A landing page, according to Unbounce, “Is a standalone web page, created specifically for a marketing or advertising campaign.” The purpose of a landing page, different from a complete website, is that it features a “call to action,” such as subscribing to a company’s email list or signing up for a free trial. Landing pages are where one “lands” after clicking on an ad, bringing the visitor to a standalone page that gives information about a business, its products or services, and provides the opportunity for the viewer to let you know their level of interest by engaging with the call to action. Before you post a lack-luster landing page, here’s the playbook to building a focused landing page.
Target Audience
What type of customer are you trying to reach? For example, are you offering financial services that appeal more to young people starting their careers or are you offering investment advice to older people closer to retirement? Does your business provide a full management service or do you work on more of an “on-call” basis? Knowing information like this can help you narrow your marketing outreach to focus on customers/clients that would be interested in your services rather than wasting money on ads that are going to be seen by uninterested viewers.
Landing Page Goal
What is the goal of your landing page? Do you want customers to buy something, subscribe to an email list, or simply fill out a form? Your call to action should be obvious on the page, and the information featured should lead visitors to respond to your call to action. After viewing the page, your customers should know what you want from them, but that’s only possible if you clearly guide them to the answer. This will help you improve conversions and determine the effectiveness of your landing page.
Keep It Clean
Mashing up every piece of information about what your company does and slapping it together on a cluttered webpage like it’s the early 2000s isn’t going to cut it. People RUN from webpages that look like spam and that’s not what your landing page should look like. Compile the relevant information you want to showcase such as case studies, client testimonials, and your lead magnet. Then present this info in an uncluttered, aesthetically pleasing page that is easy to read and informative without being overwhelming.
Go Build It
Now that you have the playbook to building a focused landing page, it’s time to put these strategies into action. If you have any questions in the course of putting together your landing page, don’t hesitate to schedule a call with us for a free Q&A session!
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