Landing pages are essential for both organic and paid media initiatives. Organic traffic is engagement that comes from unpaid sources, such as Google, Bing, or social media channels. Paid traffic is engagement coming from an advertisement that has ad spend behind it. A landing page is valuable because it indicates that your content is relevant and useful for your target audience.
What is a Landing Page?
A landing page is a standalone web page that serves as the entry point for a specific marketing campaign or promotional offer. It is designed to persuade visitors to take a desired action, such as signing up for a newsletter, downloading a free ebook, or buying a product/service.
A landing page is different from a homepage or a regular web page in several ways:
- A landing page has a single and clear goal, which is aligned with the offer or content that the visitor came for.
- A landing page has no navigation or distractions, such as menus, links, or ads, that might take the visitor away from the goal.
- A landing page has a strong and compelling value proposition, which is the main reason why the visitor should take action.
- A landing page has a clear and prominent call to action (CTA), which is the element that tells the visitor what to do next on the page.
Why is a Landing Page Important?
A landing page is important for several reasons:
- A landing page helps you generate more leads and sales for your business, by capturing the contact information of your visitors or directing them to your checkout page.
- A landing page helps you increase your conversion rate, by providing a relevant and personalized experience for your visitors based on their source, intent, and expectations.
- A landing page helps you improve your SEO and organic traffic, by optimizing your page for specific keywords and topics that your target audience searches for.
What Goes Into Building a Landing Page?
Building a website landing page is not an easy task, but it can be rewarding if done right. To build an effective landing page for organic traffic, you need to consider four main aspects: SEO, copywriting, design, and testing.
SEO stands for search engine optimization, which is the process of improving your website’s visibility and relevance for search engines and users. SEO helps your landing page rank higher on search engine results pages (SERPs) and drive more organic traffic.
To optimize your landing page for SEO, you need to consider three factors: keyword research, on-page SEO, and off-page SEO.
Keyword research is the process of finding and analyzing the words and phrases that your target audience uses to search for your offer or topic. You need to identify the main keyword that you want to rank for, as well as related keywords that support your main keyword.
On-page SEO refers to the optimization of the elements on your landing page, such as the title tag, meta description, URL, headings, content, images, and links. You also need to make sure that your landing page is fast, mobile-friendly, secure, and easy to navigate.
Off-page SEO refers to the optimization of the elements outside of your landing page, such as backlinks, social media signals, reviews, and online reputation. You need to build trust and authority for your landing page by getting quality backlinks from relevant and reputable websites.
The copywriting of your landing page is crucial for capturing and retaining the attention of your visitors. It needs to communicate the value proposition of your offer or content, address the pain points and desires of your target audience, and persuade them to take action.
To write compelling copy for your landing page, you need to consider four factors: clarity, relevance, emotion, and urgency.
Your copy should be clear and concise, using simple and direct language that speaks to your audience. You should also use bullet points, subheadings, and short paragraphs to break up your copy and make it easier to read and scan.
Your copy should be relevant and specific to your offer or content, as well as to your main keyword and related keywords. You should match the intent and expectations of your visitors who come from organic search or social media.
Your copy should evoke emotion in your visitors, using words and phrases that appeal to their fears, frustrations, aspirations, or curiosity. You should also use storytelling techniques, such as anecdotes, metaphors, analogies, or humor, to connect with your visitors on a personal level and make your offer or content more memorable and engaging.
Your copy should create a sense of urgency in your visitors, using words and phrases that imply scarcity, exclusivity, or timeliness.
The design of your landing page is important for creating a positive user experience and increasing your conversion rate. Conversion rate is the percentage of visitors who complete the desired action on your landing page, such as filling out a form, clicking a button, or making a purchase.
To design your landing page for conversion, you need to consider three factors: layout, color, and image or video.
Your landing page layout should be simple and clean, using white space, contrast, and alignment to highlight the most important elements and guide the eye flow of your visitors. You should also use directional cues, such as arrows, pointers, or eye-catching images, to draw attention to your call to action (CTA), which is the element that tells your visitors what to do next on your landing page.
Your landing page color scheme should be consistent with your brand identity and match the mood and tone of your offer or content. You should also use colors that stand out and create contrast, such as red, orange, or green, for your CTA, to make it more visible and clickable.
Image or Video
Your landing page image or video should be relevant and appealing, showing your product or service in action, or illustrating the benefits or results of your offer or content. You should also use high-quality and original images or videos that fit the size and resolution of your landing page.
A Landing Page Example That’s Built to Engage
If you’re looking for a great example of a landing page, you should check out this one that we built for one of our clients; MisterM Home Design Center. This landing page contains all of the attributes described above, making it a powerful tool for converting leads through their sales funnel.
If you’re looking for assistance when it comes to building an effective landing page, look no further! Our team here at Chatter Creative wants to help take your marketing to the next level!