Leading Customers to Landing Pages
How Visitors are Reeled In with a Great Landing Page
Too many companies lead their visitors to their website’s home page. Visitors get mired in all the information presented, and they forget why they clicked on your link. Direct your visitors to your landing page instead to get the maximum conversion and turn them into customers.
How do companies convince visitors to sign up for a particular service like membership application, newsletter subscription or product orders? Entrepreneurs use landing pages to guide visitors to a landing page, which helps make visitors engage with your content more. A landing page leads visitors to a web page that will allow them to get the information they need or register for something they need like an ebook or white paper, webinar, professional consultations, and more.
How do you create a landing page that will fetch traffic, rack up your conversion rates, and generate sales leads?
The first step is to coordinate with the website designer. List down your goals. Do you want people to become more aware of the benefits of getting your particular service or make them sign up for something? You will only be able to create a well-constructed landing page once you’ve identified your reasons for creating a landing page.
There are two types of landing pages:
- Reference landing pages: According to Artversion.com, this type of landing page provides information relevant to the needs of the visitor. For example, you’re looking to sign up for a health and wellness course available online. An effective reference landing page will lead you to a page where you can see the benefits of being healthy and fit. It will also persuade you of the perks you’ll get when you register for the source offered by this particular website. You will basically see a marketing copy that will strive to convince you of this website’s edge over other similar sites.
If you look at the reference above, you’ll see how this landing page strives to persuade visitors to sign up for a seminar that will help them learn more about social media marketing’s role in increasing B2B sales. The first two paragraphs try to reel in the attention of visitors to make them feel that they’ve arrived at the right page. The third paragraph serves to convey how Social Tech ’12 from Marketing Profs is the event to attend. The last part of the text lists down the benefits a participant will get out of the event. Not convinced yet? There’s an event video that allows you to get a taste of what’s being offered.
- Transactional landing pages: These pages serve to win over visitors to complete a transaction to get a certain product or service. Once the visitor’s information (i.e. name, email address, telephone number) is encoded, the visitor will be added to a mailing list. For instance, you want to sign up for an eye examination. Once you click on the link, you’ll be directed to a landing page that will ask for your contact details. These will allow the clinic to call you and confirm the schedule of your consultation.
This landing page shows a sign-up form for a free consultation with a debt relief professional. The advert seeks to capture as many appointment requests as possible to increase the number of clients who want to discuss debt payment solutions and avoid bankruptcy. This transactional landing page is effective because it shows the advantages that clients may enjoy when they sign up for the free consultation and gives them a clear example. This landing page also persuades them to receive ‘helpful financial tips and offers’ that will make them sign up to learn more about their options.
Rather than leading visitors to your website, lead them to your landing page to immediately provide what they need. Directing them to your home page would only force them to look around and click the tabs, which can confuse them and make them check out another site.
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