The Ins and Outs of Landing Pages

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Think of building a website the same way you approach building a house: While the main page is like the front door that invites everyone in, you can’t really spend all of your time in the entryway. Landing pages are like different rooms that allow for your online presence to “spread out” and live comfortably. Like the rooms in your home, each landing page has a purpose, and it’s important to work with a professional to create pages that turn visitors into leads and then into loyal customers.

What Advantages Do Landing Pages Offer?

Sales Funnels — Each customer will follow a different “buyer’s journey” to reach a point where they’re ready to make a purchase. Designing custom landing pages can personalize this journey and help educate them at the appropriate stage of each sales funnel. The goal here is to make it as easy as possible for customers to decide that they want to choose you over the competition. 

Promotion — Are you offering a new service or product? Do you want to share the news about discounts or sales? Is your business looking to capitalize on seasonal changes? Landing pages can alert website visitors to this important information that could help boost your bottom line. 

SEO — Customers use keywords to search for businesses like yours, and custom landing pages can increase your visibility in search results when they include those keywords. If you’re supplementing organic SEO efforts with paid ad campaigns, you can use landing pages as links in those ads to further streamline PPC budgets and get more return on your investment. 

Social Media Marketing — Landing pages that are designed for each social media platform you are on provide the opportunity for you to segment your audience and personalize branding messages based on where you’re posting the link. It’s likely that the demographics that follow you on Facebook are different than your Twitter audience, and landing pages should reflect that.

How Do I Design Landing Pages that Convert?

Before choosing the copy or content you’ll include on a landing page, think about the goal you want to reach. Are you looking to increase newsletter sign-ups? Is there a common pain point that customers can solve with your expertise? Does your business have an announcement to make? Whatever the goal is, that’s the foundation on which your landing page is built.

The next step is keyword research to get a better picture of the search words and phrases your customers are using to find a business like yours. Include that in your landing page copy to craft a message that encourages visitors to act on your call to action. While each landing page may have a different purpose, there are some fundamental elements to consider:

  • Short, attention-grabbing headlines that engage visitors
  • Informative and persuasive subheadlines that offer more information
  • High-quality visuals and graphics that support overall branding
  • Comprehensive copy that’s clear, educating, and valuable to visitors
  • A way to get in touch with your business that’s convenient and easy
  • Calls to action that stand out from other copy and compels visitors to follow through

What Landing Page Best Practices Should I Keep In Mind?

Once you have the basics in place for a solid landing page design, take things further. Most importantly, you should be working with a website design professional; landing page design is definitely not a DIY process even if you have a little experience in this area. They’ll help you connect the dots between design and analytics that show the success of your design efforts and explain how it impacts overall site traffic.

Just like you wouldn’t build a house all on your own, the same can be said for building a website. Working with website design pros can ensure that your landing pages are in line with the rest of your site pages and support cohesive branding, while offering their unique perspective that can only come with experience and expertise. 

Even beautiful homes also need to have function, and the same is true for your business website and its landing pages. Our team brings the skills and knowledge to the table that your project needs to succeed, and we’ll stick around long after we’re done to make sure you’re meeting those goals you set when you’re designing landing pages. Having one team saves you time and money, and gives you peace of mind that your website landing pages are working hard to help your business grow.

Our team consists of industry professionals with over 15 years of experience each. We’re not just providing a service, we’re building relationships with you and your company. We value long-term relationships with our clients — let’s get started

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