Success in digital marketing in today’s world is going to have a lot to do with using the concept of a landing page on your website.
It is one of those easy ways to turn your website’s visitors into something more – prospects and customers. Oh yes! It is a fancy term “landing page” that we want to throw around in the field of online marketing but never really gotten to the first of the matter in properly understanding and defining it. Today is the day we break it down.
What Is A Landing Page?
Do you know that page you are redirected to after clicking on a link? That is ideally the landing page.
A landing page is a standalone web page, created specifically for your marketing or advertising campaign. It’s where a visitor “lands” after they click on a link. The link could be in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
This enables you and your business to exchange contact information with your website’s website with the aim of further engagement. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their name, email address, and job title.
In all this, very many marketers want to confuse a landing page with a home page. They are not exactly similar. Landing pages are designed with a single goal, and that is a call to action (or CTA). That is the verification for wanting to collect information from your visitors.
It’s this goal that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
The use of a landing page is a perfect example of targeted marketing or advertising as it is geared towards a specific stream of traffic, a particular group of traffic interested in a particular product or service.
This may range from making a purchase, calling in for inquiry, register for an upcoming event, subscribe to a newsletter, or even become a lead/prospect by submitting a form.
Checklist Before Creating A Landing Page
Before you come up with the perfect landing page, there are some checks and balances you ought to have put in place to guide you on how best to build your page. These include:
1. Buyer Persona
The priority of any inbound marketing process is supposed to be defining buyer personas, from which the target audience will be ably defined.
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. It ideally represents the wants of your customers and their behavior as they come into contact with your business.
Easy access to the internet, means that the profiles can be developed easier and faster.
It is prudent that you tailor your landing page to suit one buyer persona otherwise, it will fail to fully affect any persona in particular. There will struggle to identify with all available persona and in the end, resonate with none.
Here is how to create a buyer persona.
2. The Offer
This is simply the value the prospect will receive when they engage with you. The offer could be a free e-book, webinar, tip sheet, comparison guide, or anything else that is downloadable and informative about the industry you are in. It should resonate with the buyer’s challenge, hence going hand in hand with understanding and defining the buyer persona.
3. Buyer’s Journey
Qualifying new leads involves deciding whether or not they’re a good fit lead for your business and whether or not they will likely move forward in the buyer’s journey.
Different types of content should be created for each specific stage of the journey to help people move from one stage to another. Details of each are broken down below:
- Awareness Stage: A visitor in the awareness stage has expressed symptoms of a potential problem or opportunity but can’t quite name what that problem is. A person in this stage is doing a lot of research to understand their symptoms and define what is causing them. Pieces of content to create and target people in this stage include e-books, white papers, and guides.
- Consideration Stage: In the consideration stage, a prospect has clearly defined their problem or opportunity, and now they want to understand what they can do to solve it. Types of content you should create for people in this stage of the Buyer’s Journey include comparison white papers, webinars, and videos.
- Decision Stage (also known as the Intent Stage): In this stage of the funnel, the prospect knows their solution strategy and approach. At this point, they are doing vendor comparisons and are trying to narrow down the list of vendors to a select few before making their final choice. Providing them with case studies, demos, and product information at this stage would be a wise decision.
Types of Landing Pages
1. Lead Generation Landing Pages: They are also called “lead capture” pages, and use a form as their call to action. This form almost always collects lead data, like the names and email addresses of visitors. (You can read some expert-certified lead gen strategies here.)
It is commonly used by B2B marketers and companies selling high-ticket items. They sometimes offering something free, like an ebook or webinar, in exchange for contact info. Ecommerce brands can also use these pages for list-building, or offering free shipping or special deals, too.
2. Click through Landing Pages: Frequently used by e-commerce and SaaS (software-as-a-service) marketers, clickthrough pages go straight for sales or subscription. Usually, they have a simple button as the call to action that sends the visitor into the checkout flow (like the app store) or completes a transaction.
Best Landing Page Practices
After understanding your checklist and who fits it, coupled with the type of landing page, you will have a few things to put in place for you to be effective
1. Have a compelling headline – It should be attractive, and also the first thing they see when they reach your landing page.
2. Offer Value – You want to clearly state the value the prospect will get by following the link to your landing page. Customers usually have 3-5 seconds to be impressed.
3. Build The Form – From the buyer’s journey and persona, you want to make sure the fields in the form resonate with the stage in the buyer’s journey you are trying to influence. Typically, for an awareness piece, you want to keep the forms brief and get basic information such as name and email address. The further down the funnel your content is, the more fields you should consider adding as leads are getting closer to buying.
4. Eliminate Site Navigation – You want your prospect to solely focus on your landing page and have no cause to go anywhere else.
5. Use good images – This is a case of beautification. Everyone loves something that looks good.
How To Promote Your Landing Page
Well, everything on the internet needs a little push before it gets in the eyes of the right people. So, here is how you can go about promoting your landing page.
1. Enable Sharing – Add share links to your landing page to encourage your website visitors to share your content with their audiences. Use the channels of social media where your target audience is most aggressive. Not all media channels will generate successful campaigns.
2. Use of Email – Send a promo email to a targeted list as opposed to an entire email database. The more targeted the list is concerning your landing page, the higher the odds are that people will convert.
For the lack of calmer words, it is a fool’s errand to send their advertising, email, or social media traffic to their homepage as it is a huge missed opportunity. The home page is not optimized to address specificity in the buyer’s journey. Prospects will e easily move on if they don’t see what they came looking for. The traffic should be targetted.
MonkeyPesa is here with a ready-made Business Management Suite that helps streamline everything from Leads to Deals, Tasks, Accounts, and contacts.
MonkeyPesa is genuinely built for Sales teams. It is simple but well streamlined and organized.
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