I know what you are thinking why do you I need a landing page when a website has all my company information and the products or services I sell. Your customer can come to your website and get all the information they need and then some to make a decision to purchase from your business. You have spent hours designing, looking for cool elements to give your website “pieces of flare” to have it stand out. It looks amazing. A website has everything a customer needs to make a decision.
I bet your asking yourself why do I need a landing page that gives so little options when my website has so many? What a great question and I am glad you asked. It is because the serve different purposes.
So I am sure your asking yourself now what are the differences? Another great question. Depending on your particular business and what your offer is. A website is a catchall. It lists all the products or services you offer and hopefully entice all the different types of customers you are looking for. You also have blogs and other bits of information that designed to educate and promote those products, contact information and maybe the ability to purchase right off the page. So if a website does it all, why do you need a landing page?
A landing page targets.
Well a landing page is not about providing all the information that a website does, in fact it is designed to show just a very specific amount of information that if marketed properly will appeal to a very specific type of audience and convince them to make a very specific action. It is about providing less choices to get them to make a specific choice.
I bet you are asking how can that be a good idea. Simple, the less choices people have to make the more likely they are to make a choice. You can pick up any book on behavioral economics written in the last 20 years and they will tell you this.
This can be for several reasons, if a patron lands on your landing page, most likely they want what you have to offer and if they find the information they are looking for they will make a decision. A well designed landing page should not have distractions, just the information to make a well informed decision as well as it is less likely to appeal to non-ideal patrons thus keeping down cost per acquisition.
A landing page tells a story.
When a landing page is done correctly it will tell a story, take the reader on a journey. The reader is the hero of the story, you are the wise sage helping the hero understand they have a problem and how they can solve it.
To be successful the reader must feel that you understand them, their problems and that you have the ability to solve that problem.
Think of yourself as Obi One Kanobi or as Gandalf the Grey. You job is to not only inform your potential clients they need to go on the journey and you are the right person to guide them.
A landing page sells.
This is really good news, for most business decisions are based either on cost or not having enough information. If you can help to eliminate one of those factors you should severely increase your sales.
To put it another way a website is more like a brochure or a catalog a landing page is more like a sales sheet. A landing page has a singular focus, to further the sale. Whether it is to collect an email and start them on a sales process or to get them to commit to the purchase of the sale. Because of this you create a binary choice.
So what should be included on a landing page:
A well defined objective, if you are looking to sell a product or service, that product or service needs to be prominent. When talking about that product or service it needs to explicitly describe the benefit/s it has and how it will solve problems or pain points.
A call to action, actually the same call to action throughout the landing page. Starting at the top of the page in the right corner and one at the bottom of the page. Then have several scattered throughout depending on the size of your landing page.
In addition to the call to action throughout, we suggest an email call to action that gets name and email (at the very least). This will allow you to continue to market to these individuals if they leave your landing page without purchasing. Since most people who leave will never likely return.
We highly suggest a video. They have one of the highest conversion rates as about 50% of people prefer to get their information via video over any other form of content. A great addition is a testimonial video as it can kill to birds with one stone. If you can’t get a video testimonial a written one should do.
And only because Google wants to see these things you will need to put links to your privacy policy page, terms of service page, contact us information, and about us information.
To see a sample landing page and get out guide on how to structure your own landing page – Click Here.
Lastly if you paying to drive traffic to your website, your best solution is a landing page and never a website. It just makes more cents.
If you are structuring your advertising correctly, meaning you have a specific client you are going after with a special offer, it is best to have them land on a page that is catered directly to them and how you are going to help solve their problems. This will increase sales.
if you would like a free consultation on your website and overall marketing strategy – Click Here to schedule an appointment.
