You may have heard the term ‘landing page’ bandied around in your marketing meetings, but what does it really mean? Today Jason Kruger tell us all about what landing pages do, how to create them and how to make them work for your business.
There are many meanings to “landing page” and sometimes it is not clear what is meant. Many people use “landing page” to mean an opt-in page, sales page or even the homepage of your website. For me, a landing page is a page where you have a single action that you want the reader to complete. This would mean it could be an opt-in page or a sales page – either one requires your reader to only take one action. This is key.
What is the goal of the landing page?
When you are looking to create a landing page, do you know why you are creating it? This is a key decision as it will have a bearing on the design, the images and the content that will be placed on it.
The main job of your landing page is to tell your potential leads or clients exactly what you want them to do and why they should do it.
You are building a landing page for one main reason and that is to generate leads for your business. An important question to answer at this stage is: what are you giving away for free to generate these leads?
Yes, you are going to be giving away something free and it should be something of high quality that will be valuable and solve a problem for your potential lead. If not, they won’t want to give you their details.
There are other strategies to use to gain leads, but this is the tried and tested method that works and does not have to cost you too much money.
What content should be placed on a landing page?
When building your landing page, there are certain elements that should always be placed on the page. These are the minimum requirements. These are:
A headline and an optional sub-headline: Your headline should capture your audience’s attention and entice them to stay on the page. If it doesn’t, then they will leave and not even look at the rest of the page.
A brief description of what is being offered: This is what acquaints them to what you are offering. It could be a few paragraphs or a few bullet points, but it should state the benefits of what you are offering and not just the features. Your audience wants to know what is in it for them.
At least one supporting image or short video: An image helps your audience to visualise what it is that you are giving away. If it’s a report or an eBook, then have an image of the front cover. A video works really well too because you can create that personal relationship with the audience much quicker than with just the written word (although not everyone is comfortable being in front of the camera at first!)
Optional proof elements that will help with your description: This is an optional element as not everyone will have a testimonial when they first start out, but as soon as you do you should place it on the page. This reassures your audience of the success of your report, product or service.
Your call to action: This is probably the most important part of the page. Without it, your audience won’t know the next step that you want them to take. This is a button that will open up the form for them to fill out or take them to a booking link. It could also just be the form on the page. Either way, you need to provide an action for your audience to take.
How do you build your landing page?
There are many ways to build your landing page. You could build it on your WordPress website using different page builders like Beaver Builder, Divi, Elementor or Visual Composer. There are also purpose-built landing page plugins like OptimzePress. They all have their pros and cons and can be built directly on your website.
One thing to consider is the loading speed of your website as this can cause people to lose interest and close the page down if it is loading too slowly. The other thing to avoid is giving people a way off the page. If you still have your site’s normal navigation on the landing page, they may navigate away without providing the crucial information you want.
There are other dedicated landing page systems out there like LeadPages, ClickFunnels or my favourite one at the moment, Convertri. These have been built to just serve landing pages and funnels. They are quick and have many predefined templates that you can use.
Do you use SEO on a landing page?
Using SEO on your landing page should definitely be a consideration when you are planning it out. If it is just a landing page for a quick offer that will come down after a few weeks, SEO probably won’t be that important.
However, if you are planning to use it for the long term, then SEO is an important factor to consider. All the normal SEO optimisations should be looked at like:
Backlinking – Having links from different locations like blog posts, social media, website pages and even affiliate partners if you have any.
Using keywords – Identifying the keywords that you want to be found for and using them on the page.
SEO titles – This is the title of the page and not your headline
Meta descriptions – This is the short description of your page you see underneath your title in search results.
Header tags – These are using the H1 to H6 HTML tags in your content. So, the main heading will have the H1 tag, sub-headings H2 etc…
Image file names – Always try to give your images a descriptive file name as Google can’t physically see the image.
Tracking and analytics
Always use analytics and tracking on your landing page. If it’s not measured, how do you know if it is working? By using something like Google Analytics, you can see how your landing page is doing and what changes you may need to make to improve it.
This will allow you to see if you need to drive more traffic to it or maybe it needs some tweaking to get more people to actually sign up.
When you are looking to build your landing page, there are 5 key elements to consider:
The goal of your landing page;
The content that you want to place on the page;
How you are going to build it;
If / how you will optimise it for SEO;
What analytics you will use to monitor its performance.
Words by Jason Kruger. Jason has a wealth of experience helping heart-centred business owners with their online marketing. His journey started in 2009 when he went to his first online marketing conference with his Dad. At the time there wasn’t all the technology we have now for online marketing and he had to figure it all out on his own. Fortunately for him, he has a tech background working in IT with a Computer Science Degree. In 2013, he had the opportunity to do this full time and grabbed it with both hands. Since then he has helped many different businesses with their online marketing. From creating websites and membership sites to sales pages and payment systems. He has also learnt many different strategies along the way which he can use to advise his clients.