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Everything You Need to Know About a Landing Page

landing page

Any expert marketer knows that getting visitors to your website is just the tip of the iceberg. While they’re on your site, that’s when you should push the hardest and convert them into leads. What’s the best way to achieve this? A landing page, of course!

Unfortunately, there’s a huge discrepancy between the importance of landing pages and their use in the marketing world. According to certain estimates, 77% of clicks lead to a business’ homepage. So, there’s no special page that is aimed at converting new leads. Also, 62% of B2B companies that use landing pages run five or less tests per month. 

However, these pages are at the forefront of lead generation. Why marketers don’t use them as much is beyond us. Well, MarketingSherpa might have the answer to this. According to the research institute, marketers underuse landing pages because they don’t know how to set them up. But it’s high time to put a stop to this. These pages are too important to turn a blind eye to them. And you’ll discover why in this article.

Welcome to a beginner’s guide to a landing page! Let’s see what we’ll cover:

What Is a Landing Page?

Let’s start by giving the answer to this crucial question.

In digital marketing, a landing page is a page that appears after a customer clicked on a link in a search result, marketing email, on social media, or similar websites on the internet. It’s also known as a “destination page” or “lead capture page.” This is probably the most important page for marketers. The reason for this is quite obvious. By getting a consumer to land on it, marketers can gather their contact information through a conversion form.

So, you can collect the following details:

  • Full name
  • Email Address
  • Mobile phone number
  • Age
  • Job Title

But you can’t request this information without offering something to your visitors. Many of them will wonder “Wait, what do I get from revealing my details?” Well, they need to get something. For instance, your customers can:

  • Download eBooks, whitepapers, and webinars
  • Sign up for a free trial
  • Get coupons
  • Join your mailing list

It’s obvious how a destination page differs from your standard web page. In particular, you design it with one specific goal in mind. It’s this goal that makes destination pages the best method for increasing the conversion rates. 

Can Any Page Be a Landing Page?

Technically speaking, yes. However, bear in mind that not all lead capture pages are the same. So, when you hear the term “landing page,” think of a campaign-specific page that has one goal and no website navigation.

What Is a Goal of a Landing Page?

As you know, every aspect of online marketing needs clear goals. Without specific goals, you can’t create an effective page. So, before thinking about landing page design, make sure to establish an objective first. Also, you should have expectations for your destination page based on which you’ll measure its success.

What’s more, you can shape these expectations relying on previous experience. However, ensure that you have specific numbers to compare your results with. For example, this could be the number of conversions or the number of people who reach your destination page.

Why Is a Landing Page Important?

Let’s now get to the meat of the matter. We know what a landing page is, but there’s something we don’t know — why it is important. Well, after the below three reasons, you’re going to be persuaded to add a destination page as well!

Generates Leads

Is there anything more magical for a marketer? Yes, “You can easily generate leads” is like music to our ears. Most marketers spend weeks trying to determine what kind of a marketing campaign will bring in new customers. If you’re looking for a new idea, stop your search because you’ve just found it. After all, they don’t call a landing page a lead capture page for no reason.

Nowadays, too many companies send their social media, email, and search engine traffic to their homepages. But don’t make their mistake unless you want to throw your leads away. Create a landing page and capture leads at a higher rate. To get even better results, 48% of marketers build a new destination page for every campaign. This has proven to be successful as prospects get a targeted and relevant content.

Becomes a Home for Your Offers

Having a variety of offers won’t mean much if you don’t have a place to advertise them on. You want consumers to see them and consider what your product or service can do for them. Thankfully, offers and destination pages go hand in hand today. Just think about it from your customer’s perspective. Why would they need to provide their contact information to you without getting anything in return?

However, if you make an offer they can’t refuse (The Godfather, anyone?), nothing will prevent them from clicking “submit.” So, whatever new offer you have, use it for your landing page. This is the perfect home for this offer because people are devoting their attention and willing to “pay you” in contact information to get something in exchange.

Collects Demographic Information

No other page on your website can collect valuable information as much as a destination page can. Every time a new lead submits a form, your sales team acquires details about your overall customer base. They know what kind of buyer personas are converting, where customers live, and more. Therefore, your team already has some information before reaching out. This can help them create targeted content that will actually capture your customers’ attention. 

If you’re already using a destination page, you might need a few tips on how to improve it. Let’s check them out.

How to Improve a Landing Page?

We’re sure your landing page is already effective, but you can always engage your website visitors by taking things to the next level. Here are some of the things that can make or break your destination page that are often overlooked by marketers.

Write a Clear Headline

The first thing your potential customer sees is the headline. It needs to be that engaging that they’ll continue reading what you have to offer. A poorly written headline will prompt them to leave the page without contemplating what you have to offer. However, a well-written and compelling headline will intrigue them enough to take a closer look. So, make sure to go over the headline and ask yourself the following questions:

  • Does it inform a customer about what you offer?
  • Is it engaging enough to encourage them to stay on the page?
  • Does it show what you can do for them?

Include Trust Indicators

You can’t increase conversions without emanating trust from your destination page. But how can you build trust here? Easy — by providing your prospects with proof that shows how helpful and safe your brand is. Here are a number of effective ways to earn your customers’ trust:

  • Testimonials: Nothing makes people press “submit order” more than testimonials. Of course, they like hearing your pitch and seeing how your product or service can help them. But they’ll believe you more if they hear from a person just like them — a customer who tried your product/service and can attest to how it solved their problem. Therefore, on your next campaign, make sure to add testimonials.
  • Security certification: When customers are confident enough to share their sensitive information, purchasing seems less risky to them. That’s why they love seeing security certifications that indicate you have their best interest at heart. One of those certificates is certainly SSL. In fact, AC Lens, an online contact lens supplier, reported a 41% increase in conversions after it added an SSL certificate. These increases resulting from trust aren’t rare at all. And they aren’t surprising either. When people believe you, they are more likely to buy a product/service.

Use a Strong Call-To-Action

The main goal of a landing page is to get your customers to complete a desired action. So, it’s important that they read the page and understand what they need to do next. That’s why you should use a clear and strong call-to-action (CTA), explaining the next step in the most effective way possible.

When deciding for your CTA, consider the following three questions:

  • What will my CTA say?
  • How will customers interact with it?
  • Where a CTA should be placed?

The first question refers to the wording. If you want your customers to join your mailing list, say so. On the other hand, if you want them to make a purchase, say something along the lines of “buy.” Whichever wording you choose, make sure it’s short and clear. 

Furthermore, the second question depends on what you want your customers to do. If they are to subscribe, then give them the field where they can add their email address. In case your goal is to prompt them to buy a product/service, make sure to add a button that redirects them to a corresponding page.

Lastly, the answer to the final question is simple — place a CTA where the customers will see it first on the landing page.

Add Video Content

We can devote an entire article (maybe even a few) to the power of video content. But to give you a taste, we invite you to click here and see why video is important for your business. This engaging marketing medium is so effective that it can even affect the performance of your landing page.

Indeed, businesses have reported a 80% increase in conversion rates after adding a video. The reasons are obvious for this result. Although blog posts and text-based content are still popular, they aren’t as effective at sending your message across. You can convey more with video content than with huge chunks of text. So, improve your landing page with videos and reap the benefits of this decision!

Don’t Underestimate a Landing Page

Creating effective landing pages isn’t an easy process. However, once you decide to try it out, we’re certain you won’t regret it. If you work on your destination page, you can increase conversion rates and get more leads on board. So, don’t underestimate the power of this page and how much it can do for your business.

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