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If you are a newbie in the marketing field, then the first thing that you need to know about landing pages is that they’re extremely important for your website growth and conversions. In essence, a landing page is a standalone web page created primarily for your digital marketing or advertising campaign. This is where your visitors land after clicking on a link in an email, social media ads, google ads, or similar places on the web. Unlike other web pages that typically have multiple goals, landing pages are created with a single focus point or a goal, which in marketing is well known as a call to action or CTA for short.
As we have previously mentioned, landing pages are typically designed for marketing and advertising purposes. While that’s true, it’s surely a very broad way to put it, because there are a bunch of other things that landing pages do and serve. First and foremost, the main purpose of a landing page is to drive relevant web traffic to your website and convert visitors into leads. Besides that, landing pages typically also improve the overall performance of the website, while boosting its credibility and SEO. Moreover, according to HubSpot, companies see a 55% rise in leads when increasing the number of their landing pages from 10 to 15. This statistic basically shows that the more landing pages you have on your website, the more opportunities you get to convert your website visitors into leads. Simply put, if you want to get all the mentioned benefits, then you should definitely create landing pages, and the more, the better.
In general, there are a lot of different variations of landing pages depending on the business type and field; however, as far as structure goes there are two main types of landing pages: lead generation and click-through landing pages.
As the name implies, lead generation landing pages mainly focus on getting new leads through collecting personal data from website visitors. The hallmark feature of any landing pages is the form, which basically serves as the CTA. This is where visitors typically fill their personal information like name, email, phone number, and other info, in exchange for a small product or service (software trial, free e-book, helpful guide, etc.). This way, you get to collect contact info, which can later help you nurture their interest in your business and products. In the marketing world, specialists call this as the beginning of the conversion funnel, where you bring your customer to your website, establish a connection before moving on to the interest stage. In short, lead generation landing pages are a valuable element for any business, as they provide data on your potential customers while also showing how effective you are in reaching them.
Unlike ‘lead gen’ landing pages, click-through pages don’t have a form for collecting info; instead, they do have clearly defined CTA buttons, which typically redirect visitors to another page, where the actual conversion happens. Click-through pages typically act as a ‘warm-up’ stage, where the potential clients get to learn more information about the product or service, its advantages, and qualities, which helps to reduce their hesitation and motivate them to make a purchase. For many e-commerce websites, click-through pages are deal-breaking, because that’s how their prospects get into the sales funnel and convert. This means that if for some reason users don’t click on the button and don’t get into the sales funnel, there won’t be any sales. With that being said, it’s just a matter of how well you build your landing page because if it’s effective and clickable enough, you will definitely have good sales. This leads to our next point on how to create a winning landing page in 2020.
Now that you know much about landing pages, and how they work, let’s learn about what makes a landing page effective and how to build a winning landing page in 2020. Generally speaking, there are numerous factors and small details that can directly impact the effectiveness and clickability of your website; however, there are some fundamental elements that can truly be a deal-breaking for your landing page. Here are some of the critical things that you need to focus on if you want to have an effective landing page in 2020.
A headline is where everything starts; it’s what makes visitors stay and learn more about your offering. A powerful headline should have compelling words that can easily draw attention such as “Free,” “Best,” etc. Also, keep in mind that your headline should also be informative and yet concise to communicate a clear message within 10-20 words.
Apart from attracting your visitors with a killer headline, you need to quickly communicate the value of your offer, because let’s be honest they might have clicked on your ad and came to your site, but it doesn’t mean that they will stay. Therefore, you need to have a brief but clear description of your offer, its value, and benefits so that your visitors are more motivated to stay and click on CTA. In other words, if you are asking for personal information, then you should have a clear and worthy explanation of why they should do it.
Once you’ve established the goal of your page, you need to create a clearly defined call-to-action, which will be closely connected to your main goal. When writing a CTA, you should also try to be creative and engaging so that your visitor can be more motivated to click. As for the visual standpoint, your CTA button should ideally be visible from first sight. This means that it should be attractive and bold enough to draw attention while also having vivid coloring. In fact, a recent study showed that a CTA color change can lead to a 21% increase in conversions.
Targeting long-tail keywords might be time consuming but surely extremely effective for getting the best results because they provide higher ranking and ROI. Moreover, according to Wix, long-tail keywords account for 70% of all web searches, so if you want to have impressive results, don’t be lazy and intend for long-tail keywords.
As we have mentioned at the beginning, landing pages are mainly designed for the sole purpose of specific marketing actions and offers. This means that when designing a landing page in 2020, you should only have what is relevant and necessary; anything causing a distraction can result in a failed goal. To do this, you should also focus on removing unnecessary navigation elements and other clutter, this way making your CTA pop.
As you can tell, landing pages are very powerful and highly effective marketing tools for getting plenty of traffic, boosting SEO, and most importantly, for generating leads and conversions. Moreover, in essence, every single landing page is a great opportunity for attracting potential customers, and there is no actual limit to how many landing pages a website can have. So now that you know all the essentials of a winning landing page, it’s time to take your opportunity and test your knowledge and if you ever need help with creating high converting landing pages, then feel free to contact us for professional guidance and advice.