The marketing power of Landing Pages

A landing page is a page that consists of only one page and serves as just saying that you "land" on it because you came to it through an advertisement. A landing page can be an isolated introductory page of a site that is an introduction to a larger site or store, or it can be a page that is itself designed to provide information about a smaller business, service or product.

This is a website that is made with the aim of informing people thoroughly about the product and ultimately making two possible decisions: 1) to buy and 2) to leave some information because they are interested (collecting leads). If the goal is to buy immediately, we call it the sales page.

Landing pages are the most common pages that are scrolled for a long time, and where a story is told. While through the story and information, a service, service or product is brought closer to the visitors. And there must be a so-called call to action model at the bottom of the page.

A call to action is the moment when we ask people to do something - leave us an email address, call a phone, buy a product. Every direct marketing campaign must have some kind of call to action, usually at the end of the landing page, but it can also be repeated several times during the text. A good copywriter knows at what point to put a call to action - usually at the moment when the visitor experiences the culmination of emotions that have slowly accumulated as he reads.

So actions on the site such as downloading an e-book, catalog, leaving an email address, booking a service, paying for an event ticket, downloading an application, downloading a document, ordering products and services, signing up for information about a particular product and service, button for any mode of contact (mail. telephone. chat) (. they represent a form of call to action which is essentially the most important element of a landing page because in this way there is contact between customers and service providers.

 Definition of the development plan

Before creating a Landing page, you need to ask some important questions. So before creating, it is important to define the directions in which you perform as well as the way, and of course which target group you are targeting. Some of the key items that lead to a successful outcome are:

1. You have a well-defined goal

2. To know what your target group is

3. To have a certain offer for them

4. Define the appropriate landing page type

5. Write an interesting title.

6. Create interesting and useful content

7. Create a promotion plan.

8. Launch tools and services to track results

So, are you looking to sell a new product / service? Do you want to generate leads for your nesletter? Or Get more subscribers to your blog posts? The more accurately you can answer this question, the more benefits your campaign will have.

2. To know what your target group is

To have a solid foundation for your landing page, you need to identify your ideal client and create a landing page according to their needs. You can start by looking at current customers. Be sure to provide demographics of your target market. If you're running ads around a landing page, these demographic categories will also help you build them. Five standard demographics of your target market that you should identify:

Gender

Age

Occupation

Location

3. Make an offer

Once you've defined your conversion goal and target market, you can move on to the bid on your page. There should always be an offer. If not, then this site will not benefit your business? Setting a goal for yourself will make it easier for you to figure out exactly what to offer. Here is a short list of some common offers that might work well for your landing page:

Trial use of the service for a certain period of time
Registration for webinars or events
Ebook download
Free course
Consulting service
Subscribe to the newsletter by e-mail
Contact for booking services, services
Download brochure, catalog

There are an infinite number of offers you can put on your landing page. Your conversion goal and target market should point you in the right direction towards what you and your potential leads are looking for.


4. Select the type of landing page

Now that you know what your offer is, it is important to decide which type of landing page to choose. There are several different terminologies around the types of landing pages. Sale pages, squeeze pages and signup pages are basic. However, some more, although not strictly landing pages, sales pages, thank you pages and payment pages fall into the same category as landing pages. But for the sake of easier understanding, we will reduce the division into two types of landing pages:


Lead-generation landing pages

Click-through landing pages


Lead-generation pages contain a form or a call to action, because the main goal is to extract contact information from visitors, so that they become potential customers. The form usually contains several fields and a button with a call to action, such as contact information, answering some additional questions, etc.

Example of a call to action for a Lead-generation landing page:

Click-through landing pages warm up visitors for sale. They use introductory content to attract the attention of visitors and often have a "learn more" or "contact us" button. This landing page often clicks to another page with more information about the offer.

Example of a call to action for a Click-through landing page

5. Write an interesting title

Titles need to attract visitors to your landing page to stay on the page. What words can you use to get their attention? A popular Copiblogger study suggests that while 8 out of 10 users will read your title, only two out of 10 will read the rest of your page. It is good practice to include in the title one of the main advantages of your offer or the primary point of sale of your product / service.

It is possible that the title will also start with some of the questions if you have found out which questions you get most often, so those who would ask that question will surely decide to read Still to get the answer. Or if you highlight some of the benefits of your product or service in the title, it can also be one of the good motives to keep reading. It is important to note that if you use marketing campaigns with keywords, it can be very important that you have those keywords in the title.

6. Create interesting and useful content

Is your writing good enough to get the visitor to take action? And, just as importantly, have you proofread the site? Grammatical errors can convey negligence and unprofessionalism. They are also known to reduce conversions! In the sea of competition of numerous advertising contents, reading is saturated at every step, for that reason, in addition to the impressive title, it is necessary to apply some of the writing techniques in the content that would lead to it being read. In order for that to happen in the text ...

- it is necessary to present the benefits of products and services for users

- present concrete results and research if any

- Tell an interesting story anecdote about a product service

- does not use worn-out phrases and sentences such as the best, professional, cheapest and the like

- content to be original and presented differently from the competition

- use any social evidence such as positive customer comments, magazine articles, newspapers, online comments ...

7. Make a promotion plan

How do people get to your landing page? Most people create landing pages for their online advertising traffic in order to "land." Most often, landing pages are used in conjunction with Google AdWords campaigns.

So how and where will you promote your landing page? What is your budget? You can always use several different channels. Some people prefer to send them to their email list, fans and followers, or use another platform for ads such as Twitter or Facebook. Lastly, it is imperative to have a solid goal of distributing your landing page to increase its reach.

Benefits for small businesses

These types of stations can be of great benefit if you are selling one or a couple of products, such as providing a smaller service, or a business. for the reason that on one side you serve everything to your visitors. In addition to concentrating all the trump cards on one page in this way, as you would say in a shop window, you also have lower costs for creating and maintaining compared to having another type of website. If you define the benefits of your offer in the right way, offer answers to key questions to clients and interest visitors with original content, you are one step closer to good results. In the end, you just need to define the call to action moment and you have significantly increased your chances of gaining new clients. And of course if you opt for paid advertising the landing page is the right choice for promotion.