In digital marketing, a landing page is a standalone web page that has been created specifically to appear for a particular marketing or advertising campaign. It can also be known as a ‘lead capture page’, ‘static page’, or a ‘destination page’ and will appear when a ‘visitor’ clicks on a particular search engine optimised search result, Google adwords ad, marketing email or promotion.
Website landing pages are designed with just one focused objective, and that is the ‘Call to Action’, whether it be a lead capture form, signing up to a newsletter, making a call or ultimately buying your products/services it all captures your visitor’s contact information
Due to the simplicity of a landing page and its single focus, it’s a great option for increasing your conversion rates (especially on a Google Adwords campaign) and lowering your cost per acquisition which in return means a better return on investment for you.
So, you know what a website landing page is, now it’s time to think about what content your page will need. When we talk about landing pages, we need to understand that not all web pages are landing pages, some are there to simply provide valuable information or introduce your brand and the people behind it.
Here are the questions your perfect landing page should answer for visitors as soon as they visit your page:
A perfect web landing page has several well-defined specific characteristics that set it apart from a simple web page or a blog post.
Here are a few things to think about and include when writing content for your landing page:
You have 3 seconds to grab their attention! Go…
Be positive and offer a solution to your customers pain point.
Trust indicators and social proof:
Nothing works as well as proof by example and recommendations.
Call to Action:
Make it relevant, high impact and one of the first things they see.
Sell the sizzle, not the steak:
Be emotive and understand what it is your customers really want.
Don’t try to sell features:
You can use these, but they are not going to make someone emotionally buy.
Add relevant pictures and videos:
We process images and video 60,000 times faster than text.
You still need to ensure you are compliant, crossing the T’s and dotting the I’s
You’ll need to continually test to find your sweet spot.
If your website landing page fails to convert, then all of your efforts and advertising money are wasted. This is why it’s so important to adhere to these tips to ensure you have a clear and consistent landing page where customers are more likely to convert.
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