In the marketing world, you can utilize multiple campaign channels to drive sales, boost conversions, and engage with consumers. The landing page is one such channel that you can optimize for social, email, Google AdWords, and SEO.
In this article, we give you useful information about landing pages, why they are important, and how they can be optimized for conversions. They may be a vital part of your sales pipeline that you may be ignoring in your strategies for content marketing.
Introduction to Landing Pages
A landing page is more than just a simple home page. It is a web page that is created to motivate site visitors to perform actions like providing their contact details, subscribing to an email newsletter, or moving along the sales pipeline. The page features a single, direct, and clear CTA (call-to-action) which may be a signup form or button.
A landing page thus converts visitors into sales leads. Forbes says that landing pages are a vital part of inbound marketing strategies for lead generation. For downloadable content offers like fact sheets or infographics pertinent to your audience, you should build attractive CTAs and landing pages based on the prospects’ position in the buying journey.
For these reasons, home pages aren’t as effective as landing pages. Further, they’re cluttered with distractions, CTAs, and other info, and generally do not convince visitors to perform any action. Therefore, it’s important to direct all your clicks to a distinctive landing page and not to the home page.
Effective Landing Pages
Examples of impactful landing pages include:
Welcoming Home Page
A brief brand overview
The value offered or challenge solved
CTA that tells visitors what you expect them to do.
Blog Post Landing Page
You can use a blog post landing page to inform your audience, narrate your story, drive SEO, prove industry authority, and market your product.
Each “arrow” is aimed to attract potential buyers. The blog should offer a targeted CTA as well as other tools for lead generation like blog subscription forms and internal links.
A Page for Opting-In
You can effectively use email marketing to gain high-quality, targeted leads. By opting in for your emails, the prospect indicates that they’re interested in your offerings and willing to hear your pitches. In your opt-in pages, you can offer prizes or rewards to visitors who provide their contact details. Examples are:
PPC Campaign Landing Page
In PPC (pay-per-click) campaigns, you have to pay a fee each time someone clicks on your displayed ad. PPC campaign pages are separate web pages intended for paid marketing campaigns like AdWords or Bing.
How to Use Landing Pages to Improve Your Customer Relationships
Landing pages are a flexible and versatile marketing tool that can be utilized for multiple purposes. They offer many important benefits that are not provided by websites alone. For example, landing pages permit you to produce multi-step marketing campaigns. If your emails to customers link to your site’s home page, it will not produce many sales. You should create landing pages that follow the earlier communication’s context to produce personalized journeys for each consumer.
You can utilize landing pages to generate leads in the following ways:
Whitepapers and E-Books - If your brand has created whitepapers or e-books, you can utilize blogs to provide information about the key points they contain. Use the blogs as teasers to make readers interested in what the e-books or whitepapers have to offer. Plus, you can leverage the landing page and a CTA to enable readers to download the e-book or white paper if they provide their personal info.
Subscription to Email Newsletter - Apart from SEO purposes, blogs can also help a lot with lead conversion as landing pages. If visitors like your posts, they’ll sign up for your newsletter, giving you their contact info as well as enabling you to develop an engaged reader base.
Product Free Trial - Provide a free trial or demo of your product to enable users to try it without any commitment. Costco uses this strategy effectively to get consumers interested in their products. Apply the same tactic and grant temporary or limited access to your product to customers who provide their contact details.
App Download - Leverage the popularity of mobile by providing using a functional app for lead collection. Use landing pages to encourage visitors to download the mobile app and increase your number of downloads.
How to Optimize Your Landing Pages
When creating landing pages it is important to implement proven SEO practices to make your landing pages more effective. You can use the following optimizing features:
Keep It Clean
Minimalism is impactful both in website design and for landing pages. Studies indicate that audiences provide more positive responses and are receptive to concise and clear websites. A busy landing page can reduce the effect that you could gain with a simple CTA.
To keep your landing page clean, you should consider including the following:
Pointed videos or images to produce a passionate response
Minimize page navigation
Pinpoint the pain points of the visitor
Optimize for mobile
Add social proof
Use white space
Eliminate clutter and distractions.
Create For Your Target Audience
All visual elements of your landing page should be crafted for specific buyer personas. Be sure to pay attention to factors such as:
Media you utilize
Some users may even pay attention to your CTA button’s size. For your landing page to be effective, you should directly address the customer’s sensibilities and interests.
Deliver Your Unique Selling Proposition Strongly
Website visitors will definitely wish to know more about your brand, product, and the benefits they can gain by buying it. Therefore, your landing pages should inform the prospect, why your service or product is superior to the competition. You should also explain its benefits to buyers. Utilize this opportunity to describe your offering’s distinctive strengths and sell your USP to potential customers.
Be Mobile Optimized
Many websites are still not built for mobile. They stand to lose out as more people are likely surfing the web on their mobile devices rather than their PCs. Therefore, optimize your landing page for mobile to drive more web traffic.