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A great place to land: How to create a successful landing page.

December 30, 2020

Categories: Digital Marketing | Uncategorized

You have probably heard a lot of different terms for the concept of a landing page. From a digital perspective, we think of a landing page as a stand-alone page whose purpose is to get visitor traffic to land on this page after clicking on a link.

Unlike web pages, which typically have many goals and encourage exploration, landing pages feature a specific campaign or offer. Their intent is to guide visitors towards a distinct call to action. Their job is to convert to bring in more sales, which also lowers your costs per lead.

This higher conversion is because you aren’t directing visitors from your main website, which has a lot of info and may be hard for customers to find exactly what they are looking for. Or worse yet, it causes them to simply give up because they didn’t find the information quickly enough.  A well-designed landing page steers them in exactly the direction you want them to take.

A good call to action. Plain and simple.

Let’s face it. We all have expectations. Landing pages are no different, and you need to set some goals (like conversion rates) to base your actual results on them.

One of the biggest parts of this is to have a clear call to action. That means something straightforward. “Get Your Free Quote” or “Call Us Today” are some examples. The Call to Action should be specifically tied to your goal and be supported by all the content on your landing page. The easier you make it for them to find your CTA, the more likely they will convert. This also means that if you add a form, don’t make it the great American novel. An email ask and not much else.

Make it count.

Since it’s the first section your users see on your page, the above the fold content (the area before they will have to scroll down for more info) must also be compelling. Although you don’t have the space to tell a great story, you still need to explain how you are going to make their life easier or better.

Good landing page examples

Landing pages can do wonderful things for your online advertising by creating targeted experiences for your traffic. If you would like to see some good examples of landing pages, go to https://blog.hubspot.com/marketing/landing-page-examples-list.

To learn more about a landing page’s effectiveness and how it can help your business, contact us. We would love to help you land on some new business!