What is a Landing Page?
A landing page is a single web page that visitors “land” from a Google search, social media, or advertising. In other words, they do not arrive at the page from another part of the website. Therefore, it is important to think about what your user wants when they land on this page. Also, please do not assume that they know any information on your website’s other pages. The content of the page usually will be limited to address one question or one topic. You will want to know exactly who your target audience is and what you want them to do for a certain action. You must meet them at their point of need and also address any objections they might have.
An effective landing page
To be an effective landing page, consider:
1. Your audience
2. Address their particular problem or situation
3. Give them some action to do on the page that is later to #2.
A landing page is a work in progress where you make iterative improvements: Once the landing page is set up, it is worth doing some research to find how your users are responding to the page. This takes time, as you need to collect sufficient data. Then from that information, you can further improve or optimise the page. It might be worth consider A/B testing to see if your changes do, in fact, result in better engagement. For example, if your landing page has a very high bounce rate – i.e. people leave very quickly, you need to consider why people are not staying on the page.
Landing pages have various purposes; for example, see my article about Landing pages that target Local Search. In this article, we are going to look specifically at Landing Pages that are for lead generation.
The core elements in lead-generating landing pages
Here are core elements lead-generating landing page should have:
A unique and straight to the point selling proposition (usually seen above-the-fold) with Main Headline and Supporting Headline.
Main Headline – A well-crafted headline will confirm that they have found the information they are looking for. Supporting Headline. The supporting headline expands and gives more details. Consider your target audience and target your headlines to your particular niche.
A hero image or video helps capture what it will be like for your audience to experience the benefits of the solution you are offering. Ideally, your hero shot will capture the emotions that your reader wants to experience.
This is a summary of the benefits of your offering. This could be displayed as a bullet point list of the benefits of your solution or a short paragraph.
Social proof is important to move your user towards making a decision. These include:
- customer testimonials
- customer reviews
- expert, influencer or brand endorsements
- media mentions
- brand statistics
- other user-generated content
Your Call to action usually focuses on a single conversion goal. A call-to-action (CTA) is often placed above the fold and sometimes further down the page. What do you want users to do on the page? Sign up for a newsletter, purchase a product, download a pdf etc. Make sure your CTA is obvious and consistent when you repeat on the page.
By including the above key components and improving your landing pages step by step, you can better engage with your potential customers through your website.
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