Landing page, you’ve heard the term thrown around, but, do you know exactly what one is? Or, do you think you know what one is? Because chances are, you could be wrong.
Used by 68% of B2B businesses to help generate leads by pushing customers towards a specific product or service, landing pages are a great way to help build conversions and a customer base. However, nearly half (44%) of landing page clicks directly toward a home page, which just isn’t the same thing.
Below, we dive into what a landing page is and why you need one, alongside some landing page top tips to ensure you know how to get the landing page right for your next campaign.
What is a landing page?
When put into its most basic form, a landing page is a page a customer lands on after clicking a link. Therefore, it could be anything from a home page or product page to a blog post.
However, as mentioned above, a home page isn’t the same thing. In digital marketing, a landing page is a standalone web page connected to your website specially created for a marketing or advertising campaign.
Using landing pages for campaigns will ensure any marketing efforts pushing a particular product will drive customers to where you want them to be. So, whether they click a link on Facebook, Twitter, YouTube, Google etc, they’ll be sent to this dedicated place.
Why you need landing pages for campaigns
The reason for this is because landing pages, unlike web pages, are designed with one specific focus, and sending the customer to this page is more likely to convert the customer into a buyer.
In 2006, Seth Godwin, the founder of email marketing firm Yoyodyne, which he sold to Yahoo, said there are a total of five key purposes for a landing page. These are:
- To get a visitor to click to go to another page
- To get a visitor to buy
- To get a visitor to give permission for you to follow up by email, phone, etc.
- To get a visitor to tell a friend
- To get a visitor to comment or give you some form of feedback
It’s this type of specific focus that make landing pages better at increasing conversion rates when compared to your home page or a product category page.
This is due to fewer links providing distractions, essentially taking the customer away from the action you want them to take. In all, a great landing page can help you to:
- Generate Leads
- Promote an upcoming product, service, or sale
- Provide a place for promotions to live
- Collect information about current and future customer
- Understand which customers are more engaged
- Provide valuable information for other marketing channels
- Gain an insight into the success of your marketing efforts
- Increase your SEO rankings
- Make your buying/subscribing process more efficient
However, while this may sound great, how do you make a great landing page? Let’s take a look at how to get the landing page right for you.
Landing page top tips
Below are our 6 top tips for creating landing pages for campaigns.
1) A clear call to action
This is the most important element for any landing page. Specifically tied to your goal, this will tell the customer what you want them to do and should be supported by every other element of the page, such as the design, copy, layout, and imagery.
2) Simple design
Don’t go overboard, keeping it simple is always the best way to go with landing page design. Keeping in line with your website, the page should be a much-simplified version of what you’d expect to find on your website to prevent distractions and create conversions. This is because the look, feel and structure of the design will have a huge impact on the effectiveness of the landing page. In other words, less is more. Finally, smart use of colour goes a long way, with colours such as green and red said to be best for CTA buttons.
3) Remove navigation elements
Don’t use the usual site navigation, make it super simple with the only clickable links being your call to action and potentially a read more section. To link back to your homepage, making the logo clickable is a good idea.
4) Clear, concise, simple copy
Don’t go overboard with the copy, save the creative language for the blog. Instead, every word on this page needs to be concise and to the point, helping to support the call to action. So, try writing the copy and then be ruthless in the editing process.
You also need to make the copy easy to digest when scanned by breaking it up into smaller chunks while switching up the font size here and there to better engage potential customers.
5) Optimize for SEO
While the copy needs to be short and sweet, don’t forget SEO. While you may be directing current customers via social media or email, you still need to make the page discoverable online, and SEO is the best to do this.
6) Make the page mobile-friendly
Now we live in a smartphone world, 30% of all web activity comes from a mobile, while 69% of traffic comes from a mobile. This means your landing page needs to be optimised for mobile. A mobile-friendly site can even double conversions. Just remember, 61% of users are unlikely to return to a website if they have trouble viewing it according to Google, while 40% will visit a competitor.
To find out how we can help you create effecting landing pages for campaigns get in touch with team Relative today.