Landing Page: The Importance and Essential ElementsVanessa Venugopal
In the field of digital marketing, a landing page is one of the most important strategies you can use to gain more leads. Most online marketers always mention it but not thoroughly define the word. So, here’s what you need to know about landing page, why it matters in digital marketing, and how to make one.
What is a Landing Page?
In marketing terms, it is a standalone page that’s different from the homepage and other pages of a website. It’s a single page with one purpose, unlike other pages.
It’s a page where you offer resources to your visitors in return for their contact information. Visitors can leave their name, email address, contact number, and more. It can be a click-through page that could lead to pages like your e-commerce site or a lead generation page.
Your landing page can offer free items or information like eBooks, free trials, contest entry, or even a webinar registration. The purpose of creating this page is to convince your visitors that by providing their personal information, they can have or gain something in return.
Now that you have an idea, or perhaps ideas, on what is a landing page. It’s time to elaborate further the purpose of this marketing strategy, and how it can bring more profit or sales to your business.
Why You Need One?
Easiest Way to Generate Leads
Lead is a term used for a person who shows interest in your company’s products or services. They could be potential customers for your business. With a well-crafted landing page, you can easily get leads for your company. Instead of sending your potential customers to your homepage, social media, or other pages, you can direct them to your landing page/s. In this way, you could easily convert them to paying customers.
Collect Demographic Information from Prospects
When your visitors fill out the form, you can gather their information and distribute it to your sales team. Your sales team will use the details such as contact information to reach out to your leads, while they can use the demographics they gathered to understand your visitors’ needs. These demographic data are effective in determining the needs, desires, and pain points of your potential customers. Hence, you’ll know which one to target and get a chance of selling your product or service.
Having a landing page will automatically remove distractions. When you direct your potential customers to other pages of your website, the result is too much disturbance. It would take time for them as they go through your website. Your landing page will eliminate those distractions and make your visitors focus. Furthermore, it will help your visitors decide immediately.
Effective and Helpful for Other Marketing Strategies
Since successful marketing strategies include content, a landing page can be a great addition to your campaign. It can be shared on social media sites, email and lead nurturing campaigns, PPC ads, and even for organic search.
Track and Compare Data
You can track the data you have collected from your landing page and analyze them. You’ll know if a visitor signed multiple times for your offers or webinars, you’ll be able to predict if they are ready to be turned into a paying customer, and you can also use the data to see if your marketing strategies are working or bringing improvements.
Understand Your Prospects
Aside from generating leads, you can use the data you gathered to track the reconversion of your existing leads. This can be used to identify leads or prospects who engage more in your content or business. Furthermore, you can study the behavior and activities on your website, which can be used by your sales team to generate more deals.
Having an expanded knowledge on a landing page will only give you more reasons to create one (or more) for your business or website. This time let’s take a look at what are the elements of an effective landing page, so you can start creating one soon.
Basic Elements of an Effective Landing Page
A landing page must have a compelling and attractive headline. This is the first thing your visitors will see once they are on your landing page. Therefore, you must create a headline that is clear and concise. It should always answer the question, “What will visitors who convert in this page receive?”
Your landing page is also part of your content, that’s why it’s vital to use keywords that rank on Google’s search engine. Use keywords on your title page, headers, and body of your page to optimize it for search engines. Your landing page is part of your inbound marketing strategy.
Include Social Sharing Buttons and Links
Add links and social sharing buttons to make it easy for your visitors to share it on social media like Facebook, LinkedIn, and Twitter. This will increase your network and followers.
When creating a landing page, adding a relevant image gives your visitors or prospects an idea of what they are about to receive, and it gives a more visually attractive appearance.
Adding a call-to-action helps your prospects decide what to do once they are on your landing page. This section is simple, but at the same time, complicated. There are things you have to consider when creating one. You must create a simple, obvious, and straightforward call-to-action on your landing page. Remember not to add a lot of different call-to-action as this may distract your prospects on what they should be doing, and your goal to generate leads may not be achieved.
Add a Brief or Summarized Body or Content
When creating your landing page’s content, you have to create one that is simple and direct. Always remember that most people’s attention span is short; therefore, create a direct landing page that includes the important points and what they are to expect in bullet form. Simplifying the information keeps readers engaged.
Remove Other Links or Site Navigation
The purpose of your landing page is to focus your customer to convert. That’s why don’t miss an opportunity to remove all distractions on your page. Remove links that don’t focus on your content.
Add Testimonials, Awards, and Accolades
If you have some reviews, awards, and accolades, you can add them to make people trust your brand. However, make sure to only include such when they are related to the offer, or what you are promoting.
The closing argument of your landing page must be convincing as your headline and body. It’s your final chance to persuade your visitors about your offer or the benefits of it. After which, you end it with a call-to-action.
As you can see, a landing page is an effective marketing strategy to get more leads and eventually turn them into paying customers. The only thing needed is to create one that is convincing and effective to make them sign up on your offer in exchange for their information. You can use the above basic components to create your landing page today or add more depending on how you can attract more leads. When it comes to digital marketing strategy, there is no one way. You have to try and test to see which will work and get the best result.