There’s no denying the significant impact that a well-crafted landing page can have for a business. Not only can it effectively streamline the conversion process, but it can also skyrocket your sales (see what I did there?), all while building credibility with your audience and helping you to achieve your business goals.
In short, your landing page is an indispensable tool in your marketing arsenal — and you’re probably using it incorrectly.
I’m Chris Shirlow, Director of Content here at 1SEO, and I’m honored to be your flight attendant for this journey. Today, we’ll be departing from No-Converttown (population: you) and will be arriving at ROI-sville in just a short trip. I hope you enjoy your in-flight entertainment!
First, let’s get this out of the way: what the heck is a landing page? No, it doesn’t have anything to do with an airstrip, tarmac, runway, or airplane. Well, at least, not directly.
In its most simple and straightforward definition, a landing page is essentially a page that a consumer lands on; however, this page is far different from a typical page on your website. A landing page stands on its own and is built for one particular purpose — to get sales.
But why do you need one at all? It’s simple — attention span (or lack of it). Let’s take a look at a quick example:
Let’s say you own an HVAC company. You’re spending money on your PPC campaign, you’ve got your email marketing going, and you just started investing in paid social. After some time, you’re definitely seeing clicks on your ads, and traffic to your site has increased dramatically — but you’re not actually seeing any conversions. “How could this be?” you wonder, frustrated that all your money is being spent with little-to-no ROI.
The answer could simply be that you don’t have a landing page — or your current one sucks.
You probably already forgot that I mentioned “attention span” in the section above — and that’s precisely my point. See, you need a landing page to keep potential customers focused on the product/service/offering that brought them to your website in the first place. You may be wondering, “Why not just use my home page? That’s a ‘landing page,’ right”? Well, yes, technically, it does qualify as a landing page, but no, it’s a terrible idea.
Look, the homepage of your website — as well-designed, beautifully crafted, and well-written and optimized as it might be — is made to entice visitors to explore your brand, get to know your company, and browse your offerings. Plus, it’s likely loaded with links as well as other bells and whistles (read: distractions) for visitors to engage with, click onto other pages, and possibly even make them forget the entire reason they stumbled on your page in the first place.
In short, sending visitors to your home page instead of a landing page is costing you potential revenue.
A truly useful and effective landing page serves a primary focus: to guide users to one specific action. That action can be a variety of things — perhaps filling out a contact form, downloading a white paper, making a purchase, or scheduling a consultation for your services. You can define the action you want to take; the critical thing here is that you make it simple and easy for them to take that action.
Too often, we see the same, typical landing page mistakes: too much written copy, not understanding your audience, not enough CTAs or conversion buttons on the page, too many distractions, the list goes on and on. At 1SEO Digital Marketing, we’ve seen just about every landing page mistake in the industry, and have developed a system to craft high-converting landing pages that can not only increase your leads, conversions, and sales, but add to your bottom line. And after all, that’s what you’re looking for, right?
So, what’s the secret to creating a successful landing page? Luckily, we have it for you…and it’s right here. With our Guide to Creating a Successful Landing Page, you gain valuable and industry-expert insight into the essential elements of a landing page, mistakes to avoid, best practices, and so much more.
Stop wasting your advertising dollars on campaigns that don’t convert because of a poor, ineffective, or nonexistent landing page — download this whitepaper right now and start getting the ROI that you deserve.
I hope you’ve enjoyed your flight with 1SEO today! For more information on landing pages, ppc ad campaigns, or any of the other offerings in our full digital marketing suite of services, contact us now.
About the Author:
Chris Shirlow is 1SEO’s Director of Content, and a self-proclaimed “Content Assassin.” He’s written international award-winning content and has a penchant for shooting fellow employees with Nerf guns. His favorite dish is porcelain.
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