You might often hear about the term “landing pages” when conversing with web developers or marketers. They are precious for business as it helps in getting leads and conversions on the web. They are complex while developing and need strategic elements to influence potential customers/visitors to take action.
In this blog, we shall discuss what a landing page is and why they are essential for marketing campaigns.
What is a landing page?
A landing page is usually a standalone page that serves a single and focused goal, separate from your homepage or any other page. A landing page is a follow-up to any promises made in your content. It’s essentially the next step in the process of a visitor becoming a customer. Your landing page allows you to make a deal, a special offer, a piece of information, or a discount in exchange for providing contact information.
Landing pages can be lead-generation or click-through sites that lead to another page, such as your e-commerce site. You can get a free eBook, a free trial, a contest entry, or a webinar registration on most lead generation landing sites.
Why is it important?
A landing page is a great way to get more visitors, improve your SEO, and build your brand. It can also be included in a successful PPC campaign. 68% of B2B organisations utilise landing pages to generate leads for later conversion. Customers are directed to a specific product, service, or offer on landing pages and encouraged to take action. This is your opportunity to create leads and grow your clientele.
What should a good landing page consist of?
Has consistent branding
Your landing page should reflect your brand, i.e. it must have a consistent brand logo and tagline with design elements throughout. Although, don’t overuse them to extend that page visitors get annoyed and leave that page.
Clear and crisp copies
Your title should be simple, direct, and specific about the offer. It should also be consistent with the copy used in the landing page’s original call-to-action or email. The headline is frequently the first thing people see when they arrive on your website, it should be catchy and attention-grabbing while still stating the goal clearly. A subheadline should be developed in conjunction with the heading to inspire the visitor to stay on the page and encourage them to take action.
Has Strategic CTAs
Your landing page requires a clear CTA that calls for action from visitors. To increase effectiveness, use a contrasting colour (which doesn’t have to be a brilliant hue) and an actual button, as consumers have been trained to expect one. Keep the page clean and clutter-free, and make the button large enough to see where to redeem your offer. You can keep in mind the F-Pattern and Z-Pattern of eye movement while placing the CTAs effectively. Use only one uniform CTA per landing page to avoid any confusion among visitors.
Offers what it talks about
The premium product that your visitor receives in exchange for filling out a form should be promoted on landing pages. Premium content, such as a whitepaper, eBook, report, webinar, or other offers, such as a free trial, demo, or consultation, could be included.
Getting the correct landing page formula will help your business tremendously. More site traffic, lower bounce rates, engagements, and conversions will be seen as a result of your efforts. Besides abiding by the tips for an effective landing page, try making your landing page mobile-friendly. With faster page loading increasing, people are using their mobile phones to make purchases and don’t have time to wait for long loading pages.