With any strategic digital marketing campaign or initiative, there is always a conversion goal. Maybe you’re running a series of ads on Google to increase your traffic with users who are searching for terms that are relevant to your products or service. Perhaps you’re running a Facebook campaign with a video to build your brand awareness and promote your latest event. Or, maybe you’ve just sent out an email to all of your existing customers and email subscribers, offering them an exclusive coupon for their next purchase.
Regardless of the platforms and methods you use for your initiatives, the ultimate goal is to increase your brand awareness, pique their interest, establish a desire for your product, and encourage an action or conversion.
When your business uses paid ads, social ads, or an email marketing campaign to promote a specific product, event, or offer, where are you sending them once they click your ad? Are they landing on your homepage, or are you sending them to a specific landing page that was designed and developed to generate the specific conversion you desire? In this post, our experts want to share with you how a landing page can elevate your digital marketing initiatives and ensure your campaign delivers maximum conversions.
What is a landing page?
A landing page is a specific page on a website that is designed and developed to generate a specific conversion. Most commonly, these pages offer a resource (such as a free quote or an informative download) in exchange for the visitor’s contact information. This contact information is then used for other digital marketing initiatives like email marketing.
Landing pages can also provide more specific conversion opportunities to visitors, such as:
- Registering for a special virtual or in-person event
- Signing up for a free trial of a new service
- An exclusive discount/sale
But a landing page isn’t just meant to generate a specific conversion—it is also designed and developed to receive a specific stream of online traffic. While your homepage, about page, or product/service catalog can be directly or organically accessed by anyone, a landing page is usually only accessed by visitors who are guided there by a specific digital marketing initiative, such as a paid ad campaign or a series of marketing emails.
How does a landing page benefit a digital marketing campaign?
Let’s say you just launched a paid ad campaign to promote your upcoming event, and you want to boost your signups/registrations. You researched your target audience, selected the right platform to reach them, established an appropriate ad spend budget, created powerful ad content, and finally, launched your campaign. Now what?
If your prospective attendee clicks on one of your ads and lands on your brand or business’s homepage, will they find all the information they need about the event you’re advertising? Will they know where it is (if it’s in person) or how to access it (if it’s online), and will they know the dates, times, price, and any other vital details? And most importantly, will they have a convenient and compelling opportunity to sign up? Or, will they have to navigate through your site to find this information and your registration form if they have the patience to do so? Not likely… if these details are simply included amongst the other content on your homepage or hidden within an interior page of your site, your offer might lose its value, and you might lose the attention or focus of your user, missing out on a valuable chance to convert.
With a professionally designed and developed landing page, you can immediately present your visitor with all of the information that they may need, get their attention in a powerful way, and provide them with the perfect opportunity to convert with a sign up form right on the landing page.
How to create a high-converting landing page.
A landing page can be as long or as short as you want it to be (and in most cases, the shorter the better!), but there are several features and key design elements that are essential for every landing page, regardless of your industry or audience. These elements include:
- Consistent and recognizable branding. Who are you?
- A unique selling proposition. Why should they choose you?
- Clear and concise information. What do they need to know?
- Strong CTAs (calls to action) and callouts. What should they do?
- A lead generation form (contact form, sign up form, etc). How do they convert?
When you strategically include these elements in your landing page with consistent branding and strong digital assets (such as a video, a graphic, or some photos), you are able to capture their attention as soon as they land, present them with an offer they can’t refuse, and generate that desired conversion.
When your landing page is designed and developed by a professional web design and digital marketing agency, you can ensure that every element and feature of your landing page serves a valuable purpose and performs optimally. Our experts frequently use A/B split tests on layouts, forms, and CTAs to ensure that our landing pages deliver maximum conversions. And, since we are able to control what sources drive traffic to your landing page, we use analytic tools to track the volume, relevance, and value of traffic from the originating channels.
We can help you create stellar landing pages.
To ensure your landing pages are attention-grabbing, high-converting, and work seamlessly with your digital marketing campaign, contact us today. Our design and digital marketing experts will help you design, test, launch, and monitor a landing page that delivers valuable results.