A landing page is so named because that is precisely what it does. The benefits of a landing page is that it welcomes a visitor and introduces them to a product or service.
It can drive visitors to land on a web page funneling them from a link source like emails, social media posts, Facebook advertising campaigns, pay per click ads, or direct mails. Landing pages generate business leads by enticing users who have shown interest to fill out a form or call a business.
There are specific benefits with landing pages that set them apart from a business website and make them so useful for lead generation and as a powerful marketing tool. Your business website takes various styles, but with a landing page, there is a specific action. This specificity drives a landing page.
In this article, lets go over the benefits of a landing page to your business, but first of all, let’s find out what makes a useful landing page.
What Makes a Good Landing Page
Think of a landing page like your Tinder profile. You have just a few seconds to keep someone from swiping on. If you don’t want to play the long game, you better pack a persuasive pitch. These elements define a useful landing page.
A Compelling Offer email offer
Whether you offer a downloadable material, physical product, or a ticket to an event, your landing page should show the visitor the benefits as soon as possible. Assume that the visitor will see this page only once, so use your headline imagery and text to entice the visitor and make them say yes the very first time. Your offer should connect the dots between their pain points and the results they can expect if they take up your offer.
Make your email offer Urgent
As marketers, your goal is to get visitors coming to your landing page and to make a decision about accepting your offer as quickly as possible. Being ambivalent does no good for your visitors. Highlight the urgency of choosing quickly by using a countdown timer, and when the timer hits zero, the page can redirect or change out your offer automatically to further stress on this urgency. You can point to the visitor’s frustration with their current situation and encourage them to take quick action to overcome that situation by getting your offer now rather than waiting around.
Delivering the Offer
Behind the scenes, a good landing page should deliver on the promise automatically. Ensure your landing page is connected to your email service provider so that all the promised offers are delivered within seconds of clicking the submit button. Be clear on the offer thank you page so that the customer or subscriber can know what they should expect.
Why a Landing Page Is Important
1. Supports Business Objectives and Goals
One of the best benefits of landing pages is that they accelerate reaching your business goals, like entering a new niche market, getting new customers, promoting a new product, or closing more sales. Your business benefits from landing pages because they can be catered to a specific audience or goal that you are targeting, allowing you to measure success in relation to that goal
Landing pages are designed for specific actions that meet the specific goals of your business. Landing pages can push visitors to take actions such as signing up to your mail list, supplying contact information, making a purchase, requesting a consultation, or subscribing to a newsletter.
2. Increases your Conversions
Your website contains information that influences a business decision to take action, and a useful landing page does the same. A good landing page sets out with a clear action that users should take; it makes it easy for the visitor to take that action. This is referred to as your “Call To Action.” as a result, you will see more action being taken, known as conversion. Your business benefits more from landing pages because increased conversions lead to more customers and more profit.
3. Generates Data and Insights
When you connect a landing page to a particular campaign, list of content action or source, you can clearly determine which channel brings in the most traffic and leads and which topics are of most interest and which campaigns are most performing. A good landing page can be used to track user behavior as it can produce valuable insights. This type of insight can give you more knowledge about your target audience and your campaign strategies to improve effectiveness overall.
4. Why you should Improve Paid Search Campaigns
A successful SEO or paid search campaign depends on click-through rates, and landing pages affect click through rates. For example, you could use an SEM campaign to be on keywords to have your business show up when someone searches “bathroom remodeling” on a search engine. The link from that ad could connect to your website homepage or a sub-page on your website, but that will only get people to your website. A landing page will help you generate more leads than if you were just directing people to the website homepage.
A landing page is specially designed for an advertising campaign and will only bring interested people to one web page. On this page, they can find information only about what they’re interested in, thereby increasing the likelihood that they will call your company or fill out a form and become a lead. Since this is what they have been looking for on their searches and the landing page further facilitates their ultimate goal, they most likely will click on that link and follow through with all of the steps.
To Grow your Email List
Landing pages are used for lead generation, which means that a business can get form submissions or phone calls from people who want to know more about your product or service; these are now warm leads. Therefore the landing page will contain a link to a form asking for user information such as a name, email address, phone number, or company info. If you use a form on your landing page asking for email, your landing page can benefit your business to grow an email list. Moving forward make list building for sales an ongoing activity with in your business.
When someone fills out a form, you can provide an opt-in button where they can also ask to receive emails and offers on your business. This user can then be added to your email list, and you can send out newsletters, sales materials, announcements, and promotions, which link to more landing pages so that your business will always be at the top of their minds while you provide useful information.
Landing Page Best Practices
There are many tools today that make building landing pages deceptively easy. Whether you want to use these tools like drag and drop designers or go the brick and mortar route, there are best practices you should adhere to if you want to boost conversion and reduce cost-per-acquisition.
1.Ensure your messaging matches your ads
One primary reason to use landing pages is to ensure that visitors are being sent to pages that match their expectations. You need to ensure that visitors have made the proper click by matching your landing page copy to their hearts.
For instance, an advertisement for luxury condos that brings visitors to a landing page for retirement communities will likely drive visitors away than one that stays on message consistently. If you are running many ads with different headlines, consider creating pages of different styles but with the same message to ensure everything matches.
2.Keep the action above the fold
What the term “above-the-fold” refers to is the upper half of the front page of a newspaper. These days, it more commonly describes the physical part of a screen before you scroll down. It is an available real estate and should make the best of it.
In this section, keep your headline’s unique sales proposition up there and, most importantly, keep your call to action very visible by placing them above the fold. Don’t put too much in this section as too much can make it hard for visitors to see your CTA. However, ensure that everything a visitor should see is visible from the moment they land.
3. Use directional cues to direct the eye
Very rarely is a landing page so short that below the fold is empty. You can use visual indicators to draw the eye downward. These indicators can include arrows, literal pointers, shapes, images, or even a copy that keeps visitors scrolling and reading happily. These kinds of directional cues can also be used to help visitors to find a call to action.
4. Show your product/service in action
When your visitors see a product or service being shown in a real-life context, they can imagine themselves as your customers. It can be a very effective shorthand for explaining how your product or service works. You can do this by using videos, step-by-step animations, or visuals that allow you to capture and keep their attention.
Landing Page for Email Marketing
Using landing pages for email marketing is an art, every email marketing strategy has this component. It requires extreme attention to detail and skillfulness, but it is a relatively straightforward process if you follow these simple tips:
1. Let your message match
As mentioned earlier, the email and the message on the landing page should match. In other words, if your email offers a 50% discount for any item, the headline of the landing page should mention this same offer as well. Repetition is key here.
The email design should not look different from the page itself. What this means is that they should use the same color scheme and overall design. When subscribers click on an email’s call to action and are taken to a landing page that matches, they instantly know they are in the right spot. This is a visual cue that helps subscribers follow through with the necessary action.
1.Reinforce the action decision
You should reinforce the subscriber’s decision to take action in both your email and landing page. If you want a subscriber to try out your software for 30 days, it will make sense to tell them why it’s a good idea. You can provide testimonials or explain the benefits that prove your software is worthy after all. This could provide the necessary push a subscriber needs to convert.
1. Use one call to action
Don’t confuse your visitor, Only one call to action on your landing page. Though you might be tempted to want to add an extra call to action to drive more traffic to your homepage or blog, that isn’t necessary. The whole point of landing pages is to keep subscribers focused on what you want them to do- try a service or product and join your email list, so don’t introduce additional tasks that distract them.
Many businesses prefer using a lead generating tactic of feeding customers with exhaustive information about a product or service through their websites. While this is great, it can also cause information overload, and visitors have to navigate through several web pages that might be inconveniencing. A landing page offers benefits of easy communication of value, provision of solutions to visitor’s problems, and a means of collecting emails to further cater to their needs, among other benefits. A landing is a lead magnet gold and, if properly used, can build your brand, trust, and set you apart from the competition.