What is a Landing Page & Why is it Important? - WSI

A landing page is any web page that a consumer can land on, but in the marketing realm, it's usually a standalone page, distinct from your ... FindYourConsultant 905.678.7588 Home AboutUs WhyWSI? Wedon'tbelieveincookiecutterdigitalmarketingstrategies. TheWSIStory Wearetheworld'slargestdigitalmarketingagencynetwork. Leadership&CoreValues Hereareourfearlessleaders,whoalwaysshowcaseWSI'scorevalues. Awards Wehatetobrag(okay,no,wedon't),butwe'vewonalotofawards. Services LeadsandSales Generatequalityleadsthataremorelikelytobecomeyourcustomers. WebsiteDesign Transformyourwebsiteintoaleadgenerationmachineforyourbusiness. OnlineReputation Turnyourcustomersintoyourbrandloyalistsandbiggestfans. BrandAwareness Befoundbyyourcustomerswithastrategicandpurposefulapproach. DiscoverourDigitalMarketingServices Inneedofdigitalmarketingservices? Looknofurther,wecanhelp! Let'stalkmarketing CustomerStories CaseStudies Havealookatsomeofourreal-worldclientsuccessstories. ClientPortfolio Checkoutsomeofouraward-winningprojects. Makingadifferenceinourclients’lives WepositivelyimpactthelivesofourclientsbeyondtheirKPIreports. LearnHow OurExperts LeveragingGlobalExpertise Withofficesaroundtheworld,we'reontheglobalpulseofdigitalmarketing. DeliveringLocalResults Ourglobalinsightshelpdrivemoreresultsforourclientsintheirlocalmarkets. Inneedofsomesounddigitalmarketingadvice? Bookafreeconsultationwithoneofourexperts. ScheduleAStrategyCall Contactus Resources Blog Digitalmarketingtips,tricks,andbestpracticesyoucanputintoaction. LearningCenter Ebooks,videosandotherresourcestohelpbroadenyourdigitalknowledge. StayUpdatedOnTheLatestDigitalTrends Signupforourblognewsletter! SubscribeNow Summary:Learnallaboutwhatalandingpageis,whyit'ssoimportantforyourbusiness,andgetaccesstoallourcontentonlandingpageoptimization. Editor'sNote:ThispostwasoriginallypublishedinFebruary2015andhasbeenupdatedwithadditionalcontentaboutdifferenttypesoflandingpages. Asyoudiveintotheworldofdigitalmarketing,SEO,andpaidsearchadvertising,you’lllikelyencounterawholenewvocabularyandsetofconcepts.Ifyouhaven’talready,you'reboundtohavequestionsabouthowlandingpagesfitintoyourdigitalmarketingstrategy.Developingalandingpagesoundslikeasimpletask,anditcanbe,butwewanttostressthatlandingpagesarevitallyimportanttoleadconversion.   WhatisaLandingPage? Alandingpageisanywebpagethataconsumercanlandon,butinthemarketingrealm,it’susuallyastandalonepage,distinctfromyourhomepageoranyotherpage,thatservesasingleandfocusedpurpose.Alandingpageisafollow-uptoanypromisesthatyou’vemadeinyourcontent.Essentially,it’sthenextsteptowardavisitorbecomingacustomer.Yourlandingpageletsyoumakeatrade,somesortofspecialoffer,pieceofinformation,oradeal,inreturnforprovidingcontactinformation. Landingpagescanbeclick-through,leadingtoanotherpagesuchasyoure-commercesite,orleadgenerationbased.LeadgenerationlandingpagestypicallyofferitemslikeaneBook,freetrial,contestentryorwebinarregistrationinreturnforthesubmissionofcontactinformation.Agoodlandingpagewilldoitsjobbyconvincingapotentialcustomerthatit’sworthittoprovidepersonaldetailsinreturninexchangeforwhateveryouhavetooffer.Landingpagescanbefoundthroughageneralsearchorviayourcompanywebsite,increasingthelikelihoodthatapotentialcustomerwillendupthere. There’snoneedtohavejustonelandingpageorevenjustonelandingpageatatime.Infact,expertsinthemarketingworldprobablysuggestthatyoumaintainmultiplelandingpages,targetedtowardsegmentedcustomerpopulations. HowEffectiveareLandingPages? Asurveyontheeffectivenessoflandingpageshighlightedinterestingstatistics.68.2%oflandingpagescontainedmorethanfivecall-to-actionlinks,eventhoughitresultedinonly10.5%conversions.Ontheotherhand,landingpageswithonlyonecalltoactionresultedin13.5%conversions. Thevalueofsocialproofonlandingpageswasconfirmedbythefactthatconversionratesforlandingpageswithsatisfiedcustomerreviews,photographs,andsocialmediapostsare12.5%comparedto11.4%forpageswithoutsocialproof.Desktop-onlyversionsoflandingpageshada10.7%conversionrate,whilemobileresponsivelandingpageshadan11.7%rate. WhenDoYouNeedaLandingPage? Thereareinstanceswherealandingpageisthemosteffectivechoicetodrivesalesorcaptureleads.ItmightbewhenyouusePPCadvertising,aleadmagnet,focusattention,toattractdifferenttypesofcustomers,orforeasiertesting. PPCadvertising.AlandingpagededicatedtoaspecificadvertisementappearshigherinsearchresultsbecauseGooglejudgesthequalityofpay-per-click(PPC)advertisingpartlyonitsrelevancetothelinkedpage.AdedicatedlandingpagewithPPCadvertisingcanbeusedtofeatureanewproductwhoseexclusivitycreatesmomentumforsales.Itcandrawcustomerslookingforaspecificprice.  Andalthoughaneventpromotionshouldbefeaturedonyourbrand’swebsite,whereitwillbefoundbyexistingcustomers,usingadedicatedlandingpagewilldrawcustomersinterestedonlyinthatevent. Leadmagnet.Aleadmagnetisanytypeofhelpfulcontentgatedbyaform,whereausermustfillouttheformtogetthecontent.Evenwhentheyonlyprovidetheirnameandemail,theybecomealead.Designalandingpagespecificallyfortheleadmagnetfocussingoncontent,theform,andkeywords.Contentoffers(leadmagnets)includeawebinarwhereapanelofexpertsanswersconsumerquestions,anEbook,afreesample,oralimited-serviceoffering.Createaguideorchecklistthathelpsconsumerscompleteatask. Focusattention.Alandingpagefocusesvisitors’attentiononthecontent.Theycaneithercompletethecalltoactionorreturntosearchresults. Attractdifferenttypesofcustomers.Customlandingpagescanbecreatedtoappealtodifferenttypesofcustomers.Thecontent,pagestyle,advertising,andofferitcontainswilldetermineitsimpactonthetargetedcustomergroup.Landingpagescanbefocusedondrawingcustomersfromaspecificlocation,demographic,orthoselookingatpriceandquality. Easiertesting.Alandingpageisonepagewithonefocus,makingiteasiertotest.Withtherighttools,thepagecanbetestedoftentomakeitcompellinganduser-friendly.Aspectstobetestedincludecopy,voice,media,orkeywords.Personalizingcontentwithinformationaboutleadsgenerallyleadstohigherconversionrates. WhyLandingPagesConvertMoreTraffic Landingpagesconvertmoretrafficbecausetheyarefocusedononegoalorcalltoactionbyprovidinginformationaboutaspecificofferoritem.Ithaslimitednavigation,andthesimplicitykeepsavisitorfocusedonthegoalratherthanbeingdistractedbymultiplelinkstakingthemawayfromthepage.Adedicatedlandingpageisalsoadestinationfortrafficandwhenahigh-qualityadvertisementpromotesasingleoffer,itismorelikelythatvisitorsbecomecustomers.  DifferentTypesofLandingPages Asageneralrule,usinglandingpagesenablesyoutocompleteapost-clicksequencewithadedicatedpagethatshowsthevisitortheyhavelandedintherightplace.Busyhomepagesorproductpageshavethepotentialtomuddythewaters,whereaslandingpagesmakeitveryclearwhatoutcomewillresultfromthevisitor’sclick-through.Bymakingalandingpage,yourefineandimproveyourvisitorinteractionandthusincreasethechancesofconversion.YoualsoensurethatyougetmorefromyourPPCspend-you’vealreadypaidforthisclick,andalandingpagehelpsyoumakeitworthyourwhile.Youcanincreasethepossibilityofconversionsevenfurtherbyensuringthatyouusetherightkindoflandingpage.Let’stakealookatthelandingpagevarietiesandwhattheyareusedfor. LandingPagevs.WebsiteHomepage Firstofall,somepeoplemaywonderwhytheyshouldbotherwithlandingpageswhentheprimaryobjectiveistodrivevisitorstotheirhomepage?Theansweristhat,whilegettingtrafficonyourhomepageisundoubtedlyagoodthing,itislesslikelytoresultinaconversionthanalandingpage.Homepagescontainalotofinformationandinviteuserstonavigatetoavarietyofdifferentlocations.Ifavisitorreachesyourhomepagewithonespecificgoalinmind,theymightbeturnedoffiftheyhavetolookthroughseveraladditionalservicesandproductoptionsfirst.Thehomepage’smainobjectiveistodirectuserstootherpageswheretheywillfindtheinformationtheywant.Landingpageseliminatetheintermediarystepbybeingthepagetheuserwants-andstatingasmuchinnouncertainterms. Yourhomepageisgeneral,wherealandingpageisfocusedandspecific.Whilethehomepagedrawsvisitorsfurtherintoyourwebsitebypresentingalltheoptionsyourbusinesshastooffer,alandingpageoffersonesimpleandclearcalltoaction. LeadGenerationLandingPage Alead-generationorlead-capturelandingpageisprimarilyintendedtocollectleadsbymeansofadatacaptureform.Thesepagesareveryversatilebutaremostoftenusedinthemiddleofthesalesfunnel,atthepointwherecustomersareevaluatingyourofferingsandareonthecuspofmovingtowardstheintenttoeitherconvertorwalkaway.Itpresentsbotharequestandarewardsimultaneously.Therewardisthespecificofferyouarepromotinginordertocaptureleads,andtherequestistheinformationyouaskforinyourform.Therequestandtherewardshouldbewellbalanced.Whateveryouarepromotingmustbeworththecustomerofferingyoutheirdetailsandaddingthemtoyourmailinglist. Click-ThroughLandingPage Incontrasttothelead-generationpage,whichreliesonaform,aclick-throughpageis,bydefinition,onethatdoesnotrequireaformatall.Itisasimplemiddlemanbetweenyouradvertandthepagetowhichyouultimatelywishtodirectyourcustomers.Itisoftenusedtolinkanadtoashoppingcartforexample.Itrequiresonlyasimpleandshortexplanationofwhatthevisitorhasfoundbyclickingthroughandaboldandunmistakablecalltoactionwithalinktothefinaldestination. SqueezePage Likealead-generationpage,asqueezepageisusedtocollectdata.Unlikealead-generationpage,however,itisgenerallyemployednearthetopofthesalesfunnelanditsonlygoalistogatheremailaddressestoaddpotentialleadstoageneralmailinglist.Theyareshort,basiclandingpageswithboldheadlinesandminimalcontent.Aclearcalltoactionleavesthereaderinnodoubtastowhattoexpectfromtheclick-through.Inadditiontotheshortform,thereshouldalsobebothalinktotakethereadertothenextstepandanexitoptionifthevisitordoesnotwishtoproceed. SalesPage Asalespageisoftenthemostdifficulttodesign.Withthispage,youarenolongersimplyprospectingforleads.Itisonethatyouwoulduserightatthebottomofthefunnel,andithastoconvincepeopletobuy,whichisanentirelydifferentpropositiontoabasicrequestandrewardcombination.Thecreationofthepage,fromthecopytothedesign,requiresatouchofdelicacyandacompleteunderstandingofyourcustomers’needsandtheirpositioninthesalesjourney.Youcouldeitherselltoohardatthispointandturnyourclientaway,oryoucouldundersellandlosethesaleanyway.Thisiswheregoodold-fashionedsalesmanshipmustbeincorporatedintoyourdesignandcommunicationtactics. Thelengthofthepagedependsverymuchonyourproductandhowmuchyouneedtosaytoexplainitsvaluetoyourcustomers.Regardlessofthelength,thereneedstobeadetailedpitchthatclearlydemonstratesthisvalue,withtheaimofgettingthemtoclickthatbuttonandmakethepurchase. Infomercial Youmaythinkinfomercialsarearelicofthe1990slate-nighttelevisionadvertising,butmanybusinessesincorporatetheirsalestechniquesverysuccessfullyintotheirdigitalstrategies,particularlyintheformofspecializedlandingpages.Infomerciallandingpagescontrastsharplywithsqueezeorlead-generationpagesinthat,whereasthesetwovarietiesarecharacterizedbytheirbrevity,infomercialstellyourreadersalong,elaboratestory,usingcopythatrecallstheemotiveandexcitablemannerismsofthoselate-nightsalesmasters.Theaimistokeepreadersscrollingandgetthemtocommittoapurchase. SplashPage Splashpagescanbeusedatanypointinyoursalesfunnelandtheyarepossiblythemostbasictypeoflandingpage.Theytypicallyhaveverylittlecopy,oneortwoboldimages,andverysimplecommunication,usuallyanannouncementorasimple‘yes’or‘no’request.Theymayaskyourreadertoverifytheirageorchoosetheirlanguagepreferencebeforeproceedingtoyourwebsite.Theyarenotintendedtocollectdataorgenerateleadsandserveonlytoprovideverybasicinformationtoyourvisitorsbeforetheyenteryourwebsite. ViralLandingPages Virallandingpagesareintendedprimarilytobuildbrandawareness.Whiletheywillusuallycontainlinkstoacompanywebsiteorotherwebpage,theseareusuallypresentedsubtlyandunobtrusively.Themainkeysherearethecontent,whichshouldbeinformativeand/orfunenoughtoengageareaderandhopefullygetthemtosharethepage,togetherwiththeabilitytosharethepageviasocialmedia.Thecontentcouldbewrittencopyorcouldinvolvevideos,images,orevengames. Microsites Amicrositeis,asthenamesuggests,adedicated,miniaturewebsite.Itiscreatedforaspecificcampaignorwithonetargetedsalesgoalinmind.Itismorethanasinglepage,butitisstilldescribedasakindoflandingpagesinceitissetasideforonespecificaspectofsalesandpromotionalefforts.MicrositesaredrivenbyonlineadsorworkalongsideTVadcampaigns. WhyUseLandingPages? You’vedoneagreatjobbuildingyourbrandandcreatingawebsitethatrepresentsit.Nowyouhavetomakesurethatallofthathardworktranslatesintosales.Ifyouarelookingforaneffectiveleadconversiontool,landingpagesaredefinitelythewaytogo. Alandingpageisagreatwaytodrivetraffic,improveyourSEOandbuildyourbrand.ItcanalsoformpartofaneffectivePPCstrategy.Approximately68%ofB2Bbusinessesuselandingpagestogenerateleadsforfutureconversion.Fortunatelyforyou,44%oftheseclicksaredirectedtowardhomepages,which,aswe’lldiscuss,isnotagoodstrategy.Landingpagesleadcustomerstoaspecificproduct,service,orofferandencouragethemtotakeaction.Thisisyouropportunitytocreateconversionsandbuildyourcustomerbase. Iflandingpagesaresoimportant,whyisn’teverybusinessusingthem?Well,thereisamisconceptionthattheyarehardtocreateandmaintain.Fortunately,thatsimplyisn’ttrue.Buildinganeffectivelandingpageislessaboutflashinessandmoreaboutgettingtheconsumerwhatthey’reafter. WhatMakesaGoodLandingPage? Firstoff,yourhomepageshouldnotbeyourlandingpage.Youneedtosendprospectivecustomerstoapagethatwillletthemtakeadvantageofwhateverspecialofferyou’vepromisedthem.Sincetheyaretiedtosomethingspecific,yourlandingpageshaveabetterchanceofcapturingattentionforalongerperiodoftime.Goodlandingpagesdoseveralthings: 1.Theyzeroinontheoffer,notthecompany.Yourfuturecustomersareclickingforareason,anddupingthembynotgivingthemwhatyou’vepromisedisnotgoingtoformagoodfirstimpression.Nowisnotthetimetogiveadetailedhistoryofyourcompany.Thisisn’ttosaythatthelandingpageshouldnotbetiedtoyourcompanybrand.Justtheopposite.Theyshouldserveaseparatefunction,yetshouldstillbeanextensionofyourbrand. 2.Theyarefocusedandfreeofdistractions.Thecontentonyourlandingpageshouldhavetheendgoalofgettingtheuserwhattheywantwhilecompletingtheregistrationprocess. 3.Theformsarenotintimidating.Lengthyformscanbedauntingtovisitorsandmayencouragethemtomoveon,ratherthantakeadvantageofwhateveropportunityyouareoffering.Ifyousimplycan’tshortenyourform,breakitintosteps,andlettheuserseeexactlywheretheyareintheprocess.Forexample,listingtheirnameandaddressmaybesteponeoffour. 4.Theyspeaktoaspecificaudience.Segmentingyourcustomerbasehelpsyoutotargetspecificconsumersthroughcustomizedcampaigns.Ifyouhaveabasethat’sdrawntoaparticularoffer,suchasaneBookordiscount,yourlandingpagecanserveasabuilt-insegmentationdevice,allowingyoutonurturetheseleadseffectivelygoingforward. 5.Theycollectspecificinformationaboutyourprospectivecustomers.Speakingofspecificaudiences,evenifyoudrawtherightcrowd,theycan’tbeconvertedifyoudon’tcollecttherightinformation.Thecollectionofdemographicdatashouldincludemorethansimplyanameandemailaddress.Itshouldalsogiveyousomeideaofwhyapersonclickedandwhattheirlong-termconnectiontoyourcompanymightbe. 6.Theyprovideyourspecialofferswithahome.Unlesstheyaretiedtolandingpages,youronlinespecialofferswilldonothingtobenefityourbusiness.Creatinglandingpagesprovidesaplaceforyourofferstoreside. 7.Theyprovideathankyou.Yourlandingpageshouldalwaysbefollowedupwithathankyou.Thisisnotonlypolitebutassurestheconsumerthattheyhavecompletedtheregistrationprocess. 8.Theyallowusersaccesstoothermarketingchannels.Acustomerlikeswhatyou’vejustoffered.Nowyoucanprovidelinkstootheroffers,yoursocialmediaprofilesoranemaillistsignup. Thereisnodoubtaboutit,wearecertainlylivinginadigitallyconnectedworld.Movingboldlyforwardwithadigitalmarketingcampaigncaneasilybeoneofthebestinvestmentsthatyoumakeforyourbusiness.Asyoubuildyourdigitalmarketingtoolbox,includinglandingpagesisasmartmove,andbothyouandyourcustomerswillreapthebenefits. LandingPagesBestPractices Alandingpagethatgrabsthecustomer’sattention,makingastrongfirstimpression,generallyincludesseverallandingpagebestpracticesrefinedovertime.Therearesomedifferencesbetweenbestpracticesfordesktopandmobile,butingeneral,landingpagesthatcontaincertainelementsresultinhigherconversionrates.Wediscussanumberoftheselandingpagebestpractices. Keeptheheadlines,themainmessage,andcall-to-actionabovethefoldAbovethefoldishistoricallyanewspaperconceptwherethemostimportantheadlinesandnewswereplacedinthetophalfofthefirstpageofthenewspaper.Indigitalmarketingterms,thisisthepartofthescreenvisibletotheviewerwithoutscrollingdown.Whenauserentersthelandingpage,thereisagoodchancetheywillscanthefullscreenbutnotscrolldowntoreadfurther.Keeptheheadlines,themainmessage,andthecall-to-action(CTA)abovethefoldforabetterchanceofaconversion.ForSEOpurposes,theheadlinemustbeclear,concise,andincludethemainkeyword. Useonlyonecall-to-action(CTA)Everylandingpageshouldbeoptimizedforasinglegoal.Itcouldbeaspecialoffer,freetrial,contestentry,webinarregistration,ordownloadaneBook.ToomanyCTA’sorlinkstootherpagesdistractstheviewerfromthemaingoal,soplaceasingleCTAbuttonabovethefold. Repeatthecall-to-action(CTA)whererelevantWhenadesktopormobileusermustscrolldowntoreadthelandingpagecopy,theydon’twanttobeinconveniencedbyhavingtoscrollupagaintoaccesstheCTA.Toretainthepotentialcustomer,placeanexactversionoftheCTAonthelowersectionofthepage. CTAbuttondesignThecalltoaction(CTA)buttondesignmustenticetheviewertotakeaction.Itshouldbeacontrastingcolortothelandingpagebackgroundandofappropriatesize.WhenaCTAisrepeatedonthelandingpage,itmustbeanexactreplicaoftheCTAabovethefold. DesignformobileResearchindicatesthat56.89%ofglobalinternettraffictakesplaceonamobilephone,sodesigninglandingpagesformobileuseisessential.TherearestillmanyreasonstodesignfordesktopsastheolderdemographicandmanyB2Bbusinessesusecomputerstodobusiness.Youranalyticsdatashouldbetheguideonthedevicepreferencesofyouraudience. TrafficsourceoptimizationDesignthelandingpageforthesourcesyoudrawtrafficfrom.SEO-optimizedpageshavealowerconversionratethanshort,copy-orientatedlandingpages.Keeplandingpageswithpaidtrafficsourcesshortanddirectwithclearmessagesandactions. ProvidesocialproofFearofmissingoutisapowerfulpersuasiontool.Usetestimonialsandreviewsfromotheruserstoboostlandingpageconversions.Whenuserslearnothercustomersandbusinessesvalueyourproduct,itbuildsbrandtrustandcredibility.  IfyouwouldliketolearnmoreabouttheimportanceoflandingpagesorwanttogetintouchwithanexpertwhocanimproveyourlandingpageandSEOstrategy,we'dlovetochatwithyourightnow! Here'sarundownofallWSI'scontentonlandingpages: LandingPageforLeadGeneration:9EssentialComponents5WaysYou’reSabotagingYourOwnLandingPageConversions3FutureProofLandingPageTipsfor2018andBeyondOptimizingYourLandingPageforLeadGeneration:SomeEssentialComponentsTheAnatomyofaLandingPagethatConverts AbouttheAuthor MarketingExecutivewithexperienceininboundmarketing,contentmarketing,socialmediamarketing,websitemanagement,communications,anddigitaladvertising. ShareArticle Don'tstopthelearningnow! Herearesomeotherblogpostsyoumaybeinterestedin. ViewAllBlogPosts LandingPages RECAP:HowtoGetMoreLeadsfromYourLandingPages December15,2020| 2MinutestoRead Whentheuser’sintent,thewebsiteexperience(onyourlandingpage),andyourcompanygoalsareallalignedandbalanced,themagichappens.Readaconversionrateoptimizationexpert’sinsightsonhowtocreatemagicallandingpagesnow. ReadArticle LandingPages 5WaysYou’reSabotagingYourOwnLandingPageConversions February14,2020| 4MinutestoRead I’mnotgoingtotellyouthatyourformistoolong.So-whileshorteristypicallybetter-ifyoucan’tcompromiseonthenumberoffields,it’syourjobtodoeverythinginyourpowertomakeiteasierforavisitortocompleteyourlandingpageform. ReadArticle LandingPages 5StepstoSuccessfulA/BTestsforLandingPages July19,2019| 5MinutestoRead A/Btestingcantakeyourmarketingeffortstothenextlevelandhelpcustomersmovemoreeffectivelythroughthesalesandmarketingfunnel. 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