Some people get confused between the difference in a landing page and a website page. A landing page is a stand alone page that a person is typically directed to when they click on a hyperlink from an ad, email marketing or some other digital location.
Landing pages are different from other web pages in that they don’t typically live in the navigation of a website.
They usually serve a direct purpose in a specific moment of an advertising campaign to a target audience.
There are typically two types of landing pages, either with the goal of generating leads or directing users to a next step.
“Lead Generation” Landing Pages
This type of landing page focuses on collecting lead data. In other words, it collects information about your customers. The main feature of a lead gen page is a form, which serves as the CTA (call to action).
In exchange for a product or service, it asks users for data like their names, email addresses, and phone numbers. You can even ask for more specific details like their age ranges or occupation. That way you can contact leads and nurture their interest in your business.
Lead generation pages are valuable because they provide insight into who your potential customers are as well as how you can contact them.
“Click-Through” Landing Pages
The main purpose of click-through landing pages are CTA buttons. Clicking the button redirects your users to a page where they can complete your desired action. For example, a button that says “schedule a demo” might take the user to a scheduling page, “order X now” would redirect to a checkout page, and so on. Besides the CTA button, these landing pages usually provide information about products and testimonials.
So now that you know what landing pages are and what types there are, how do you make an effective landing page?
There are 6 points we are going to touch on today.
- CTA, or Call To Action. Basically the main purpose of a landing page is a simple CTA. A website can contain many CTA’s, but you want a landing page to have a singular purpose. To buy a product, to set up an exploratory call, or to simply get more information.
- Your landing page forms can request specific information or contain short surveys you can use to learn more about your customers. This is one of the other main points of a landing page, to gather information like their names, email addresses, and phone numbers. You can even ask for more specific details like their age ranges or job titles. That way you can contact leads and nurture their interest in your business.
- Grow your email list. A landing page is an excellent way to collect target lead email addresses. It can be added with other basic information like name and occupation.
- You can increase your credibility on landing pages by highlighting testimonials. Landing pages are a GREAT way to show potential leads testimonials because the page is simple and basic. Websites can be info overload sometimes.
- Landing pages increase brand awareness. You should be using your branding style, colors, font and voice on your landing page that is cohesive with your website and other marketing. Customers feel more loyal to brands they recognize, know and trust. Stay consistent to increase brand awareness.
- Marketing your landing page. One thing that is a big misconception is that you need to spend tons of cash on a web developer to make a landing page. You don’t. They are simple and you can easily teach yourself how to create one.
Creating a landing page is also one of the top skills that virtual assistants (VA) have. A VA can help you create landing pages that lead in to your marketing strategy. They can help with landing page templates, design, branding and copy. A VA will save you time and stress with the technical stuff, so you can focus on other things.
In conclusion, landing pages are a valuable tool. There are no limitations to how many landing pages you can have. The more you have, the more conversions you are likely to see.