Land of The Landing Pages: The Basics
In the world of digital marketing, a landing page is a page designed specifically for a marketing campaign. A potential client “lands” on the page from another source and is generally directed to take some sort of action.
Generally speaking, a landing page is not designed to net you organic traffic, the traffic generated to the page comes from paid advertising, or a campaign of some kind — whether it be social or email. Once you manage to get people to the landing page, it’s incredibly important to get them to convert. Read on for some tips to keep in mind when creating your landing pages.
- Headlines. Don’t lead a horse to water and hide the water. You want to make sure that your headline on the page matches whatever you used to draw people to the page. Otherwise people can feel like they were mislead and bounce off the page – before they convert.
- CTA’s (or calls-to-action) are generally an image or bit of text that drives a user to perform a specific act, usually along the lines of “click here”, “download now” or “sign up now”. You may have a CTA in a button; “Click ME NOW”, or it may be a line of text on social media, “Follow the link to get the ebook now”. You want your cta to be direct, and clearly inform the viewer of the action you attend to take.
- Offer. You’ve gotten people to your landing page with the promise of something, a free audit, a checklist or ebook, so you’ll want to make sure that the offer lines up with the means you used to get folks there, just like you did for their headlines.
- You want to make your offer educational and sell the value of what you are offering so that people willingly give up their information for it. People guard their email address fiercely, so make it worthwhile to them.
- We know that the attention span of the modern human is 8 seconds or less. You need to make sure the copy on your page is short and sweet. If you can use a video, do it! Video on landing pages improves conversions by 86%. Make sure you keep the video short though so not to drive people away. If you can’t use a video make sure that you’ve included a picture of the item up for offer and quickly summarize what the viewer can learn from it or solve with it. Make a point to direct them to the form.
- Turn the menu off on your landing page! You drove your audience to the site. Don’t let them get distracted and click off your landing page by keeping the menu on. Make sure your copy catches the eye and don’t let them get away without doing what you sent them there to do. . . fill out your form.
- Above the fold. You may have heard people talk about keeping things above the fold. It use to mean putting your important information above the fold of a newspaper – but who reads those anymore? Nowadays, above the fold means placing your important information on the screen before a user has to scroll down. There are some things you MUST keep above the fold. Your form. Your CTA. Your copy. Users bounce if they get to a landing page and have to scroll. Don’t let them.
- Forms, forms, forms. Destiny’s Child may have sang about bills, but marketers sing about their forms. You want to keep your form above the fold. You also want people to fill out your form so you need to keep it short. Capture the bare minimum of information needed; company, name, email, phone number. If you make your form too long you’ll notice it’s not converting, because people don’t want to fill it out. People bounce without making the conversion because you ask for more information from them than they are willing to give. Don’t make it complicated.
- Say Thank You! The last thing you’ll want on your landing page is the thank you page or success page as it’s also know. You want people to have confirmation that you’ve received their form submission and will be reaching out to them. If you have a download this is where they will receive it. You will also want to make sure that you add a personal touch. “Thank you for your interest in our ebook. A team member will be in touch shortly. In the meantime check out our blog and follow us on…”. Don’t leave people hanging.
Things to remember when you set up your landing page: people value educational information and people like free stuff. Make sure your landing page succinctly gets your message across and always be innovating. If you find that your landing page isn’t converting, start testing out variations, don’t leave the page static and hope for the best. Keep working on it until it converts.As always, reach out to DMTG if you have any questions about setting up landing pages, or need help getting yours to convert.