A landing page is exactly what you might think: it’s the first thing visitors to your website see when they click on a link from an email message, print or electronic ad or whitepaper. It’s not your home page, but a specially-designed internal page directly related to the content that caused your visitor to seek more information.
The immediate purpose of a landing page is to capture customer information. Ultimately, of course, the purpose is to convert those leads into sales.
Why is a landing page so important?
- It serves as a “back door” to your company’s website, leading potential customers immediately to exactly the information they want. Your home page can’t accomplish this. Visitors have to look around to find what they need, and if they don’t find it quickly, they may just move on.
- It strengthens your relationship with existing customers and prospects who have chosen to “opt-in” by visiting. You can realize higher conversion rates from these “hot” leads, or even generate immediate sales, depending on your business type and goals. For this reason, landing pages are often able to deliver strong ROI.
- Because it’s very specific, a landing page nicely supports niche and narrowly targeted marketing campaigns.
- It is an essential component of any pay-per-click (paid search) or other direct-link marketing.
What makes a good landing page?
- Clarity of purpose is critical. Your ad (or other source) has already captured customer attention, so this is the next step. Exactly what do you want searchers to do now? The landing page must have a clear call to action: sign-up or registration, perhaps even purchase.
- How you design your landing page depends on your audience. (If they’re responding to an ad, the page will be different than if they’re clicking through from a whitepaper.) The page needs to relate directly to your ad or keyword(s).
- Offer an incentive to encourage the maximum number of searchers to take the next step and give you their information. If you provide tangible value with a compelling offer, you’ll keep them engaged and continue building a positive relationship.
- Make sure your entire page displays above the “fold” (no scrolling down to uncover information). Keep it uncluttered, so visitors stay focused.
- Include testimonials, reviews, certifications, etc. Third-party praise and professional recognition build trust and credibility.
- Omit regular website navigation buttons, so searchers don’t get sidetracked and wander away from your landing page.
- But do include a sharing button, to encourage viral expansion of your campaign.
- Test, and test again. Try various versions of your page to see what works best.
A landing page may seem like a simple marketing tool, but good design is critical. Keep it short, sweeten the pot, and give customers immediate value so they’ll want more. They’ll be motivated and receptive to maintain an ongoing relationship with your company. And, of course, highly engaged customers are your top-tier audience for future sales.
If you’re interested in learning more about landing pages, check out our webinar on the Psychology of Landing Pages this Wednesday at 12:15 ET.