Landing Pages: The Main Ingredient for Online Conversion
Can your website catch the attention of your audience, provide them with information and convert them in less than 10 seconds? Landing pages are the tool that will help your business do just that, cutting out content-heavy sites for customers looking for specialized services.
What is a Landing Page?
A landing page is the first page users are brought to when searching or linking to a website, which is usually the homepage. Every business could benefit from having at least a few landing pages on-hand to directly link users where they need to go. When a promotional campaign attracts users looking for a specific service and sends them to the homepage, they can easily become lost and disinterested in the sea of information. If your company is advertising a specific service, it’s much more effective to link them directly to that service page than a homepage with general information. Landing pages should revolve around a specific business goal and include copy to inform users and motivate them to complete an action. The number one goal should always be conversion. These tasks can be as basic as subscribing to a newsletter or as important as a sale.
Why You Need One and When to Use It
Landing pages are crucial to furthering your company’s online marketing efforts. Use them to reinforce an objective for a promotional campaign or as a response to a search inquiry. Homepages typically have general information and speak more for your brand and culture. A landing page keeps them focused and steady on the path to conversion.
The Importance of Optimization
If a landing page isn’t expertly tailored to your company’s objectives, it won’t perform to its full potential. A landing page design still requires all the basics any other web page does (read more on those here). However, where it differs is in the layout’s focus. Normal web pages feature content that has multiple objectives. A strong landing page has every last pixel dedicated to highlighting a call-to-action. A simple and clean design avoids clutter and confusion for users. Videos can be an easy way to catch users’ attention and generate interest. Images and videos also retain viewers for much longer than plain text and are 86% more likely to increase conversion. Organic keyword usage will help your landing page start ranking on search engines. This takes some of the work off your business as users begin naturally finding your page.
Landing page optimization is all about fine tuning the attention ratio. To put it simply, every page should have one objective that requires one click. If your homepage has a call-to-action, a few service pages and then links to contact forms, you’re looking at a 5:1 attention ratio. This means there are five links for one objective, four of which have no relevance to conversion. The best landing pages have a 1:1 ratio, where users are brought directly to the right page the first time and clicking only means converting.
Landing Pages in Action
To see examples of some great landing pages, check out ones we’ve made for our clients and ourselves.
TBS Factoring Service needed a way to boost contract sign-ups. A use of bold, eye-catching graphics and typography draws users in and directs them to the sign-up form.
To achieve more personal contact with users and distribute product and sales information, EarthLinked Technologies employed a simple yet effective landing page urging users to find a dealer to learn more.
Appleton Creative uses several landing pages to promote the numerous services we offer. This page about web design contains more information than the previous landing page examples, and still remains focused on the topic through to the call-to-action at the end.
It’s time for a focused landing page that fosters your business’ growth. Appleton Creative is an award-winning, full-service advertising agency that specializes in Orlando web design services. Appleton works with local, national and international clients to deliver powerful, responsive websites that are specifically designed to be seen first in search engines. Reach your target customers in the right places and establish highly qualified leads with a dynamic and accessible website. Your web design and development goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.