What is a landing page?

A landing page is the first web page your customers see after they click on one of your ads:
It can be:
1. A stand- alone web page created to only promote a specific product or service
2. A page from your website which has specific products or a way for customers to get in touch with you.

The idea of these landing pages is to create a place where your customers can find out more information about the promoted content.
It can be used to create a lead magnet, to attract more in-store foot traffic or to promote a sale of online products. Landing pages is a place for customers to understand more about your offering and information for them to convert as a paying customer.

Why choose a landing page over your home page on your website?

A great landing page needs to be as relevant as possible to the advert. Not only does it matter in terms of algorithm score for ad platforms, but also for the customer who is trying to find out specifically about the product/ service advertised.

Having a specific landing page makes less noise for the customers – it’s about showing them the content they want to see. This means you can create a specific pathway for them to follow i.e. adding a contact form to the landing page so they submit their contact details, or adding specific products so they are two clicks away from buying online from you.

How do I put together an effective landing page?

1. Limit the links.
Have only one link on your landing page- the button they click to submit their information through a lead capture form or a click through link to whatever you are promoting. More links = more distractions = less conversions.

2. Don’t write too much.
Keep the information on the landing page simple and concise – the less words, the less resistance a potential lead will feel to fill out the form. Explain clearly what the offering is and what benefits it will offer to the customer. This is not supposed to be some kind of Wikipedia page for the story behind your offer – each word should be there to promote the offering. Only 2 in 10 people actually read the body copy, which leads into our next point..

3. Have an attention-grabbing headline
8 in 10 people read the headline, meaning if you don’t have an effective headline, they’re probably not going to read the rest of the copy on your landing page. The headline should sum up the offering in one simple sentence, for example: “Get access to our 3 top tips for email marketing” or “Not seeing results from your Facebook advertising? We are.” An effective headline will keep people on your page for longer too! Make your headline the biggest piece of text on your landing page.

4. Use images or video.
Images keep things interesting for the user, so don’t forget them! Even using video will help keep the potential lead on the page for longer. Try using image or video as the background for you landing page with your copy overtop (make sure your images and video have an overlay, so the text is easy to read!).

5. Have a specific call to action.
Your call to action is usually the button someone will click as a way of accepting the offer. Try to change it up from the usual “Submit” or “Click here” and use something a little more active and exciting. For example: “Save my seat!” for a seminar, or “Get my free ebook!” or if you’re out of ideas “Sign up for free!”

Effective landing pages lead to more conversions, which will lead you to more revenue! If you follow our tips for an effective landing page, you’ll be on the right track to growing your business and improving your digital marketing.

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