A well-designed landing page can increase your PPC or email marketing campaigns. Instead of getting visitors to browse through general content in the website, a better idea would be routing them to landing pages that would specifically steer them in the exact direction you want them to be in.
Creating landing pages is different from writing blogs, email newsletters or a web page. There are certain guidelines where you can maximize your success.
i. Include portraits of staff members in graphics to increase credibility and appeal to your potential customers
ii. Showcase your products in a portfolio or catalogue format in the landing page
iii. Make your customers feel at home browsing through every section from intro, main body to CTA.
Goal of your landing page?
What do you want to achieve from your visitors? Make landing pages where the CTA is right at the top helps, so you won’t miss out on incoming visitors who already intend to buy. While other visitors want to get to know your offerings better, they will scroll further to review what you have to offer on the landing page.
Just like other online marketing arsenal, your landing page needs goals and purpose. To create an effective landing page, your goals must be clear before you start designing your page. You need specific expectations of the landing page in terms of conversion metrics such as the number of people to make it pass the landing page.
Once you know your goals for landing page, you need to come up with a clear CTA and design your headline, body content in a format and layout that is consistent with other marketing assets like emails and company ebooks.
Keep it simple
A landing page needs to be greatly simplified as a micro site compared to other websites. This is because your company has specific goals. That’s why the value proposition and CTA have to be clear. When visitors scroll through the landing page, you’ve got to place emphasis on the core products/services at the top of the page. So it’s visitors won’t miss a chance to check out the offerings and buy right away on the page.
You may be tempted to include extra information, such as product research and industry comparisons. While these marketing collateral can be useful, too much background info can be overwhelming to your visitors. It can backfire – making your visitors shy away from buying.
You can set aside these marketing assets for repeat customers and more informed buyers. In a buy cycle, it’s a logical approach to give customers more detailed product overview when they are ready to buy more.