What is a landing page? Why do you need it?

Gundars Armaņevs
May 17, 2019 07:14
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What is a Landing Page?

Landing Page is one of or even the greatest tool for your business to convert visitors into leads. A lead is someone who is interested in your product and has left their contact information.

Some might say it's just a web page of a specific product with a clear call to action.

Any agency developing your marketing strategy will tell you that a Landing Page is a necessity, the average lead conversion rate for good Landing Page is 5-15%.

In this article, I will explore what a good landing page consists of, and the most important things you should remember when building your own Landing Page.

What does a Landing Page Consist of?

  1. Headline.
    Be specific and clear, use your headline to tell your customer that your product is exactly what they have been looking for. Think of your headline as a super short summary of your whole landing page. Capture your visitor's attention.

    Think about your own reaction to other Landing Pages, the first thing that will make up your mind about the whole website is the big headline right in front of you.

    If I have to give you only a few points to keep in mind when writing your next headline, they would be:

    1. Stay Relevant (don't mislead your customer).
    2. Clarity is the Key (I won't buy your product if I don't understand it).
    3. Solve your customer's problem (If you can solve my issue, I will stay to hear what you have to say).

  2. Brief description.
    The same three principles apply to your product description. In a few sentences explain to your visitor what exactly is your product, how cool it is and why you are a better choice than your competition. Keep it short, clean and to the point.

  3. Video, Image or a short animation.
    It's very important to show the visual elements of your product or service. No one is going to buy what they can't see!

    Your visitor wants to see what exactly you are offering. Make a 30-second to 2-minute video to show your visitor the product or tell them about the service. Whether it's a service or a product everyone likes to see what they are buying.

    Can't get a video done? It's fine, use an image, it won't be as effective, but it's way better than having just text.

  4. Supporting elements: (Partner & Customer logos, Testimonials, Case studies).
    The best way to establish trust with your visitor is to show competency, experience and positive feedback from previous customers. How are you going to do that?

    Display a few of your biggest partner and or customer logos, make sure to tell your visitor "these are the brands/companies we work with".

    Include testimonials. If you haven't been collecting testimonials from your clients, start doing it! Go above and beyond for your customers and ask for feedback after the service, product or project is delivered.

    Case studies. This is more time consuming and doesn't interest everyone, If you offer a service especially in the web industry, take few of the most challenging experiences you had, where you had to explore innovative ways to solve your client's problem. Pick a few of these projects and make case studies with videos, screenshots and the whole process from A to Z. Have an Image and a brief description of the case study with a link on your Landing Page (towards the bottom of the page).

  5. Call-To-Action.
    Landing Page without a good Call-To-Action is not a Landing Page. The whole idea of your landing page is to convert your visitors to leads, how are you going to do that without a call to action?

    What exactly is a call to action?
    It's a tool to encourage your visitor to take immediate action (click the button, fill out the form, etc..). 

    How does call to action look?
    It could be a button ("Call Us", "Call Me Back", "Get Quote", "Try it for free") or a form where you offer free material, discount or other perks in exchange for the visitor's email.

  6. Small to no Navigation Bar.
    Opposite of a standard website, a Landing page shouldn't have links to distract your visitor like "about us", "home", etc.. 
    You should have a "Contact" page but it's best to integrate contact information into the design and or call to action.

Social Links Are a Must!

Social links that will allow your visitors to share your page is a must, not only it helps by gaining more traffic from your visitors, but it actually helps with SEO(Search Engine Optimization). Search Engines love when your business has a social media page like (facebook, twitter, google+, etc..).

One important note I would like to add is, put your social media buttons on the bottom of the page or anywhere but the top. It's often that a website has social media buttons on the very top. Why is this bad? Your visitor will most likely click on the "facebook" button and start browsing your content in a new page, something is going to pop up or a friend will write, they will have to check it out and forget about your website. Make sure they first consume your content from your Landing Page and then provide the visitor with additional sources of information.

Important to Remember This

In conclusion, when creating Landing pages for your business remember to: 
- Have a clear and relevant vision, content and goal.
- Don't mislead your customer, get straight to the point and use visual elements like videos, images, and animations to attract your visitor's attention. 
- Always have a Call To Action.
- Establish trust with your visitor by displaying your previous work and satisfied customers and, or partners.

 

Check out my latest article: Fix Your Bounce Rate! Quick Changes to Improve Your Bounce Rate.

PointCyber Founder

Gundars Armanevs

Founder of PointCyber/Lead Project Manager