Making the right first impression can be unnerving.
This is especially true when the person you’re trying to impress/make a connection with is someone important, for example your potential customers.
An ad that piqued your visitor’s interest will go to waste if your post-click landing page doesn’t follow suit with the right post-click experience.
Making the right impression with your landing page involves getting to know your visitors really well and using all the data to create better, more perfect landing pages.
This post will take you through the process of creating landing pages that help you connect with and convert visitors.
Let the Landing Page Tutorial Begin
The lessons you’ll learn here are fourfold:
- You’ll learn what landing pages are.
- You’ll see what is it that makes landing pages what they are i.e. their ingredients.
- You’ll get to see the different ways that you can get traffic to your landing pages.
- And, you’ll get to know just how many landing pages are enough to reach maximum potential.
Share Pleasantries with Your Landing Pages
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.
What is it that Makes Your Landing Pages Tick
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.
1. The Headline or The Statement of Your USP
A landing page is as good as its headline because if your headline is not great then 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.
2. The Landing Page Copy
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.
3. The Call to Action Button
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.
4. The Graphic / Video
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.
5. The Lead Capture Form
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.
Traffic Channels for Your Landing Pages
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.
1. PPC Campaigns and Banner Ads
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.
2. Email or Blog Post Link
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 More Landing Pages the Merrier the Marketer
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.