The purpose of creating a landing page

You don’t need to be a marketing guru to build a landing page. With the quick information provided in this article, you can easily implement these tips to create a landing page that converts again and again.

What is a landing page?

It is a destination page made for a specific audience with a specific goal. “One page, one purpose”.
Your landing page should have a clear cool to action eliminating any opportunity for your audience to divert away from that call-to-action. Because of the laser focus of a landing page, successful landing pages lead to higher conversion rates, increased engagement, and better quality leads.
They take away distractions that don’t directly point towards your conversion goal.
A landing page is necessary if you have a home page and you should use landing pages even if you already have a great website. Even you don’t have a high volume of website traffic, should use landing pages.

Types of landing pages

There are two types of landing pages and each one depending on your own goal.

  1. Lead Generation Landing Pages

The goal of this landing page is to collect leads for a business. You can accomplish lead generation in two ways depending on the audience you are targeting and where that audience is in the buying process

If someone is in the research phase of the buying process, you shall offer some type of downloadable content. That is educational and provides value on your landing page.

Things as books, checklists, and webinars work very well for our clients.

 

 

Providing value creates a win-win scenario for you and the potential customer as they get the answers to their questions and you get brand awareness to recall any contact information.

If your audience is in the Purchase Phase of the buying process, you should be directly on your landing page by identifying the problem establishing your company as a solution, and asking for contact information through your call-to-action.

This also creates a win-win scenario for you and the potential customer as they find a solution that can help them, and you get the opportunity to gain a customer once you follow up.

2. Click Through Landing Page

This type is more popular among e-commerce, course, SaaS companies as they forego trying to capture a lead and call-to-action buttons take you into the checkout flow to purchase.

Characteristics of a high converting landing page

First, the navigational menu is removed. As mentioned previously high converting landing pages. Focus on one goal, your call to action.

To help aid in this goal, remove the navigation from your landing page to help visitors stay focused and avoid clicking elsewhere.

Second, there is a call to action button above the ford and at the bottom of the page. That’s visible without scrolling and they call to action at the bottom of the page.

Why would you do this?

Some people land on your landing page and will be ready to move forward with your CTA. You want to give them that option. The same is true for those who need more information and will scroll to the bottom of your landing page. Those that make it here, there can move forward with your call to action.

Third, the call to action button text is reflective of what will happen next or the end result of taking the action. They can be your CTA button like a GPS. 

Most people don’t travel along the road unless it takes them to a destination. Use your CTA button to clearly state, what will happen as a result of clicking it.

The Common CTA button text includes sign up, join now, schedule a call, learn more, start your free trial download up, and others that have more guidance than a simple “click here”.  

There you have it a clear understanding of what a landing page is. The type  of landing pages there are, and the characteristics of a high converting landing page.