Last Updated on July 23, 2022 by James Castro
What Is a Landing Page?
A landing page is a webpage that serves one purpose: inspiring visitors to take a specific pre-determined action.
A good landing page is self-contained, with calls to action, clear messaging, and optimized design for the promotion or marketing campaign. The visitor shouldn’t need to go or do anything else in order to make an informed and comfortable decision.
Landing pages are most commonly used in paid search campaigns, but they’re also effective for branding purposes, nurturing relationships with customers, and driving traffic to specific products or offers. You can use them to promote blog posts, events, email newsletters, webinars, and anything else that has a specific action associated with it. Most people think of landing pages for paid ads only, but that isn’t the case. A lot of people think landing pages are separate from your primary site, but that is also not always the case.
The key thing to remember about landing pages is that they exist primarily to move people through your sales funnel. So while it’s important to make sure your landing page looks great, it’s equally important to ensure that the page itself isn’t confusing or difficult to navigate. Landing pages are essential for businesses who must always increase conversions and decrease the cost of acquisition for the SQL (sales qualified leads).
This page is different from your main site because it contains a specific offer and relevant information about a campaign product or service. It is purposeful to the max. A landing page is often used to convert traffic into leads or leads into sales. It is a conversion tool that can change your business overnight. It is something you would be wise to master.
When Do You Need a Landing Page?
Landing pages are important tools for online marketers, especially those who run paid advertisements like PPC campaigns. They allow you to test out campaigns without wasting as much money because they are self-contained and distraction-free.
You need a landing page if you have a website that serves a business or organizational purpose. If your website or goals require someone to take action, you need a landing page. So pretty much you, the reader – probably need a landing page. AND you’re in luck because we can make one for you and help you optimize it (LPO aka Landing Page Optimization).
Is a landing page the same thing as a homepage?
No.
Do landing pages improve lead generation?
Yes. They’re supposed to do exactly that.
A landing page is one of the most important tools you can use to generate qualified leads. A landing page allows you to capture visitor data and convert those visits into leads and sales. By utilizing a landing page for a specific campaign, you can improve lead generation by testing and gathering data from those tests. A/B or “multivariant” tests are very common when using a landing page. Companies can run a campaign with 3 different versions of a landing page and optimize based on that information. They can also implement heatmaps to determine the right colors and button CTAs, and they can test changes to get more leads or higher quality leads.
How to make better converting landing pages:
1. Know what you’re doing (or learn fast)
You don’t want to waste anyone’s time. Before you start designing a landing page, think about what you’re trying to accomplish. What is the goal of the page? How does it fit within the overall marketing strategy? Are there certain types of people who would benefit from it? If so, how do you plan to target them? Reading blogs like this one and being thoughtful in your approach to your ad campaigns or any campaign is essential as well. There are no shortcuts to a well-thought-out plan. Some people think faster than others – but anyone can do this if they think long enough and focus hard enough on what they want their ideal audience to do.
2. Create a clear call to action (CTA)
The best way to attract attention is to offer something immediately useful. Your landing page needs to provide value to the visitor. This might mean providing free resources like ebooks, white papers, templates, etc., or offering a discount or coupon code. Whatever you choose, make sure it’s easy to find and clearly visible. Pick the action that aligns with your campaign goals and stick with it. Is your campaign designed to generate leads, or is it designed to get more subscribers? What stage of the buyers’ journey is your audience on? Are you remarketing to an existing customer or visitor, or are you introducing your brand for the first time? Depending on this, you will have identified the purpose and KPIs of your campaign. Make sure what the user does moves them towards those goals. Removing menus and footers to the main site by creating a custom page template on WordPress is also a good idea because clicking something in your menu might not help your cause and could be a distraction to reaching your goals. Get rid of the noise. Keep it simple.
3. Use epic headlines (be remarkable)
Your headline is the first thing someone sees when they visit (land on) your landing page. It’s also the most important part of the page. It is not a lone ship at sea like every copywriter would have you think, however. An epic headline plays well with other media. Images and Video and Graphics – these are headline optimizers in a sense because they give context to your words and meaning to your masterful copy.
Don’t underestimate the power of a good headline. Think about how you’d describe the product or service to a friend or colleague at a loud event when they don’t care, and they are probably doing something far more interesting. “Download Free Beer” is a great call to action, but remember that headlines are not call to actions; they are more like titles to a great book, or to be even more accurate – they’re exactly like headlines. The job is to get them one step further along your user journey and to summarize with craft what the next section is all about. Be accurate and use them accurately. The headline is designed to inspire them to be involved and to pay attention. It doesn’t need to make false promises or tricks. It’s not clickbait, and it’s not sales jargon. If you are talking about something important that the visitor must know before they take the action you want them to take – then make sure your headline summarizes that clearly. Also, use H1, H2, and H3 for more than style. If you want big font – make your font big, but don’t add a headline that is just there for page layout. Respect the headline. That’s the biggest takeaway here.
4. Test and optimize everything (Landing Page Optimization)
If you don’t test your landing pages, you’re wasting money, and you are shooting blind. Just send them to a normal sales page if you’re not going to test and optimize your landing page. Keep the story clear and make the action easy. Measure what was clicked, what they engaged with, how far they scrolled, where they came from, and everything else you can. Compare performance and improve. Then if you’re smart, apply some of that knowledge to your other non-campaign pages. Does “Join Us” as a button perform better than “Get Started” – if so, maybe implement that new CTA on your home page or elsewhere. Landing page optimization focuses on increasing revenue per visitor rather than generating traffic. This includes optimizing the design, copywriting, and layout of a web page.
The goal of LPO is to make it easier for visitors to convert into customers. You do this by making sure the landing page contains everything needed to satisfy the customer. If you don’t include enough information, there won’t be a good reason for someone to choose one option over another. So think about the Return on Ad Spend and make data-driven choices.
Closing Statement and Sentiment on Landing Pages:
If you are just figuring out things as a new business owner and you need a hand with your landing page, let us know. We can help you out in more ways than we can possibly cover in this blog.
Even if you don’t have the resources to hire us, you can always email us for advice or subscribe to our newsletter; that’ll be good for everyone since we’ll be able to market to you forever and ever (or until you unsubscribe, anytime). We’re not greedy people, we are here to help, so don’t be shy.
Do it yourself or get someone to help – but don’t ignore it. To ignore this is to ignore making the most out of your marketing dollars and your Campaign Spend.
