Landing pages are often overlooked, but are critical elements of lead generation. In today’s Tech News Tuesday episode, we’re talking about the fundamentals of landing pages. Too often we see you running ads or other calls to action that go to your homepage or a generic contact page. This creates additional steps for your audience, and any friction you add to the process decreases the results you could be getting.
Be Specific in Your Messaging
We talk about being very specific in your messaging and addressing the concerns of your ideal audience in your messaging. Remember we are all great at tuning out what we don’t think is relevant to us. So if you have specific messaging in your ad or post, when your audience clicks through the resulting page has to be highly relevant to that messaging.
Your messaging should always address the concerns of your ideal audience.
So let’s look at an example. Suppose you are a photographer who specializes in wedding and sports team photography. You know the market and concerns for each of these services is very different so in your ads and social media, you don’t combine them. You speak to and highlight what’s relevant for each one, but in your call to action you direct them to your homepage or contact page which mentions all the services you provide. Now there is a little bit of disconnect. Your audience is expecting more specific information about what you mentioned in the ad or post. This is where a landing page comes in.
What Makes a Landing Page Unique
A landing page can be a page on your website, but it has some special characteristics. The goal of a landing page is to get someone to take the next step whether that is to fill out a form, sign up for a download, schedule a call or whatever your next step is. Because of that, a landing page doesn’t have extra navigation. You don’t want visitors to wander off. Keep them focused on that call to action or CTA. Also, limit the questions you ask in any form to a minimum. Four seems to be the sweet spot according to most surveys.
Less Is More on Landing Pages
You want to keep it simple and clear. Less is more on landing pages. You want the content to match the ad or post in relevance. If your ad promises something, the landing page should deliver exactly that. It is a good idea, however, to include social proof on your landing page: testimonials or other evidence to back up your offer. So for our photographer example, you’d have separate landing pages for weddings and sports photography, each with specific relevant information and testimonials.
And a very clear call to action for the next step you’d want each of them to take.
When creating campaigns and measuring the effectiveness of what you post on social media, it’s important to consider not just the engagement the post itself gets, but how many people are taking action on the next page – your landing page. Optimizing each part of the lead generation process brings you the best results – more clients and better leads.
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Links in this episode: What to Put on a Landing Page: 10 Must-Haves and Best Practices