“Landing pages” are a term that most people have heard of in relation to marketing. However, what specifically are they? And why do they matter so much? We’re going to tackle this today by discussing our own experiences with these versatile tools.

But first, let’s start with the basics:

What is a Landing Page?

A landing page is a one-page website. It is made for one purpose; to get people to perform a specific action. Unlike your website’s homepage, which provides a broad overview of your company. This focused action can be to buy a product, sign up for a newsletter, register for an event etc. There are no distracting menus or links, just a clear path to the desired action.

At our agency, we’ve seen how powerful well-designed landing pages can be for our clients’ lead generation campaigns. This is why we almost always recommend using a separate landing page instead of just sending people to the main website, especially for paid ads. The rationale is that a targeted landing page can substantially improve the chances of visitors actually converting into customers or leads.

How to Build a Landing Page That Converts

To make a landing page that turns visitors into leads, it needs more than just placing some material on a website page. It requires precise planning and the right balance of content. The following are some important considerations:

The Offer: What exactly are you promoting or offering? A new product, a free trial, a discount? Whatever it is, make sure it’s super clear and appealing to your audience.

Headline and Body Text: Your headline needs to grab the reader’s attention right away and make them want to learn more. Then, the body text should sell them on the offer and overcome any doubts or objections they might have.

Visuals: Using attractive imagery, videos, or graphics can really help reinforce your message. But be careful not to overload the page and slow things down.

Call-to-Action (CTA): This is the button or link you want people to click. It should be bold, eye-catching, and use language that motivates people to take action (e.g. “Get My Free Trial Now!”).

Form Fields: If you need to collect info like names and emails, keep the form short and simple. Don’t ask for anything you don’t absolutely need.

One thing to decide is whether you’ll host your landing page as a subdomain (like example.phoenix.com) or a subfolder (such as phoenix.com/example). Both are effective, but we usually recommend subdomains because they’re more flexible and separate from your main site.

Landing page example
Example of a landing page we have designed

 

What’s the Difference Between a Landing Page and a Main Website?

While your main website needs to speak to a wide audience and cover lots of topics, a landing page is a lot more focused. Here are the key differences:

Focus: Landing pages are all about driving one specific action, like a purchase or signup. Websites try to do many things at once.

Navigation: Landing pages drastically limit or remove menus to avoid distractions. Websites need menus so visitors can explore.

Content: The content on a landing page is short, persuasive, and laser-focused on that one offer or campaign. Website content is long-form and covers all kinds of topics.

Flexibility: You can easily create, update, or remove landing pages without messing up your main site. This makes it very simple to test different versions.

Landing Page or Homepage
Source: Act CRM website

Why Should I Use a Dedicated Landing Page?

There are so many enticing reasons to use landing pages for your marketing campaigns:

Higher Conversion Rates: By removing distractions and smoothing out the user journey, landing pages can substantially increase the chances of visitors taking your desired action. As reported by Neil Patel, a company found that ad-specific landing pages outperformed generic pages by 115%. And in our own campaigns we’ve seen the cost per conversion reduce by 50% when using a targeted landing page.

Better Campaign Tracking: You can figure out which marketing or traffic source directly resulted in conversions and leverage that information to enhance future campaigns. While you can measure conversions throughout your website, landing pages make it much easier to monitor how your marketing strategies are performing.

Targeted Messaging: With landing pages, you can customize your messaging and content to match each specific audience or campaign. This personal touch resonates better and boosts conversions.

Easy to Manage: Running landing pages separate from your main site lets you quickly update them, test new versions, or create new ones.

Faster: Landing pages are made with seamless user interaction and performance optimization in mind, including fast loading times. Because landing pages have less navigation and fewer distractions, they load quicker than website pages thus keeping users’ attention on the main objective of the page.

Building Your Landing Page Strategy

So, we have given some reasons why landing pages can boost your marketing results. But how do you put them into action? Here are some tips from our team:

Define Your Goal: First, be super clear on what you want your landing page to achieve. Is it for generating leads? Driving product sales? Promoting an event? Knowing your goal will guide the entire design and messaging.

Know Your Audience: Who exactly are you trying to reach with this specific campaign or offer? Understanding their needs, pain points, and behaviors allows you to craft messaging that truly clicks.

Plan Traffic Sources: Will you be running paid ads, email marketing campaigns, or relying on organic search traffic? Different sources may benefit from slightly tailored landing pages.

Design for Conversions: Follow proven best practices like highlighting your value proposition, using compelling visuals, and making that call-to-action button obvious and motivating. Test different designs to see what works best.

Continue Optimizing: Don’t just set and forget. Keep an eye on the performance metrics of your landing page and conduct tests to pinpoint areas that need adjusting. Here, tools like heat maps and A/B testing are handy.

When you use the correct strategy, landing pages serve as an effective tool for your marketing initiatives. By eliminating distractions and providing a targeted, relevant experience, you stand a better chance of encouraging more visitors to become subscribers or customers.

At Phoenix Media, we are here to help if you are feeling a little overwhelmed or if you have any queries at all. Our landing page design specialists will collaborate closely with your team to create a comprehensive plan that is conversion-focused, taking care of everything from copywriting and design to set up, testing, and optimization.

 

 

  • Published on : Tuesday May 7, 2024

About the author

As the managing partner for Phoenix Media, Rob brings over 10 years’ experience in digital marketing and running successful agencies in the UK, Australia and Thailand. Starting in a sales role he has covered all aspects of the agency from sales and service to technical ad operations. Reach him directly on rob@phoenixmedia.co.th

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