Creating a landing page is one way businesses attempt to quickly engage with their customers online. But what exactly is a landing page and how do you create an effective one?
What Is a Landing Page?
Technically, any web page is a landing page because by clicking on it, you land there. For marketing purposes, though, landing pages are standalone pages, essentially separate from the rest of a business’s website. Their goal is to quickly persuade viewers of the usefulness of the product or services available and then convert to sales.
The reason landing pages are created to “stand alone,” is so viewers do not click away from them. These pages are designed to be online dead ends. The options left are two: back out or sign up and purchase what is offered. If you design them properly, they can be quite effective. Nearly 70 percent of B2B businesses use them to get new sales leads for future conversions.
Utilizing Landing Pages Effectively
The challenge, then, is to make the page’s dead end as attractive and intriguing as possible so the viewer isn’t even tempted to back out. Here are some ideas on how to accomplish that:
Do not overload your landing page with text
With so much to look at on the web and limited time to do it, no one wants to stop and read a novel. Be brief, but not abrupt; do not make your page consist of only a form to fill out.
Make any form simple to fill out
A well crafted form should in no way resemble a college application. Again, users have only so much time. They don’t want to feel like they may be stalked by your business in the future.
Focus on only one call to action
Don’t make this complex or confusing. If you want to make additional offers to your customers create additional landing pages. There’s no reason your website has to have only one.
Make the headline and the look of your landing page snappy
You want their attention, and you only have about five seconds to get it.
Make your landing page fully functional
This may seem elementary, but if your landing page doesn’t load quickly, users will put their browsers in reverse. Also make sure any form works, generates the proper results, and is user friendly.
Display a trust badge
Add a trust badge to your landing page as well as any genuine user reviews to add credibility to your offer.
Using these tips, you can avoid the usual landing page pitfalls and design something that works. It’s always a good idea to get feedback from your clients, customers, or friends about their user experience on your website. And, as always, keep trying new or different versions to see what most appeals. For any business, marketing and advertising is trial and error, but online you are able to get feedback more quickly. It’s wise to take that feedback and tweak your website until it runs like a well oiled machine. Good luck “landing” new customers!
Contact Tom directly at tom@rootsmarketinggr.com or 616-426-9303.
