Driving traffic to your company website through online channels such as social media, email campaigns, and organic search results is easier than ever. You can set up a Facebook paid ad campaign or write a blog post and try to get it ranked for keywords that drive traffic.
However, converting these website visitors into qualified leads and sales is much more challenging. Having a dedicated landing page set up on your website for each digital marketing campaign will significantly increase the odds of getting that visitor to convert.
Read on to learn more about how landing pages can help your business convert qualified traffic from your digital marketing campaigns.
What Are Landing Pages?
A landing page is simply a stand-alone page on your website that’s designed and created to specifically convert visitors who come to your site from your digital marketing campaigns.
It’s called a “landing” page because it’s the very first page that a website visitor lands on when they click a link from a paid ad, Facebook, YouTube, email, or any number of other channels on the internet.
Unlike a standard web page, a landing page has a very specific goal—to persuade and convince the visitor to perform an action, such as filling out a lead gen form or making a purchase. The text on the page, coupled with the overall design, are hyper-focused on that single task of getting the visitor to convert. It backs up and delivers upon the promises of the ad campaign.
How Does a Landing Page Fit into Your Marketing Funnel?
The top of your funnel is where people first learn about your products or services. Facebook, Twitter, Email, and any other source of online traffic is where they will start. The landing page on your website comes next in the funnel. It’s usually their first visit to your site and where they will take the action that you request in your campaign goal.
How Does it Work?
Let’s pretend that your company sells bicycles, and you’ve been tasked with generating new sales over the next 30 days. The first step is to determine the parameters of the digital marketing campaign that you want to run, such as the exact color of bike, model, and any discounts such as 10% off or free shipping.
You’ll then set up your digital ad campaign on an online channel. For this example, we’ll use Facebook. Once you’ve designed and created your Facebook paid ad, it’s now time to create a landing page. You’ll use imagery and text that backs up the promises made by the Facebook ad.
Once finished, the landing page will feature a picture of a blue bicycle along with prominently placed text and a button that requests the visitor to “Click Here to Get a 10% Discount off the All-New ACME Bicycle.”
No other distractions, information, or links that could allow the visitor to get distracted and lose focus of the task at hand, which is to receive the 10% discount if they purchase a blue ACME bicycle right then and there.
Why Do Landing Pages Work So Well?
The reason why a landing page works so well is because it’s hyper-targeted to the course of action that you want the website visitor to take. If you were to link to the home page of your website from the Facebook paid ads campaign, there are likely hundreds of links and non-relevant information that will require the website visitor to stop and visually search for how to get the new ACME bicycle for 10% off.
A landing page is hyper-focused on one thing and one thing only. This is what makes them such a powerful tool to increase website conversions. Once you’ve created a landing page and are generating sales, you can further optimize it through A/B testing.
You can change the color of a button, the copy of your call-to-action, or any number of design elements and then run special software that shows the old landing page to 50% of your visitors and the new landing page to the other 50%. After a few days to a few weeks, you can look at your analytics and see which page converted better.
When performing A/B testing on your landing pages, it’s best to make one change at a time, so you can quickly identify what specific element led to an increase—or decrease—in sales. Over time, you’ll see even more sales as you dial in your landing page for the maximum amount of conversions.
How to Get Started?
Designing and creating a landing page requires the inclusion of several different elements, such as:
- Main headline
- Supporting headline
- Hero shot
- Benefits summary
You can further increase the chances of a conversion by adding some additional elements to the landing page, such as:
- Closing statement
- Social proof testimonials
- Three benefit-driven features
When all of these elements are combined, they serve to increase the chances of a visitor converting into a lead or sale.
Landing Page Design and Creation in Dallas
Designing and creating a landing page that will generate conversions is both an art and a science. At Witmer Group, we can help you not only set up a digital marketing campaign but design the perfect landing page that will achieve your marketing goals.
The Witmer Group has been helping Dallas businesses for well over ten years. We offer a wide range of digital marketing solutions and can create a customized marketing strategy that will help your business remain competitive.
Give us a call today at (214) 865-9484 or contact us via our website to learn more about the various marketing and data analytics services we offer our Dallas clients.