There are some marketing actions that require extra tracking or a single promotion. For those types of marketing promotions it pays to have a specific page on your website dedicated to the promotion. These landing pages help keep your customers or visitors focused on your single promotion with the least amount of distractions.
Typically they are often simplified versions of your site, and are usually made to encourage users to take a certain action, like signing up for an email list or buying a specific product. For instance, if you were hosting a tweet chat and wanted to capture any new possible customers from the chat, you could send participants to a specific link on your site to download a free ebook or sign up for your newsletter.
While the concept of landing pages may seem like a simple thing, landing pages can be vitally important to your success. Often, the landing page will be the only thing visitors see before they have to make the decision to either take action or leave, so they are your one chance to impress potential new customers. If you want to ensure that your landing pages are working as well as possible, consider these tips:
Focus On One Thing
A landing page should be constructed with a singular goal in mind, and everything on the page should be pushing visitors toward that goal. Once you’ve chosen your goal, make sure that all your marketing and everything on your page is consistent. Not only will this help keep the reader focused on the action you want them to take, but it will avoid any confusion for them as well. This is great, because a confused visitor will usually leave before taking any actions they may be unsure about.
Use Simple Formatting
Since this is the only page new visitors may see on your site, it can be tempting to fill it with as much information as possible. This is a bad idea, however, because your goal isn’t to inform visitors about anything other than the action or product the page is focused on. There will be plenty of time for them to get to know you and your company after they’ve completed the task and moved on to your website. Use concise copy, clear pictures and calls to action, and avoid cluttered or crowded areas, which will only make your page look unprofessional or rushed.
People will always be easily distracted. If you give them even slightly conflicting messages, they’re either going to wind up doing something that you don’t want them to do, or simply leaving without doing anything at all. Make sure that you take away everything that may distract your visitor from your end goal. This includes things like your navigation bar or sidebars, which may entice people to click away to other parts of your site.
Ask For Minimal Information
When it comes to getting potential customers to give you information, the more you ask for, the less likely they are to follow through. While an email address, or even name and email address, is a simple request, asking someone to fill out a 20 question survey may feel like too daunting a task for a first-time visitor. Save those larger information requests for later, once you’ve established a better connection.
If you tell people that they can get a free ebook or report when they give you their email address, make sure that they get it quickly and without any extra steps or hassle. The last thing you want is for your first interaction with a potential customer to come across as deceptive or underwhelming. Instead, use this opportunity to create trust and deliver value, and you’ll be more likely to earn that customer’s business.
What are your favorite tactics for building great landing pages? Share some of the things that have worked for you in the comments below.