A standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, from search engines or social media and is designed with a single goal or call to action (CTA) in mind. It usually contains no distraction from headers or footers of your usual website.
As defined above, Landing Pages (also known as Splash Pages, Sales Pages or Lead Pages) are usually part of a specific marketing campaign and keep your visitors focused on only ONE call to action, rather than offering lots of options. It is this definition that denotes the difference between a Landing Page and a Home Page. The two are often used interchangeably in marketing terms, however a Home Page usually has links to ALL of the relevant services or products on your site, whereas a Landing Page just has one.
We are simply bombarded with information on the internet, so giving visitors a specific CTA and focusing just on that can lead to more sales than just sending them to a Home Page where they may get confused with all of the options you have on offer. By creating separate Landing Pages for each of your specific products or services, or even customers can also mean that they feel valued and that you are really speaking to them individually.
The step-by-step specifics of how you add a Landing Page to your website depends on the website platform you use for your site, but most websites have the ability to change the type of page from a ‘standard’ layout to ‘blank’ layout which will remove all headers and footers from that page only. If in doubt, search the Help section of your website platform for inserting a blank webpage and that should give you an answer.
In the example shown here, you can see that there is only one focus – to get visitors to register for an upcoming course. That’s it. It is short and to the point, and gives people only one clear call to action.
TOP 5 LANDING PAGE TIPS
1. Stay Focused – remove all links to other parts of your website (even if you feel that you would like to share them). Remember, this page has ONE purpose and that is to sell the product or service that it relates to.
2. Repeat your CTA – whether that’s a signup form or a button – throughout the Landing Page. This gives your visitors the option to sign up without having to scroll right to the bottom of your page and reminds them that they can sign up at any time. Also make it really obvious by using brighter colours, larger lettering or a boxed format they can’t miss.
3. Include Testimonials – visitors LOVE social proof, so include relevant testimonials throughout your Landing Page copy to show what previous or current clients think of your service.
4. Make it Long – in general, the more expensive your product or service, the longer the Landing Page should be. Whatever you are selling, you need to give your visitors lots of reasons why they can’t say no. That doesn’t mean using spammy sales patter, just give them as much detail as you can and explain how you can help THEM.
5. Make it Stand Out – curve appeal is everything here! Use lots of images, bold writing, large text and colours that help your message stand out throughout your Landing Page. If people are going to stick around, they need to feel welcome and that there is a reason to read on. Your Landing Page doesn’t have to exactly match the rest of your website (in fact it’s often a good idea to make it look different so it appears more special) but is should match your branding and vision.
So, there you have it – Landing Pages demystified!
Now it’s up to you to get your Landing Pages sorted and start driving visitors to the right product or service for them.
Here’s to your Landing Page success…