Landing pages are a big deal. They’re one of the most important pieces of your website, so you should not only know how to create an effective landing page, you should also be creating a bunch of them!
You may be wondering why landing pages are so critical to your online business. There are a few reasons:
- They tell your users who you are through brand awareness
- They will get you more subscribers or visitors or buyers (whatever you’re looking for)
- They contribute greatly to your sales
So now you get it. The more landing pages you have, the more relationship-building you’re doing. And what biz doesn’t want that?
What’s a Landing Page Exactly?
Landing pages are web pages created for a very specific purpose. They’re not on your actual website and will usually have a differing URL from your actual website. Your landing pages are designed to go along with a marketing campaign.
Your landing page is going to be the first place your user goes after they hit the CTA that’s located in your ad, popup, etc.
For example, let’s say you’ve created a campaign to aid you in finding new subscribers to your newsletter. Your overall objective is to obtain a larger email list. When a potential new user sees your ad and hits it, your landing page comes up to greet them. Nice.
So it’s super important that this landing page you’re showing them gives them the info they’re looking for. Everything from your design, to your content, to your voice should speak to them in a way that answers their questions. You want to stay focused here and make sure the page resonates with the user, giving them what they want.
Why Do I Need to Create Separate Landing Pages Exactly?
They work. Marketers create landing pages because they get results. Here’s why:
Your landing page is here for one reason and one reason only. It provides a service to your user and it tells them exactly what they want to know without them having to do any extra work. So if your user hits your ad because she wants to know how your tennis shoes are ethically made, your page should be dedicated to answering that question.
They’re a Face for Your Brand
Who doesn’t love a killer first impression? Your landing page is often times your potential new customer's first interaction with you. So make it count. If your page speaks to them, guess what? You just found yourself some loyalty.
Landing Pages Done Right
Like with all things marketing, there are good ways to do things... and bad ways. Let’s talk about how you should design a landing page that gets you those conversions.
If you’re looking to make an impactful and effective landing page, the first thing to do is know your target audience. Once you’ve defined your buyer persona, your conversion rate will increase dramatically.
Be detailed, organized, and thoughtful when creating your buyer persona, the more thought you put behind it, the better for them, meaning better for you. Include things such as income, education, location, marital status, age, etc.
Your landing page’s success is defined by its effectiveness to metaphorically capture the flag. Meaning did it accomplish the goal you set out to accomplish? The only way to answer that question is to have that goal defined, too.
Because your landing page is created to serve one purpose (get more subscribers, get more sales, get your brand more visibility), your landing page should answer that need solely. Know your goal, create the landing page that pushes it forward.
Your landing page’s copy should be crafted in a way that makes it easy for the user to understand, while also catering to the action you want them to take.
All of the copy on the page should compel your user to take action. How will your product benefit them, what are the best features? What would you want to see on the page that would compel you to buy? Make the page scannable and quick with clear information. Remember who your target audience is and use their language.
User experience is a huge deal. If you want your bounce rate to go way up, have a landing page that’s hard to navigate, or slow load speeds, or doesn’t answer the questions your ad promised it would.
Your call to action is vital to your landing page’s success, so make sure it’s seen and easy for the user to click. Keep it aligned with your brand and your copy. Be compelling and use contrasting colors for noticeability.
A lot of people think content means the same as copy, but that’s not true. Copy is very important, but images and videos are becoming more popular by the second, so jump on that. This will help with sales because it helps with user experience. If a video, infographic, or image makes sense on your landing page, it won’t disappoint.
Keep it simple, people. Be neat, informative, on brand, impactful–from layout to content. The landing page is a quick response to the user’s question. Answer with thought and the conversions will follow.
If you have a lead generation page, make it short and sweet. No one wants to sign their life away so stick with the basics.
When in doubt create yourself a little A/B testing to find out what’s working and what isn’t. It’s not a waste of time, it helps you improve effectiveness across the board.
Now Start Designing
There you have it, a foolproof list of awesomeness that will contribute greatly to the success of your marketing campaign. If you’re not currently happy with your conversion rates, look into your landing page game.
If you have any questions or comments regarding landing pages or any other digital marketing happs, give us a call. We know all about it.