A landing page is a page visitors interact with when they first reach your website. Easy, right? On the surface, it’s no more complicated than that. But learning why a landing page is so vital to your business operations is where things get a little more interesting. So what really is a landing page?
A landing page is deliberately designed to help convert visitors into leads. It draws in interested parties with a call to action and offers an exclusive discount or product if they enter their contact information, such as their email. Some websites require email addresses before they can be used, such as Shopify. Or, some businesses prefer their call to action to be for visitors to take the leap and make a sale.
A landing page does not have to be your website’s homepage! The two can be completely different, though a homepage can serve as a landing page to sell your business to an interested visitor. Give them a chance to interact with your website. Think of pop-up or banner offers like “10% off store-wide discount sent to your email!” or “sign up to start your free trial.”
A landing page needs to have a single focus. A potential lead knows what they want when they go onto your website. You’ve done online shopping, right? Every time you log onto Amazon or browse Google, you know exactly what you’re looking for, you just don’t know the specific product. Say you’re looking for clothes. You want something to wear in the office, so you search “business clothes.” The next step is choosing a website to click on and BAM, you’re on a landing page.
Because people know what they want, landing pages provide the best option for increasing the conversion rates. Make it easy for them to find your product or service by creating a landing page with a single focus and single goal. Don’t waste their time either — give them the offer right away to keep them interested in your business.
A single pop-up will suffice or a banner advertisement that appears above the fold. Do not overload them with offers and specials – asking for their email too many times will turn potential leads off to your product.
Don’t put the focus on the solution either! Remember, people know what they want. They know the solution to their problem could be your product or service. Instead, put the focus on the benefits of buying from your business. Win them over by showing them how your product can help them AND how it is better than your competition.
Let’s use our clothing example again. As a clothing company, your focus is obviously to sell clothes. But selling clothing doesn’t make you special, so tell your customers what does. Is everything made in the U.S.? Do you donate a portion of your profits from each purchase to a charity? Do you offer discounts to repeat customers? Whatever it is, showcase it to visitors. Show them why you deserve their business.
Next, make them an offer exclusive to those who enter their email address or those who create an account for your website.
A landing page is where visitors land on when they first visit your website. It doesn’t have to be your homepage at all! Your goal for landing pages is to initiate contact with your lead by asking for their email. If you get them, great! You successfully generated a lead.
Through your email campaigns, you’ll be able to learn what works and what doesn’t and change your strategy. The information can be used to change your landing pages and offers to better suit your target demographic.
Remember, it’s all about the benefits, not the solutions.
A landing page is more complex than it seems on the surface. From the copy style to the metrics, everything is used to grow your business. It’s trickier than it seems, which is why Helix House has professional new-age marketing services to design, produce and promote all of your landing pages and campaigns. We make it easy; all you have to worry about is turning those potential leads into happy customers.