One of the most frequently asked questions I hear must be “What is a landing page?” immediately followed by “What are the benefits of a landing page?” A landing page is a webpage that you land on after clicking on a hyperlink. However, the definition goes a little deeper when discussing landing pages as a marketing tool.
When we talk about landing pages in marketing, we are usually referring to a webpage that has been designed to focus solely on a single objective. The reason it focuses on a single objective is so that potential customers will also focus solely on that one thing. No distractions of sidebars or a navigation menu that can potentially take them away from the page with your intended conversion goal. Landing pages are basically really short versions of sales pages. So why should you use one? Simply put, they increase your conversion rate.
Landing pages are generally used for inbound advertising campaigns. Most often you will see a landing page when you have clicked on an ad or a social media post if the business is trying to get your attention for a specific product or service. Using dedicated landing pages allow you to project a different voice for different products, unlike your home or services pages where you are trying to address several things. Even though your voice may differ on your landing pages, your overall branding should remain the same.
Another benefit of using landing pages is that it’s easy to split test different pages to see which gets the most conversions. Sometimes small changes in text or images will make all the difference between a successful campaign and a not so successful one.
When creating a landing page, there is a basic anatomy they all have in common:
- A primary headline that matches the ad or post you used to get people to click on.
- A supporting headline
- The hero image or video. (According to eyeviewdigital.com, using video on landing pages can increase conversion by 80%.)
- Short and concise content. Utilizing bullet points allows you to convey more information in a smaller space.
- A call to action that is big and bold.
- Social proof – One or two testimonials, optional
- Another CTA is optional
- A closing statement
Even though landing pages are kept fairly simple, you can take a little more creative license with background images, arrows pointing to relevant information, and colors. But remember, the main goal is to have the prospect focusing on your product, so don’t go too crazy!
Usually after I finish answering the first two questions above, I hear “Can you create one for me?”. My answer is always YES!