Just what the heck is a landing page?? In case you were wondering, or even if you’ve heard of them but perhaps you’re a bit vague on their point, here’s a great summary from Leadpages:
In the world of small business marketing online, a landing page is typically a standalone web page that exists for the purpose of collecting leads or supporting an advertising campaign.
Inexperienced ‘marketers’ (fancy name for us new bloggers/business owners/creativepreneurs) often direct all of their traffic to their website homepage, but this can be a big mistake. Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need.
Some things to consider when creating a landing page…
- What is the goal?
- For many of us, this will be getting an email subscriber, but it could be making a sale or getting a new student signed up for your course. Clarifying the goal is the first step to creating an effective landing page.
- Who is your audience?
- Who is reading this landing page and how can you help them? You need to be clear about who your ideal reader/customer/student is and how you can help them in order to write persuasive words to convince them of how signing up/buying will be to their benefit. Make it crystal clear.
- Where did they come from?
- A potential customer coming from Google may need a different approach than a member of your Facebook group or Instagram following. You can have as many landing pages as you want, so don’t try to cater to everyone and every situation on one page. Create different landing pages for different groups, for different email lists, for different products, etc.
Here are some tips:
- Keep it short and sweet.
- Provide high-quality content to encourage trust and confidence.
- Keep the page free of unnecessary outbound links. This page is free of the header/navigation/sidebar/footer for a reason – to keep the visitor on the path you want them to take.
- Make it simple for the visitor. No complicated forms, no captcha. Don’t make them think! Only ask for the information you need.
- Your visitor should be able to complete the process in ONE click. Every single time they have to click again decreases the likelihood they will keep going.
- Have eye-catching headlines and an extremely clear (simple) call to action.
- Make it easy to scan. Most visitors just scan the page. Use headings and bullets to make your content easily scannable.
- Provide a sense of urgency.
- Address any potential customer/subscriber anxiety. For example, state how often they will receive emails from you or your money back guarantee.
- Include customer testimonials, reviews, customer success stories, social shares, third-party certifications, etc. to increase confidence and trust.
- Have well-placed social share buttons.
- Follow up with a thank you page.
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