The term landing page seems to mean different things to different people. They could mean an opt-in page or a sales page and sometimes it can become confusing. However, they all have one thing in common; they are pages that are action-oriented and have been specifically designed for a particular marketing campaign.
What are landing pages used for?
You are either going to use a landing page to generate leads or to make a sale. However, I think the most common understanding of a landing page is to capture a visitor’s information in exchange for a desired offer.
This offer is normally free and is solving a problem for your audience. This is crucial because if it is not, then your audience will just ignore it.
Why do I need a landing page?
Many business owners don’t think they need to do any online marketing or if they do, they are not sure how to go about it. They just think that Facebook ads is the answer. No matter how good your ad might be, if you are just directing them to your homepage of your website, then you are most probably losing a lot of money doing so.
The reason for this is that a homepage is more used as a resource. It doesn’t have a strong ‘call to action’ and many visitors get distracted by other links on the page.
In contrast, the sole purpose of a landing page is to convert a visitor into a lead. There are no distractions and you just want them to take one action which is normally to give you their information in exchange for a solution to their pain.
If you are looking to use online marketing in your business and want to get more leads without having to make cold calls etc then using a landing or opt-in page is going to be an important part of that strategy.
Without it, you will find it very difficult. If you can identify a pain that your ideal client is having and if you can solve it in a report, eBook, video or even audio then by using a landing page you can get those people to give you their information.
All you then have to do is to follow up with them.
Mistakes made on landing pages
I have seen many people try to create their own landing pages who have unfortunately made a few mistakes along the way, which means the landing pages are either not working or not working as effectively as they could. I have tried to highlight some of these below:
Landing pages that have been built on their websites typically still have the site navigation at the top. This causes a distraction, meaning visitors don’t end up staying on the landing page and doing what you want them to do. You have given them an escape route.
Ideally you want to remove any distractions from your landing page. If you can remove the navigation from the landing page, you are minimising the risk that potential clients miss your offer.
A landing page might look great on your laptop or PC but have you checked to see what it looks like on your phone? Many people use their phones more to browse the internet than using a laptop or desktop so you need to make sure they still have the same experience and can see the information clearly on the page.
I have seen the traffic reports of client sites and at least 80% of their traffic is coming from mobile. You don’t want to miss out on this because your landing page is not showing up correctly on a mobile device.
When I am building any sort of website or landing page, I try to keep it as simple as possible. The reason for this is to make sure that people can have a great experience viewing the page.
If it is too cluttered or if the design is too complicated, people can’t follow the flow of information easily, which results in them giving up and finding someone else.
Laying out your information in a format that is easy to follow will help people make a decision. You want to make it as easy as possible for them to subscribe to your list. Just remember KISS (KEEP IT SIMPLE STUPID).
Slow loading pages
Slow loading pages can cost you money. Visitors don’t have the time or attention span to wait more than a few seconds for a page to load. Anything more and they just close it and go somewhere else.
When building a landing page on your website, you need to make sure that your website host is able to load your pages fast. If not, you either need to move host or use a dedicated landing software. These are designed for the sole purpose of building landing pages and so they make sure that the pages load fast.
No Thank you page
A thank you page is really underrated. Firstly, having a thank you page allows you to thank the subscriber properly, but it also allows you to monitor your conversions. How many people have visited the page and how many have actually subscribed?
Secondly, the thank you page can also be used to upsell your new subscriber. You could present them will an offer for a product at a small fee. That way you could make a little money but also recoup any advertising costs.
Not using analytics
You need to monitor how many visitors are actually coming to the page. How would you know if it is actually working?
You could have plenty of visitors, but no one is subscribing. There might be something on the landing page that is not working correctly, or you might need to tweak the content.
Without any analytics on the page, how would you know?
It is really important to monitor the page and see what might need tweaking. Once a landing page is live, that is not the end of it. You want to make sure that it is a really important asset in your business and without knowing the numbers, that will be really hard to do.
No call to action
This is probably one of the most important elements of the landing page. This is what tells your visitor what action you want them to take next.
Is it to book a call with you, is it to fill in their details to receive the report? If you don’t tell them, they won’t be able to take the action you want them to take.
So when creating the landing page, please make sure that you have a strong call to action on the page.
If you are looking to build your own landing page and need some advice or would like it to be built for you just click on the button below to book a call.