As marketing experts, we know that your website is one of your greatest inbound marketing tools. And it should be designed and managed with a view to engaging and educating prospective and established clients. One way to encourage that engagement is through landing pages.
A landing page is a page that sends visitors to your website which land on or are directed to from another link e.g. through a mailer. A good landing page has a focused objective – to get the visitor to take action, whether that is to share details (through lead generation pages), engage in relevant marketing content (through channelled click-throughs), or buy a product or service. However, to add value to your business, it is not enough to just have landing pages on your website – these pages need to encourage visitors to do what you want them to do and, in the main, that involves becoming a loyal fan. With the aim of converting leads, a great landing page doesn’t just happen – it needs to be properly designed and managed.
Ways to take your landing page from fine to fantastic
1. Effortless design is a must
Your landing page needs to look good and function perfectly. Strange layout, difficult-to-read font, broken links... today’s online users are impatient and demanding by nature. If your landing page doesn’t work, you will lose potential leads and create doubt in your visitors’ minds as to your ability to deliver in your business.
2. Have a clear call to action
What do you want your landing page to do? Get visitors to fill out a form, sign up for a newsletter, download an eBook? The call to action needs to be easy to see, understand, and accomplish. Make it easy to convert and it follows that you’ll get more conversions. For example, think about the button text – it should tell visitors what they are getting and make them want to click to get it.
3. Keep it short and simple
In line with a clear call to action, it’s important to keep the amount of copy and instruction on a landing page short, simple, and to the point. Most people don’t enjoy reading too much text – clutter the landing page and you run the risk of your visitors clicking away before they click through.
Just because the content is short doesn’t mean it should lack depth. A landing page needs to offer your visitors something – be it relevant information, a freebie, or must-have knowledge – to encourage them to stay and engage. Remember – great content inspires trust and loyalty. And the more the content is about the visitor (focusing on what you can do for them), rather than about your business, the more likely it is to feel relevant and essential.
5. Limit your exit points
Landing pages are not about allowing your visitors to explore your entire website – this might result in them wandering off your chosen path for them and never getting to the point of the landing page. The goal of a great landing page is to channel your visitor down a desired path so limit exit hyperlinks, using them only when necessary.
While many business owners can see the advantage of having landing pages on their websites, they either don’t know how to set them up or don’t have the skills, time, or resources to manage them (and their marketing strategy) properly. Are you in that boat? We can help! As digital marketing consultants, we understand the importance of online marketing and how to create a website that will help you achieve your business goals. We believe in website design that works – for your customer and for your business.