Visualize this; You walk into your usual drinking hole with a few of your buddies and spot a cute girl sitting at the bar sipping a martini. Swallowing your usual nervousness and awkwardness you go over to her and ask if you can sit down, to your surprise she says yes.
What do you do next?
Well, there are two paths you can take and each of them take you to a different place; one leads to a second date while the other lands the girl’s martini on your face.
If you sit down next to her and ask just how much fun she’s willing to have then close your eyes because here comes the martini.
And, if you want to keep the possibility of a second date open you start paying attention. So, while she talks you really listen.
Even if she rambles on and on about her childhood, her boring internship or the fact that she usually doesn’t talk to guys she doesn’t know.
You listen intently because you want to get to know her because talking to her is going to benefit you when you two step into relationship land.
So, what has knowing a girl got to do with landing pages?
Well, just as there are two roads to take with the above-mentioned scenario, there are two roads to take with your landing pages. You can either get to know them really well and then use all your knowledge to build better, more perfect landing pages and, therefore, benefit from them immensely or you can wing it and lose your chance to score big conversions, pun intended!
Where I can’t help you any further with your cute girl issues, I can help you learn all that you need to know about landing pages. Hang on to your seats because you’re in for The Landing Page Tutorial of your life.
The lessons you’ll learn here are fourfold:
The first thing you ask the girl is her name, and the first thing you have to learn about landing pages is their definition.
A landing page is the page that your visitors “land” on once they click on your advertisement (PPC, Banner, Email, Social, etc). These Pages help you convert your visitors’ by capturing information when they fill out a contact form or by clicking on your Call to Action Button.
So, landing pages are standalone pages designed specifically to turn traffic that comes to the page into leads and then convert those leads into green.
Landing pages are an essential part of marketing and PPC campaigns of all kinds of products and services, because who minds converting traffic into $$$. Additionally using landing pages for PPC campaigns can drastically lower your CPC (cost per click) and increase your position in search results because companies like Google reward you for offering highly relevant landing page content to visitors.
To clarify one of the most common myths about landing pages- they’re not another name for your homepage. They serve an entirely different purpose.
Your landing page, as opposed to your homepage, has a specific objective in mind; it is focused on one of your offers, and on only one of them, all the elements on that page are joined together like a well-oiled machine to achieve conversions for that offer.
Where your homepage has dispersed interests and objectives, a landing page has a focused objective in mind, one goal that it’s created to achieve i.e. get conversions.
A landing page is composed of various parts, portions that make it what it is and how it functions; these portions are referred to as landing page elements and you can find 5 of these elements on every landing page that you set your eyes on.
A landing page is as good as its headline because if your headline sucks no visitor is going to bother with your landing page. With the headline, you set the tone for the rest of your landing page which is why your headline needs to really rock your visitors’ world.
The best idea is to include your USP (Unique Selling Point) in your headline, let your visitors know from the get go what is it that sets your product or service apart from the rest in your niche.
Humor and imagination and statistics also work well on headlines.
This is a tricky element because there’s a certain amount of balancing required to produce the optimum amount of landing page copy.
It shouldn’t be so short that the visitor is left confused about your service neither should it be so long that your visitor simply dozes off.
So, not too big, not too small, but, just right!
Although the amount of landing page copy differs for different products, as a rule of thumb make sure that your copy explains your product or service with minimum words.
Less is typically more.
The call to action button does precisely what its name indicates that is call your visitors for action, the action of conversions.
The Call to Action button needs to be the most noticeable thing on your landing page. The CTA should be designed in such a manner that it grabs your visitors’ attention and entices them to click on it.
It should have clear copy on it and an attractive and popping design.
Your landing page should have a relevant graphic or video on it, it can even have both. Just make sure that the image that ends up on your landing page fits there i.e. don’t put an image of a cow on your landing page if what you’re selling isn’t milk.
The same goes for your videos, make sure your videos are of good quality and are made well. There are a lot of landing page video producers you can use to accomplish this.
A landing page form is used for gathering leads, it asks your visitors for their information to help you keep in contact with them for your further marketing efforts.
Your landing page form is the channel through which you can start a chain of communication with your visitors which is why the form should be designed with great precision.
Because while you do want to get the relevant information from your visitors, you also don’t want to ask too much from them that they get suspicious of your intentions and simply run away.
Getting traffic to your landing pages is of course vital, because without visitors arriving on your landing pages there really is no point of building and publishing the pages. Mentioned below are some channels that you can use to get your visitors to your landing pages.
You can use PPC (pay per click) campaigns such as Google Adwords to send traffic to your landing pages by including relevant keywords on your landing pages that your target visitors are most likely to search for.
Banner ads can also be used to get targeted visitors to your relevant landing pages.
Marketers can utilize a relevant email or blog post link to get the right visitors to their landing pages. I’m sure you’ve heard of cross promotion? Make use of this excellent marketing tactic to get your visitors to your landing page and help some other business do the same.
The number of landing pages you have is directly proportional to the number of leads that you generate. If you have a higher number of pages you get more opportunities to convert your visitors into customers.
Having many unique and targeted landing pages increases SEO benefits, as with more landing pages they get indexed more in Search Engines.
With an increased number of landing pages you basically give your visitors an opportunity to make a smooth transition from being your visitors to becoming your customers as you have more visibility.
Also with more landing pages you get more variety and increased targeting opportunities!
Who wouldn’t be merrier?
With this our Landing Page Tutorial comes to an end, now you know everything there is to know about these marketing miracles.
What you need to know now is how you can build, publish, optimize and test landing pages with Instapage and that’s exactly what we have on our plate next.
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