and email blasts. Optimizing the landing page will also give you opportunities to gather more leads organically through traditional search. Ensure your landing page is optimized correctly to maximize all avenues.
- A proper thank you page upon completion of the form
A somewhat unnoticed component would be the thank you page after the user has signed up to your form. You want to make sure the visitor can visually see that they’ve submitted the form and successfully have become a lead. It can also give users potential add-ons to the service or product you are selling. The customer already has submitted the form, this can be an excellent opportunity to upsell them on even more products.
Conversely, the email confirmation the user gets will also be a strong way to upsell or cross-sell the customer on multiple products or services. But ensure you don’t overload the user or overwhelm them with too much information, but with clear by-products of the product you are selling.
Designing your landing page
With all the components above, it’s important to have the right creativity and design influence on your landing page to give yourself a fighting chance. As important as copy, headlines and images are, the layout and structure of the landing page is of utmost importance.
Most landing pages have a structured look that is pretty similar across the board. The headline will go on top with any sub-headers to enhance the headline’s message.
Beneath it will be a video or some imagery to further augment the offering in a visual way and will be pleasing to the eye.
The copy will be the meat of the content on your landing page and should be as concise as you can get it. Being as succinct as possible will also go a long way converting your clicks into leads.
Usually to the right of the content and images is the all-important form which users will fill out. It’s always above the fold in plain view so your user can see it boldly and proudly.
Colours and other components
Having neutral colours on your landing page will surely convert better than outlandish, hard to read designs. Make sure it aligns with your logo and other colour schemes your company’s branding has employed. Making sure you stay consistent across the board is also important for anyone who recognizes your brand.
For Calls-to-Actions, make sure they are loud and in your face but not too abrasive in nature. Ensure it’s clear and presents exactly what you want it to represent. It should follow your colour scheme but stick out enough that you can’t miss it on the landing page. This will be a main cog to the landing page and you want to make sure you get this component right.
Next Steps in the conversion process
With all landing pages, you’ll want to make sure you are listening to your audience.
Know what they are looking for, both in content and imagery.
Once you’ve converted a potential customer, be sure to cultivate that lead.
Slowly garner their interests and ensure you’ve covered all of their bases in terms of your products or services and how they can best be served to them.
A common tool to use is email blasts and following up with potential leads and utilizing only their wants and needs when addressing them.
Creating groups in your email client can compartmentalize your contact lists into different silos and you can address them with different offerings.
Landing Pages are here to stay
Landing pages have been a large component in many companies’ marketing strategies and is here to stay!
Ensure you have the correct components and strong content on your landing pages and you will see your leads grow into customers in no time!
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All The Way Up Media is an digital marketing company. Fill out our web design questionnaire and ask us about helping put together landing pages for your business’ offerings and you’ll see results in no time!