If this is the first time you have seen the term “landing page,” you could be forgiven for assuming that every webpage is a landing page. After all, isn’t every webpage one that visitors “land” on? There’s a little bit more to landing pages than that.
A landing pages isn’t just a run-of-the mill page on a website. Some pages on your website provide information or allow customers to purchase your products and services, but landing pages help your business in other, powerful, ways that can make an impact on what you do.
Simply put, a landing page is a page on your website where visitors provide you with information with the purpose of converting it into leads. If you have ever visited a website and signed up to receive more information about a business, you would have used a landing page.
Why are they important?
Your landing page can play a vital role in your digital marketing strategy. The primary purpose of a landing page is to create conversions. You are trying to convince your visitors to provide you with key information that you can use to connect with them.
Have you ever wondered about the demographic makeup of your visitors? Are you interested in learning more about their habits and interests? A well designed landing page can provide you with this information and make your business more effective at marketing your products and services, which will improve your lead conversion.
With the right tools in place, there will be less guess work in your marketing efforts. Instead of throwing things at the wall and seeing what appeals to your customers, you can have a more focused, disciplined, and ideally, cost-effective approach to your digital marketing.
Types of Landing Pages
It’s important to know about the kinds of landing pages so that you can determine which is more useful for your website. Landing pages can be broken down into two types.
Want to know how you can reach your customers? Lead Generation pages gather contact information like emails and addresses. When companies reach out to you via email, chances are that at one time you filled out a form on a lead generation page. There are many ways you can coax people into providing this information. You will need to decide on the kind of lead generation page that will be the most effective.
Here are just a few examples:
Contest Entries: Holding a contest like a raffle or giveaway can be a great way to obtain information like emails, phone numbers, and addresses.
Demos and Trials: Visitors to your site who are interested in testing the kind of service or product that you offer will still need to fill out a form with their contact information.
Email Sign-Ups: Visitors often want to know more about what your business has to offer, so they will sign up to receive emails from you. They still need to provide you with that information.
Surveys: Need to collect more specific data about your visitors? Creating a survey that requests their contact information gives you another opportunity to learn more about them.
Special Events: If your business has special events for the holidays or sales, customers may want to learn more about this. Creating a landing page for them to request that information is just one more way you can contact them in the future.
Unlike lead generation pages, click through landing pages are all about building up those expectations before customers make any kind of commitment. Click through pages will flirt with visitors, nurturing that relationship, and funneling visitors to a point where they have been enticed to make a decision on your page. An effective click through page encourages visitors to engage with your business.
Too often, webpages immediately direct visitors to registration pages or shopping carts without providing specifics or details that could lead to conversions. You want to maximize this opportunity and get your visitors to respond in ways that are beneficial to your business.
Here are a few tips for a successful click through landing page:
Design: A clear and focused design can make all the difference. Use images that will elicit emotional responses from your visitors, but be sure those images do not distract from the purpose of this page, which is to encourage your visitors to act.
Headlines: A bold headline should grab their attention. Follow that initial headline up with a sub-headline that will provide additional details. Think about this arrangement as a hierarchy. Feature the most important information first and use the sub-headline to flesh out those claims.
Quotable Quotes: If possible, include some quotes from customers on your page. This validates the interest of your visitors, and increases the appeal of your offers.
Call to Action: The design and headline should all direct your visitors to act or, rather, click. You’ve given your visitors some teasers, so your website needs to feature a button prominently displayed that will drive them to click it.
How can you make your landing page effective?
Buzztower offers a suite of services, from PPC management to landing page optimization, to help you get the most out of your digital marketing experience. Let Buzztower help you identify the best strategies for your landing page, and enable you to reach your customers. These services will improve your lead conversion, and develop your customer base.
Not only can Buzztower improve your landing pages and optimize them for the best results, but they can also manage your advertising efforts through their PPC management services, finding you the most productive ways to drive traffic to your website. Contact Buzztower today to learn more about what they have to offer your business: www.buzztower.com