This week we continue our series reviewing all of the major, and most effective, marketing strategies available to businesses by looking at the power of landing pages…
Last week we looked at creating an effective website. However, the guidance provided forms only part of the story. Because a very common mistake with business websites is a single-minded focus on the home page: all too often, all the good design and content is focused on the home page, with the remaining pages receiving precious little attention.
However, any website visitor who is genuinely interested will search around the whole website as they try and find out more about the business; at least until they get put off by poor design, poor content or poor functionality and thus decide to leave and not return.
Moreover, a large proportion of website visitors do not arrive on the home page. They land on another page such as a service page or a blog article. This is because of the way that search engines work to direct people to pages; and also, as you become more advanced with online marketing you will actively encourage people to arrive on different pages.
For example, suppose that you sell computer printers and you are running two online adverts: one for printers and one for printer toners. In this case, the best outcome is for those interested in printers to go to the page about printers and those interested in printer toners to go to the printer toners page (and not both to a home page).
This type of page (the page on which the visitor first arrives) is known as a landing page. Hence you need to work just as hard to develop effective landing pages as you do the home page. Due to the aforesaid reasons, the quality of your landing pages will make the difference between success and failure online. It’s that important.
As with a home page, the whole purpose of other landing pages it to make the visitor do something – other than hit the back button. This requires stylish design, quality content and videos, easy to use functionality and of course data capture features. In time you will create ever more landing pages, with many advanced marketers creating a different landing page for every product/ service and indeed special promotion. This is because it is much easier to create a compelling and impactful first impression when you segment visitors into ever more specific groups.
For example, let us consider the previous example of a printer supplier. As we saw in the previous example, somebody buying a printer is interested in different things to somebody buying printer toners. But even this is too simplistic. Because somebody buying a small home printer has different needs to somebody looking for a commercial printer. And somebody responding to an offer led by a first-order discount is motivated differently to somebody responding to an offer for free servicing and maintenance.
So if we can create different landing pages for each of these different customer groups, we stand a much higher chance of effectively communicating with the customer and encouraging them to take action. Compare this to the alternatives: either one page for everything or worse still, a great looking home page that works great (when people are on it) but a number of inner pages of very low quality.
There really is no choice. You should create highly effective, high converting landing pages for every single service or product, plus all special promotions including any marketing campaign. Ensure that these look, feel and work as well as the home page and you will maximise the value of every website visit.
NB Some people use the term ‘arrival page’ over landing page, however the theory is the same. Similarly, the term ‘lead page’ is often use, however the true definition of a lead page is a page with the express purpose of capturing a visitor’s details i.e. to thus generate a lead (and hence their other name, squeeze pages). However, don’t get hung up on definitions but instead select the on-page approach that will work best for you.
Please note that the below comments and figures are used as an example only of the ‘average business’. If you’re unsure how this will affect your business ask one of the team.
|Format||Really, landing pages should be created consistent with Direct Response Marketing principles|
|Purpose(s)||All and every! This includes New Customers, Past Prospects, Customer Marketing, Past Customer or Niche Marketing, with different pages for each|
|Timeframe||An effective landing page can be designed, written and published in 5 to 10 days maximum|
|Resources||Like a website, you need a clear approach, a good web developer, strong images and copy, and a hosting account|
|Budget||Budget £150-200 for a good landing page, or allow about £400 if written by a direct response copywriter. A bespoke video will obviously cost more but can be very effective so worth the extra investment.|
The next strategy is coming your way next week!
Guest Post By Damon Millar, who is a business growth expert who runs our Mastermind groups.