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Julia Hammond
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How Landing Pages Can Improve Your Business Outcomes

Landing pages are a vital tool for converting visitors from prospects to customers throughout your online marketing campaign. They funnel your traffic into a single action-oriented page, which, depending on your goals, gives them the choice to:

  • Convert
  • Bounce
  • Sign Up

However, creating landing pages that will convert rather than bounce is no easy feat. In fact, building and testing landing pages is one of the top five challenges marketers face.

So, what makes these pages so uniquely geared towards converting sales?

A lot of effort goes into building our advertising, social media and content marketing campaigns, but one area where many businesses fall behind is the landing page.

You can use a landing page for almost any purpose: to sell a product, capture leads or sign people up for your newsletter; however, the purpose of your landing page must be clear and linked to an appropriate call-to-action. Anything not directly related to that action should be removed, even the navigation bar. Your number one goal is to eliminate distractions.

A great example of an eye-catching, optimised landing page is WC Glass. The overall design is clean and focuses the visitor’s attention on their service with a strong call-to-action.



Click on image to enlarge



Why can’t I drive traffic to my homepage?

Research has shown that 44% of marketers direct paid traffic to a homepage rather than a landing page… Ouch! Even the best homepages run the risk of losing interest, focus and engagement straight away. Why? Because your homepage is packed with distractions in the form of information, links and images. By directing people from a paid ad to a page designed for that particular campaign, your marketing will achieve higher conversion rates and bring in more revenue.

Here’s an example of a homepage vs. landing page:


home pg vs landing pg


Image source: AR Infotech


The landing page should have an emotive headline; concise copy; testimonials, reviews or another kind of social proof; and, perhaps most importantly, a strong and prominent call-to-action.

When should I use a landing page?

According to Hubspot, 48% of marketers create a new landing page for each campaign. It’s a no-brainer; a landing page should be used if you are:

  • Running a paid advertising campaign
  • Advertising in offline media, such as TV, radio and newspapers
  • Building your email list
  • Wanting to target a specific type of client

However, not all campaigns are cut out to have a designated landing page. Research shows that one of the most common issues with landing pages is that they’re created around broad categories instead of one specific focus. The aim here is to support your leads by laddering your sales funnel.

Types of landing pages

Different types of landing pages suit different campaign objectives and campaign lengths. While landing pages can have many purposes, they can be broken down into two classifications: click-through landing pages and lead generation landing pages. Both types serve different purposes.

Click-through pages are single-minded in their purpose: they want to convert people directly into sales and can work very well with no ifs, ands or buts. Businesses whose primary goal is to sell a large quantity of that specific product (rather than gathering up a large list of leads) tend to see great results from click-through pages.

Lead generation pages include a form to give visitors the opportunity to learn more about the product(s) or service you offer. In return for this information, you will receive their email address and the chance to impress and educate them with your products.


Business a bit slow AdWords audit


So, where do I start?

If you want your landing page to consistently deliver results, ask yourself what you want potential customers to do when they get to your site.

Whatever your purpose, having a clear idea of what you want your landing page to achieve means it can be set up to prompt and direct traffic in a way that increases the effectiveness of your online marketing.

Although there is no exact formula to creating a perfect landing page, there are some common rules of thumb to increase your chances of winning results:

  1. Start with a benefit-oriented headline
  2. Keep the copy relevant and short
  3. Focus on getting visitors to take one specific action
  4. Remove distracting navigational links
  5. Include a prominent subscription or checkout option
  6. Maintain your brand

To conclude…

Landing pages should be a very important part of your marketing strategy. They exist to capture and maintain your visitors’ attention in a way that a homepage is often just too busy to do.

A visitor’s whole experience is influenced by the very first second they engage with the landing page, and many visitors will focus on the negatives of their experience before the positives. If you use your landing page to provide value and follow that value with strong calls-to-action, you can create a landing page that gets the visitor hooked and ready to take action.

By Lisa NolanJulia Hammond

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