All You Need To Know About Creating Smarter Landing Pages
In a world where SEO and paid search tactics are the centerpieces for digital marketing strategies, landing pages are increasingly being used to more effectively convert visitors into customers.
If your business is looking to leverage its digital marketing—especially paid search—the worse thing you can do is send leads to your company’s Home Page. You need to create and make the most of your landing pages.
Let’s look at the purpose and benefits of effective landing pages and how you can make them more effective.
What’s a landing page?
A landing page is a single web page that’s been developed to give prospects a place to land after they’ve click on a link from a paid ad, an email or anywhere else on the web. The most effect ads, that is, the ads that convert the highest from paid search engine campaigns on Google or Bing as well as social media channels like Facebook, Instagram or Twitter have a great landing page that easily ushers the user to the next step in the sales journey.
While most web pages allow the user to explore and browse, landing pages push a call to action or CTA. This singular focus on the one objective lowers your campaigns acquisition costs and makes the digital marketing effort more worthwhile.
Benefits of a landing page
They advance your brand
Apart from increasing lead generation of your products and services, a landing page helps conveying your brand to the audience. While promoted a strong call to action, the landing page is always reinforcing the brand through content and visuals.
They give you market insights
Landing pages help you generate conversion data to help you gain insights as you track audience behavior. By A/B testing different landing pages, you can discover what messages resonate with them and cause them to act. You can have multiple call to action messages positioned at various parts of the page so that you can test how much of the page they are actually reading. This insight gives you intelligence for improving both existing and future campaigns.
They deepen your relationship with your customers
Landing pages help you capture more leads and improve your brand awareness. When you provide a form fill, you can grow your email list which helps keep prospects up-to-date with the latest promotional deals or allows you to follow up on their interest level with the current promotion. When a prospect fills out a form on your landing page, they are essentially saying, “Contact me.” or “Keep in touch.”
How to make landing pages effective?
Pack them with essential information but be concise
A landing page makes a clear value proposition that taps into the audience’s aspiration, desires, and needs. It conveys your services and presents them as solutions in a concise manner, without imitating the tone of a desperate salesman who speaks excessively about the details of the product.
Don’t clutter it
The key to devising an effective landing page is knowing that the audience has a short attention span. If your landing page is filled with content that’s not immediately relevant to pushing them to quick call to action, then your bounce rates will increase.
Make sure your landing page incorporates only the most pertinent visual and textual elements. Keep it minimalistic so you don’t bombard the audience with a million messages that confuse and overwhelm them.
If you have a product that’s the first of its kind, you can use a video to increase engagement and explain what it can do for the user. Adding video to your landing page can increases conversion rates as long it conveys valuable information about your products and services without having to fill up the page with boring blocks of text.