No sales funnel is really ever complete without a landing page. The reason is, you need one to convert your traffic to leads and sales.
In this article I'm going to explain to you what a landing page is, the key elements you need when building a landing page, the process you need to follow and some of my favourite landing page example/s
But first, lets get clear on what a landing is and why you need one.
What is a landing page and why is it so important?
Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).
It’s this focus that makes building a landing page the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
What is the difference between a landing page and a homepage?
So, is the homepage a landing page? Generally speaking, no it isn't. The homepage is more like a reception room for all the other areas on the website. It has lots of possible doors to go through (links to other pages) where as the landing page is super focused with fewer links.
Having fewer links on your landing page increases conversions, as there are fewer distractions that’ll carry visitors away from the call to action.
That’s why expert marketers always use a dedicated landing page as the destination of their traffic.
Why you need to build a Landing page online to increase your conversions?
1. Landing page help to generate leads and sales because they are focused with one goal in mind.
2. Landing pages improve credibility & trust because your page is focused on solving a problem for the visitor and is speaking to them directly.
3. Optimised landing pages allow you to personalise your messaging to this individual.
When Should You Use a Landing Page?
Below are some examples of some of the ways you can use landing pages.
- Use a landing page in every ad, PPC or offline, to lead people to a place to get more info
- Use a landing page to drive people to your events
- Use a landing page to enroll people in your email newsletter
- Use a landing page to promote your new product launch
- Use a landing page to promote your free eBook
- Use landing pages to personalise your social media profile links
- Use landing pages to get sign ups
What Tools can I use for Building a Landing Page?
There are lots of different website development tools you can use for your landing pages and if you already have a website the chances are you can use your existing platform. The tool itself doesn't really matter as long as you have the flexibility and freedom to build your landing pages. If your platform is limited or you struggle using the tool, consider changing but bear in mind a platform change isn't usually a simple and quick job.
What Steps are Involved in Building a Landing Page?
My 8 step process for building landing pages that convert includes the following key stages:
1. Define Your Goal
Before starting to create a landing page you need to know WHY you want to create the page in the first place. In other words, what your call to action will be, for example:
Fill out a form
Sign up for a free trial
Download a free ebook
Order a product
Register for a webinar
Subscribe to a newsletter
Sticking to a single goal is important because it minimises the amount of choice you give your visitors and it makes it much easier to create a truly effective landing page that focuses on a single outcome.
2. Competitor Research
You need to do your competitor research. It's crucial you have an idea of what your competitors are doing and see examples of landing pages in similar areas. Luckily, software exists for you to spy with!