A landing page is web page that provides further information after a potential client clicks on a smaller embedded advertisement on another webpage.
Also known as lead capture pages, landing pages are useful because they provide information directly related to the advertisement selected by the viewer.
Clients typically arrive on a landing page by following links from a variety of social media, email, and search engine optimized advertising campaigns. Companies hope to convert this initial interest into a sale or obtain contact information from the client using either reference or transactional landing pages.
Reference Landing Pages
As the name implies, reference landing pages focus on providing reference information to the potential client.
For example, some reference landing pages include a summary of the products or services offered. The success of a particular reference landing page is often based on the revenue generated by any advertisements.
Webverts are a subset of reference landing pages that focus specifically on the advertising aspect associated with on-line keyword tools. Webverts are an efficient and economical marketing technique as keyword tools help funnel interested viewers to the landing page.
Transactional Landing Pages
Alternatively, transactional landing pages aim to encourage the viewer to provide contact information and purchase the product or service advertised. A common information-gathering tactic used on such pages is the withholding of information until contact information has been provided by the potential client. In such cases, this client becomes known as a conversion- an interested client who has offered contact information that can now be used for direct marketing.
How Landing Pages Are Used
Landing pages can be used for a number of marketing purposes.
Landing pages are particularly attractive marketing tools because their effectiveness can be measured based on the number of times clients click on the advertisement that leads to a particular landing page.
Moreover, landing pages are fairly easy to set up, and they continue to attract attention after the initial investment in their creation. Some particularly useful ways to employ landing pages include:
presenting the benefits of a particular service or product, something that just cant be done with a small advertisement;
creating email lists with the contact information offered by interested potential customers;
using tailored surveys to obtain directed data on potential customers opinions of the products or services offered;
using social media to obtain freeform feedback from potential clients by including embedded comments linked to a number of social media franchises; and
using keyword analytical tools to recover data on what sites potential clients visited before arriving at your landing page.
Designing An Effective Landing Page
Landing pages can be a great benefit to any business trying to attract clients on-line. A number of on-line services offer templates for creating landing pages with proven effectiveness, while custom-made landing pages offer a personal touch.
Regardless, it is important to keep a few things in mind. The headline should draw the viewers attention and the introductory text should be relatively short to avoid overwhelming the potential customer before effectively present the companys service or product.
Lists are a great way to summarize the benefits of the product or service offered. Images and the use of distracting backgrounds or hard-to-read fonts should be minimized.
Finally, including a simple yet inviting form that prompts clients to include their contact information in order to receive the weekly email or further information is a great way to create email lists using a landing page. An effective landing page is an important marketing tool that not only boosts interest but also provides feedback regarding a particular companys offerings.
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About the Author: Lindsey Marino
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We were just beginning the process of designing a landing page, so this article is timely! You offer a great breakdown that will be useful to refer to 🙂
Spot on advice Lindsey!
Landing page should be precise & concise…nothing more than what you want the visitors to know…
KISS (Keep It Simple Stupid) is what I always use to design landing pages.
Cheers,
Robin Ooi