Creating a landing page is one way businesses attempt to quickly engage with their customers online. But what exactly is a landing page and how do you create an effective one?
Technically, any web page is a landing page because by clicking on it, you land there, but for marketing purposes, landing pages are standalone pages, essentially separated from the rest of a business’s website, and their goal is to quickly persuade viewers of the usefulness of the product advertised and then convert to sales.
The reason landing pages are created to “stand alone,” is so viewers do not click away from them. Landing pages are designed to be online dead ends. The options left are two: back out or sign up and purchase what is offered. If properly designed they can be quite effective. Nearly 70 percent of B2B businesses use them to get new sales leads for future conversions.
The challenge, then, is to make the landing page dead end as attractive and intriguing as possible so the viewer isn’t even tempted to back out. Here are some ideas on how to accomplish that:
Using these tips, it should be fairly simple to avoid the usual landing page pitfalls and design something that works. It’s always a good idea to get feedback from your clients, customers, or friends on what works and doesn’t work for them. And, as always, keep trying new or different versions to see what most appeals. For any business, marketing and advertising is trial and error, but online you are able to get feedback more quickly. It’s wise to take that feedback and tweak your website until it runs like a well oiled machine. Good luck “landing” new customers!
+Max Friar is a co-founder of Corporate Conversions, LLC. Max enjoys comprehensive website audits and analysis and helping clients with full-scope SEO solutions. Max resides in Grand Rapids with his wife, Cori, and three children, Brenna, Max, and Jack.