If you want to increase sales and lead customers to your products and services, landing pages for websites can optimize your marketing efforts and increase conversions by offering a short summary of why someone should buy this product. Landing pages receive the best success when they are promoted with Google ads or on social media.
In online marketing, landing pages are referred to as a single page that captures traffic from a main source such as an optimized piece of content, online advertising, e-mail or a special promotion. The purpose of a landing page is to convert visitors into sales or leads by offering a compelling product, service or resource as a solution to their problems. Unlike a homepage, a landing page directs traffic to a specific service or offering.
Keep it short and simple: Landing pages that are clearly defined and have a single offer typically have higher conversion rates. Include a simple headline that describes the solution you offer and break up long text with bullet points, sub headers and graphics.
Show your value: Demonstrate how your product or service works by including before and after testimonials, case studies, or data that supports your value proposition. Tell a story that shows how you solved a customer’s problem with specific details.
CTA (Call To Action): Landing pages for websites have a clear call to action. Is your goal to drive more subscribers to your e-mail list? Do you want to convert leads into customers? Include a signup form that captures information and includes a strong call to action. Use large and clear buttons so your leads can easily see where to buy or sign up for your product or service. Unbounce is a great free tool to ensure your landing page is optimized and high performing.
Creating a landing page allows you to differentiate your offers and target a specific audience online. Landing pages are not linked to your main website and reinforce the offer or service that your content or online ads promote.
Here are steps for creating landing pages:
Step 1: Define what your audience wants
Conduct market research to understand your target audience and their pain points (what problem your product or service solves). Look into who should be your target market, i.e. what age, gender, and culture are hoping to focus on, and therefore what language and graphics should you use to reach them.
Step 2: Design your page and create a CTA
Create a clean and simple design that matches your brand and conveys your message in a straight forward manner with clear CTAs. Put the most important information at the top of the page and break up the text with subheads, tagline and images. Be as succinct as possible, yet still engaging.
Step 3: Monitor key metrics
One method is to run A/B tests, which reveals which elements of the landing page are working and which elements need to improve. You can monitor metrics to see which version of your headline, CTA and main image get the best results.
Step 4: Optimize and make changes to improve conversions
Based on your results, optimize your page by changing the elements to improve conversions.
After creating a landing page, the next step is to make sure you promote it to the right audiences, otherwise your page will have no traffic. Be clear about the action you want your readers to take and create a CTA with a sense of urgency that entices them to click onto the page.
The most common ways to promote a landing page include e-mail campaigns, social media, and Google ads.
Paying for traffic through Google Adwords or other pay per click campaigns help you target your demographic and bring visitors to your page. These type of ads allow you to set a daily budget and track how much you are spending. The benefit of pay per click advertising is that you are only charged when a user clicks on your ad, making it a low-risk strategy to getting more page views. Be sure to keep track of your metrics and continually optimize for the best results.
Facebook and Instagram offer ad platforms that allow you to create ads, identify audience characteristics such as gender, geography and interests. Facebook also offers a tool that allows you to create a look-alike audience based on the data of your current customer segment. Creating ads leading to your landing pages is a great way to boost traffic and create conversions.
If you want to create a landing page without spending any money, guest blogging and organic posts can reach your current audience as well as a cold audience from social sharing. You can share your landing pages to your audience as a part of your content strategy, but make sure when you do so to focus on engagement. While it’s free, organic posts will likely have the lowest conversion rates unless your engagement rate is extremely high.
E-mail newsletters are a great way to reach out to those who are already familiar with your brand and the value you provide. Create an email list and then provide regular newsletters or email marketing campaigns that drive traffic to the landing pages.
Compass has a cleverly thought out landing page that even includes a video. Real estate is one of the top industries to use landing pages, but as it’s a tough market, the average conversion rate is only 2.47% (compare with 3.75% across all industries). Nevertheless, Compass does a great job here of making sure they stand out, but all have cohesive graphics and readable content.
Shopify pro landing page is no surprise due to their continued success. Their CTA is at the top and is easy to begin their free trial. The brand benefits are laid out in 3 easy to read horizontal boxes, and they end with their trustworthiness with client logos and a testimonial.
Startup Institute does a great job of attracting potential entrepreneurs with their landing page for generating leads. Though this is a longer example of a landing page, each section is nicely separated and includes a bright red CTA that jumps out at the reader. They did a great job of summarizing their complex business onto a single page.
Wistia’s minimal form is well designed and strategically placed to make it easy for users to sign up. The page is easy to navigate and includes frequently asked questions below the sign-up form. Their use of a FAQs list as their content makes it easy to understand how it works.
Edupath features a one-click form for parents to fill out, which sends a link to download the app on their children’s phones. This makes the app easier to download for the target audience. The easier the CTA is, the higher conversions will be. Not to mention their graphics and layout are extremely well-designed and pleasant to view.
Microsoft has a great landing page for their e-book on cybersecurity trends. There’s an easy to find form, minimal content that gets straight to the point and has an organized layout. It really can be that simple!
Landing pages for real estate for Google Ads testing: sample
Fintech website re-design with B2B landing pages: sample
At Integrated Digital Innovations, we offer custom online marketing strategies for landing pages that integrate methods such as mock up designs, text creation, web development and promotions all in one. You can find all of our online marketing services here.
Adriana Stein is an Online Marketing Consultant based in Hamburg, Germany. Originally from the US, she is a native English speaker and specializes in helping companies with their SEO & content marketing strategies, along with graphic design, brand copy and website development.