Why Landing Pages are more Important than your Homepage?
Why Landing Pages are More Important than your Homepage?
Many companies are creating Landing pages for their campaigns instead of using their homepage. Landing pages have the power to maximise conversion of leads when using inbound marketing techniques such as SEO, Adwords, and Social Media to drive visitors to their site.
If your are focusing on the following:
[dt_list style=”1″ bullet_position=”middle” dividers=”false”][dt_list_item image=””]PPC Campaigns[/dt_list_item][dt_list_item image=””]Promoting eBooks [/dt_list_item][dt_list_item image=””]Advertising on Social Media[/dt_list_item][/dt_list]
….then you need to use a focused Landing page and not your.. homepage!
Landing pages, get people to complete one action at a time! So, if you would like from your visitors to download a PDF file, the focus on how will you attract your visitor’s attention to download the file. Never, required from him to take any other actions. In fact, for each action you want your visitors to complete, you need to create a new landing page!
Because you need to focus on Conversions.
A page that requires from a user to take two different actions, will not work as you will confuse your visitor and there is no way to know who converted on which action. Therefore, a focused landing page, will attract visitors to complete a “given” task that is required from you in order to be a conversion. For instance, if you you want from your users to create an account with your company then describe the benefits of having an account with you and navigate him to take the right action. Never direct him on your homepage as he will probably end on another page of your site.
A landing page will allow you to fulfil what you promise on your ad. If you have a headline “Get 20% promo discount” and you redirect him on a Landing page having the same headline, your visitor will not be distracted by any other offers and probably you will get him complete an action and even buy from you.
MUST HAVE’s for a Converting Landing Page
1. Landing Page Elements
[dt_list style=”1″ bullet_position=”middle” dividers=”false”][dt_list_item image=””]A headline and (optional) sub-headline[/dt_list_item][dt_list_item image=””]A brief description of the what is being offered[/dt_list_item][dt_list_item image=””]Supporting Image or Video[/dt_list_item][dt_list_item image=””]A form to capture visitors details or a CTA (Call-to-Action) button to direct them on an external page/step[/dt_list_item][/dt_list]
2. Match the text of your promotion with the headline of your Landing Page
If your user is coming from a PPC ad, email campaign or any other source, you need to match the text between your ad and your landing page. For instance, if your ad says: “Download our Marketing eBook” then your landing page must be using same or similar text. In this way your visitor will know that he clicked the right ad and that he didn’t go on any other offer.
3. Ask only what you need.
Never ask your visitors details that you will unlikely use as well. New visitors are not willing to give in such ease their details. Ask what you really what to know. Usually, an email address, first and last name will be fine. Build a trust and then you can ask more details if needed. In this way, visitors will know your promotion is not a kind of a spam.
4. A/B test for your Landing Pages
Create many landing pages. Find the one which really converts and drives more visitors to your site. Include social media sharing links, so your visitors can easily share your content with their friends in social media networks. (It’s a free advertising from your visitor -in the end of the day!)
Never forget to evaluate your landing pages. If you optimize and make use of best practices, will lead you to more converts and traffic.
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