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Why Your Business Website Needs a Landing Page
Most business owners agree that an online presence is critical to their success. A well-branded website coupled with a solid social media presence can increase both customer awareness and sales.
A landing page is one more piece of the puzzle in creating a professional online presence for your business. Whether you’re promoting an upcoming event, making customers aware of a new product or service, or collecting customer information for email marketing, landing pages should be part of your marketing strategy.
What is a Landing Page?
Great question! A landing page is the page visitors “land” on when they click through a link from another page and arrive at your site. Unlike a standard web page, landing pages usually don’t allow users to navigate to other pages or contain external links. The goal of a landing page is singular—to engage visitors and encourage them to complete a specific action.
Types of Landing Pages
The type of landing page you use will depend on your needs. Some target converting visitors to customers while others try to sell particular products or services.
Click Through – A click through page is a landing page that doesn’t require visitors to fill out a form. Rather, clicking through pages provide information to visitors on the value of your product or services, and compels them to click through to get to another page with additional information. A good click through page piques the interest of visitors and encourages them to dive deeper into your marketing funnel.
Lead Generation – This is likely the landing page you’re most familiar with. Lead generation landing pages gather information on visitors who are interested in your products, services, or your business in general. A good lead generation page will usually offer an incentive of some sort in exchange for a visitor’s information. If you’ve ever entered your email address to receive a coupon code from a website, you’ve likely worked with a lead generation page.
Components of a Killer Landing Page
While the type of landing page you use may vary depending on your needs, the content of landing pages is pretty similar. Consider the following key components when crafting your landing page:
Eye-Catching Headline – This your “hook”—the first thing that should catch the eye of visitors. A good headline should be specific and concise and should promote the service or product your customers can’t live without.
Visual Aids – The visuals on your landing page should help sell your business to potential customers. Visuals should compliment your brand and provide subtle confirmation to visitors that using your product or services is in their own best interest. If your landing page includes a “call to action” button, it should always be vibrant and in a color that contrasts but compliments the palette used on the landing page.
Trust Indicators – Visitors want to know your business delivers on its promises. What better way to let them know how great you are than to share positive testimonials? Hearing others sing the praises of your business goes a long way in building trust. Similarly, if you have worked with other big-name companies, your landing page is a great place to include their logos, once again building trust with prospective customers.
Lead Generation Form – This is the final step, where customers decide whether to give their information to your business. You can increase the likelihood of this happening by making your form short and sweet. Minimise the amount information visitors must input—the quickest way to send potential customers running from your site is to ask them to enter a full biography. Name, email, and possibly an option to include a phone number are all you need…and likely all visitors will be willing to share.
Call to Action – Clear and direct are the keys to a great call to action (CTA). Using words like “buy now”, “shop here”, or “sign up” give visitors clear directions on what will happen once they click the button. Letting customers know about the benefits of clicking on the CTA button helps encourage visitors to click. “Sign up to receive 50% off your first order!” would certainly get my attention.
If you are in agreement that landing pages are important for small business success but aren’t sure where to start, or if you have a landing page in need of a marketing overhaul, contact Digital Canteen on 02-9025-4304. Discuss all your project details and digital marketing needs, and our team will get your project started as per your requirements.
Thanks for reading,
Digital Canteen Team