Designing a website factors in so many things, from user experience, branding, and how to attract a wide range of potential customers. But building a landing page requires honing in on a focused goal and communicating a message in a very short period of time and with very limited (digital) real estate. While a website typically focuses on encouraging visitors to explore everything from the founder’s story to product offerings, a landing page focuses on a single action, also known as a call-to-action (CTA).
First, what is a landing page?
In the world of digital marketing, a landing page is a standalone single web page designed specifically for a marketing or advertising campaign. A landing page could be one moving part of a larger campaign. A customer will “land” on it after clicking on an advertisement, which could be in the form of a newsletter, social media post, or search engine result. Once a brand reels in a new visitor to a landing page, its purpose is to convert a visitor into a customer, or to get that website visitor to complete a specific action on the page – sometimes signing up for a newsletter, or providing contact details to access a report or article.
Ideally, the landing page will entice a visitor to instantly complete this action, or at the very least jumpstart brand engagement. Because landing pages have a singular goal, it’s a means for increasing the conversion rates of your marketing campaigns. Designed right, a landing page can lower your customer acquisition costs and boost your business’ bottom line.
What is the difference between a landing page and a homepage?
Not to be confused with a homepage, the landing page is ultra-focused. A homepage of a company website can steer a visitor toward many different directions; the navigation bar contains many links that could lead to a product page, business blog, or About Us page. Think of it as a distraction-free destination.
But the landing page usually presents one offer and contains fewer or just one link related to the CTA.
But what makes a strong landing page?
Let’s run through a few examples to get a firm understanding.
Pop-ups that invite web visitors to get in touch directly. The Azeeza.us homepage displays a pop-up that reads “Join our mailing list” where a visitor can add their email to stay up to date on all the latest from the brand. The Chicago-based brand’s colorful fashion line is beautifully displayed across the rest of the homepage showcasing the latest styles, but the pop-up mailing list is a direct CTA to keep in touch with the brand.
Forms that capture detailed information from future prospects. Cogeo is a consulting firm based in the Pacific Northwest focused on supporting and guiding tax-exempt and social enterprise organizations through the fundraising process. Its proposal landing page is straightforward, no frills. It is simply a form a potential customer can fill out to generate an instant proposal complete with custom pricing. A visitor has the option to either fill out and submit the form, or request a call. This landing page is a great way to gather and generate leads.
Offer something free. A discount code, resourceful ebook or webinar in exchange for contact information is a powerful way to build a contact list for your small business. Based in Boston, Four Paws is a nonprofit that raises awareness about animal rights and safety. Its Travel Kind webpage has a landing page for its free Travel Guide. The graphic is a single block featuring an image of a lion and cub. The type on the graphic reads “Download our Free Travel Guide” along with a call-to-action that contains the word “Here.” This is a clear example of guiding the visitor straight to the download link to share information about the Dos and Don’ts of ethical travel that does not exploit animals.
When it comes to landing pages, the most important feature is presenting a clear benefit, and a clear call-to-action. Aim to create compelling content and offerings that will not only speak to your target demographic, but help your business rank in search engines. This makes landing pages a fantastic way to drive organic traffic to your website and online ad campaign.
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