Looking for a way to send web traffic to a specific page to do something, such as buy a product or sign up for your mailing list? You need a landing page. This web page performs a single function: to get visitors to take that action. There are a few ways you can get traffic to your landing page:
- A Pay-Per-Click ad (Google AdWords, Facebook ads)
- Banner or graphic online ad
- Link in email
- Link in blog post
When considering which channels you want to use to help potential customers find your landing page, keep in mind your target. Where are they looking for information on brands like yours?
Why Your Home Page Isn’t Your Landing Page
Many business owners think, “Well, my home page is designed to convert traffic, so that’s all I need.” Wrong. Your home page, unless you sell a single product, is for any and all traffic, who must, at that point, determine where they want to click next. Landing pages make it even easier (increasing the likelihood of conversion) by zeroing in on that thing they’re specifically interested in. Let’s say you sell marketing services, like I do. Your home page talks about content marketing, social media, press releases…every service you offer. But a potential customer clicked on an ad about getting a press release written, so anything else you offer may not interest him at this moment. You’d have a better chance of snagging him as a customer if you lead him directly to a page about press releases where he can click to buy your services or email you.
Keeping it Dead Simple
You already know what this person is looking for when he lands on your page, so eliminate the salesy mumbo jumbo and focus on answering the questions he’s got. Talk directly to him, using “you” in your copy. Provide a clear call to action that makes it so simple to get in touch with you, there’s no reason not to take that action.
Your copy can be long or short, but it has to be concise. Eliminate anything that isn’t necessary for persuading this person to take action. Keep the important points at the top of the page, and in bullet points to break up the text.
When it comes to design, that should be simple and sparse too. You don’t need the entire navigation bar that you have on your other pages, though the colors and graphics should match your entire site. Don’t distract your visitor with ads and buttons. Work to get the important content above the fold, because not many people scroll down further. Avoid Flash (which takes a long time to load) and bothersome graphics, and focus on your message.
Using a landing page to sell your products or services is a great way to put all your attention onto a single product for the benefit of your customer. Show that you understand his needs, and that you can provide effective solutions.
For more great tips on creating landing pages, please attend our free webinar, How to Use Landing Pages to Drive Leads, Thursday, June 7, 2012, at 2 pm Eastern.
Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and has blogged for several sites, including The Marketing Eggspert Blog, as well as Mashable, Small Business Trends, FutureSimple, and Lead411. Follow her on Twitter @eggmarketing.
Photo: Gavin Llewellyn on Flickr