Not everyone will stick around to read the copy on your landing page, which is a part of why video content is rising in popularity. This doesn't mean that your website should be free of text, though. Different headlines, visuals, calls to action, and more can produce different results. This can help you optimize your landing pages for the most success. Because they help convert leads into paying customers, landing pages are a critical part of your digital marketing strategy.
These pages help guide users further along your customer journey because they act as a nudge to take action. Every unique landing page is an opportunity, and there's no limit to how many landing pages your website can have. What is a landing page? What makes a homepage different from a landing page? There are a handful of things that set homepages and landing pages apart. Homepages have: More links.
On a typical homepage, you can find at least 10 links. On a well-optimized landing page, though, you'll usually find fewer links, and sometimes only one—the link that allows your users to convert.
Broader CTAs. Your homepage introduces your business and serves as a hub from which users can navigate to other corners of your site. Because your homepage has so many jobs to do, its content is often broad and has less specific CTAs e.
Since landing pages have 1 goal, they have tailored CTAs e. A different audience and purpose. On the other hand, users who end up on your landing pages have already shown interest in what you offer. They can be sorted into 2 broad categories. The 2 main types of landing pages As far as structure goes, landing pages are generally built to serve 1 of 2 functions: generate leads or direct users to the next step. Click-through landing pages Unlike lead gen pages, which use forms, the focal points of click-through landing pages are CTA buttons.
The importance and benefits of a landing page Landing pages are different from other pages on your site because they focus on specific, short-term goals so that you can get the results you want. Besides increasing conversions , improving paid ad campaigns, and yielding new audience insights, landing pages can: Boost your credibility.
Target long-tail keywords. Segment your traffic. Improve page loading speed. Earn backlinks. Make your content shareable. Optimizing landing pages for conversions SEO is only half the battle.
Write an enticing headline. Try to position your CTAs above the fold. Use directional cues to guide users to your CTA. Show your product or service in use. Provide social proof. Use bullet points. Repeat your CTA. Provide your contact info.
Deliver your message via video. Test several variations of your pages. This CTA can link to a separate landing page where they can sign up for your email list. Whether you're in the education industry or you offer various skill-based certifications to your audience, online courses should have their own landing pages, too. Using these pages, you can invite new students to sign up for a class you offer.
Similar to online courses, events require you to collect information on your audience so they can receive updates leading up to the occasion. An event, as well as its various sessions and keynotes, can have its own individual landing pages to turn interested prospects into event attendees and leads.
Are you offering a free demo of your product? Your demo offering could use its own landing page. Bring users to a page where they can sign up for a free trial of your software using their name, email address, job title, and any other information you deem necessary to give them the best customer experience.
If your business thrives on building community among customers — perhaps you should have a website dedicated to dialogue between users. You can do this by creating a landing page that lets website visitors sign up to become a bigger part of your business. There's no harm in making it invitation-only either — in fact, it's a great way to try your hand at relationship marketing to close these deals.
Developing a mobile app for your product doesn't just improve your customer experience — it also gives your business another avenue to capture leads. A lead-optimized landing page that invites users to download an app is quite common. On the analytics side, you can use both Google Analytics to capture insights about who is visiting the landing page and downloading the app, then use that data to make your landing page even more effective. The benefits of building a landing page for each of your marketing campaigns or content offers are endless.
In this section, we dive into detail about seven factors that make this lead generation tool indispensable. Having a targeted page that directly ties back to an offer or next step is critical to providing value upfront.
This can also encourage new site visitors to provide their information in exchange for an immediate, tangible reward. For instance, let's say you've landed on a business's website and you're immediately greeted with a pop-up form asking for your name and email. Alternatively, imagine you've found a business's free ebook on social media, which outlines ten immediate solutions to your problem. I'm willing to bet you're more likely to provide your name and email for that valuable content, right?
Many companies send their advertising, email, or social media traffic to their homepage. This is a huge missed opportunity. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page. For instance, those users who convert on your social media ebook landing page are clearly interested in social media.
To further nurture those leads, you might follow up with a personalized email, detailing additional content you can provide related to social media. By creating various landing pages with segmented offers, you can track which topics convert at the highest rate. This can give you valuable insights into your audience's interests.
You could use the data you collect from your landing pages to create a more targeted, personalized marketing strategy. Plus, landing pages don't just tell you which content your audience likes best — they also tell you which channels your leads prefer. This can enable your marketing team to refine the strategy further, promoting content and engaging with your audience on the channel s they're already using.
For example, let's say you notice your landing pages related to ecommerce perform exceptionally well, and most of those users find your landing page from your paid ads on Facebook and LinkedIn.
This information can help you target future campaigns primarily towards your social audience. You would also have a basis for incorporating additional ecommerce content into your marketing strategy as a whole. In exchange for the content offered on your landing page, you'll typically ask users to provide their email and name.
This can help you quickly grow your email subscriber list, and segment that list to provide more personalized follow-up emails. People who've filled out a form in exchange for content or information on your product or service have shown an interest in what you have to offer.
This ensures your subscriber list is filled with potentially high-quality leads. Consider how you might further nurture them by sending a "Thank you" email after they download your landing page offer, with additional resources related to the content in which they've shown interest. A landing page is a fantastic opportunity to get creative and test out various designs to determine which visuals and copy perform best with your target audience.
Additionally, it's often lower risk to test out a new landing page, rather than making major design changes to your entire blog or website infrastructure. This means you can quickly uncover new ways to drive more leads and contacts for your business. If you've created a specific landing page to market your new product or service, you can then use that landing page to measure metrics directly tied to your business goals. For instance, let's say your marketing team is tasked with increasing sales for your new email tool.
To accomplish this, your team creates a campaign with a landing page offering a free demo of your tool. You might measure conversion metrics on that landing page to determine how well your campaign is performing, or whether you need to make tweaks to communicate the true value of your new product. Additionally, you can measure which sites drive the highest conversions to your landing page, and put more resources into marketing your email tool on those sites — or social media apps — in particular.
As mentioned previously, its only purpose is to explain the benefits of a given offer and encourage visitors to convert into leads. Thank You Page: Although an in-line thank you message is available in most tools, it is recommended that you supply your new lead with a dedicated thank you page. In addition to hosting the offer, thank you pages are an excellent way to continue the conversion process and move the lead down the marketing funnel.
Secondary offers case studies, consultations, webinars, and more should be shown via another form or specific CTAs on the thank you page to encourage the lead where to go next. Buyer personas are semi-fictional representations of your ideal customers. They can be based on market research and current customer data. When you create your landing page, it is important to target it to just one of your personas if you have more than one.
If you try to tailor the content on your landing page to multiple personas, it will inevitably not resonate with all of them and will decrease the odds of conversion.
When you target one persona, your efforts will be much more focused and will increase your odds of conversion. It is better to be niche and focused than to attempt to appeal to the masses in this situation. An offer is something created to provide value to an organization's website visitors, aside from the products or services the organization sells. The offer could be a free e-book, webinar, tip sheet, comparison guide, or anything else that is downloadable and informative about the industry you are in.
It can be broken into three different stages: the awareness stage, the consideration stage, and the decision stage. Different types of content should be created for each specific stage of the journey to help people move from one stage to another.
Details of each are broken down below:. However, there is a special recipe put together and perfected by inbound marketers all over the world that you should follow to increase your odds of conversion on the landing page. In fact, it has just begun. You need to get people to view your landing page — otherwise, what was the point of creating it? Below are top recommendations to promote your landing page. Once your campaign is up and running and traffic is being driven to the page, it is important to not just sit back, relax, and enjoy the show.
Check in on the results of your landing pages frequently, but not excessively. When you make changes to your landing pages e. That way you can identify what specifically is affecting performance and single that out. Jennifer Shore was formerly the Director of Marketing and a Seattle-based writer who has received numerous awards for her work. In her role at SmartBug, she is responsible for the development, execution, and optimization of the high-growth lead funnel, nurturing, and customer acquisition.
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