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How often do we search on Google, and the web page for the business we land on is not very helpful or interesting or too confusing? The Landing Page for your business is significant to you. Let me see if I can explain this.
The definition of a landing page is simple but not necessarily easy. Landing pages allow you to capture leads directly from external sources such as paid ads or emails. A dedicated landing page converts potential customers into clients for your business!
One of the simplest forms of landing pages used in online marketing, their sole purpose is to offer an on-site visit with all the necessary information regarding a product, service or offer and explain the advantages and the context of use to convince them to enter the conversion funnel.
The purpose of a landing page falls into two categories: to capture leads that enable you to market to people in the future or “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.
Is Landing Page the same as a home page?
One of the most significant differences between a homepage and a landing page is that a landing page is action-oriented. In contrast to landing pages, your website likely does not have a strong and prevalent CTA (which is perfectly ok) because it is mainly used as a resource.
It is about the conversion of a predetermined action.
It is about directing to another destination.
It is specific and focused on one objective.
It is about brand awareness and messaging.
Have limited navigation options.
Have multiple links and points of entry
like a leaflet insert for a special offer.
Like the font of a cooking book.
High commercial intent.
Top of the funnel.
What is the landing page on a website?
A landing page is a standalone web page in digital marketing explicitly created for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
I think a landing page is more challenging to create than ads so when you’re setting up a landing page, keep your eyes on the prize. What ad campaign will drive traffic to this page? What’s the goal?
The simplest way of explaining this is:
Make sure the language on the page echoes the style/language in your ads and vice-versa. For example, if your ad says, Get Free Internet! Then your landing page should explain precisely how to get free internet. Then, Badda-bing-Badda-boom, you got a new customer. Yep, that is pretty simple.
Let’s dive a little deeper into Landing Page.
Forms on your landing page:
Please keep it simple and never ask for more info than needed. Try to keep it under seven fields of input. You don’t want your potential customers to lose interest. Before creating a landing page, consider your end goals for the page.
Test your Copy and CTA.
What is a CTA?
Call-to-action (CTA) buttons are the buttons you use on your website and landing pages to guide users towards your goal conversion. The part of the landing page that the user needs to click to take the action you want them to take. A really effective CTA will do wonders at drawing visitors’ attention, piquing their interest, and eloquently guiding them through the signup process. Crafting effective CTAs is an art in itself, but can be mastered if you follow the proven techniques.
Example: A visitor lands on one of your landing pages. They scroll through, shrug their shoulders, and click away.
Then what do you do? You ask yourself. “How could this happen? I’ve spent hours optimising that page; they read the whole thing and still…no conversion.”
Ask yourself, is this you and your business. If it is or you are not sure, talk to someone that can help you to optimise your page to benefit your business.
Not having an optimised landing page can cost your business an unnecessary loss of income!
Landing Page Copy?
Anytime you’re writing copy for a designed page, keep the layout in mind. You don’t want the audience staring down a wall of text that they need to comb through to get the point. Instead, use bullet points, headers, and subheads to drive your point home concisely.
Your Landing Page should reflect your brand colours and look like something you want to include on your website.
How about social proof?
Word of mouth and social proof are beautiful things that your customer says and writes about you. It’s your reviews. A few different platforms will integrate with your landing pages to keep discussions fresh, like Google My Business. Many businesses don’t think about Social Proof’s importance for the company. However, many people go where the reviews are the best because people do not like to take risks. Seeing that others have a positive experience offers credibility and instils confidence that the product will meet their needs. So keep it up!
Mobile-friendly landing page.
You want to make sure your landing page is compatible with any device or viewable on any screen size. There’s nothing worst when you land on a page, and the page doesn’t fit the screen. It’s guaranteed the potential customer will find somewhere else to go.
Make sure it loads quickly.
Load time is crucial for many reasons. For example, load time could be a problem if your bounce rate is high on a particular page. Load time can also affect your SEO, which you don’t want to let happen.
Landing page for SEO
If you need your landing page to have saying power, here are some basic pointers.
- Unique URL: Giving your landing page a unique URL isn’t just, so people land in the right place; it can also optimise for whichever keywords you want to rank for.
- Title tag: This is separate from your header tag; it’s the page’s title. Again, plug-and-play landing page solutions should have an option to alter this (i.e., make it different from your header tag); remember to fill that field out.
- Header tag: This tag is the title of your page (ironically). Whatever your landing page headline is, shrink it down for your header tag.
- Meta description: Many people forget to fill this field out, which could be fine, but for landing pages, you want to. The meta is what google populates under your search result, and landing pages often have some dispersed copy. So you want to tell google exactly what to grab and put out there on the SERP.
- Image file names: Self-explanatory, obvious, necessary. Name your images! Give them names that reflect the page’s purpose; if you can get your target keywords there, even better.
- Backlinking: This is the final step after publishing your page. Not only should you link to your landing page from ad campaigns, but you can also try to embed the link within blog posts and your website pages, hand it out to affiliate partners, etc. Again, the more spots your link appears, the more Google will recognise.
A unique proposition
Ask yourself what makes your offer so appealing and enticing? Why should the user take action now? Then, use this in your headline to gain attention, and encourage them to more information about how they can win big with you! The persuasive power of words is undeniable; use every best practice when writing compelling headlines that will pique their interest right away.
When you finish reading this, have a look at your landing page. Could it be better, and is it mirroring your business? Does it need a little bit of a tweak here and there to look refreshed and inviting? Or maybe it’s perfect as it is.
Sometimes, okay is not good enough with all the competition around you. We all need a fixer-upper sometimes, and the same can go for a landing page; make it fresh and new.
If you are not sure how your landing page is rating and how it affects your SEO, get in touch with us at Mobilise Solutions, and we can tell you all about it. Click Here