What is a Landing Page?
A landing page is a page that sits hidden on your main website. Unlike a website that has lots of different information, services or products and pages. A landing page has one action and one main focus. It is designed to make the customer journey very simple, making the next step for that customer very obvious and easy to take. This next step is known as the call to action (CTA). A website is designed to rank and be found in the search engines. A landing page is designed to be found through paid for advertising.
Landing pages can be built directly onto your website or you can use a landing page creation tool such as Click Funnels.
Here’s an example of a home page compared to a landing page. The home page has lots of links and the landing page only has one link, this same link can be repeated on the page. Having fewer links on the landing page has been proven to increase conversion rates when it comes to paid advertising as there are fewer distractions, which is why marketers use landing pages as the destination for ad traffic.
Home Page Vs Landing Page:
We use a formula when creating a landing page. We want to ensure the call to action and key benefits for them taking the action are above the fold. In this example the clear benefits of downloading the product for prospects will be talked about in the video, we include an image of the digital product that they can download. Giving it an image of something tangible makes it feel real. There is also a clear form for them to complete to get the download. The downloadable product is something of value to the potential customer. In the video we go into detail on the problem the prospect is struggling with. Testimonials of people who have solved their problem with our solution are included and another call to action and form. We also include a biography of the business owner and finish with another call to action at the bottom of the page. Every element on the landing page is there for a reason. The headline captures their attention and encourages them to stay on the page. The copy familiarises them with your offer. The testimonials reassures them of the success if your product or service. The lead capture form collects their information. The call to action button gets the conversion.
We are big believers in congruency all the way through an advertising campaign. The headline on the landing page needs to match the ads so it feels familiar when they get there.
Use videos on a landing page. Videos have been shown to increase conversion rates. Include a video above the fold explaining the problem, solution and how the product will benefit them. These benefits can still be highlighted in text below the video. A second video can be used towards the bottom of the page instead of a written bio. Video builds trust much quicker as we can see the body language and tone of voice.
Here’s an example of a live landing page..