Digital marketing has become a world of its own. Have you ever heard of a ‘self-made billionaire’ named Kylie Jenner? She built much of that empire using Snapchat and Instagram.
Can you believe that? Two completely free platforms helped her transform a couple shades of lip gloss into a billion-dollar business venture.
Of course, most of us don’t have the backing of the Kardashian-Jenner name. But, we do have access to the same tools. Thanks to social media, blogs, and websites, we can skilfully place landing pages in a number of different places.
And what do landing pages do? They garner new leads and turn casual visitors into loyal shoppers. If you’ve been wondering how to make a good landing page and where to place it, wonder no more.
We’re going to break down all the ins and outs of this digital marketing tool in an effort to help you increase your revenue.
Landing Page vs. Homepage
Landing pages are often confused with homepages. The truth is, the two are quite different. A homepage is intended to set the lay of the land. This is where you’ll engage customers with your brand.
Believe it or not, you’re not trying to sell anything on your homepage. You’re trying to tell people something. You’re trying to tell people why your brand exists and why it matters to them.
This is the place where you offer a little bit of a narrative, explaining why your company came into creation, what’s remarkable about it, and what problem it can solve for site visitors.
Of course, we use the word ‘problem’ lightly. You may be a lovely purveyor of fountain pens. In which case, you can tell customers that you’re continuing a family tradition based upon fine writing tools and you’re busy as a bee bringing fine writing instruments into the homes of people all across the world.
A homepage is like the front door of a shop. It’s the place where you swing the door open wide, show customers what you’ve got, and invite them to stay awhile.
A landing page is like the bright, neon sign that calls people to some sort of action. It offers a free resource so customers can learn something new (and you can gain new leads).
Effective landing pages are an exchange. You offer something of value to a visitor; they offer their email address to receive your valuable offer. Here are some things that are typically offered on landing pages:
- Online courses
- Free trials
- A free app
- Event registration
- Email newsletters
- Membership into a community
For site visitors to attain any of these goodies, they’ll provide their name and email address. This is known as a lead-capture form.
You’re capturing folks’ email addresses so you can send out news and announcements like sales and new products. Email marketing is still a powerful tool.
This is where you’ll make special announcements and offer exclusive deals. It’s also where you’ll conduct surveys and collect feedback, thus improving your products and services.
Email marketing draws people to your website, boosting traffic and, ultimately, sales. Email marketing is a direct link to people, converting them into full-fledged, lifelong customers. And that’s why landing pages are endlessly powerful.
Where Do Landing Pages Live?
So, if a homepage is your welcome mat, where does the landing page live? You wouldn’t place this on the menu bar of your traditional website. That’s where you place pages like ‘Products’, ‘About Us’, ‘Contact Us’, and more.
Landing pages live elsewhere. They’re standalone pages disconnected from your website’s navigation menu. Your website may take people to landing pages. But, landing pages aren’t part of the bones of a site.
Let’s say you’re a motivational speaker. As part of your digital marketing practices, you probably have a blog and a social media standing. On your blog, you might write an article about the power of forgiveness.
Somewhere in the sidebar or at the end of your article – in your call to action – you might invite readers to download your eBook titled, Three Steps to Forgiveness. This will take them to your landing page.
How about your social media standing? On Facebook, Instagram, Twitter, and any of your valuable platforms, you can suggest all kinds of offerings. You might draft that new eBook on the power of forgiveness and then invite all your followers to ‘Download Today’.
As such, they’ll be directed to your landing page, enter their name and email address, et voilà! You can send an eBook to their inbox in exchange for one valuable piece of data: their email address.
We bet you’ve seen a ton of landing pages without even thinking about it. On the footer of a webpage (even a homepage), you may have seen things like, ‘Subscribe to Our Newsletter’, or ‘Join Our Mailing List’.
Once people decide they love what you have to offer, they’ll want to know more. They may follow you on Instagram, subscribe to your YouTube channel, or subscribe to your newsletter for news and announcements.
So, adding a ‘Subscribe to Our Newsletter’ button to your footer can turn a site visitor into a lead. It’ll take them to a landing page where they’ll exchange their email address for your useful resources.
Now, you have to be careful with pop ups. Some people get annoyed when they visit a website to browse a specific product and they’re simply bombarded by pop ups.
But, every now and again, you can insert a pop up which will offer site visitors something tantalising. Offer them easy web design, a newly-released fountain pen, or something noteworthy within your industry.
Position the pop up as a question. So, it’ll be something like, ‘Frustrated with the difficulties of web design? How about a 15-minute course that will guide you through basic web design to get your online business up and running today?’
Then, visitors can click, ‘Yes! I Want Free Access’ and boom. You’ve led them to a landing page where they’ll receive new insights and you’ll garner a new lead.
How to Make a Good Landing Page
Now that you know the why of a landing page, let’s discuss the how. What makes a good landing page? Simplicity. You don’t want to make it difficult for your future customers or clients to take action.
So, whether you’re calling visitors to download an eBook, enroll in a free online course, consider a free trial, or download an app, the navigation on your landing page must be straightforward and simple.
One Navigation Button
Essentially, you want to reduce your landing page to one navigation button. Aside from the small amount of content you’ll create, make it easy for site visitors to click and download (or enroll, etc.).
This will limit the bounce rate on your landing page. If the desired result is crystal clear (as in, one click), there will be no frustration and instant results. And, as we know, instant results are the way of the internet and the way of the world.
Of course, there won’t just be a ‘Download Now’ button on the landing page. You can tee it up with a little bit of content. But, we’re not exaggerating here when we say one header and one sentence will suffice.
So, if you’re encouraging folks to enroll in a free online course, for example, you might write something like this:
How to Design Your Website Using WordPress
Learn how to design your company website and convert one-time visitors into lifetime customers.
Below this simple content, you can have an ‘Enroll Now’ button that takes folks to the signup page for your free course.
In this way, the site navigation is simple, the content doesn’t confuse the issue, and you’re one click away from a host of new conversions.
A Decluttered Form
Guess what the theme for the signup page needs to be? You guessed it: simple. If there’s a long form with an abundance of questions, you will lose people. Maybe not everybody, but you will lose some people.
So, to enroll in your course or download your eBook, you only need three, maybe four fields. Ask visitors for their first name, last name, and e-mail address. Then, if it’s an eBook they’re after, they can ‘Download Now’.
Or, if it’s a free course they’re looking to enroll in, they can click ‘Enroll Now’ and a link to the course will be sent to their inbox. Short and sweet.
But, be sure to consider the layout of your form. If folks don’t even have to scroll down on the page to complete their mission, they’re going to be quite happy. Line up the ‘First Name’, ‘Last Name’, and ‘Email’ field in one line.
Below that, you might consider a Comment box, but it’s not necessary. That’s an optional fourth field that will allow your future customer or client to see they have direct contact with the company (which is always a good message to communicate).
Once folks hit that magical ‘Download Now’ or ‘Enroll Now’ button, they’re home free. You can create a little pop up that alerts them to the fact that their book is downloading, or it’s being sent to their inbox, or their new course link is being delivered to their inbox.
Invite Them to Share
Why stop with one new conversion? Humans are pack animals. So, if one person is signing up for a valuable course, they’re likely to tell their friends to come join the fun.
After folks have enrolled in your course or downloaded your eBook, insert a share link. This will allow site visitors to share the landing page with friends and family.
Add Trust Badges
We haven’t talked a lot about photos of video (an online marketer’s best friend). But, we will take a moment to discuss trust badges.
These days, people don’t want to give out any personal information. You can’t blame them with all the scammers, hackers, and swindlers out there.
So, while your content needs to be short and your navigation buttons need to be limited, it doesn’t hurt to add trust badges to the header or footer of your landing page.
These are the logos of companies you’ve worked with or companies that have endorsed your goods and services. Likely, you’ll already have these trust badges placed on your website.
But, just in case your leads are coming to your landing page from social media or some other outlet, it doesn’t hurt to remind them that big names find you trustworthy and skilful.
Make It Mobile Friendly
Do you think it’s possible you spend over two hours a day on your mobile? (We’re nodding our heads as we write this.) Well, guess what that amounts to? Over 35 days per year!
Actually, even the gods of Google know we spend more time on our mobiles than our laptops. That’s why SEO optimisation calls for mobile optimisation. Google may actually rank your website lower if it’s not optimised for mobile.
So, let the same hold true for your landing page. An effective landing page must be optimised for mobile. You can do this by running your landing page through a quick scan on Google’s Mobile-Friendly Test.
Start Generating New Leads Today
We hope you’ve stopped wondering how to make a good landing page. With the right offering, it’s a simple exchange that delivers valuable tools to consumers and valuable contact information to marketers.
Here at Hello Frenchy, we can create an engaging website for you as well as lead-generating landing pages. We’re also online marketing gurus and social media experts.
Allow us to showcase your brand with the right story, create a roadmap to success throughout your site, and convert countless site visitors into long-standing customers.
Feel free to get in touch with us today. Together, we’ll develop the right strategy to turn casual site visitors into some of your favourite customers.