What is a Landing Page?
December 7 2015, 10:00 am
by Wes Sovis
Learning About Landing Pages
You only get one chance to make a positive first impression. In the digital marketing world, a landing page can be that first opportunity to impress your potential customers. A landing page is a page on your site where your web traffic arrives after being directed there via hyperlink - usually they clicked from another website, social media, pay per click ad or another source. The value and importance of landing pages is often overlooked, so let's take a few paragraphs to talk about why spending time on your landing pages can be a rewarding use of your time.
The Purpose of a Landing Page
Companies and organizations use landing pages to get web traffic to take some form of action. Usually, this action takes the form of buying a product, signing up for a newsletter, entering contact information for an eBook or white paper, or any other similar action. The advantage of a landing page is that you're cutting to the chase - consumers aren't stumbling around your site without direction or purpose. A landing page gets your consumers to exactly where you want them and nudges them towards taking the action you want them to take. Additionally, landing page metrics are easy to track and measure. You can easily see how many visits your page has, where they've come from, what they've searched for, how long they've stayed on your page, and most importantly, if they did what you wanted them to do. Low conversion rate? Make some changes to your call to action, the appearance of your site, and see what works best for boosting conversions.
Make the Most of the Page
You'll want to be sure your landing page has a few things in order to make the most of your visitors. First, you need to deliver the content you promised in your ad or link from another site. If you got them to your site by promising a white paper or a product for sale, they had better be on your landing page! Next, you need to give the visitor something to do next - this is called a "call to action." For example, if you want them to buy your product, you need to make it painfully clear to the visitor how to proceed with their purchase. This goes without saying, but your landing page needs to look professional and trustworthy. Pictures of your products, or testimonials on the side of your page from other satisfied customers help to build legitimacy for your brand.
Give Them Next Steps
Once you have your visitors on your page and they've taken the action you wanted them to take, give them a reason to stick around on your site. Provide internal links to other blog posts, products, or pages on your site to learn more about your brand. You should also give them the option to follow you on your social media outlets so you can continue your customer engagement efforts after this first interaction.
There's plenty more to discuss about landing pages, so send us an email if you'd like to find out how we might be able to help you turn web traffic into paying, brand advocates.