Today we are going to make clear on some essential aspects related to landing pages. This term has many names. I am used to the “landing page”. In original this term sounds like “landing page” or “lead capture page”. The second version is even more precise though it is rarely used. This page has only one goal – to generate leads. Or bring customers, depending on the goals.
1. Landing page is not a website
Let’s start with the fact that landing page is not a website. And even not the part of a website. It is a separately living webpage, optimized for specific keywords and with highly targeted traffic coming to it.
The sources may be different:
- E-mail newsletter;
- advertising in the paid search (and other types of internet advertising);
- Offline advertising (mass media, handouts);
- Social networks.
2. Hush! The main secret of all landing pages
It is the visitor conversion into the lead or in a customer at once, depending on the target action. You don’t really think that the Internet is for selling only? The target actions can be different:
- To buy the product (to order a service);
- To request a demonstration (for complex platforms and decisions);
- To apply for consulting;
- To register for the seminar;
- To subscribe to newsletters;
- And even to join the community in the social network.
So, the main place should be taken by the same “king button” or the “king form”. Being in any part of the page the user must know where to click to obtain your product. To achieve this, duplicate keys (call-to-action) and, for the whole Internet’s sake, make them noticeable and bright. There is nothing worse than willing to buy and having no idea how to do it.
The same is with the forms. There is nothing worse than the form of 27 fields that no one knows how to fill in, the required fields are not marked, and one cannot understand captcha even with three certificates of higher education. Now we have to receive a lead –our customer contact information. Electronic address would be enough but adding the name would serve even better.
Simple form of two fields
Big forms are necessary but not for all customers. Two will do for cold visitors. But if your website can recognize visitors, you can show the form of more fields to your regular visitors (heated up to the “sales-lead” condition – ready to buy). You can get to know each other better at the same time.
3. Content decides everything
And I mean a convincing content! With a long chunk of text you will be able to convince in your product’s quality only undemanding part of population. Not the other part of the mankind.
Brevity is the soul not only of wit but of a landing page too. You should not put the list of 135 unique selling propositions of your product. Select 3-5 main features – the ones that meet the demand of the target audience. If young mothers are going to visit your page, 8 airbags will be the best convincing factors.
4. I came, I saw, I conquered
As you’ve understood, conviction receives special attention on the landing pages. Add your customers’ reviews, links to critical articles, provide the opportunity to download additional materials and put the logos of your customers.
Everything must confirm that you are being trusted and you many are working with you.
5. Find out in 10 seconds
You remember that landing page is not the website, don’t you? A person can be on the website for hours, studying all your products, services and employees’ photos, but on the landing page he has to understand what we offer in 2-3 seconds. A couple of seconds for a page view and a couple more for reading convictions. This will be ideal.
As you understand, this time is not enough for reading much. Show your product to the customer. Show how it looks like, from all sides, how other people use it. Do everything to make your customers associate themselves with these people. Show them how happy they are having this. Positive attitude is a key to a good mood and conversion.
6. Header is crucial
In order landing page causes even less questions it must be synchronized with the resource header referring to it – for example PPC, banner or a link in an e-mail.
7. Landing page, how to create it
There are two ways to create a landing page.
The first one. You can order its development, design, programming and its layout in web-studio. You can also delegate them your advertising campaign management.
The second one. You can use marketing platforms generating such page in a nick of time. Those are either large internet-marketing automation systems like HubSpot (http://www.hubspot.com/) or cloud services with intuitive design and acceptable prices.
In the first case the development process is the same as website creation. In the second case – you just put the content in the constructor and the page is generated automatically.