If you’ve heard of landing pages, but aren’t sure what they are, you aren’t alone. Here’s a simple explanation of what a landing page is, what it’s not, and how you can use them to grow your business.
A landing page isn’t just any webpage (though yes, a web user can “land” on any page with a click of the mouse). When someone says landing page, what they’re talking about is a page that exists for one purpose, and one purpose only: to get a visitor to take a specific action. This action might be to:
- download a white paper;
- make a phone call; or
- fill out a form on that page.
In other words, a landing page functions only to generate leads. Landing pages are generally designed to be clean and clear: They lay out an offer (e.g., get a complimentary consultation, learn more about a service, or subscribe to a newsletter) with a bit of explanatory text, and interested visitors can submit a form to take advantage of that offer. And that’s that! Landing pages generally do not feature additional information (even, for example, links back to your main website) — the idea is that there’s nothing to distract the visitor away from the desired action
Now you may have a contact form on various pages of your website. That’s great! You can definitely capture leads, subscribers, and so on from that form. But just because pages on your website have a form (or some other kind of call to action for site visitors), that doesn’t make them landing pages. On your actual website, there’s lots more going on — content, menus, images, videos, all the elements that make up a robust, useful site. Yes, a visitor can fill out your form, but there are also tons of other things to read, watch, and so on.
Landing pages are optimized just for conversion, and beyond that, they often have a narrow focus. The call to action — what you’re offering a visitor to get them to fill out the form or subscribe to your newsletter — is generally highly specific and focused on just one of your business’s services.
Say, for example, you have a floral business. You could have a landing page just to capture leads from people who are, generally, interested in professional florist services. But you’d likely get much better leads with more narrowly focused landing pages — for example, separate pages for weddings, event décor, local delivery, and holiday-related specials. Another kind of segmentation could be targeting web users in specific geographic areas (for example, people searching for “Escondido florist” or “Poway florist”). A landing page that connects specific keywords users are searching to an individual service your business offers is optimal. You can think of each web search as a question — and your landing page as offering an answer to that question.
Getting strong conversion rates goes even beyond that. To really put landing pages to work for your business, testing a couple of variants — landing pages that are highly similar, but have key differences such as a different headline, image, or offer — can help determine what best motivates people who are interested in your business. Though it can take a little tinkering (which takes time — and thinking), testing a few different landing pages to find out what provides you with the best conversion rates will boost your profits in the long run.
Want to find out how landing pages could increase your sales? Contact us today at 760-881-4736!