Engaging customers is tricky business. But a well-designed landing page can make your life easier. It can significantly increase conversions for your pay-per-click (PPC) and email marketing campaigns.
But what exactly is a landing page and how can you use it in your business?
What is a Landing Page?
In plain terms, a landing page is where a website visitor “lands” on. The visitor could be directed to it from a social media link, online ad or newsletter.
A landing page is meant to limit the visitor’s options by presenting specific information. By doing so, it aims to optimize conversion. Most marketers use landing pages for sales announcements, contests and product launches.
If done well, a landing page can generate leads and give you more bang for your buck.
How Can Small Businesses Use Landing Pages Effectively?
Be Specific
Put yourself in your customer’s shoes and picture this. You see an interesting restaurant ad about lip-smacking seafood from Korea. But when you click on it, you are taken to a page that talks about seafood, in general.
How would you feel? Will you stay on the page for long?
Presumably not, and who can blame you? When users don’t get exactly what they are looking for, they tend to lose interest. That’s why, it’s very important to not beat around the bush and be specific.
Include a Clear Call to Action
So let’s assume you create a specific landing page that provides the exact information to the visitor.
What next? What do you want the visitor to do now?
Go back to the goal that you set for the landing page. For example, if you created the landing page to announce a special offer on Korean seafood dishes at your restaurant, add a call-to-action that explicitly mentions that.
Keep it Simple
Don’t make your customer scroll down the page too much for all the information you want to provide. Reduce text and strike the visual balance to keep your customers intrigued.
You may also add some bullets to capture your key messages. Remember a clutter-free layout draws more attention and serves your overall purpose.
Leverage Social Proof
People are more likely to trust and engage with a page when they see testimonials or endorsements. Including a section on your landing page where past customers, clients, or renowned industry figures vouch for your product or service can help build trust with new visitors.
Optimize for Mobile Devices
With the majority of users accessing websites via mobile devices, it’s crucial to ensure your landing page is mobile-responsive. A page that doesn’t render well on mobile can deter potential leads or sales.
Use Engaging Visuals
While you don’t want to clutter your page, using relevant, high-quality images or videos can engage visitors and convey your message more effectively. Visual aids can help break up text and make your landing page more appealing.
Track and Adjust
Using analytics tools can help you understand where your traffic is coming from and how they’re interacting with your landing page. Regularly review these metrics and make necessary adjustments to your page design or content based on the insights to improve conversions.
| Landing Page Strategy | Description |
|---|---|
| Be Specific | Address the exact need or interest the user has when they arrive at your page. Don't provide general information that's not related to the reason they clicked. |
| Include a Clear Call to Action | Determine the main goal for the landing page and make sure there's an evident and compelling action for visitors to take. |
| Keep it Simple | Ensure the page is not cluttered, reduce excessive text, and maintain a visual balance to retain user interest. |
| Leverage Social Proof | Build trust by showcasing testimonials or endorsements from satisfied customers or industry experts. |
| Optimize for Mobile Devices | Make sure the landing page is responsive and provides a good user experience on mobile devices. |
| Use Engaging Visuals | Incorporate relevant and high-quality images or videos to enhance the message and make the page more attractive. |
| Track and Adjust | Monitor user interactions with analytics tools and continuously refine the page based on insights for better results. |
Tools to Create Your Own Landing Pages
There are two ways to create landing pages: you hire a web design company or you simply do it yourself. Luckily, the second option is easier than you can imagine.
Here are some tools worth exploring.
LeadPagesis user-friendly for beginners and marketers who want to save time. It also has some cool templates to explore.
Unbounce is a bit more sophisticated option. It has several options in a drag and drop format.
Instapage is great for those who can’t spend too much time on creating landing pages. It takes about ten minutes to get one done.
PageWiz is yet another option for beginners. It features in-depth analytics and A/B testing.
How to Drive Traffic to Your Landing Page
Successfully creating a landing page is just half the battle won. To reap the benefits, you need to steer potential customers to it. Here are five effective strategies to drive traffic to your landing page:
- Search Engine Optimization (SEO): Make sure your landing page is optimized for search engines. This involves using relevant keywords, meta descriptions, and high-quality backlinks. A well-optimized page can rank higher on search engine results, bringing organic traffic.
- Social Media Promotion: Utilize platforms like Facebook, Twitter, and Instagram to share your landing page. Regularly posting and engaging with your audience can create buzz and encourage clicks.
- Pay-Per-Click (PPC) Advertising: Invest in paid ads to target specific demographics. Platforms like Google Ads or Facebook Ads allow you to create campaigns that can direct paid traffic straight to your landing page.
- Email Marketing: Sending targeted emails to your subscriber list with compelling call-to-actions can drive direct traffic. Ensure the email content aligns with the message of your landing page for maximum conversions.
- Collaborate with Influencers: Partner with influencers in your industry to reach a wider audience. A shoutout or a promotion from an influencer can introduce your landing page to their followers, leading to increased traffic.
Landing Gear Photo via Shutterstock
This article, "What is a Landing Page and How Can I Use One for My Business?" was first published on Small Business Trends