Landing pages in the digital marketing hemisphere are just what they sound like, pages online where you want your next lead to “land,” if you will, after a search using Google, Yahoo or Bing. Landing pages serve a s a one-stop-shop for very specific content, often with the intent of converting the lead to actual business.
Typically, landing pages are meant as a destination from a linked online ad from platforms like Facebook, LinkedIn or Google AdWords. But they don?t always have to be. They can also be used to shore up holes in your content marketing strategy to target a high-volume industry search or keyword like, “How much is my personal injury claim worth?”
The law firm targeting that search would create an inbound link of great value if an effective landing page with related content was published on their site.
But what makes for an effective landing page? The fact is there Is no real technical wizardry required to build out a really effective landing page. All you need is well written and informative content, relevant graphics that create visual interest and a strong call-to-action to seal the deal.
The Content: Well-written, informative content is key to an effective landing page. With landing pages, whether or not they are meant as the destination of an ad link or the latest tool in your keyword strategy, you only have a few seconds to grab the reader’s attention and lead them through the page.
Well written content may not actually do that, but poorly written content will send anyone packing from the outset. Make sure your content gets to the point, makes the case for your product or brand, or makes the point succinctly and convincingly if your objective is keyword targeting and gets the reader in the mood to learn more.
Imagery: Imagery helps build interest in any webpage design. With the limited amount of time you have to capture the reader’s attention with landing pages, good, effective imagery is an absolute must if you want to seal the deal.
Try photos that demonstrate your product or service or the subject of your post. Perhaps try a nice color pallet to attract the eye and draw it down the page (toward the goal, your call-to-action). Bullet points offer a great way to provide succinct messaging in short order.
Infographics are a great way to get your point across in a visual statement. Whatever you do, don’t just write a sea of written content and expect to hold your reader’s attention.
Call-to-Action: A strong call-to-action is your chance to seal the deal. Provide a phone number to call or a chat box or a contact form to learn more and turn an online visitor into an actual lead.
What you shouldn’t do on a landing page, if it’s meant to close a sale or convert on the spot is provide too many links out and away from your call-to-action.
Provide a quick summary of all of the information the reader needs to make a decision about your off. A link away from your landing page is often a one-way ticket away from becoming your next lead.
If you would like to speak with a Proctor Digital consultant about how landing pages may help you grow your business online, call us at 312.535.3780. We love to help small businesses thrive in the digital jungle that is the online marketplace.