We’ve told you how to promote your business online, but how do you turn extra website visitors into customers?
The answer lies in the landing page.
In digital marketing, a landing page is the page of a website that you ‘land’ on when you click a link in an online ad, email, social media post or other marketing communication. They are also referred to as ‘lead capture pages’ and were first used by Microsoft to help online sales of the ‘Microsoft Office’ product in late 2003.
If you’ve been using digital marketing to send users to your website homepage, you’ve been doing it wrong.
Landing pages are a very effective and efficient way to generate leads and help businesses convert visitors into customers. They provide relevant information to people and guide them towards a specific goal via a strong call to action (CTA). The usual goal is to either capture contact information in a form or make a sale.
The page should of course match the content of the corresponding advertisement or email. For example, if you clicked on an ad for a pair of shoes, the landing page should have a large picture of those shoes front and centre. This rule doesn’t just apply to images either. If your ad states ‘10% discount on all footwear’, the landing page should feature this text prominently. It should also answer key questions people may have about the shoes and clearly show how to complete a purchase.
For maximum effectiveness, a landing page needs to be tailored to your visitors.
For example, if you sent out an email to your existing customers with a special deal on a new product, you would customise the content on this page to people who are already familiar with your offering. Ditto for landing pages linked from your social media pages: they need to be aimed at those who already follow you and know your business to a degree.
In contrast, a page linked from an AdWords ad would typically attract prospective customers, who may have read only a few sentences about your company, if anything.
Just as landing pages should be specific to the target audience, they must also be single-minded.
Everything on a landing page should be driving visitors to do one thing. As mentioned above, this means having only one CTA. This makes it less likely that visitors will get distracted and click on something else.