You can ask any marketer and they will tell you: The first crucial step in establishing a professional online presence is by creating a great website. But if you really want to generate leads, referrals and sales, a killer landing page is the answer.
Are you ready to get more eyes on your next project? We’ve got you covered.
What Are Landing Pages Good For?
Landing pages look just like any website, but they operate a bit differently. In the online marketing industry, landing pages are used to drive visitors to conversion, by persuading them to click through to a specific action. Whether that action is making a purchase in your online store, or subscribing to your newsletter, or a number of other actions, a good landing page can hugely increase your chances of success. As opposed to a full-blown website, a landing page is one single page with a highly specific target: getting visitors to click through to your end goal.
What does this really mean?
- In terms of content, a landing page has one simple message to deliver. It promotes the desired action and explains the benefits of performing this action.
- The unique design of the page needs to focus on supporting this goal and nothing else. This means, that the design should be simple and clean, so it doesn’t compete for the viewers’ attention.
- The ultimate goal of a great landing page is to make viewers click. Both the design and the text of the page must reflect that.
- A landing page, as its name may suggest, remains one single page. You can separate it into sections, but it is better to stick to just one page, and preferably not a very long one.
- Headers, sub headers, buttons and images need to present the page’s message in a powerful and effective way.
- Unless you are planning on starting your landing page from scratch, it is advisable to use a professional landing page template. This will help you ensure that your landing page doesn’t only look good, but it will also have a strong visual hierarchy that will instantly lead your visitors exactly where you want them most.
How Do Landing Pages Work?
In order for the landing page to actually fulfill its purpose, you need to drive traffic to it. This can be done in a few different ways:
- Promoting your landing page with an email campaign to your subscribers.
- Posting a link on social networks, like Facebook, Twitter or other networks (with or without paying for an ad campaign).
- Adding a link to the content of a blog post.
- Optimizing SEO (search engine optimization) settings, so that your landing page can be found by organic (not-paid) search.
- Creating a PPC (pay per click) ad campaign on search engines and linking to your landing page.
All of these are good methods to drive traffic to your landing page, but now you need to think about where to send visitors once they have clicked on your page. We have mentioned before that the ultimate goal of a landing page is to get your viewers to click, but where will that click be taking them? Will they be redirected to a shopping cart? To a registration form? Or an inner page within your website? You have to think carefully about your next step and create an easy path for viewers, so that they can get there with a single click.