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June 24, 2016 | Rachel Vaughn

What Is a Landing Page?

For just about everyone, the idea of somebody lurching gracelessly out of the hedges to shriek about an “unbelievable offer” is bound to be at least mildly off-putting. Regardless of how great a deal is, your immediate response to this event would naturally range between confusion and annoyance to taking up a pitchfork and commencing some shrieking of your own.

Such an intrusive and unwanted stunt would garner similar reactions from almost any audience, online and off. But if it’s such an ineffective marketing tactic in real life, why do so many companies still insist on using its digital equivalent?

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Enter: The Landing Page

Bridging the gap between the standard pages on your website and your value-driven offers can seem awkward or obnoxious to readers without the right tool to smooth that transition. To get more traction and positive interaction with your CTAs, you need a landing page.

According to the experts at HubSpot, a landing page shouldn’t be confused with any other of your webpages. It’s not your homepage or simply any page that a visitor could potentially “land” on. Rather, it serves a more specific purpose. This page acts to persuade your ideal buyer persona to take the action you want them to take, whether it’s downloading an eBook or brochure, or subscribing to your blog, or opting in to email offers. It usually contains a form to collect visitor information before they’re able to complete the transaction, giving you permission to contact them about further offers and services.

Implementing conversion-optimized landing pages as part of your inbound marketing strategy increases your customer engagement and improves sales.

Set the Stage

A potential customer, when visiting your site, isn’t just on the search for deals. They want to get to know your company and are looking for a reason to work with you rather than any other competitor in your field. But your services and Calls-to-Action can’t deliver on their practical impact and ROI if readers aren’t compelled to click on or sign up for them. A landing page allows you a dedicated space to engage your visitors more extensively and direct them toward your offer.

Assemble the Components

There are few important beats that your landing page should hit in order to be effective. Turning the relevant points of your deal into a complex National Treasure 2 scavenger hunt may draw one Nicolas Cage and his thirst for stealing historically significant documents, but it’s not the most streamlined way to keep your readers interested.

The many faces of Nicolas Cage. Pictured: The face of a man planning to steal the Gettysburg Address.

Not a great landing page.

When putting together your landing page, try to follow a few basic rules:

  • Identify the deal. Clearly explain to your reader what you’re offering and what they get in return for filling out the form with their information.
  • Less is more. Don’t write an entire dissertation on your offer, but be sure to cover its main benefits and how it can help their business.
  • Show immediacy. You want to pique your buyer’s interest and motivate them to download, sign up, etc. now rather than later.
  • Deliver your product. Make it even easier for them to convert with a clear explanation about how to download your ebook, infographic, case study, etc.

Screen_Shot_2016-06-24_at_9.30.48_AM.png

A great landing page. 

Convert More Leads

As an inbound marketing tool, a landing page can do a lot for cementing your buyer persona’s interest in this part of their customer journey. You’ve got a service or asset that they’ll find valuable and now, a convenient place for them to confirm their interest, then receive that information.

To make the most of the time your visitors spend on the page, keep the design interesting, but generally uncluttered and devoid of busy buttons, click-throughs, or tangential content that will keep them from focusing on filling out the contact form and fulfilling your CTA.

It’s a simple tool in theory, but easy to fumble if you allow the design or content to run amok. Be concise, be engaging, and highlight the value of your offer. A well put together landing page paired with a compelling CTA can help boost your conversion numbers. By establishing your value through smart choices, you’ll find more visitors turning into leads and sales.

Hopefully, these basics have helped you to get started, so you don’t end up marketing your business with the equivalent of friendly screaming at hapless passersby from behind a rose bush. To learn more about landing pages and how to implement them in your website design, check out our past blogs or contact us for more information.

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Rachel Vaughn

Rachel Vaughn

As a content marketer for VIEO Design, Rachel Vaughn brings serious research chops and boatloads of personality to everything she writes for VIEO and our clients. In particular, she spends her time writing blog posts, website pages, workflow emails, and other marketing materials designed to engage readers and help them connect with VIEO and our clients.

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