Does your business need a landing page for its website? The answer is an astounding yes!
A landing page is probably the first page of your business’ website that a customer sees and it is the easiest way to connect with potential leads, converting them into eventual buyers!
The way this works is your landing page will make an offer to customers and in order to obtain the offer, the user will have to input some type of information. The information required is usually a name and an email address. This allows them to see the content they want and you obtain their information – it’s a fair trade!
We’re going to tell you what the most important parts of your landing page are and how to use them to effectively capture customer information! Keep reading to find out more!
Know the Difference Between a Landing and Homepage
With the brief description above, you might be wondering what the differences are between a landing page and a homepage. To put this simply, a homepage is a complete website that incorporates all facets of your business, including all goods or services, a blog, and anything else relevant to your company.
A landing page is a place that people are redirected to when they click on a link from a particular source and prompts them to complete an action. Usually, this action has already been brought to the user’s attention by the previous source.
If you’re wondering what you need to create a landing page or a homepage, the answer is relatively simple: a little bit of time and creativity. You want your landing page to be an extension of your homepage but not necessarily a permanent fixture to your website.
Attention-Grabbing Information
Regardless of what your landing page is offering, you will need an attention-grabbing headline and possibly, a sub-header. Other than that, your landing page copy needs to be short, sweet, and to the point. Try not to overload it with huge blocks of text that no one will read, sticking to keywords and phrases that grab a reader’s attention.
The idea is to get visitors to convert to customers – or at least give you their email – so make them want to do so! Research your audience; if you can figure out what they want, you can make your offer that much more irresistible.
Aside from learning about your customers, consider a more interesting call to action than ‘click here.’ Yes, ‘click here’ is direct, but it is also boring and customers may not know what or why they are clicking and if they don’t know, they might not actually do it!
A Video or Image
Ideally, you will use an image of the product you want your customer to buy or possibly a video of the service being offered. Generally, you want the media to create an emotional response from the consumer in order to close the deal (whatever the ‘deal’ may be to your company.)
While having an image or a short video is great, there is some debate on how ‘cluttered’ a landing page should be. For some retail giants, a busy landing page works wonderfully; however, this tactic may not work for you. In fact, there is a huge chance that your landing page should be kept relatively simple and easy to navigate.
You want your customers to desire more of whatever it is you’re offering without coming across as spammy or scammy. Include a photo or video; just don’t overdo it.
Capturing Information
Photo by Krsto Jevtic on Unsplash
If you are simply trying to build your subscriber list, a landing page with an opt-in form might be what you need. The landing pages are simple and are mainly asking for a user’s contact details so that you may send them information at a later date.
This type of landing page isn’t necessarily about the immediate sale as it is capturing information to be able to later convert users into customers. These are also great options if your website is more of a blog than an e-commerce site; you can let readers know when new content is posted or otherwise engage with your followers.
An opt-in form is still a great idea for e-commerce site users. The little bit of information that is required doesn’t feel overly intrusive and might later be the nudge that a customer needs to return to your site.
Other Tips for Creating Your Landing Page
It may be tempting to post numerous testimonials or badges from major companies to add credibility to your site. Doing this is fine, in moderation. However, keep in mind that if the page seems too busy or cluttered, you may lose potential customers by having these distractions.
In order to keep your landing page truly a functional landing page, limit or eliminate the navigation away from that site. Don’t link to the rest of your homepage until the customer has completed the action that you want them to.
Create a landing page that people actually want to share. To do this, be sure that you are adding a landing page for each marketing campaign you run which will appeal to a larger audience.
Build these pages by using a landing page creation guide. These types of tools will walk you through what you need to know to be able to build pages quickly and efficiently with the conversion rates you need.
For people to share what they find, they must find value in the information gained. In other words, put the shoe on the other foot – would you share your landing page with your contacts if you were a new user or customer?
If your answer to that question is no, go back and rethink what it is you’re offering or change the call to action on your page. Once you have your first killer landing page created, begin working on your next one!
