Securing conversions is one of the primary goals for sales and marketing teams. Without conversions, you don’t generate leads or make sales. Dedicated landing pages are a helpful tool to make the conversion process clear. In this article, we’re answering your questions about landing pages, such as:
A dedicated landing page is a web page created for a specific audience or purpose. It gets the name because it’s the place where visitors “land” when they click a link from another location. It’s often someone’s first encounter with or impression of your business. Dedicated landing pages target specific keywords or stages of the sales funnel. The point is to get your visitors to do something. What it is you want them to do varies by the elements and information shared on the page.
Any page on a website can, technically, be a landing page. The definition is a standalone page on a website people visit using a hyperlink. In theory, anywhere someone accesses your site from another location counts. But marketers don’t create all web pages with a specific audience segment in mind. For example, businesses sometimes use their homepages as landing pages. They qualify because you can link to them from external sources. But they’re not optimized around a keyword or developed for a specific goal.
A dedicated landing page has a purpose. It’s trying to convert someone into a paying customer. It’s encouraging people to sign up for an event. Dedicated landing pages often have few links. Many contain just one: the call-to-action (CTA) button. This link helps the visitor complete the sign-up process or transaction. Dedicated landing pages often involve more planning and strategy to create.
Dedicated landing pages help narrow down the information you want people to see when they visit your website. Think about your homepage and all the information it holds. For a new visitor, landing there is like getting dropped in the middle of New York City without a map. Where should they go? What should they do? There are too many options and little direction.
A dedicated landing page cuts out the chatter people don’t need to see or read based on the link they clicked. For example, if a visitor clicked a link to register for a webinar, they aren’t looking for your services pages yet. They just want to sign up for that webinar. The dedicated landing page makes that simple. They provide everything visitors need to get in, out, and complete their goals.
In marketing, a conversion is when someone visits your brand online and completes a desired task or goal. This action takes the visitor from a passive browser to an active follower, client, or customer. Depending on your business and industry, the type of conversions you optimize for and track online can differ. Examples include:
Tracking conversions can help you understand how engaged your audience is with your company. The better your conversion rate, the more likely your audience is engaged with your content, like landing pages. An engaged audience can lead to more partnerships and sales, and more loyal clients.
Landing pages are good for conversions because they encourage action. The language and layout push people through a cycle in a specific way. You set up a traditional website for browsing. It often has relevant conversion points throughout, but it’s not pushy about them. Landing pages work best for visitors further down the sales or marketing funnel. They don’t need to browse on their own to get information. They know what they want and they’re ready to go get it.
The simplicity also makes them a wonderful tool for conversions. Have you ever tried to set up an appointment or buy something online with many steps? Did you give up before you made it to the end? Landing pages do the opposite. They give only the information the visitor needs. They also only collect the information the sales and marketing team needs. Landing pages don’t bog anyone down with useless data.
Any sales or marketing professional can use a dedicated landing page for content. But there are instances where they work better than others. Landing pages work best when there’s one action you’re trying to get visitors to take. They’re ideal for lead generation. Other excellent uses include event sign-ups and service inquiries. For companies with eCommerce stores, you can use landing pages to run special promotions.
Yes, there are two primary types of landing pages. They include:
This type of landing page captures lead information. It’s popular for business-to-business (B2B) companies. These dedicated landing pages use a form to collect information from visitors, like names and email addresses. Most lead generation landing pages offer something in return for the audience. This makes it worthwhile for them to submit their personal information. Incentives include lead magnets like free trials, eBooks, and white papers. Use a lead generation landing page for collecting top-funnel interest and to build subscriber lists.
This type of landing page is more common for eCommerce businesses. B2B companies that sell tangible products, like software, use them too. Click through landing pages helps fast-track the purchasing process. The CTA is often a checkout or buy button that takes leads through the transaction process.
Image via Unsplash by @firmbee
The elements you add to a dedicated landing page depend on the context. What do you want people to do? Marketers can make the pages highly targeted and customizable. When the audience finds a landing page relevant, they’re more likely to make a conversion. There should be enough information that they understand the purpose of the page. It should also include all the tools necessary to do whatever it is they navigated there to complete. Common landing page elements include:
CTAs are the cues marketers give the audience to know where and how to complete a conversion. They typically come as banners, buttons, or links. They draw the eye and attention to the most important part of the landing page. If the CTA or purpose of the page isn’t clear, it can frustrate your visitors. Optimizing for user experience keeps the audience happy. This helps them move through the process faster. It also increases trust and favorability with your brand.
What purpose does your landing page serve? Why should your audience make a conversion? The offer, also called the unique selling proposition (USP), answers those questions. You convey the offer through copy, descriptions, and headlines. It had to be valuable enough for people to want to make a conversion. Finding what matters to your audience takes research. Use your client personas to determine what your ideal audience members want and need.
You can also do competitor research to find out what types of offers other businesses in your industry or vertical share. Then you can brainstorm ways to make them more attractive to your target audience. To get started, request your free content analysis report from CopyPress. This report shows how your web content stacks up against your top three competitors. It also shows gaps in your content strategy. These are areas where you can offer tools, information, and other items of value to encourage conversions.
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The lead capture form is where people submit information to complete the conversion. It includes fields for all important data. Typically, all lead capture forms ask for a name and email address. You may include other fields based on your specific offer, like:
Landing pages often include at least one image relevant to your offer. This is to help break up the text and lead capture elements. It also makes the page more eye-catching. It’s important to keep the image relevant to add to the theme of the offer. A dedicated landing page is all about driving the conversion. Every element should contribute to that goal. If you’re offering a free trial or a product or service, share an image of it. If you’re encouraging sign-ups or subscriptions, consider a custom illustration. An infographic that explains the benefits of the offer also works.
Aesthetic details include things like colors and fonts. These aren’t the most important elements on a landing page. But they influence user experience and can contribute to the decision to follow through on a conversion. Make sure your design elements are visible and readable on different devices. Choose simple fonts and muted colors that are easy on the eyes. You may also brand your landing pages with your company’s colors and logo. This builds brand awareness and trust with visitors.
Even if you design the best landing page in the world, it won’t matter if nobody sees it. Use these strategies to help drive traffic to your landing pages and increase conversions:
How do you get people to come to your landing page or any part of your website? By getting them to trust your brand. Building brand trust and loyalty comes from delivering on your promises. It also comes from positioning your company as a thought leader or helpful resource in an industry. You can do this by creating a targeted content marketing strategy. A solid content partnership helps attract more customers to your landing pages. Start a call with CopyPress to learn how our content writing and custom design services fuel your excellent reputation.
Combining paid ads with landing pages is a common marketing strategy. You design a landing page to get the audience to make a specific conversion. Then you use search, social media, and pay-per-click (PPC) ads to share the link online. Paid advertising puts your content and links in front of a targeted audience. The more clicks you receive, the more visits to your dedicated landing page. This increases your chances of making more conversions.
Unless the landing page conversion is to attract subscribers, you can use your email lists for more traffic. Send the dedicated landing page link to your subscribers in newsletters or within offer emails. This is a beneficial strategy because this audience segment already trusts your company. They signed up to hear from you and you’re providing the content. These are also likely people who are more ready to convert with you in some way. They don’t need to browse and research to know it’s worth it to work with you. You’ve already built a rapport with them through email.
Use these suggestions to help make your dedicated landing page user and conversion-friendly:
Distractions on a landing page are anything that confuses or deters people from completing the conversion. This could include flashy animation or too many links. Slow load times or nonfunctioning elements are also distractions. Making sure your page works as expected helps please the visitor. Straightforward copy and design also lead to more conversions. Deleting distractions is extra important when you’re pairing landing pages with paid ads. You’re spending money to get more conversions. If you’re distracting the audience, you’re wasting your own time and money.
A landing page isn’t for sharing every detail about your company or services. That’s why you have a full website. Most people who come to a landing page are further down the sales funnel. They already know they’re ready to convert. The majority of them also clicked a link from elsewhere to visit the page. Too much or too little information is a waste of their time.
Knowing your audience, your offer, and what people want helps provide the right balance. For example, if you create a landing page to get people to register for a webinar, the right information may include:
Another element of user experience is page speed and load time. With any web page, the longer it takes to load, the more impatient the audience gets. If it takes too long, they may not wait. Instead, they navigate away without making a conversion. Dynamic page elements and media can increase load times. Large images, moving animations, and even lead collection forms can be culprits.
For necessary elements, like a lead capture form, work with your developers to cut size and functions for load time. For decorative elements, remove any that negatively affect page speed. You won’t miss them when you’re snagging tons of conversions.
Even with templates, there’s no one-size-fits-all landing page design that works for every conversion. It’s helpful to split test your landing pages for distinct elements. Doing so can show which version gets more conversions. Elements to test include titles, heading, and CTA copy and placement. You can use this information for your current landing page. It can also influence your design when creating future dedicated landing pages.
Online tools may provide more information about the effectiveness of your pages. Unbounce has an online landing page analyzer tool. It asks for specific page, content, and advertising information. Then it gives you insights on how to improve.
To make your dedicated landing page the best it can be, contact CopyPress. Our dedicated designers develop interactive media, like lead capture forms and quizzes, to captivate your audience. We also provide content syndication to get your written and visual content noticed online. Sharing hyperlinks within leads people back to your landing pages for more conversions.
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