What is a Landing Page?
“…a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.” – unbounce.com
It’s as simple as that.
So if you didn’t know, now you know. Thanks, Unbounce. 😉
How is it different from a website?
Ok so we know what a Landing Page is, but how does it differ from a web page?
The number one key difference between the two is that a Landing Page is a simplified page with fewer distractions than that of a website.
For instance, a website has many navigational factors and encourages exploration, such as the About Us page, Services offered, Contact Us etc. While Landing Pages are built to drive traffic for a specific single-focused marketing campaign or goal.
Why use a Landing Page?
You should be asking why wouldn’t you be using a Landing Page?
But nonetheless, let’s break it down a bit more for you.
Obviously you want your target audience to be fully focused on the end goal. This goal should match the intent of the ad visitors clicked on to reach your page eg. Sign up for e-book or to request a quote on a specific service offering. Ultimately you want visitors to fill out the form on your Landing Page. #Leads
🤩BONUS, a Landing Page helps increase your conversion rates and lowers your cost-per-acquisition.
Do you see the value of using a Landing Page yet? We hope so!
Does it replace a website?
Not necessarily, but Small Businesses can look at using a Landing Page instead of a website. Larger businesses would more likely utilise a Landing Page for a specific or special digital campaign.
Best practices for landing pages.
1. Ensure your message matches your ads –Make sure your landing page copy matches the copy of the ads you are running in search or social.
2. Keep the action above the fold –This describes what’s visible on a screen before scrolling down. Make it count, put all the valuable info there, so it’s seen first.
3. Use directional cues to direct the eye –Use bold contrasting colours, a clear Call to Action buttons, arrows etc. Make it pop!
4. Show your product/service in action –Duh! Include images videos, infographics, animations etc.
5. Remove navigation and other distractions –DO NOT INCLUDE OTHER LINKS that distract or take visitors away from the Landing Page, it works best when it stands alone.
6. Include (authentic) social proof –Include credentials, testimonials etc. People like to see that other people approve. You know, real-life credit, authenticity goes a long way.
7. Use clear, compelling copy –Less is sometimes more. Think fewer paragraphs, bullet points etc. Keep it simple, but clear.
8. Keep it fast –If your pages are taking more than 3 seconds to load, that’s a big no-no. Get it sorted.
9. Design for the right device –Think mobile responsive.
10. Test and update your landing pages –A/B testing your landing pages is the best way to ensure that you’re converting as much as possible.
11. Consider using a template –Start from a template and customise to fit your brand. https://unbounce.com/landing-page-templates/
Basically, Landing Pages are great to use beyond your normal website when you’re running a specific marketing campaign or sales campaign that is focused on one action.
If you have any other questions about Landing Pages, or are keen to get started, get in touch with us and we’d be happy to help!