Sometimes the best thing you can do is go back to the basics. So, for this article, we’re discussing landing pages – what they do, why they, matter, and how to make them count in the competitive world of digital marketing. Here’s everything you need to know about this website design workhorse, from our team in Melbourne.
What is a landing page?
A landing page is a space your visitors arrive on when they click a link. But unlike other web pages, a landing page has one particular job – to capture your visitor’s information in exchange for an offer to turn that visitor into a viable lead. Its job is to drive conversions simply and effectively, giving your visitor a reason to sign up to your newsletter, make a purchase, or download a freebie.
Why are landing pages valuable?
The information they use when they take action on your landing page is then stored in your leads database, helping you to market to them further and personalising this content according to their preferences and interests.
By knowing what offer they converted on, when they took action, and tracking their activity over your website, you’ll get a much clearer idea of who they are and what they are interested in. This helps to ensure you send more personalised, valuable marketing content to that lead, effectively nurturing them to become marketing qualified leads and moving them into the sales stage faster.
How to create a high-converting landing page
Of course, a landing page must be carefully crafted if you want to see good results, and that takes a bit of planning and effort. Here’s what to keep in mind:
Buyer personas – These are fictional representations of your ideal customers based on market data and research, and they help create the right tone, content, and accessibility that they’ll respond to. For example, if you are running a coffee roastery, your buyer personas may include Steve, an owner of a business that supplies high-quality catering to office buildings, Jen, a busy career woman who relies on the buzz of caffeine to get through a high-pressure workday, or Sara, a hipster mom who loves trendy new flavours and concepts that are in line with her love for green, ethical living.
Eye-catching headline and content – It can be tempting to throw all your most high-value keywords into your landing page and copy, but it’s not going to get you very far with the customer. You want your landing page to be a punchy, zingy brochure that shows your customer that you have EXACTLY what they want. Use humour, shockability, or just straightforward appeal to say, “We know what your problem is – here’s the solution”. Show the value of your offer and how it hits their pain point like a hammer hitting a nail. Don’t make your copy heavy with lengthy paragraphs – use bullet points, snappy language, and minimal jargon.
Keep them on the page – Don’t allow your visitor to leave your page and navigate to the rest of your website. You want a landing page to be a space where they arrive and stay, without anything to distract them from signing up to your offer. If you like, have a Thank You pop-up once they complete the action you want them to take. This can have a link to additional offers and the rest of your website.
Make it sharable – Word of mouth is the most valuable marketing available, and it’s even more powerful in this digital age. By making your landing page offer shareable and even incentivising your visitors to share it on their personal social media pages (by getting a 10% discount on the first purchase or an entry to win a prize, for example), you’ll gain invaluable reach far beyond your own social media followers.
Every campaign needs to be fresh and exciting if you want it to deliver great results, and that’s especially important for the competitive world of digital marketing. If you feel your email, social media or content marketing campaigns are getting stuck in a rut, or that your website needs updating with fresh landing pages, pop in for a visit with our friendly digital marketing team in Melbourne. We’ll deliver a fresh, expert perspective that will open your eyes – and your business – to new opportunities!