I frequently see the term Landing Pages being thrown around in a very incorrect manner. Some use the term to describe any page on a website where the user might land or some may also call their homepage their landing page. Now, while that may sound politically correct, it’s not correct at all.
Landing pages are more specifically a certain page on your website that is informational, adds value and has a form in attempt to capture information. They’re usually no-frills, information and forms; some landing pages may not even have a navigation bar in attempt to not sway the visitor from filling out their form. Occasionally (and I mean occasionally) this could possibly be the website’s home page but not typically. Most of the time homepages are too busy and distracting to actually be landing pages and get your real point across.
The form is there to capture information in an attempt for conversion. They could be filling the form out for a freebie, contest, coupon, newsletter, subscribing to your blog, for an e-book or even for more information about your products or services. The sky's the limit when speaking about what to use capture forms for. Whatever way you decide to use a form, the main goal that all of these have in common is getting the visitors information and getting their interest.
Many companies have very basic landing pages (as I spoke about earlier) that are linked in a very clear call to action. (i.e. “Click To Subscribe Now” or “Get Your Free E-Book”) The call to action is attractive and persuasive in order to get that visitor to want to click on the link and to want to share their information with you.
So why are landing pages so important?
This is a very easy and straightforward answer. They are there for the sole purpose of converting a percentage of your website visitors into warm leads. Chances are, if the visitor is swayed enough to enter their information into your form, they are most likely interested in your business, product or service.
Now we spoke about why homepages are typically not good pages to have as landing pages. Why? Typically home pages are cluttered with information about your business, your product or your services. They may also have information about the key players in your business, distracting links and also distracting images. This is exactly why it’s suggested that you have a dedicated landing page on your site specifically for the purpose of capturing information.
Your landing page should show value to your visitors. What I mean by that is telling your visitors just what they will get in return for filling out the form. What value will you bring to them? What will they get in exchange for filling out that form? This is why it’s so important for you to highlight key facts about what the form is for and being persuasive.
The description of what they will get in return should be short but sweet and very compelling. Make them want to fill out that form. Make it so compelling that they just can’t pass it up. Again, you don’t want to distract them from filling out that form. (Honestly, most of us these days do have the attention span of flies. I know it happens to me at certain times!) Now as complicated as that sounds, it really isn't as scary as it seems.
There are two types of landing pages:
Click-through landing pages
Lead generation landing pages
Click-through landing pages are pages that typically offer a product or service. When you click the call to action, the link will take you to the page where you can buy that product or even just straight forwardly to the payment page for that certain product or service. (Before anyone asks, yes -- a product page where you can purchase something is considered a landing page too.)
Lead generation landing pages are just that -- landing pages with a form for more information, the free e-book, coupon, etc… The lead generation landing page is strictly for gathering the visitor’s information in an attempt to get a warm lead for conversion purposes. Easy peasy!
So now you know basically what a landing page is and what it’s used for and you want to get to creating a landing page for your site. Do you know how? Does it still seem extremely daunting and troublesome to you? If you’re shivering in fear (or just confused) click here to get more information on how Infopoint Virtual Solutions can help you create your persuasive and effective landing page. (See what I did there? But seriously, we can help you!)