- Landing pages are the natural next step in your digital marketing campaign, where you take visitors to a web page with more information about your offers, with the express goal of getting them to buy, sign up for your emails, or take some other action.
- Landing pages are most successful when they have a clearly defined audience and a call to action.
- It’s not as easy as creating a landing page and hoping for the best; You will have to follow a set of best practices to get the most out of your landing page.
- In this article, you will learn about the purpose of a landing page and best practices for creating a landing page that will attract visitors and convert them into customers.
In the world of digital marketing, few things are more desirable than conversion: Someone clicks on your ad and is interested enough in your product or service to learn more, sign up for your newsletter, or even make a purchase. These campaigns are linked to landing pages, and are designed to motivate your target audience to take action. If you want to optimize your landing page to increase conversions, this guide includes important tips you need to know.
What is a landing page?
A landing page is a page of your website designed for a digital marketing campaign. These pages include specific information, often intended for a niche audience, that reflects the messages and objectives of the marketing campaign.
Why do you need a landing page?
While some may define landing pages as any page on your website that a visitor ends up on, this is not the technical definition. Landing pages are launched specifically for the purpose of a digital marketing campaign.
A landing page is important for digital marketing campaigns because you can use the space to target audiences with different needs. For example, a program may have many features that are useful to certain sectors, such as students, graphic designers, and home office professionals. With landing pages, that company can customize messages to talk about benefits to students, launch just one page about graphic design, and have another page just to talk about the small business tools the program offers.
Landing pages also have their ultimate goal: getting visitors to interact with your company. This can take many forms:
- Register for an event
- Call your workplace
- Make a purchase decision
- Consultation scheduling
- Download a technical document or e-book
- Dealing with a chatbot on your website
- Fill out a form
- Subscribe to your company’s email newsletter
Main takeaway: A landing page isn’t just a web page – it’s a follow-up to a carefully curated digital marketing campaign. The goals of the landing page are numerous and can change with your marketing campaign.
What is the difference between a landing page and a web page?
The landing page is designed with the express purpose of inducing visitors to take action as a result of a digital marketing campaign. With a landing page, you can fine-tune your messages and hyper-target their content to any demographic or audience, allowing you to easily segment users and reach more people who may have different interests that make them consider your products or services. Some marketers may use an existing web page as a landing page, but that’s not always the best move for your business.
Main takeaway: Web pages are any pages on your website, while landing pages are created with the explicit purpose of a digital marketing campaign. Sometimes web pages are used as landing pages for digital marketing campaigns, but that is not their main purpose.
What should be included in a landing page?
What information to include on your landing page depends on your goals, but there should be a few key points.
- the address: Use the space at the top of the page – called “the fold over” in marketing parlance – to get a visitor’s attention.
- Forward-facing summary of campaign objectives: Use the space just below the title to briefly explain your talking points or what you offer.
- Social proof: If you have testimonials from satisfied customers, positive comments on social media, or happy bloggers singing your praises, use these items to show your visitors that they can join a long list of happy customers when they work with your business.
- Trust Slogans: The goal of the trust logo is to show authority or security. Badges of trust can include logos of companies that work with you, award badges you have received from other organizations, or business associations of which your company is a member in good standing.
- Calls to action: Also known as “CTAs,” these are short buttons or forms that prompt the visitor to continue. If you’ve ever seen a Contact Us or Download Now button while reading content on a website or landing page, you’ve seen a call to action.
These may be the main parts of the landing page, but what exactly should you write about in these sections? To decide what to include on your landing page, ask yourself these questions:
- Who do I target? Your products and services may be important to separate audiences for various reasons. Design your landing page for each target audience. You may also want to create a unique landing page for each audience.
- What does my target audience need to know? As you write the summary and bullets for the landing page, make sure that it conveys the most important information. cover the what or whatAnd Why And how in this space.
- What action do I want visitors to take? Whether you want visitors to buy your product or call your hotline, the information you include should be shaped around this key action.
Main takeaway: The information on your landing page should help convince the visitor to take the desired action on the page.
How do you create a landing page?
If you work with a web developer or have the skills to create it yourself, you can create a new page on your existing site as a landing page. Although this page is not linked to your website’s navigation bar or footer, it will still help in attracting potential customers from your digital marketing campaign. Just make sure your visitor trackers are set up correctly so you can monitor page performance.
If you are looking for a DIY or an accessible alternative, then a landing page builder might be the right choice for you. The Landing Pages Builder sets out to create easy-to-use pages that make it easy for your customers to take action. Note that the landing page is not a replacement for an entire website, but you can use it with your own website or even if your business doesn’t have a website yet.
Some examples of landing page builders are Google Sites, a free tool that you can use to create landing pages; Unbounce, a budget-friendly option that’s great for small businesses; and Leadpages, specialized in selling products. Additionally, some integrations you may currently be using, such as Mailchimp for email campaigns, may support landing page creation.
Main takeaway: You can create a landing page on your existing website or use the landing page builder to create a standalone page.
How to make a landing page that turns?
To make sure your landing page motivates your audience to follow your CTAs, include the following tips:
- Keep it simple. Landing pages should get to the heart of the action you want your visitor to take. If you want to make sales, include content that directly explains why a visitor should buy your product. If you want a visitor to fill out a contact form, summarize it in the essentials so they can quickly and easily fill out the information they desperately need.
- Include calls to action. Be clear about the action you want the visitor to take, whether it is to make a purchase or sign up for a webinar. But most importantly, it is easy for visitors to take this action.
- Prioritize user experience (UX). The last thing you want to do is discourage visitors who can’t find what they’re looking for. Make sure your content is on topic and easy to follow. This is related to the call to action: a tidy and clean design ensures that the CTA is easy to find and prompts visitors to take the action you want them to take.
- Test, test, test. Create more than one theme for your landing page, and compare the results to see which version works best. From now on, stick to the landing page that gets the best comments or gets you the highest conversion rate. This is known as an A/B test.
- Study analytics. Collecting anonymous visitor data through tools like Google Analytics can help you make improvements to attract, capture, and convert more visitors. For example, if you find that only a small percentage of visitors sign up for a webinar that is advertised on your landing page, you might want to change the landing page design to put the register button front and center.
Main takeaway: The landing page should be compelling but should get straight to the point. Include calls to action to make it easier for the visitor to do what you want them to do, and use UX best practices to make the page easier to read and navigate. To make sure your landing page is doing what you need to do, test it against other variations and review your analytics to monitor its ongoing performance.
What makes a good landing page in 2020?
These practices are essential to developing an effective landing page in 2020 and beyond.
- Keep the copy brief. Your landing page copy should be short, sweet, and accurate. Most website visitors spend less than 15 seconds on the webpage – so make sure your visitors understand the most important points before moving on.
- Go for clean design. While design trends are in flux, the preference for clear and clean design is here to stay. Your page should be intuitive and easy to follow so that the navigation doesn’t bother visitors who just want basic information.
- Keep in mind the contrast. Embrace negative space, the empty spaces between design elements. This breathing room helps highlight the main elements of your landing page.
- Make sure it works, no matter where it’s displayed. Use browser tools like Google Chrome’s Inspect to ensure your landing page appears correctly on all types of screens – computers, tablets and smartphones alike.
- Trench video – sometimes. This is especially important for mobile landing pages, where video can take up quite a bit of bandwidth and load very slowly. However, this could change in 2021 as 5G speeds spread across the US
- Take advantage of testimonials. 97% of online shoppers turn to reviews to influence their decisions. Use a space on the landing page to display some of your most important comments.
Main takeaway: Seamless user experience is the name of the game, and it should be the main purpose of every decision you make about your landing page.
Launch the landing page for your next campaign.
Before you submit your next digital marketing campaign, rethink what your visitors will do after clicking. Do they just go to a contact form, or do they go to a special web page that seems just for them? The latter will go as far as any public page, and this is where landing pages work their magic.
As you put together your landing page, think about the customer journey: what they need to know and what they need to convince them to act. The result of a carefully designed landing page is increased conversions – and a successful digital ad campaign.