Landing Page

You have a great digital marketing campaign planned, complete with a pay per click ad, a social media plan, and retargeting. You even have a traditional marketing plan to work alongside it, all with the goal of bringing people to your website. None of this planning is complete unless you have a landing page. Landing pages can be a useful tool in any marketing plan, bringing people into your site in the right way, increasing conversions, and helping you monitor your success.

What is a landing page?

To put it simply, a landing page is the page a user "lands" on when they visit your site. Think of your website as a football stadium, with crowds of sports fans trying to get in.

While having them all enter through a single door would be simple, it is more effective to have them enter through many doors. In opening a lot of doors, the home team fans can go through some sets, while the visiting team fans can go through others. To narrow it down even more, season ticket holders can go through their own door, while press pass holders can go through another. At each door, fans can be met with the things that will be of interest to them, but that might not be of interest to other fans going through other doors.

Landing pages work the same way, giving many different doors to your website. Depending on how a user has reached your website, they can be given a different landing page that appeals to their particular interest.

Why not just use the home page?

The home page of your website is beautifully designed, with signposts to everything else on your site, so why not just use that for everyone? Much like the football fans all heading to the single stadium door, getting all your website traffic is not always the best choice.

For one thing, a first time visitor to your site might be looking for something very specific and want to find that very quickly. Even the best signposted website navigation can take time to look through. A landing page removes the need to navigate, bringing the new viewer exactly where they need to be with a single click.

Secondly, your home page isn't optimized to convert viewers into customers. It is an overall introduction to your website and your business, but it is not a sales tool. A landing page is a sales and marketing tool, designed to do one thing - convert.

When to use a landing page

Landing pages can be a useful tool for your website. There are many times where a landing page can be used, but two of the main uses are in marketing campaigns and other times when you want to funnel users to a specific part of your site.

Marketing campaigns

If you are running a digital marketing campaign, it can be said that you aren't ready to launch until you have a landing page ready for the campaign.

This is because a marketing campaign needs a landing page. Your ad, whether created through a pay per click campaign, a remarketing campaign, or a traditional marketing campaign, is selling something specific to the audience. A great ad will focus on one item or service that you have to sell. Even if you appear to offer everything about your business in an ad, what you are really selling is one thing - your service.

A landing page is tied into what you are selling in your ad. In fact, the most successful landing pages will repeat the headline from your ad. In doing this, your landing page connects directly to what encouraged the user to click in the first place.

The landing page also offers a stripped down version of your site, based on the content of the ad. A user can click through from the landing page to the rest of your site, but they don't need to. In order to benefit from what they were interested in, and what you offered in your ad, they only need to see your landing page.

This could be a discount or sale price on a product, or a free ebook download, or a form to sign up for your newsletter. In any case, a landing page is their one-stop shop. The landing page allows them to complete their transaction, and allows you to benefit from a conversion, within a single click.

Funneling and filtering users

Even outside of specific marketing campaigns, landing pages can be useful for filtering users or funneling them to specific parts of your website. Bringing different users to different landing pages can help tailor your website to their needs.

Much like in marketing campaigns, this can be based on where a visitor to your site has come from. It can send a return customer to a different part of your website than a first time visitor would see. This allows you to tailor content, improving their user experience.

However, it also helps you understand the use of your website. Landing pages are incredibly useful for monitoring the traffic on your site, particularly for understanding how users from different sources interact differently.

Landing pages and site metrics

If all traffic goes through your home page, you quickly lose track of where each individual visitor came from. Going back to the football stadium, you can see how it might be useful to know that home team visitors always buy a local delicacy, but visiting fans always buy hamburgers, staying away from the local favorite. You might find out that season ticket holders go to their seats for half an hour before they buy a drink, but press pass holders buy drinks right away.

Your landing page can help you gather similar information about your website's users. A landing page does more than just tell you where a user started on your site. It can also show you that users who came to your site via an email newsletter all went to your blog, while those who came via a pay per click ad went straight to your ecommerce site.

Landing pages can also help you see what isn't working as it should. It can show you that one ad has had thousands of clicks through to your site, while another only has one or two. It can show you that one ad source is resulting in high conversion rates, while another isn't.

How to create a great landing page

As useful as landing pages are, they can also vary in quality. A great landing page should be looked at as part of your marketing campaign. Just like an ad, it needs to do some work to convert visitors. A great landing page will always have a few key elements.

A fantastic headline

A headline needs to grab a visitor's attention and convince them that they want to spend the time it'll take them to read the rest of the page. On a landing page, the headline should also connect to where the user has come from.

The benefit of landing pages is that the headline doesn't need to appeal to everyone. It only needs to target a specific audience. This can help you write the headline that will work best for that particular set of site visitors.

Compelling graphics

A text only landing page will scare users away. Nobody wants to be confronted with a huge block of text. It's overwhelming and is likely to result in a quick departure from your site.

On any great landing page, there will be a great image. This could be a photo that demonstrates what you're selling, or an infographic reinforcing the call to action. Whatever image you use, the landing page graphics should be interesting and help keep your visitors' attention.

A truly unique selling proposition

Every landing page has a sales pitch. It is the content that convinces the visitor to take the next step, whatever that may be. It also explains to them why your offering is different than your competition.

What you write for your landing page has to be well crafted, just like any part of the ad campaign. It needs to follow on from your headline, explain your graphic, and lead to your call to action.

A clear call to action

A landing page should always tell a user what they need to do. This could be telling them to sign up for your newsletter. It could be telling them to buy your widget today. It could be telling them to download your ebook.

Whatever you want your site's visitor to do, and however you want to convert them from a visitor to a customer, you must include this in your landing page. Your call to action might be the single most important part of your landing page. After all, it's what everything else leads up to.

Great landing page design

A landing page also needs to look good. A badly designed landing page can leave your site's visitors confused, which can make them leave your site. Great landing page design doesn't need to be complicated. In fact, it shouldn't be.

A good landing page design is clear and matches the content. It is also useful to use a landing page template. This allows you to use different content but the same overall look for multiple landing pages.

How can your business use landing pages?

You might think that your site is doing OK without landing pages. You get good traffic and a fair amount of conversions. What can landing pages do for you?

They can take your site to the next level. They can help you measure the success of new campaigns, and can help you launch new campaigns. They can help you track new visitors to your site. They can help you improve your conversion rate and focus in on what is and isn't working.

Narrowing your focus

You want your business to grow, and you probably have some ideas of where you want that growth to happen. Maybe you're selling a lot of product A, but less of product B. When you add landing pages to your marketing plans, you can focus in on the area where you want to see improvement.

If you want to increase the sales of product B, your landing page can focus on that. You know that product A can sell itself, but product B needs that extra bit of help to get off the ground. A landing page can narrow the focus on your website, showing new visitors exactly what you want them to notice.

Launching new campaigns

Another way narrowing the focus can be beneficial is when you're launching a new campaign. By pairing an advertising or marketing campaign with a specific landing page, you can tailor your website to that campaign.

Every time you advertise your business to a new audience, you want them to feel welcome on your website. You want them to know they're in the right place. Matching your site's headline and content to the ad they have just clicked on does this.

However, you don't want to change your entire site every time you launch a new marketing campaign. After all, you will still have a base of existing customers who might not need to see your new campaign. If you are offering a discount to new customers, you might not want your existing customers to see this.

A landing page helps you separate your audience. The new customers who have come to your site through the new campaign are brought to the landing page that matches the ad, while return customers are brought to another part of your site.

Monitoring success

The other benefit of landing pages is that you can monitor the success of each new campaign, and even test out different versions of a campaign. This type of A/B testing can be useful for email marketing as it allows you to see what gets the higher conversion rates.

By monitoring the success of your campaigns, you can better plan future campaigns. This gives you more for your marketing money, as it can quickly show you what does and does not work for your target audience.

How can an agency help?

It's clear that landing pages are a significant part of any marketing plan, and can be a useful tool for any business. Working with an experienced agency can help any business create great landing pages.

Design and development

Landing page design, like any website design, requires certain skills. An agency can bring their creative and digital skills to your website, ensuring your landing pages are technically sound and look great.

Successful calls to action

Knowing how to craft a call to action is more than just saying "buy now!" It's understanding what will trigger action and what will convince a particular audience. It takes research and understanding of human responses. This is something that you might not need to know in your day to day business. An agency will be able to bring this knowledge to your project, which can increase the success rate of your campaign.

Understanding statistics

Monitoring the success of a campaign is an important part of any project, and one that many businesses find a bit overwhelming. An agency can help you understand the statistics, showing you how campaigns have performed, what users have done on your site, and how you can improve even more.

Setting objectives

No campaign is complete without a goal. An agency can help you set a realistic goal and create a campaign that achieves it. Knowing whether you want to get people to purchase a new product, sign up for a newsletter, or something else, can help determine what you need to include in your campaign and how it needs to be run. An agency can help you focus in on what you really want to get from each campaign.

Is your campaign ready?

Your website is a football stadium, and your customers are the fans waiting to get in. Having them all go through the main front door might work, but it isn't the best option. It doesn't give them the specific products or services that they want, and it doesn't help you find out more about their habits. By opening up the multiple doors to your site, landing pages offer you and your customers the best experience.

Whatever your goals, having the right digital marketing campaign can help you reach them. By using the right landing page templates and great landing page design, you can help narrow the focus of your campaign. This helps set achievable goals while giving your site's visitors exactly what they were looking for.

No marketing campaign is complete without a tailored landing page. It is the element that ties your ad and your site together. It also offers you a unique insight into your visitors' actions once they are on your site.

Working with an experienced digital agency can help you get the most out of your landing pages and campaigns. To find out more about what we can do to start or improve your campaigns, get in touch today.


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