How to Land on a Landing Page

So, you’re thinking about a landing page? Fantastic! Landing pages are currently a powerful tool for boosting sales and generating leads. But maybe you don’t know where to start or if you even need one. Well, chances are, if you’re buying or selling anything online, landing pages are a great tool to have. Let’s figure out what landing pages are and how to use them. 

What are landing pages?

Landing pages got their name because they’re a site people “land” on after clicking on a link in an email, ad, or a social media post. Your typical landing page will be a standalone webpage that is created to promote or sell something. They’re usually tied to marketing or advertising campaigns. 

What makes them different from your original website is that this page has one purpose. Once a person gets to your landing page they will see images, copy, and at least one form. If they’re sold by your pitch they’ll fill out the form, which converts them into a lead. That information gets sent to you or stored somewhere and then you reach out to them and finish the sale. Your original website will contain a lot more information about your brand’s story, any and every service or product you sell, and how to contact you, among many other things.

Build a landing page in a few steps.

Let’s dive in: 

- Create a campaign:  what are you promoting and how are you doing it? 

-Choose a landing page builder: if you manage your own website there’s a good chance they offer landing pages as well. The bonus here is that you can match your design and layout. Otherwise, there are plenty of landing page builders out there.

-Start building: choose a template and create a name for the page and a domain. Keep them short and relevant to your campaign. 

-Add relevant content: select attention-grabbing images and create copy that is short, to the point, and really drives your message home. 

-Test, test, and test again: make sure everything works! This is an important step because if your forms or links don’t work, you’ll lose those leads. Test everything multiple times! 

-Add the SEO finishing touches: before publishing, complete any meta descriptions and do your SEO.

If you want to make sure your page will really resonate with people, you’ll want to add tricks such as making sure there are people in your imagery. We’re all human and we generally like to see that other fellow human beings are buying or using what we’re interested in. Other things to consider are the inclusion of video, since that captures attention, making sure that your page has white, or negative, space and isn’t over-cluttered with information, and adding some customer reviews or testimonials. 

And there you have it. Your very own landing page. Now all you need is an email campaign, a Pay-Per-Click Ad campaign, or to post it on social media. 

Signs of a bad landing page.

Simple, there’s a good chance you’ll see traffic to the site, but nothing will come from it. No one will fill out the form or click further or they’ll leave right away. Things that might cause this are: 

-Poor lead generation: you weren’t able to captivate your audience enough using pictures, video, and copy and they didn’t want to buy or learn more. 

-Poor mobile optimization: your page doesn’t work or takes forever to load on mobile devices. This is a surefire way to lose potential clients, especially in younger generations. 

-Information overload: it’s too cluttered with information and pictures. In most cases, you don’t have all the time in the world to convince someone to buy what you’re selling. You have to be very clear and get to the point quickly. Also, you should have your information organized in a way that makes sense as someone scrolls down your page (but note there’s a good chance they won’t scroll past the top). 

-Inconsistent Visuals: your pictures or video don’t make sense with what you’re selling. Don’t choose at random. Make sure you’re telling a compelling story that flows with your copy. 

-Weak Calls to Action or you’re trying to do too much on the page: Focus on one clear action you want the visitor to take. Think, “Fill out the form” or “Sign up for the newsletter”, etc. 

Creating a landing page can be intimidating, but it’s worth it. It’s a great way to generate leads from people actually interested in what you’re selling, rather than hoping the right people find you by chance.

Need help getting started on a landing page? Contact us for a no-obligation consultation with our team of experts today!