A prospective customer is stood in front of two shop fronts. One shop front is attractive, well lit and showcases interesting and relevant products, while the other is plain, poorly lit and seems to have little to offer. Which will the customer choose? The first one, of course! It’s worth asking yourself if you’ve really embraced this philosophy when it comes to your landing pages.
What is a landing page?
As Corey Wainwright of Hubspot says:
Let’s answer that by first establishing what a landing page is not. That’s important because there are a lot of different definitions floating around out there. (The other definitions aren’t better or worse — they’re just different.) The biggest difference I often see is the term “landing page” being used to refer to any ol’ page on a website. You know, they’re all pages on which one might “land.”
However many marketers, ourselves included, prefer to differentiate landing pages a little bit more than that. Instead, we would call any page on the web on which one might land a “web page,” whereas a “landing page” is any page on the web on which one might land that 1) has a form and 2) exists solely to capture a visitor’s information through that form.
In other words, all landing pages are web pages, but not all web pages are landing pages.
Get the low-down on exactly what a landing page is and some tips for using them for your business.
Landing pages exist to attract and convert visitors, so you could be missing out on a lot of revenue if you fail to work long and hard on your landing pages with your chosen web design company.
Here are three quick tips you can use with your site’s landing pages to ensure your potential customers respond to them the way you want them to.
Do your landing pages have the right copy?
The words you use on your landing pages will certainly make a big difference to their effectiveness. Above all else, visitor need to be left quickly with a strong impression that the product or service you are showcasing will be genuinely beneficial to their lives.
Remember that it’s not just the text copy, but also the likes of the headline and subheadings that will need to grab the reader’s attention. Along the way, you may also draw upon such devices as bullet points and checklists to communicate the advantages of purchasing your product or service in a manner both compelling easily understood.
Streamline and simplify your forms
Landing pages can be an excellent means of generating leads – for example, by inviting visitors to register their email address with you to receive updates of relevance to their needs. That is, after all, the primary purpose in life of a landing page!
You could be seriously reducing the number of happy customers you get by putting up unnecessary obstacles to them doing what you want them to do.
One recent survey found that forms tend to consist of about five fields on average, so it’s really important that you work alongside your chosen web design company to remove any unnecessary elements from your forms.
Incorporate clear calls to action (CTAs)
The very fact that landing pages tend to be parts of a site that people ‘land on’ from a Google search – rather than being navigated to from other pages of the site – means that to some extent, your landing pages will need to introduce your company to the visitor.
The main purpose of a landing page is to prompt actions from the customer and ultimately sales, which is why a clear call to action (CTA) that instructs the visitor to take the action you desire them to take is so vital.
Work with us to make dream landing pages possible
There’s much more that the PENNInk Productions team could tell you about the art of crafting impactful landing pages, from the importance of minimising loading times to the role that ‘social proof’ can play in convincing the visitor that your brand is a credible one.
Why not have a conversation with us about the direction that you desire for your firm’s online presence this year? We can be your go-to web design company. Simply call 020 8144 7931 to find out more.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.