How to Successfully Create and Use a Landing Page that Converts

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How to Successfully Create and Use a Landing Page that Converts

How to Successfully Create and Use a Landing Page that Converts

Before I reveal what makes a good landing page, I should first explain what one is. A landing page is a webpage viewers “land” on that has a specific message and action. A person can find a landing page from online search, clicking a paid Google ad or Facebook ad, or from an email campaign, to name a few ways.

 

How is a landing page different from a home page?

Different types of pages serve different purposes.

The home page is all about first impressions.

A home page provides a comprehensive overview about the products or services a company offers. While on a home page, viewers make a snap judgement in mere seconds whether they want to find out more. The goal is to connect with viewers, explain how you can help them, persuade them to choose you over your competitors, and provide an easy way to contact you.

The home page links to content pages.

Since the home page is an overview, content pages break up information into smaller chunks. For example, each content page should focus on one product or service, text should be relevant to the topic, and should contain pertinent keywords for SEO .

Landing pages have specific marketing purposes.

Landing pages are additional pages, outside of your content pages, used for specific marketing purposes. Each of these pages should be able to stand on its own, contain compelling copy, and have one specific call to action. Landing pages are highly optimized for search, can be linked to paid ads, or accessed from email campaigns.

What makes a good landing page?

A good landing page gets people to do what you want. Whether clicking through to another page or submitting contact information, a strong call to action (CTA) can turn a visitor into a lead.

What’s on a landing page?

A title or headline defines the key message, so it should grab attention and clearly convey the offer. Since it is only one page, make sure the text is simple, clear, and concise. Stay relevant to the topic and have a compelling call to action.

What are the different types of landing pages?

There are two main types of landing pages, click-through and lead generation.

Click-Through Landing Page

The goal is to get someone interested enough in the information provided to click through to another page to learn more. Success is measured by the number of clicks.

Lead Generation Landing Page

The goal is to offer something so tempting that people are willing to provide their contact information to obtain it. These pages usually have a form for people to submit their name and email. Success is measured by the number of submissions.

What can I give away to make people provide their emails?

Depending on what you sell, products or services, you can offer a free trial or sample, a discount code, a free consultation, whitepapers, entry into a contest, or early notification of a new product launch, to name a few options.

How much information should I ask for on my lead generation landing page?

Keep it short and only ask for a minimal amount of information. If your form is too long it will deter people from filling it out. At a minimum, request a name and email address.

Click through landing pages can tell you about your customers.

Not only can you find out how your landing pages are performing, you can also track conversions, page views and visitor demographics to learn more about your target customer. How? By using Google Analytics, a product from Google that uses embedded code to track individual web page activity. For more information, check out the Google Analytics Academy.

Lead generation landing pages create email marketing lists.

If the objective is to capture contact information, build an email list to use in future marketing efforts. Sometimes you need to contact or “touch” prospects several times before they make a purchase. An email marketing campaign makes it easy to send messages and track your success.

Quality landing pages can increase the ROI for PPC.

When running a paid advertising campaign like AdWords, you are paying per click (PPC). Assuming you want great ROI, it pays to make sure all aspects of your campaign are optimal. In addition to having a paid campaign set up correctly, monitored and adjusted on a regular basis, you should also have landing pages. This landing page should be tailored to the message of your advertising, be extremely user and mobile-friendly, and provide a clear call-to-action. This is where high quality landing pages make a difference in conversion rates. It’s one thing to get someone to click but it’s another to get them to act.

How many landing pages do I need?

You should have a different landing page for each objective. The goal is to convert visitors into leads with the information found on only one page. If you are running a paid ad campaign this means you should have a landing page for each ad for maximum effect. Plus, the messaging on the landing page needs to match the ad, for consistency.

 

When creating a good landing page remember that simplicity is key. One page, one purpose. Each landing page should provide valuable information, have a concise message, and a clear call to action. Drummer Boy Media is a digital marketing agency based in Wesley Chapel, FL. If you want to learn more about landing pages, pay per click campaigns, or organic SEO , call today to schedule a free consultation (813) 994-6808.

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