Why and How Should I Make a Strong Landing Page?
Lead with a Strong Headline and Close with a Clear Call to Action
Spoiler alert: A strong landing page is key to your marketing success. Unlike other content on your website, a landing page should drive conversions.
As with so many website must-haves, a strong landing page is in the eye of the beholder. What makes one landing page stronger than another is subjective and determined by the inclusion of key components, which we will share here.
While you read, think about your company goals and what you are trying to achieve. What are you offering or eager to share with your ideal audience? Do you know who they are and how to reach them? Keep your goals in mind as you learn the nuts of bolts of building a landing page.
A Look at Landing Pages 101
Let’s start with a simple definition:
Mailchimp defines a landing page as “A standalone web page that potential customers can “land” on when they click through from an email, ad, or other digital location.”
Effective landing pages can gather information from the visitor by offering something in return, whether a promo code or some kind of valuable information presented in a downloadable format, like a PDF. Other landing pages exist simply to share information to connect as a trusted source that visitors want to do business with. All landing pages should make visitors take some kind of action.
What makes a landing page different from any other page on my website?
Unlike your home, about, or contact pages, a landing page is not evergreen; in other words, it doesn’t live on your website in the same way. A strong landing page is created for a particular purpose and designed to communicate and connect with a clearly defined audience.
So, how do I create a strong landing page?
The Necessary Supports that Strengthen Your Landing Page
Although there is no hard and fast rule governing what makes one landing page stronger or more effective than another, there are certain items that should be incorporated into the page design. Before you review our checklist of expected landing page components, keep in mind that you are trying to connect with your unique audience.
Every business is different and targets different markets with specific calls to action. These requests are based on the business’ purpose, perception, industry, testimonial approach, product, messaging, and cost of its good or service, to name a few.
Despite all the differences, there are standard or must-have features to include, and they are:
- Headline – this should be catchy, clear, and grab the visitor instantly; however, brevity is key – keep your headlines short and concise
- Subheadline – your subheadline follows your headline and gives you a little more landscape to share another detail or two about your offer
- Selling proposition – this should be unique to your business, and the offer
- Benefits of what you are selling – this should tell the audience what is in it for them
- Images or video showing the context of use – this should be pleasing to the eye and resonate emotionally with the viewer
- A call to action – this is probably the most important piece. If the audience is not sure what action they are supposed to take on your landing page, or how to do so if the request is clear, then you have lost the chance to close the deal and make the sale
- Optional supporting information includes customer testimonials and social engagement
A landing page is an absolute must if your content marketing includes pay-per-click advertising and email campaigns. By having a dedicated page to track successes and ROI, you can access critical data about your audience while simplifying conversions.
Unfortunately, relying on visits to your homepage doesn’t allow for any of those important metrics, which is why strategic landing page creation is key.
Too busy running your business to create the landing page your business needs? We get it, and that’s why our team of experts is standing by to shoulder the landing page load for you.
Contact us for a 15-minute complimentary consultation about your content needs, and we will put our strategies to work. We are looking forward to collaborating with you!
