This is a webpage that is specifically designed to grab the visitor's attention, present them with one particular product or service and encourage them to take the desired action, such as buy or book a call.
Every landing page's essential element is a call to action button that navigates the visitor towards a particular activity.
Landing Page v's Home Page
While a homepage presents an internet visitor with a whole range of options and products, a landing page is far more efficient in collecting leads and contact information. It's about a simple layout, eye-catching design, and concise copy focusing on one single message or goal.
Why should I use a Landing Page?
They are usually either built for marketing campaigns when you release your latest product or service as a lead magnet, where you present your visitors with evergreen content they can download in exchange for their contact information.
Both are about lead generation.
It's a crucial must-have for any website because it presents a pointed platform for converting higher numbers of visitors into leads.
These days we can use email marketing, social media, pay-per-click advertising, and other online channels to drive traffic to specific landing pages containing the right messages for each audience.
The page's job is to tell your visitors exactly what you want them to do and why they should do it. If using the best practices, you can get a higher than 15% conversion rate from your landing pages. That's insane.
What does it take to Master a Stellar Conversion Rate?
Don't Use Your Homepage as a Landing Page
Homepages are typically too messy with multiple messages making visitors feel lost and overwhelmed. A central site product page can also be overwhelming and chaotic, with numerous products on display.
A committed website page will perform better at converting leads because it's focused on one task.
These pages must contain the following elements for them to work effectively.
- A headline, and you can also put a sub-headline as an optional extra.
- A brief description of the offer.
- A minimum of one supporting image or video.
- Genuine proof elements such as testimonials.
- A form to capture personal contact information. If you can't have a form, use a prominent call to action button to direct visitors to the next step.
A landing page is used for one predominant purpose – to encourage a visitor to take a specific action. When someone lands on the page, we want to keep them there until they perform the desired action. It's often useful to remove main site navigation from the page so they can't quickly move off elsewhere.
Keep the Objective Simple and Clear
Don't put too much information on this page. Make it crystal clear what the page is about and the next step.
Match the Message
It doesn't matter where the customer originates from, ensure the messaging matches through the entire conversion path. If your PPC ad invites the customer to download a marketing eBook, your landing page needs to say the same thing. If there's a disconnect in your messaging, visitors will think they are in the wrong place and leave.
Friction is something that inhibits a visitor from acting. This includes providing too much irrelevant information or not guaranteeing the security of data. It would help if you made your visitors feel confident in their choice to provide their information. Keep the page simple, include data that can provide proof of security, such as downloads or sales, and security badges.
Focus on Value First
When creating a page for lead generation, you need to provide value – whether it's an essential whitepaper, invaluable guide, free 7-day trial, live demonstration, or personal evaluation. Offering some value will generate more leads for you to nurture over time – until they're ready to buy.
Create a Heap of Pages
Every new offer or campaign should have a landing page: the more pages, the more opportunities for converting traffic into leads.
You can also make your page shareable through social media widgets. Add them to the bottom of your page so visitors can easily share the content with their networks and drive more opportunities for converting leads.
Evaluate these pages often and make sure you are optimizing your conversions and traffic to generate more leads.
Why don't you arrange a call to discover how we can help you build smart converting landing pages integrated into your website. By establishing and developing quality website traffic, you can ensure you have a high level of converting leads that buy and become raving fans.