The vast majority of business owners, service providers and organization managers are highly aware of the importance of having an online presence. Setting up a personalized website and running a Facebook page are now an integral part of any business’ marketing strategy.
However, not many companies and organizations make full use of the various opportunities the web has to offer. Creating a website is a crucial step for establishing a great online presence, but you could be getting more traction with additional online opportunities.
What Are Landing Pages Good For?
Landing pages look just like any other website but they operate a bit differently. In the online marketing industry, landing pages are used to promote a specific action – downloading a program, subscribing to a newsletter, purchasing a product, etc. As opposed to a full-blown website, a landing page is a single page with a highly specific target: getting visitors to complete an action.
What does this actually mean?
In terms of content, the landing page has one simple message to convey. It promotes the desired action and sticks to explaining the benefits of performing this action.
The design of the page needs to focus on supporting this objective and not anything else. This also means that the design shouldn’t be “too pretty” as to not compete over the viewers’ attention.
The ultimate goal of a landing page is to make viewers click. Both the design and the text of the page need to reflect that.
A landing page, as its name may suggest, remains one single page. You can divide it into separate sections but you should stick to just one page , and preferably not a very long one.
Headlines, subtitles, buttons and images need to represent the page’s message in a powerful and effective way.
Unless you’re planning on designing your landing page from scratch, make sure you’re using a professional landing page template. A professional landing page template doesn’t only look good, it also has a strong visual hierarchy that instantly leads your visitors exactly where you want them most
How Do Landing Pages Actually Work?
In order for the landing page to actually fulfill its purpose, you need to drive traffic into it. This can be done in a number of ways:
Sending the landing page as an email campaign to subscribers. Adding the link to the content of a blog post.
Tweaking SEO settings so that your landing page can be found by organic (not-paid) search.
These are all good methods to drive traffic to your landing page, but now you need to think where to send visitors once they clicked on your page. We mentioned before that the ultimate goal of a landing page is to get viewers to click, but where is that click taking them? Will they be redirected to a shopping cart? A registration form? A an inner page within your website? Think carefully about the next step and create an easy path for viewers to get there with a single click.
Important: One of the greatest advantages of of landing pages is that they are relatively easy to make. This means you can actually create more than one landing page and test the performance of more than one design. Testing landing pages is a crucial technique in professional online marketing. It can teach you a lot about your target market and help you focus your messaging in the future.
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