We’re all familiar with clicking a link and suddenly being redirected to a new web page. Whether you clicked “Shop Now,” “Swipe Up,” “Read More,” or any other call-to-action,your clicking sent you to a customized place, a landing page, where you can continue to interact with the brand.
Landing pages are a separate section of your website, created specifically to support marketing campaigns. Landing pages can be accessed via links in social media posts, emails, search results, paid ads, other web pages, and other marketing channels. Users who visit a landing page can learn more about your company, sign up for information, make a purchase, download a piece of content, and more.
Landing pages are different than the standard page on your company’s website. While both share the same goal (converting visitors into buyers), landing pages feature content that is hand-picked for the audience you are targeting, rather than the general information anyone can find on your website.
Here are three other ways that landing pages differ from traditional web pages:
Want to learn more? Learn how to build a landing page.
While it can have the same domain as your website, your landing page should be a standalone piece of content. Since landing pages are so specific, they do not always fit with your overall website experience. In fact, while your landing page can feature some of the same design elements from your website, it should not be accessible from any navigation bar or footer from the main website.
When you’re sending qualified visitors to your landing page, it’s essential that you have a place they can share their contact information with you. This helps you continue the conversation and nurture those leads toward conversion.
When using landing pages to generate leads, include a form that includes the following fields:
Landing pages are endlessly flexible, allowing you to experiment with different layouts, designs, and messaging. However, most successful landing pages have the same elements in common.
Here are three best practices for landing pages:
You may design the the most beautiful landing page, but how do you know it’ll be effective? Running A/B tests is one of the best ways to figure out how your audience responds to your landing page. It narrows down the most effective elements of your landing page by comparing multiple versions for conversion results. For example, you could test the the length of the headline, color, amount of copy, size of imagery, CTA buttons, video, design layout, and more.
The one thing to remember when building and testing landing pages: don’t fall in love with any one version. Be flexible and open to changes, and you’ll end up with a landing page that resonates with visitors and converts.
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