Still questioning the importance of a landing page and the ways it can support your business goals? This post will dispel all your doubts and supply with practical recommendations on how to develop a website that goes beyond a single marketing campaign and can become your online business card.
What is a website landing page?
Serving different purposes, a one-page website can be used to:
- Warm up visitors and guide them to another target page.
- Generate leads with free trials, podcasts or guides.
- Capture necessary data for further marketing campaigns.
- Convert visitors into customers.
Landing pages: key insights
Existing separately from the main website, a landing page can actually consist of more than just one page. You can build a campaign-specific website with more detailed information about the products or services you’d like to generate leads for and it will still be landing. The only rule is that it should have one main page.
Do I really need a landing page?
Being a highly effective tool for lead generation, a landing page may save you a good deal of money. How? It will cost far less to develop a landing page than, let’s say, a corporate website. With a variety of available services, you can get a really good end-product with a distinctive design.
Using a landing page for selling, you double your chances to boost conversions. A sharp focus on key business aspects and visitor-specific problems proves that you are an expert in the niche and helps to build a solid bond with your visitors.
Selling more, selling better
The ultimate goal of any marketing activities is to sell something. Landing pages are specially designed to simplify the task for you putting the marketing funnel on a single page: from information about the product or service to ordering or buying. A fact that you can use such website for placing several offers, up to 5 if to be more precise, makes it even more attractive.
Now imagine that you get an opportunity to build a strong brand identity, show your potential clients and partners a successful online presence and market your services 24/7. Sounds like an ideal solution for small business owners, right?
Landing page vs. eCommerce, corporate and other websites
If you are looking for speed and simplicity, a landing page is the most popular and practical solution with a bunch of other pros:
- Quick and cheap to create, easy to manage, test and optimize.
- Intuitive, straightforward in navigation and, what’s extremely relevant with the recent introduction of Google's Mobile-First Index, it’s mobile-friendly.
- Easy-to-integrate with your PPC or email campaign.
- Goal-driven and conversion-oriented, ideal for sign-ups, email subscriptions, newsletters, adds, etc.
Speaking about the cons
Building the complete picture of pros and cons, you can determine what website type is the best choice for your marketing goals.
Along with all benefits of landing pages, there are disadvantages to keep in mind:
- Limited content which should be carefully crafted, SEO friendly, engaging and follow a strict visual hierarchy.
- You should follow the best SEO techniques for one-page websites, make your limited content match visitor’s queries, without messing up vital keywords to maintain ranking.
- Poor scalability that leads to full redesign and additional expense when a website starts to look overwhelmed with additional information. Here, however, you can still opt for a landing, adding more pages for a specific content type or services.
How to build a picture-perfect landing?
What landing pages can show really good conversion rates? The list may vary depending on the niche you operate in and business specific goals. But there are some common recommendations you can take the advantage of.
To encourage your website visitors to convert, you should know your audience, understand what they want and what CTAs attract their attention. Analyze users’ behavior with eye-tracking technology, use A/B testing to experiment with different content and visuals. Track what copywriting style, action keywords, buttons formats increase conversions.
The top rule is to pay due attention at the landing page optimization. Initially, a one-page website is not that SEO-friendly. To win leading positions in search results, conduct thorough keywords research, take care of link building with the key focus on robust authentic content distribution across the page. In addition, videos can level up content shareability and conversions. Just be unique in what you create. This is what will make search engines and audience love your website and elevate ranking.
Compelling design, smart colors combination and fonts selection can directly influence sales, enforce or break your landing page. The last option is not likely to happen if all these aspects will be based on your marketing funnel.
More ideas to follow
Do not be afraid to add a few additional pages and a blog to your landing. Despite promotional challenges you may face, it’s worth doing. Your website won’t look overwhelmed with information; you can add more categories, provide more insights about your offering, promote on a larger number of keywords and, of course, establish your reputation with the niche-specific articles.
It’s not enough to have just good landing page conversion rates to stay ahead of the competition. Work to use this marketing tool to the fullest and reach the best index for your target industry:
- Travel – 25.1%
- Real estate – 11.2%
- Business consulting – 27.4%
- Business services - 15.7%, etc.
Check stats for the niche you operate in:
Landing page development services
We take our business very seriously and do not work just to make a quick buck providing a landing page service but deliver a really good product based on the individual approach and unique vision of every particular project. A wide-ranging experience and numerous successfully implemented projects in our portfolio are the best proof of the expertise you can benefit from.
Quick insight into the process
Following user behavior factors and your requirements, we develop a custom one-page design, build elaborate website structure and optimize it to meet the latest search engine requirements and go high in search results.
Have you already tried landing pages? From product or company to startup landing page services, our team will help you to get started and support with valuable tips. Get abroad!