When you land into the market of the digital world, then you come across many terminologies that might be difficult to understand for you. You most probably would have come across the term landing page but would be confused about what this means. So, this guide will unveil information about landing pages, their importance, and how you can build a great landing page.
Let’s first discuss the landing page.
What is a landing page?
Any web page visitors land on when they click any of your web links. This standalone page in the marketing realm is different from the homepage or any other website page and serves a focussed purpose. A landing page is a follow-up page where people land in pursuit of any promise you make with them in your content. If a visitor arrives at your landing page, its chances to get converted to customers increase many folds.
A landing page lets the visitor make some trade, get some useful information, some deal, or a special offer in return for providing contact information.
Types of landing pages
Click-through landing pages
Click-through landing pages require the visitors to land to some other page where real conversion takes place. Here visitors are not asked to opt-in or fill some subscription form.
Lead generation based landing pages
Lead generation landing pages offer their visitors items like some free trial, webinar registration, free template or eBook, or some contest entry in return for the contact information.
A good landing page has the potential to perform its function by convincing the prospect that the desired action, i.e., exchanging personal information, is worth their attention in return to what your landing page is intended to offer them. Landing pages are easy to find. You can search these pages through general searching on the search engine or company websites; this increases the likelihood that a prospect will end up here, contributing to an increase in the conversion rate.
Importance of landing page for your business
Are you done with creating a website for representing your brand? Now you need to make sure that your hard work pays in the form of sales. Hence, landing pages are the way to go as an efficient lead conversion tool. The various benefits that you enjoy while having a landing page include
- More traffic
- Improved SEO
- Brand recognition
Moreover, if you consider PPC strategy for your business, it plays an effective role. More than 68% of business-to-business websites use landing pages for increased conversions. Landing pages towards a home page is not a good strategy, they should drive the traffic towards the offer, product, or service page, and it must encourage the visitors to take action, create conversion and build a customer base for your brand.
You might think that if landing pages are so efficient, why don’t many business pages contain any landing pages. The reason is that they think it is not easy to create and maintain. However, you only need to make sure that you are providing what your customers are looking after.
Building a Great Landing Page
After completing your background research on the type of landing page required for your business type, there is a special recipe that you can follow to increase the chance of conversion of the landing page of your website.
Create an Attractive Headline
As soon as your visitors land on your page, you need to attract their attention to ensure they don’t bounce back. For this, you need to create an appealing headline effective enough to engage the visitors. The headline is the first thing noticed on your page, and it should not be the last one.
Provide value through your offer
The most important thing for which your visitors land on your page is the value that you provide to them. You need to convey your message within 3 to 5 seconds. If you fail to do so, you would probably lose the conversation. Because it normally takes a blink for the visitors to decide whether they will continue or quit.
Use Bullet Points
Short and simple things attract attention more abruptly as compared to long paragraphs. This is because of the short attention span of humans. Therefore, to keep your visitors engaged with your content, it is advisable to avoid using lengthy paragraphs and include bullet points. This can help you entice them to convert.
Build the Form
You should be careful when designing the form as to how many form fields you should include. It should be according to your buyer’s journey. You need to keep the form precise and basic for awareness purposes, like asking for their name, email, and phone number. As your visitor gets into the buying funnel, you can ask them for more information to understand them, cater to their needs better, and provide them with personalized products.
Remove Site Navigation
You need to ensure that there is no opportunity on your landing page for the visitor to leave it. Hence, you should remove any kind of site navigation from your website. In this way, your visitor can focus on your landing page content rather than being attracted by the enticing links.
It is a common saying that an image is worth more than a thousand words. Therefore, it is very important to add relevant and engaging images on your landing page to attract visitors. They are more likely to stay if their attention is captivated by some image.
Add Social Sharing Icons
Despite that, you should remove all kinds of navigation from your website’s landing page, but you should keep the social sharing options in the form of the icons of social networking sites. However, you need to ensure that when a visitor clicks on the social sharing icon, it should open on a new tab. You should provide them with a clear option to promote your page without making them leave your page.
Provide Relevant Testimonials
The prospects rely largely on the testimonials to make a purchasing decision. Therefore, adding a testimonial to your landing page can help a lot. But make sure of the direct correlation while promoting your offer. If it does not directly correlate, it is better to leave.