What is a landing page?
In advertising, your ad is the car and your landing page is the destination. Regardless of your conversion/objective, you need that car to go somewhere hence why you drive them to a landing page. But what is a landing page exactly?
In simple terms, a landing page is a single page you land on after clicking on an ad. These pages are designed to provide specific information regarding the ad that drove someone there. Their goal is to convert leads and capture marketing valuable information about your potential customers and target audience.
What Should My Landing Page Include?
A landing page needs to convert leads, be optimized, and serve a purpose. Below, we list some of the most important features of a landing page.
Unique selling proposition
What makes your company, service, or product stand out? Your message should be clear and stated at the very top of your landing page. Users shouldn’t have to scroll through the page to find the information they need. It needs to be clearly listed throughout your page, starting at the header.
Headlines That Support Your Proposition
Your headlines and callouts need to be unique and support your overall proposition.
Example of a unique headline: Reduce Leak Points, Labor Costs, and Hassle With Our Piping Solution.
Supporting Message: XYZ Company piping solutions are a green approach to plumbing. Our sustainably made products use a unique blended material that is more flexible than plastic. The greater flexibility means fewer connections, reduced risk of leaks, and labor and material savings!
Tell Your Story with Imagery
Images, carousels, and visuals are a great way to captivate your audience while visually telling your message. Choosing product images, video tutorials, testimonials, and other such images help connect with your audience through visualization.
Clear Call to Action
What is your intent for your audience? Do you want them to download a white paper or product spec sheets? Are you offering a 20% discount if they sign-up for your newsletter? Regardless of the intent, you need to make this clear, capture their information, and make sure you position your call to action prominently on your landing page.
Support it With a Testimonial
Word of mouth marketing is more important today than ever before. With review sites, social media forums, and means of communication easily available at consumers’ fingertips, they have ample opportunity to learn more about your product or service. 91% of consumers read reviews before deciding to make a purchase*. Adding a few testimonials to support your message strengthens your value.
Optimize it
In a previous discussion, we highlighted the importance of keyword research for your campaigns and how to properly search for words that will convert your campaigns. You want to make sure those keywords are appropriately written into your landing page copy and headline.
Below is an example of writing an optimized headline.
Headline: Bathroom Piping Solutions That Reduce Leak Points
This headline is very clear and incorporates keywords like “bathroom piping solutions” and “reduced leak points” terms your target audience will most likely use in their search.
Be careful not to go overboard with keywords. Being overly repetitive can adversely affect your search engine optimization or lower the quality score of your search terms.
Additionally, you want to keep your message consistent with your ad. If your landing page is about piping solutions, you want to refrain from talking about other products you offer. You can, however, link to supporting products or services such as connectors, tools, etc.
Did you know GreenHouse Digital + PR can create beautifully designed landing pages as well as search engine and social media advertising campaigns? From highly optimized content on stunning landing pages to keyword research and SEM campaign creation, we can help you achieve your marketing goals. Reach out for a free consultation or assessment of your current keyword strategy.
*BrightLocal