What is a Landing Page?
As an essential component of any well-crafted marketing strategy, landing pages act as “landing pads” for prospects visiting your brand’s website. Whether you intend to generate leads, sell products, or collect valuable data, your landing pages help ensure these intended actions occur. Furthermore, well-optimized landing pages allow you to initiate the process of converting prospects into leads and potentially into customers. While creating landing pages requires time and careful precision, investing the time to craft compelling copy and an effective design will facilitate optimal conversions and boost revenue.
A growing challenge brands encounter include attracting and holding people’s attention online. In fact, some studies argue the average human attention span can be as little as 8 seconds. Now more than ever, you should seek to trigger instant conversions with your landing page’s design. Without an effective landing page, you won’t be able to gather essential information about the people visiting your website. If your team doesn’t have that pertinent information, how can you possibly hope to understand your customer? More important, how do you expect to properly market your services to them, and ultimately convert them into loyal customers? Thus, you must plan and execute your landing pages correctly to generate as many possible leads for your brand.
How Do You Obtain Important Information?
Outstanding landing pages will help you convert a higher percentage of your website visitors into leads. They also simplify the process for visitors receiving an offer because they don’t have to navigate your website to find the page they’re looking for. Sending your visitor to a well-designed landing page also helps eliminate any confusion about the actions they must take receive your offer.
A good landing page will target a particular audience such as visitors clicking on a pay-per-click ad promoting a specific campaign. Thus, your team should build a unique landing page for each unique offer you intend to market while enticing visitors to submit their information in exchange for content offers like eBooks, sign up for offers like free trials or demos of your product. Think of this exchange as a quid pro quo of sorts. The lead capture form allows prospects to fill in their information including their name, email address, and demographics. This information allows you to segment your leads into the appropriate marketing and sales funnels to ultimately transform them into customers.
Creating Unique Landing Pages
Do you know what makes your buyers tick? Would they prefer clean and minimal design, or something more extravagant? You must keep your audience in mind when creating every aspect of the landing page from the headline to the button copy.
You should craft copy specifically for the readers whom you want to convert into leads. This includes the tone, clarity, and focus of your word. Other elements crucial to a successful landing page include an eye-catching header, compelling content, and a button copy that invites a click. Landing pages should not include navigation to other pages on your site, which may distract them from your main call-to-action. Once a prospect “lands,” you don’t want them going anywhere else without first filling out that form.
Furthermore, each landing page should have a unique design that matches other marketing materials used for that specific offer. The branding, imagery, and positioning should all align. For example, your PPC text ad should include the same title, subtitle, and summary as the landing page’s, as well as any image that might be included. The same is true for the blog or article you post to launch the offer, emails you send, and the thank-you emails you send after the form is completed. That is the best way to avoid possible confusion, which could lead to a prospect navigating away.
Creating Landing Pages With a Purpose
Landing pages aren’t static information brochures. They have a purpose to help you generate awareness, pull in potential leads, and ultimately engage new customers. By taking a step back to understand the bigger picture, you can analyze who’s coming to your site and where they’re coming from. Thus, you can focus on creating a landing page that strategically converts. If you’re new to planning and designing landing pages, contact the digital experts at Premiere Creative today or give us a call at (973) 346-8100 to help you get started!