What is a landing page?
Nope it’s not the same as a homepage
Your website is a great place for potential customers and clients to visit. They can learn how you can help them, why they should come to you rather than your competitors and find out about who you are. A website can’t collect information about a potential customer though. Plus, to buy your product or service, visitors will have to navigate the site and perform a fair few clicks. A landing page is separate from your website and its sole purpose is to make a sale or capture a new lead. That could mean someone signing up to your newsletter or buying a product from that landing page, for example.
Here’s a bit more information about what a landing page is and why you should use them.
What exactly is a landing page?
Usually, a landing page will be a single page, with a simple design and clear CTA (call to action).
But how will people find it?
Well, a landing page is created for a marketing or advertising campaign. If you pay for Google AdWords, or similar, then you get to choose which page people are sent to when they click on the ad link.
You could, for example, send people to your homepage or the services page on your website. Alternatively, you could send them to your landing page. You can then give them the chance to sign up and enter a competition, buy a new product at a discount rate or perhaps ask for a quote.
There are far less links on a landing page compared to a normal page on your website, therefore fewer distractions or chances for people to leave without actioning something.
Lead generation landing pages – these are sometimes referred to as lead gen or lead capture pages. They use a web form to collect data, such as names and email addresses. This allows your business to contact a potential customer to progress the sale and offer more information.
Click-through landing pages – these are typically used for e-commerce and have a simple button as the Call To Action (CTA).
Why should you create landing pages?
Marketing your business is an investment, so you want to make the most of it.
Having a great website is a good start but being able to convert the people who see it into customers is somewhat more tricky.
By creating landing pages, you will be able to:
- More easily generate leads
- Give your special offers the limelight
- Collect useful demographic information about potential customers
- Understand who is more likely to buy
- Have content to use on social media
- Have more chances to be found in an organic Google search
- Get feedback on how successful your marketing has been
Imagine you run an accounting business.
You have a blog and you regularly post on social media. You know that people visit your website but it’s difficult to track who they are and you have no way of contacting them.
Now imagine that you create a landing page. It asks people to provide their name and email address if they would like more information about a discounted MOT check of their business accounts.
You write a blog about the importance of regularly checking your accounting records to make sure you’re paying the right amount of tax. Then at the end of the blog you add a button which advertises the MOT service at a discounted rate for November. Once people click on that it takes them straight through to the landing page.
The landing page reiterates the offer and asks them to provide their name and email address or phone number. The accounting business now has a list of potential customers who they know are already interested in speaking to them.
Top tips for creating a standout landing page
To create a good landing page, you need to:
- Consider your goal – is it to create a buzz about a new product or to advertise an event you’re holding? It’s all about the CTA.
- Think about how it fits in with your brand – the landing page should be instantly recognisable as your business.
- Consider your audience – it might be for just a niche part of your audience. Don’t ask the landing page to do too many things.
- Create compelling copy – it’s not an essay, but it has to get people to do something.
- Use great imagery – great imagery can bring a page to life.
- Highlight positive feedback – people are more likely to buy if they can see good feedback, so add a short review to the landing page
Remember that it’s part of your wider marketing strategy
Using landing pages will help in the ways we outlined above.
But don’t forget that some customers and potential customers will still find you and want to get in touch the old-fashioned way.
So, make sure that your contact details are all correct on your website and be prepared to take calls from people to discuss their needs and tell them how you can help them solve their problems.
We love talking to new clients about their business and the areas which they would like to build on.
About Jon Pryse-Jones
Since joining THP in 1978, Jon Pryse-Jones has been hands on with every area of the business. Now specialising in strategy, business planning, and marketing, Jon remains at the forefront of the growth and development at THP.
An ideas man, Jon enjoys getting the most out of all situations, “I act as a catalyst for creative people and encourage them to think outside the box,” he says, “and I’m not afraid of being confrontational. It often leads to a better result for THP and its clients.”
Jon’s appreciation for THP extends to his fellow team members and the board. “They really know how to run a successful business,” he says. He’s keen on IT and systems development as critical to success, and he continues to guide THP to be at the cutting edge and effective.