The Landing Page is the best conversion tool any business or marketing manager could have. They are simple, efficient and accomplish very targeted goals. Many companies involved with the Internet of Things are using Landing Pages as part of their marketing efforts. If you are going to introduce any new product/services or if you want to provide information on a particular subject or to set up a Pay-Per-Click campaign a Landing Page is a must have these days. In addition to your website because they are not the same. You may have several landing pages with various targets in mind. Even with all this positive impact Landing Pages can bring, there is still some confusion about how they work, what information is needed, and how to maximize conversions. I hope this post can clear up some common misconceptions and encourage you to review your own Landing Page layouts.
A Landing Page is not your Homepage, it’s not even your website
After studying and designing landing pages, I found that what many people are calling landing pages are not that at all. The most common misconception is that the first page you land on when you click a link to any website is the Landing Page. Part of that is correct. You want them to “land “ on this page but if the page is offering several links and content that gives the reader additional options to explore, then you’ve reduced your conversion rate dramatically, and your page fails to meet part two of the equation, to generate leads. And now you just have a website. Still needed but doesn’t meet the requirements for a lead generating tool.
A Landing Page is simply a standalone page designed to accomplish two essential things. To capture leads that enable you to market to people in the future, or to “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.
Navigation is not required
Landing Pages are void of the navigation bars. There are no ‘about page’ links. No links to a bio page or a contact page. You are still able to accomplish providing some information about the company just not in that traditional way of having separate web pages. We will get to how to accomplish that in a minute. But you don’t want your audience wasting time searching for precisely what they want and then clicking a link to somewhere else to read more. You just want to know if they are interested in this one thing right now.
The Call-to-Action
That big button preferably strategically placed in 3 places on your landing page. Here is you meat and potatoes. You want your audience to sign up, download, or take some action. That is the only job you want them to have to do on your page. That’s it.
Bright Relevant Copy!
Remember I mentioned there are no links. No about pages. But you can provide information about what you do and how you do it. In fact, I encourage you to use a landing page for that purpose. A clear headline tells your audience exactly why they are there in the first place. The remaining copy should do three additional things. State what you do. How it is you do it. And how it benefits your audience.
Landing Pages are very powerful if you know what you’re doing with it. I encourage you to consider several different landing pages if you have a complicated product mix. Think of them as your online canvassing agent that does all the heavy conversion work for you. But you must use it correctly. Otherwise, you are wasting your time, marketing efforts and money.
If you need help reviewing your landing pages or want to talk about how you can improve your conversion rates with landing pages. Sign up for my blog here.
