Every marketing effort deserves a killer landing page, but many business owners aren’t sure exactly what that is. To simplify things, let’s start with what it’s not. Repeat after us: your landing page is not your home page. A home page is where people arrive after doing a web search for you. It’s intended to receive direct traffic. To put it another way, if your website is a house, the home page is the front door.
A landing page is different. Leads find your landing page through your various social media marketing efforts or paid advertising, typically by pressing a call to action button. When they arrive, they’re prompted to opt-in to a promotion, such as free trial of your app, a sample of your product, downloadable content, or any of the other ways we’ve discussed to offer value in exchange for contact information. Landing pages should have a higher conversion rate (sometimes much higher) than home pages. They also give you detailed intel about your marketing efforts by providing granular information about where your leads are coming from. This is why landing pages are sometimes also called lead-capture pages. And simplicity of purpose means that you should also focus on simplicity of design.
What Makes A Great Landing Page?
When leads arrive on your landing page, the last thing you want is to overwhelm them with a broad array of information, some of which isn’t useful to them at that moment in time. Instead, point them toward the next step without distracting them.
The perfect landing page is clean, inviting, and friendly.
It has one of these:
I’m a headline!
And possibly one of these:
I’m a sub-headline!
Beyond the headlines, a landing page should also include a short, clear description of what you’re offering. It uses bullet points if necessary, to break up text and keep things easy on the eye. Most importantly, it has a form to fill out to collect contact information.
There should definitely be an image on your landing page, but there are many different ways in which to include one. You could employ a background image that relates to your business, or use a graphic or photograph in the foreground. Above all, maintain an uncluttered design. You might even be able to use your graphic to direct the eye to the form you’re inviting leads to complete.
Keep in mind that it’s not always necessary to include site navigation on your landing page. In fact, doing so can undermine your purpose. Your goal is to keep your lead focused on the promotion that brought them there in the first place. If you’re thinking, “but what if they want more information before deciding?” don’t worry. It’s actually quite easy to provide details or FAQs without cluttering up your landing page. Simply put that information “below the fold,” so leads can see it when they scroll down.
Because the goal of your landing page is so targeted, every campaign you run needs its own. Customization lends a personal touch, and the converse is also true. If you don’t convert a lead the first time they click through, a return lead won’t be favorably impressed to discover you’re using the exact same landing page for a different promotion. Treat each landing page as a new opportunity to connect.
One final note: when you’re designing a campaign, the goal is to look at your social media marketing and your landing page as part of the same story. The emotion evoked by your message and visual elements should be consistent across platforms, and designed to appeal to your ideal customer. When you hit the mark, customers will feel welcomed into a mutually beneficial relationship, and your conversions will climb.
Check out these resources for help putting together landing pages that convert: