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How to Make the Most Out of a Landing Page
Landing pages are pivotal in marketing; they’re typically tied to a call-to-action (CTA) found in one or more of your marketing materials that entice your customers to act with urgency, whether that’s a promotional discount, coupon, time-sensitive deal, or something else. However, there can be some confusion as to what exactly a landing page is and how it should be used.
What’s a Landing Page?
CTAs can be found anywhere; they can be tied to a direct mail postcard, sent via email, found on a social media ad, or anywhere else you can advertise your business. To put it simply a CTA should ask your customers to “act now!”. Once they click, they should then be taken to a landing page.
Landing pages are the last-stop for what could be a lead, so it’s important to make them effective at capturing both customer interest as well as customer information. If a CTA is a tiny morsel of bait, then the landing page should be the net! With that said, there are several things you need to do to ensure your landing pages are effective.
Landing pages are not web pages. It’s important to keep that distinction in mind when designing one. Because of this, you want to minimize or entirely remove your website’s navigation. Customers that arrive at a landing page don’t need it; they’re there to redeem something, provide their information, or outright buy a product or service. The less opportunity they have to leave the page, the better.
Use More Than One
There are two primary reasons for using more than one landing page. Let’s go back to our net analogy. If a landing page is a fishing net, then it stands to reason that the wider of a net you cast, the more opportunities you have to catch something. The same is true for landing pages! Multiple CTAs across multiple channels leading to different, distinct landing pages give you more to work with.
Beyond that, multiple landing pages allow you to do something we call A/B testing. To keep it simple, A/B testing means you try 2 (or more) things to see which is more effective. When you see more leads generated off of a specific landing page, then it’s time to ask yourself why it’s more effective. From there, you can refine your overall communications.
Keep it Simple & to the Point
Think of your landing pages as salespeople that are inches away from a sale. At that point in the shopper’s journey, they’re simply there to lead the way. Most importantly, they’re there to get out of the way.
An effective landing page is simple, clear, and laser-focused on generating a lead. Any information that doesn’t drive lead generation should be left out, or else you risk inundating your visitors with information they weren’t asking for. Remember; they’re there because you’re asking them to take action.
Have a Call-to-Action (CTA) & Repeat it On Your Landing Page
We’ve discussed CTAs already at length. However, you can’t overstate the importance of the CTAs relationship with the landing page. The CTA drives the lead, the landing page captures that momentum and turns it into something tangible. It makes sense, then, to ensure your landing pages directly reference the initial CTA. If they don’t, you risk confusing your visitors. Let’s say they clicked on a button advertising a 20% off code but the landing page makes no reference to it. That is both confusing and off-putting.
Use a Simple Lead Generation Contact Form
Many landing pages are for services, not products. With that in mind, you can’t simply sell something on a landing page so much as capture lead information for the purposes of following up. Contact forms are a must-have on landing pages for service-oriented businesses; think roofing companies, cleaning companies, etc.
However, while contact forms are necessary, only the most basic information should be asked for. You don’t want to be asking visitors for too much. Keep it relegated to the basics; name, phone number, email, and a description of their needs.
Write Something that Resonates
Finally, don’t get caught up in the pure function of a landing page and make your copy dry and impersonal. Remember to collect your thoughts and put yourself in the shoes of your customers. What kind of problems are they having? What solutions can you offer? How can you make a friendly appeal to those needs?
A Landing Page is Pure, Concentrated Branding
Sure, no one likes a try-hard. Part of marketing 101 is not to overwhelm your audience with language and tactics. No matter how much you’ve planned something, you still want your messaging to be organic and thoughtful.
However, landing pages follow a slightly different logic. They’re allowed to be a bit heavy-handed. Their purpose is in driving lead momentum. Finding the balance between levity and straightforwardness can be a challenge, but it’s one worth exploring when crafting a landing page.
Of course, we understand that balance; we’ve staked our marketing firm on it. When it comes to landing pages we know how much is enough. Contact us for a free website & SEO analysis.