Creating an Effective Landing Page

by YC Ng on January 27, 2011

A landing page is also referred to as a microsite.  It is a page specially created on a website especially for specific marketing campaigns, with the intention of generating a marketing lead when visitors see the page.  The goal sounds simple enough, but it is easier said than done.

P1 Landing Page

P1 Landing Page for Their SEM Campaign

Very often, there is a misinterpretation that this is supposed to be a page where hard selling is involved.  However, many hard sell techniques and writings may put off visitors and potential customers because a bad copy will actually rub your site visitor the wrong way. Just as any successful advertisement copy, there are steps to follow to create the ultimate landing page.

What is the Goal of your Landing Page?

It is important to identify what is the desired objective of the landing page, and possibly, what the visitor should do if purchase is not yet done immediately.  A landing page may include contact details for a shy visitor to contact later on when he or she feels more comfortable with the idea of the product that you try to sell, at a convenient time. To make the landing page memorable, it is vital that the page communicates the brand values of the company running the campaign, otherwise it will be a wasted effort.

Important Elements for Effective Landing Page

There are several key points that should be included in your landing page.  First of all, of course your company logo and tagline, one that the public recognizes as being exclusively yours.

Secondly, you need to give your page visitors a way to contact you, and it could be your hotline or your customer service number. It has to be a number where the public is able to speak to or ask about the item you are promoting in your marketing campaign.  It makes no sense if your customer service is not aware of it.

The third important thing that you may add in is satisfied customers testimonials. Testimonials give credibility and adds weight to your company products and services, and it helps to build an instant trust to your company, which will trigger an action by the potential customer to contact your company.

Since customers are ready to trust you, you should guide them on ways to get started.  This is the fourth factor that has to be built in with your landing page, let them know how to start getting in touch with you.  Sure, the telephone number is already there, but remember that this is the world wide web.  A telephone number is great if your potential client is near you.  What about those who are not? Guide them by the hand, with perhaps an online form that they may fill in with the most basic information about themselves such as their name and contact information, so that your company may contact them instead.  It may be by phone or by email, let the potential customer decide which is more comfortable for them.

Getting their information is your fifth factor that you should have in your landing page as it helps you lock in a sales lead.

The sixth factor is an offer that will lead them to the next level to understand your product more.  Usually, a freebie will help, and once your potential customer signs up the form with basic information, it will be nice to have your click button for submission termed in such a way to qualify them immediately for a free trial or some offer that they cannot resist.

It is important to remember that your landing page is a one-way sales pitch, and you are not able to see the reactions of your visitors immediately, not until you check your online statistics to find that they click away from the page, uninterested. So, it is important that your copy is written by a professional copywriter who will create a strong headline and a powerful copy that will engage readers and bring them to the next level. A common mistake especially for Asian companies is to have fantastic designers working without an expert copywriter, creating a beautifully designed landing page full of grammatical errors that will put your business to shame. This mistake can be avoidable if you remember that only the right words will bring you business.

A next factor for consideration is the search-ability of this landing page.  Ultimately, this page is competing with the millions of pages on the Internet, and you may not have all the time in the world to wait for your page to rank number one in Google.  You will need more than just your typical SEO techniques.  Tell the people about the existence of your page through emails, offline advertisements and other media. Follow all the other steps you will employ on your website such as keywords and whatever else, but make it stronger through other media as well. After all, a marketing campaign which warrants the creation of your landing page is intended for immediate results.

Once you create your landing page, it is not supposed to be the end of it all.  You should always monitor and tweak your landing page so that it will bring more traffic and convert more sales. This practical theory has been employed for decades in traditional advertisements in other media, which is applicable on the Internet too.

Since your landing page is supposed to be used for a short-term marketing campaign, it makes sense to ensure that visitors are still able to contact you after your campaign ends.  The world wide web is full of old news and it is not surprising for potential customers to visit you months after your campaign expires. You may wish to consider updating the page with a redirect to your website with a note to inform the late visitor that the offer had expired, and to lead them towards the next offer or to your home page where you can still let them see the lovely products and services that you have.

If you care enough to create a landing page for your business, you do care enough to put in the efforts to make your business grow.  There is always room for improvements in any marketing campaign, and a landing page is one of the important tools in your business, just like your other advertisements. Invest in it wisely, just like you will invest in advertisements of other media. It should carry your brand and image with a well-planned copy to complement your other marketing mix.

Effective Landing Page

Source: KISSMetrics

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