Custom landing pages are essential when it comes to maximizing conversion of leads when using inbound marketing techniques like SEO, AdWords and social media to drive visitors to a site. The best results are achived with a perfect landing page. Therefore, how to create a perfect landing page ?
What is a Landing Page ?
A Landind Page is a specific page on a web site created for visitors referred from marketing campaigns, which are designed to achieve a marketing outcome.
The goal is to maximize the conversion of visitors to a page or series of pages towards a sale, and most typically, the outcome is conversion to action, typically data capture where a site visitor fills in an online form to generate a marketing lead.
3 main types of landing page
There are different types of landing pages that work best depending on the campaign objectives and whether it is a short-term or long-term campaign.
The first is a landing page integrated into the site’s structure and is consistent with standard page templates and navigation for the site. The second is a single landing page specifically created for a campaign with a different look and feel, typically with the top navigation removed. The third is a tabbed landing page or microsite that provides more information.
Also a landing page can potentially be the homepage, although this is not traditional best practice. But, if a company has a limited range of products or the main campaign objective is to generate awareness rather than response, this method can be helpful.
Landing page success factors
To be effective, landing pages need to combine the following:
- Develop trust in the brand
A clear headline that can engage visitors
Unlike casual visits by browsers, visitors arrive on a landing page with a directed goal or intention in mind. So the first thing you have to do is instantly show relevance to help visitors achieve that goal.
A clear headline should show relevance and also engage the visitor to scan down the page. You need to show them they have selected the right place to find the brand, product, deal, information or experience they are looking for, so the headline must clearly indicate this.
Since hitting the landing page is often the first experience, we have to answer basic questions of the customer about the company such as: “Who are you?”, “What do you do?”, “Where are you?” “Do I trust you?”
You may have these messages on the homepage, but does the navigation on the landing page allow these questions to be answered? Standard menu options such as “About Us” or “Contact Us” can achieve this.