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What is a Landing Page and Why You Need Them for Your Business

Congratulations, you have built your business website! You’ve set up your social media pages and profiles. Now you’re wondering how best to market your business and generate interest from parents. The good news is there are simple tools you can use, like landing pages, which help you not only drive leads but also measure the results of marketing actions you take for your business. We’ve put together a simple guide on What is a Landing Page and Why You Need Them For Your Business:

what-is-a-landing-page

Marketing can be an overwhelming business. At every turn you’re probably generating more and more questions like

  • Do you know how this investment is delivering to your bottom line?
  • What type of promotion is the key sales driver for your business?
  • How well do you know your customers, and how well have you segmented your target market?
  • Are you able to measure the effectiveness of different digital channels?

You need the answers to these questions to know that you are targeting the right customers, in the right way with the right offering. Getting that marketing intelligence and using it to drive results is the reason why you need landing pages for your business.

What is a Landing Page?

A lead page or landing page is the page a visitor first sees when they visit your website.

It is the page that visitors are driven to from other online sources e.g social media channels or advertising.

Most of all, your landing page may be your only chance to make a good first impression, and to capture the attention of a potential customer.

A good landing page will direct the visitor to take a specific action on the website. This could be to sign up for a freebie, to encourage an enquiry, to watch a video, whatever you want your prospective customers to do when they reach that landing page needs to be clear and enticing.

Many people mistakenly think that their homepage is a landing page, this is not the case. Your home page gives a general overview of your business. Every landing page should play a key role in targeting specific customers and driving results for your business.

How to Create a Landing Page

If your website is on WordPress, you can create a page which is different from an article. Make sure your landing page is

  • visually appealing
  • has a good enticing headline
  • has clear text (not too much text) with the main message you want to get across
  • includes a big bright shiny Call to Action – like Book Now, Sign up Now, Download Your Free X Now
  • includes capture form functionality to get the name and email address if that’s your primary objective

You can also create landing pages on third party software. Here are some options:

LeadPages – the best in the market but also the priciest

LanderApp – a more reasonably priced landing page creator tool

If you use a CRM system then check if it offers landing page tools. For example, we use Ontraport which lets us create pages for lead generation.

Yes but Why Do I Need Landing Pages Really

If you answer yes to any of the following questions, then you need landing pages for your business.

#1. Do you want to engage with customers and potential customers?

Telling customers quickly and clearly that you are offering something that is of interest to them will get their attention. You need a landing page for each specific offering or campaign you are running.

By monitoring your website analytics you can track which landing pages your audience is most interested in, and provide more content similar to this.

Landing pages can help you push your messaging out. In addition, they can help you ‘listen’ to what your customers are telling you they want to hear from you.

Tip: Use a great image, and clever headline with a few key points to describe what you are offering to create an engaging landing page.

#2. Do you want to promote specific special offers or promotions?

Perhaps there is a seasonal nature to your business. Maybe you would like to kickstart a new season with an ‘early-bird offer’ to drive early sales and generate additional referrals from early purchasers.

Here’s a good example from siblu villages: you can see the Book Now button prominently displayed on the landing page.

early-bird-holiday-offer

This landing page clearly sets out the offer, the target market it is aimed at, and the options available within the offer.  The big Book Now button at the bottom of the page directs the visitor to their next action. This call to action will serve to identify the browsers most interested in this type of offer, and can drive sales.

Tip: Create a dedicated landing page for each offer or promotional campaign you run.

#3. Do you want to drive sales by targeting specific customers?

Each time you offer a product or service you need to target the segment and personas to whom it is most likely to appeal. The ones most likely to buy it.

Take, for example, a car dealership, it does not promote every make and model to every potential customer. Rather, they look at the specific needs of the customer, say parents with a young family.

  • Are they looking for a new or second-hand model?
  • Are safety, additional seats or storage important to them?
  • What budget is available?

Get a clear picture of who might be most interested in what you have to offer. Your landing page needs to focus on the solution you are offering. It needs to target the specific customer segment looking for that solution.

You can see how the lead page below focuses on the needs of its target customers with a clear headline, appealing targeted image and text that matches the needs of the target audience.

seat-mpv-lead-page

Tip: Make sure your lead page targets the most relevant customers for that promotion to increase your conversion rate.

#4. Do you want to generate leads?

You have succeeded in getting your target customer to the relevant landing page. Since its message is especially relevant to them they have stayed on the page long enough to see what you have to offer. Next, you want to capture lead information so you can convert that lead into a customer.

Your initial landing page must direct visitors to take further action, one they see a value in and which you can use to help drive results.

Some customers will be ready to purchase immediately and can be directed to a sales page, while others will take longer to decide.

However, clever use of landing pages can maintain your relationship with them, help you understand them better, and ultimately drive results for your business.

Maybe you can offer a promotional code or bonus offer or free useful content in return for an email address if they are not ready to buy then and there?

Tip: Always include a call to action (CTA) on your landing page. Guide website visitors to the next step you want them to take, i.e. make a purchase, download an offer or sign up to your mailing list.

#5. Do you want to understand where your website traffic is coming from?

Kiev, Ukraine - October 17, 2012 - A logotype collection of well-known social media brand's printed on paper. Include Facebook, YouTube, Twitter, Google Plus, Instagram, Vimeo, Flickr, Myspace, Tumblr, Livejournal, Foursquare and more other logos.

Many businesses have a presence on several social media channels, without understanding which ones are most relevant for them.

Therefore it is important that you set up tracking for landing pages so you can analyse traffic sources and easily see which online channels are driving traffic to your site. One way to do this is to use UTM codes on your landing page URL, this article from KissMetrics helps explain how to do this.

This will allow you to find out whether it is your mailing list, Facebook or Instagram etc., that is driving the most engaged visitors.

You can also find out if different customer segments prefer to use different channels and identify which channel is driving the most conversions for you.

Tip: Because you know what channels are driving traffic to your lead pages you can focus your resources on those channels.

#6. Do you want to measure the effectiveness of your marketing activity?

Marketing is a significant investment for any business. You want to make sure you put the effort in where it will deliver results.

Therefore, you need the valuable insights you can find by analysing the performance of your landing pages.

  • This data can tell you when is the best time to run a promotion.
  • It can tell you what type of promotions deliver results.
  • It can tell you what content attracts new audience and leads,
  • It can even give insight into what factors help convert a lead to a sale.

Tip: Consider carrying out A/B testing to identify the type of landing pages that best engage your customers and drive results for your business. This is where 2 different landing pages are shown to different audiences that visit so you can see which one works best.

So hopefully you’ve now got a good sense on what is a landing page and why you need them for your business. If you’ve never used one before then first things first after reading this, is to go and explore how you can implement a first landing page for your website to try it out.

You might also be interested in reading How to Choose The Best Social Media Channel for Your Business.

Over to you now. Do you use landing pages for your business? What’s your experience of landing pages? I would love to hear your comments below.

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