What are landing pages, you ask?
You may have heard the term – landing pages – and wondered, “well, what makes a landing page different than a regular website?” To start, a landing page is a single web page, and it’s generally created as part of a digital marketing advertising campaign that’s set-up with a single purpose in mind – to sell a product or a service.
Let’s look at an example. Perhaps you’re a spa owner and now that the holiday season is upon us, you’d like to ramp up your marketing efforts and try to sell more of a specific service, which you know is in high demand during this time of the year. We all rack our brains trying to figure out the perfect gift to get that hard-to-shop-for person in our lives, and a spa package is just the perfect solution. So, as a business owner, the first thing you’ll want to do is to get the attention of your target audience – the husbands, the dads, the boyfriends, who’ll be purchasing this service.
Getting your business listed at the top of the Google search results page takes time – this is what we call organic positioning – and it’s achieved through long-term Search Engine Optimization (SEO) efforts. However, since time is of the essence, given that we’re at the height of buying season, you’ll want a quick and effective solution. So what do you do? The fastest and easiest way to get in front of your online audience is to set up a Google and/or social advertising campaign (Facebook, Instagram, YouTube, etc.). By using catchy copy and attractive visuals, your target audience will find your ad interesting and appealing, and naturally, they’ll want to click on it to learn more. What happens then, is that this traffic will be sent to your landing page. When visitors arrive, they’ll see that this single page is dedicated to your spa packages.
What makes a great landing page?
A great landing page will first and foremost be informative and to the point. It’s NOT going to get into detail about what the company does, it’s history, other services, or any other non-essential information. It’s set up for one goal, one purpose – and that’s to sell your specific service.
Are there Different Types of Landing Pages?
Yes, in fact, landing pages generally fall into two categories: 1. lead generation landing pages, which include a web form as the call-to-action, and 2. click-through landing pages, which have a button, such a ‘buy now’, and are typically used for e-commerce.
Some landing pages make use of video to quickly and effectively explain the product or service, while others use visuals, such as product images. Effective landing pages will also outline the benefits of using the product or service – usually with user/client testimonials.
At the end of the day, the goal of a landing page is to convert that interested person into a buying customer. If you need help setting up your holiday campaign and creating a landing page for your offering, then reach out!