Learn About Landing Pages
The literal definition of a landing page is: the first page of your website a visitor sees after they click onto your site from another place. It’s not necessarily your homepage, as some visitors may end up on other pages of your site depending on how they got there. In any case, it is your website’s first impression for the visitor no matter which page they have landed on.
In the world of digital marketing the definition of a ‘landing page’ goes a bit further. A ‘landing page’ in the eyes of a marketer is a specifically designated page on your website to which you purposefully drive visitors from a marketing campaign. This page’s unique content and layout is used to generate a response from the visitor. (Also called a conversion)
Landing pages are rarely ever the homepage and they are not haphazard. They are purposeful and require a unique set of skills to design in order to be effective.
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How are landing pages used?
Here’s a great example: imagine you are a musician and you have an upcoming show. You run a paid ad campaign on Facebook to generate awareness and sell more tickets. When someone clicks your Facebook ad they are taken to your specific landing page which shares the details of the upcoming show and tells the visitor how to buy tickets. The message of your landing page is simple and clear. The landing page has only one purpose – sell more tickets! The landing page doesn’t try to communicate everything about how you began your music career, nor does it sell your promo t-shirts or stickers. It sticks to one purpose: compelling the visitor to purchase tickets, and it enables them to do so with ease.
What makes a great landing page?
The essential elements of effective landing pages have been clearly defined by the marketing industry. This has been a result of extensive exploration of the psychology of conversion. Put simply, they are elements of a landing page that are most compelling to people who see the page (regardless of industry). However, after learning these essential elements your own landing pages should be unique depending on the goal of your marketing campaign and the characteristics of your audience who will visit it. This is where things can get tricky, but there is help!
One company called Unbounce put together a landing page course that teaches you how to identify what your specific landing page may need and which elements of a landing page are most important. Their drag-and-drop online software solution is then used to build landing pages quickly and easily. We use Unbounce every day and highly recommend that any marketer or small business owner read the entire course!
To summarize for this post, however, I want to point out the most important aspect of what makes a landing page great: simplicity. Simplicity means one message, with one call-to-action, focused on accomplishing one goal. If you try to communicate too much with a landing page you won’t end up communicating anything. Visitors will suffer from information-overload. If you ask visitors to do 3 different things, they’ll likely do none. If you try to accomplish many goals with your landing page you’ll likely accomplish none.
You’ll be tempted to tell visitors everything all at once in order to increase your chances of the visitor finding something that piques their interest. You’ll be tempted to give landing page visitors lots of ways to take the next step with your business (i.e. click to purchase, call for a consultation, sign up for an event). But the truth is that communicating a single message and giving them only one option always works best!