As a business trying to market a service or product, you have a plethora of tools and systems you can use to get inbound traffic. What ties it all up and actually converts your online traffic to customers and leads? Here is an in-depth look at landing pages and how they influence your business.
Many business owners and marketing staff have either, never heard of landing pages (perhaps you know them by a different name) or do not use them because of the extra work needed to set one up.
Here I will delve deeper into why it is crucial for your business to utilize landing pages as part of your overall marketing plan.
What is a Landing Page? Landing Pages and How They Influence Your Business
You may know it by a different name such as a capture page, a squeeze page, a lead magnet page, an opt-in page, a gift page, a preview call invite page, and a free offer page. All these do the same thing; they take your traffic and convert it to qualified leads.
A landing page is a standalone webpage. This means it is not featured on the sitemap of your website. Your home page is not a landing page.
Homepage VS Landing Page: Landing Pages and How They Influence Your Business
Most businesses advertise on Facebook and Google and send the traffic directly to their websites’ home page. Usually, the home page will not feature specific details of the advertised promotion and will lead to a generic web page which means your clients have to start searching for the promotion details; which defeats the purpose.
A landing page, however, is specifically built for each individual promotion you carry out. This means that the prospects go directly to the information that attracted them to your advert.
A landing page will not have links to your homepage and will not link to any other page on your website. It is solely used to advertise your offer and give more information regarding the promotion.
On the other hand, the home page links to several other pages that can link back to it. It also holds information about the business as a whole and not just the promotion you are currently running. This means, your clients can learn about you – but are likely going to have to click several times before they even find information about the promotion that attracted them to your website.
The table below lists the differences between a home page and a landing page:
Landing Page VS Home Page
|Home Page||Landing Page|
|1) Welcomes people to your site||1) Introduces and sells a specific product or service|
|2) Links to other sections of the website||3) Is a standalone page that only links to the next stage of the funnel|
|4) Is not monetized and does not directly sell anything||2) It can be monetized or directly sell through a call to action.|
|3) Promotes people to visit other sections of the website through the copy.||4) Usually linked to adverts and drives visitors to take specific actions based on the need. Usually to collect contact information or sell one time offers.|
What Should the Landing Page Do? Landing Pages and How They Influence Your Business
A landing page should simply entice a prospect to take the required action. For example, some landing pages will simply ask the reader for their email address in exchange for a free giveaway. Other landing pages will offer a free phone call, access to a webinar, discounted products, upsell of products and cross-sell of products. The uses are limitless and are shaped by your needs and the desired Call To Action (CTA).
A fitness company offering a free eBook for juicing recipes for example. They would offer the free eBook in exchange for an email address, phone number or address. Once the information is submitted that person becomes a lead. You can then redirect them to a page offering fruit delivery services, protein products or a gym membership in their area.
A home page cannot do this effectively
A landing page serves as a way for you to control how your prospective clients interact with your online content. This reduces how much cash you waste while marketing and improves your conversions rate.
Why Does it Not Link to Other Pages?
As mentioned above, the landing page is meant to control how you interact with your clients. The simplest way of doing that is to control what clients see. If a person needs to leave the page to get more information about your business or product, then the landing page is no good. All the information they should know should be present on the landing page.
Another reason why it does not have a menu linking to other pages on your website is that people quickly lose concentration. Given the chance to stop reading and go to another page, people will tend to do so. This may be driven by curiosity to see what is on other pages or simply by the fact that your landing page sucks.
Either way, you must stay in control of the entire marketing and sales process in order to ensure that you get the best results.
Landing pages are designed with a single focused objective – a Call to Action (CTA).
This simplicity is what makes landing pages the best option for increasing the conversion rates of your paid ad campaigns.
Does My Business Require A Landing Page? Landing Pages and How They Influence Your Business
If you are wondering about this, you are in the right place.
We could flip the question and ask you, does your business run any offers online? If the answer is yes, then you will 100% need to use landing pages.
Imagine walking into a shop, getting a bottle of soft drink that mentions that currently has a promotion and prizes on offer. You read the information about the promotion and it simply states “terms and conditions apply” with no terms and conditions on the bottle and the link leads you to the products landing page.
Chances are, if you are busy you will not search for the promotional information and as a result, you’ll probably not take part in it. This is why a good landing page is always required for any decent promotion.
Schedule a Consultation to Discuss How Landing Pages Can Grow Your Business
Companies in all industries use landing pages around the world because of their effectiveness. Landing pages can be edited in different languages, with different content to match specific regions. For example:
A bus company could want to offer different prices for a trip from Kampala to Nairobi and vice versa. Because the languages they are advertising in are different and the pricing is in different currencies, a landing page can be created for each country separately.
A bank may have different prices for the same product in the city and in the village branches. This means 2 different landing pages would be required and each should be linked to the specific Facebook promotion.
These two scenarios highlight two completely different industries that both require the use of landing pages. The tourism board of Uganda can also use landing pages to direct people to different offers and locations, while a local zoo could do the same.
What Does A Landing Page Look Like?
A Standout Header
In order for a landing page to be effective, it must possess a powerful and standout header. A heading that causes the reader to want to stay on the landing page. It must immediately state what your offer is. Failing this, the landing page will not retain or attract readers. Remember the average reader will only be on your page for a second if they do not instantly see value in the offer.
Captivating Image or Video
Images are powerful tools. Videos are even more valuable. You must have an attractive image that will capture the attention of your lead. It is important to have a well-designed image that will resonate with your audience. Feel free to test this on two different landing pages.
In order for your landing page to convert, you must have a call to action that suits your needs. It may be a button to purchase the offer, a form to input contact details. Your call to action must be clearly visible and the first one must be above the page fold. You must also make sure there is a call to action on each fold of the page to prevent the client from having to scroll up once they are ready to take action.
Besides this, some of your leads will be interested to find out more about the offer before they agree to take part. The terms and conditions, the benefits and the value. Take the time to write the perfect copy of your offer. This may require you to learn about copywriting before you produce great results. However, the skill of good copywriting is priceless and will put all the pieces together on your landing page.
Most companies do not use landing pages. This means that they are leaving a lot of money on the table as prospective clients most likely find it hard to navigate to the offer they are looking for.
In order to find how SNCT Marketing can help you implement effective landing pages and marketing strategies for your business, do schedule an appointment and our team of marketing consultants will reach out to you. Click the button below, complete the questionnaire with as much detail as possible, pick an available time slot and let’s get talking!