If you’ve had more than one conversation about online marketing for your business, you’ve probably heard that landing pages are a vital part of that process. What you may not know, though, is practically anything else about what they are, why they matter, or how they even work.
You’re the expert in running your business, which means you don’t necessarily have time to become an expert at the often-complex task of managing your entire web presence. What you do have, though, is a desire to understand more and the drive to boost your marketing efforts, so nailing down the basics doesn’t have to be a Herculean task. Landing pages can be a highly effective conversion tool, but only when used correctly.
Find out everything you need to know about website landing pages: the what, the why, and the how.
Landing Pages: What?
To understand how landing pages function and what makes them so effective, you must first have a broad idea of what they are.
Landing pages are pages on your website designed to target a specific market segment and provide them with a special offer or other incentives when they provide their information through a lead form. For example, if you’ve ever seen an ad while scrolling through social media that caught your interest and clicked through to a form that offers you a discount in exchange for joining their email list, you’ve encountered a landing page.
One of the many great benefits of this type of marketing is that it’s possible to target different segments of your prospective audience through different avenues. For instance, click-through links on Instagram targeting one demographic may lead to a different landing page than a Facebook campaign aimed at capturing other audience segments. However, why go to all the extra trouble of building multiple digital funnels to the same end source?
Landing Pages: Why?
You want your business to grow and thrive. The only sustainable path forward is connecting with as many potential customers and clients as possible. This is where running multiple landing pages can be so beneficial; each page added is another opportunity to generate more leads. Once the hard work of driving traffic to your site has been successful, you want the next natural step to be converting those visitors into viable leads. There are several clever tricks marketing experts use to maximize the conversion power of a landing page, which brings you to…
Landing Pages: How?
You know what landing pages are and why they are beneficial, but you’re left with the most important question of all: how do they work?
Great landing pages can be highly unique, but some universal elements still make them all tick. These include minimizing the number of fields visitors must complete on a lead generation to discourage hesitation and focusing on a single call to action to avoid confusion. The most effective pages are those without navigation buttons leading to your homepage or other parts of your site.
Eliminating navigation menus means eliminating visual distractions because the star of the show on all landing pages is the “submit” button. Once your potential new customer hits that button, you know they are a warm lead, and it’s game-on to make the final sale!
Marketing in an always-online world doesn’t have to be intimidating or stressful. It also doesn’t have to be a full-time job because you already have one of those: your business! Online marketing is an ever-moving target, so it’s vital to team up with experts who have built careers in helping businesses just like yours succeed, grow, and prosper.
If you’re ready to elevate your online marketing and boost conversion rates, Eviva Media can help. Contact Eviva Media to learn more about successful marketing in today’s world and how you can take your business to the next level.