Ever been enticed to visit a company’s website by a deal and then been unable to find said offer on the site? That’s a major marketing fail. It’s amazing how much marketers will spend to bring people to their websites, but then just drop them off at the home page, rather than a special landing page. This is the digital equivalent of a landlord taking prospective renters to an apartment complex and telling them, “It’s one of those apartments,” without showing them the unit or even telling them the apartment number for them to find on their own. To avoid being that landlord or that marketer, here’s how to maximize your campaigns with landing pages.
First, a definition: a landing page is a special page on your website where traffic is directed to prompt a certain action. That action could be anything from buying a product, to downloading an ebook, to filling out a form for more info.
Your website homepage is NOT a landing page. Landing pages are designed to do only one thing: generate leads. As a result, good landing pages are very simple in appearance and have a minimal amount of content. Website home pages on the other hand, are typically relatively busy pages which funnel traffic into several different directions. Also, home pages are not targeted and generally lack lead-generating capabilities.
Landing pages a little bit of extra work to set up, but the results they yield far outweigh the additional efforts.
Landing page benefits:
1, Targeting. I’ve talked here before about the importance of targeting your messages and it’s a drum I’ll continue to beat again and again and again. There is no limit on how many landing pages you can have, which means you can create landing pages for highly targeted demographics. Create a different landing page for each of your marketing personas and by targeting your messages, you’ll generate more leads.
2, Analytics. Landing pages can provide a wealth of data on your customers and prospective customers. Every time a visitor completes a conversion form on a landing page, you get data on the individual which is useful for personalizing pitches for them.
3, Evaluate marketing performance. Create different landing pages for different elements of a campaign and you can see which pieces worked better. For example, if you use different landing pages for Twitter and Facebook, and the Twitter-specific landing page gets 1,000 visits while the Facebook one only gets 500 visits, you know you may want to revisit your Facebook campaign or redirect your resources to Twitter. Compare results on platforms, offers, and more to really hone your marketing messages (and if need be, adjust the campaign mid-flight).
4, Provide additional content for your content marketing. The content marketing machine is always hungry and always ready for more content. Landing pages can help you stretch your content library and act as content for your marketing vehicles by giving you more things to share in your social media marketing/email marketing/etc.
That’s the “why” of landing pages. Let’s look at the “how” next.
Ingredients of a successful landing page:
1, Conversion form. This is the whole purpose of the landing page. Have a form to capture visitors’ information and make it as frictionless as possible for visitors to give you their information.
2, Copy should be clear, concise, and compelling. Landing pages should clean and clutter-free. Starting with a powerful headline, your copy needs to make the point quickly get out of the way so the customers go on to the conversion form. Too much copy in front of the form and you’ll lose them.
3, Responsive design. Just like the rest of your website, your landing pages must be built with responsive design. (Your website IS responsive, right?) The last thing you want to do is spend resources on bring a prospective customer to your page and then have them ditch you because your made-for-desktop website is so stinkin’ small on their phone or tablet!
The more landing pages you have, the better. Now, go out and start using them!