Landing Pages – What are They and How to Use Them!

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A Landing Page is a stand alone page with a single goal in mind or Call to Action (CTA). They are a great conversion tool as they focus on one specific goal. Everything about the Landing Page is directing the visitor to become a lead or even a client. 

The main uses of a landing page are to get your audience to:

  • Register for your event
  • Subscribe to your email list
  • Buy a downloadable, like an ebook
  • Sign up to your course
  • Make a booking with you
  • Get a special discount
  • Buy a certain product or see a certain sale

How do you create a Landing Page?

You’ve got your single purpose or Call to Action, now you need to create the Landing Page. You can create a landing page within your website, just like any other page on your site. Alternatively, there are options with some email platforms, such as Mailchimp or even platforms developed specifically for landing pages, like Unbounce and LeadPages.

So, what do you include (or not include) in your Landing Page…

Navigation

The biggest difference between a Landing Page and all your other website pages is the navigation. A landing page does NOT show your menu options. There is usually no way to navigate away from the page except to exit the page or perform the action, that is why they are so good at conversion.

That being said, you still want the page to look and feel like your website. It is still a part of your brand.

K.I.S.S – Keep it Simple, Sweetie

The goal of a landing page is to get conversion, so you don’t want to distract visitors with too much extra information or imagery. You want the stand out feature to be the call to action. Although most visitors to your landing page will already be interested in what the landing page has to offer, you don’t want to deter them or overwhelm them, make sure you get to the point.

Call to Action

The single most important element to a Landing Page is the call to action. Make sure that it is simple, easy to find and simple to complete.

If your call to action includes a form, make sure visitors do not get deterred with a never-ending list of information to complete. We’re all busy and we want to be able to put in our information and go. If it is an email newsletter sign up, all you really need is an email address (maybe a name too). You can always ask for more information from them once they are hooked.

A call to action should appear close to the top of the page – this is for all your followers that know they want in. However, some of your followers may still be on the fence and want to read more, make sure there are call to action buttons throughout the page, relevant to the page’s copy.

Social Sharing

It can be a great idea to also add social sharing icons to your page. Allow visitors to share the page with their friends and gain new followers, subscribers, leads, even clients. Be sure that social sharing opens in a new window though, so as not to take the visitor away from the page before performing the call to action.

Thank you Pages

The next step to Landing Pages is a Thank You page. Always thank the visitor for their action. It doesn’t have to be a hard task, a simple “Thank you for subscribing” can be enough. However, this is also valuable space to get the visitor to continue their journey with you. Show a little extra content and really get them hooked on your brand.

So now you’ve got this amazing Landing Page and you know people will love it, but how do they get there?

Driving traffic to Landing Pages

A Landing Page is only one step in a marketing campaign, once you’ve created the Landing Page, you’ll need to show your followers that it exists. As you are usually looking at conversions, using the following you already have is a great starting point. Promote the landing page on your Social Media. Send an email to your list, even if the landing page is designed to get people on your list, they may still be interested if there is an offer involved. Then, of course, you can go the paid route – a Facebook Ad or a Google campaign can get more traffic to your landing page.

There you have it. If you have something to offer your audience with a clear call to action, create a simple landing page and get more conversions. And, as always, if you need help, that’s what I am here for.