Why You Should Have A Landing Page

To every entrepreneur that has done a bit of online advertising, I am sure you’ve come across the term “Landing Page”.

Or… If you’ve consumed information online or clicked a few links here and there… I am sure you’ve landed on a “landing page”.

But what exactly is a landing page? What makes it different from any other page? Why are landing pages so important?

Do you really need to have a landing page? Will having one improve your online marketing? Well, these are questions only you can answer…. as you read this, I hope I can make you take the right decision

What is a landing page?

A landing page is the first page you “land on” after clicking a link in an email, ad, you tube, face book, linked in or similar places on the web.

A landing page could be almost anything: your home page, a blog post, a product page, a lead capture page… This page is specially designed to receive and convert traffic from an online marketing campaign.

Wondering what happens on a landing page? Here are a few examples of things you might want people to do on your landing page:

  • Make a purchase
  • Become a lead by submitting a form
  • Call you
  • Reach out to you via chat
  • Subscribe to a newsletter or email list
  • Register for an event

All of these conversion actions accomplish the same basic goal: they progress people towards becoming a paying customer. And, ultimately, that’s the goal of any landing page—regardless of what definition you use.

Please note: Your home page wouldn’t qualify as a landing page because it isn’t designed to convert traffic from a specific marketing campaign. Your website has many goals and it encourages exploration.

Landing pages are designed with a single focus or goal. This is what makes landing pages the best option for increasing the conversion rates of any marketing campaign.

As an entrepreneur, how do you make your landing page unique, attention grabbing and highly converting?

Below is a mini checklist of 21 that will help you design a landing page that can convert visitors to customers

1. Headlines: Your headline should be focused on one topic/goal. It should be directly related to your offer and Call to Action and should clearly state the benefit to the reader.

2. Subheads: This is the text below your headline. It should include your unique value proposition? Give your visitors a clear understanding of your offer?

3. Copy: Have content that is easy to read and conveys the value of your offer quickly and compellingly.

4. Message Match: Does your landing page CTA match the ad message that got the visitor there in the first place? Does the copy use the same phrasing and language from the original ad? “Match your ad copy with your landing page or you fail.”

5. Readability: Can you easily scan through info on your page? Is the font large enough? Is the font type legible? Can a lazy reader still understand the offer? Always keep it simple stupid.

6. Urgency: Does your landing page create a sense of act now? Are you tapping into your visitor’s psychological sense of FOMO (fear of missing out)?

7. Tone: Use a conversation tone on your page. Sound like a human. Your tone and voice provide a glimpse into your brand’s personality. Therefore, use your copy to provoke the right emotions.

8. Image: Is there an image of someone using your product or service? Can I see an image or illustration of how your offer works? Does your image support the same single goal of the CTA?

9. Branding: Is your brand identity on your landing page prominent? Do your brand colors and identity support your offer?

10. Storytelling: Do you tell a story on your landing page that pulls on your visitor’s heartstrings?

11. Colors: Do your colors evoke the right emotions? Is there enough color contrast between your primary CTA and the rest of the landing page?

12. Clear Design: Is your CTA button obvious? Does the CTA button color contrast and stand out from the rest of the page?

13. Clear Message: Are you super-specific in your CTA message?

14. Form Length: Have you tested the length of your form to see which is optimal?

It’s important not to assume on this one. Too often people assume shorter forms are better, and too often this is not the case.

15. Responsive: Is your layout responsive? People will probably visit your landing page from a variety of devices.

16. Mobile-Friendly: Have you tested your landing page on a mobile device? Test out your landing page on all devices, especially mobile devices. How does it feel? How does it work? Does it look great?

17. Functional Elements: Have you gone through the user experience to make sure all the interactive parts work?

18. Thank You Page: Did you optimize your thank you page? Have you clearly defined expectations and next steps post-conversion? Tell them exactly what to expect, how and when, now that they’ve engaged in your offer.

19. Avoid Distractions: Have you used enough white space? Is your design clean and free of clutter? 

20. Simplicity: Your landing page should be simple so that your call to action is clear and distraction-free. Keep your message, copy, image, design, CTA, button, etc., simple.

21. Social Proof: Do you provide evidence of other ideal visitors benefiting from your offer? Do you have testimonials on your landing page?

Hope the article was useful. To learn more on how to optimize your online strategy for better results, we can have a free one -on-one chat. Click button to get into my calendar.