You might have heard the term ‘landing page’ but you might be wondering what this means… Do I need one? Is it going to help my business? Isn’t it just my website?
Well… a landing page is only useful if you are carrying out Paid Advertising campaigns for example Google Ads or Facebook Ads. A landing page is a standalone web page, created specifically for campaigns. It’s where a visitor “lands” after they click on a link in an email or ads from Google or Facebook.
Unlike a normal website or page within a website, which typically has many goals and encourages exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short). Yes… you want your customer to take action and that’s only going to happen if you have thought about your offering carefully. Always think about “what’s in it for me” and why should I (as the customer) hand over my details.
There are a few different versions of landing pages you can create, here are the two most important.
Lead Generation Landing Pages: Also called “lead gen” or “lead capture” pages, use a form as their call to action. This form almost always collects lead data, like the names and email addresses of visitors. Many companies sometimes offer something for free, like an eBook or webinar, in exchange for contact info. E-commerce brands can also use these pages for list-building or offering free shipping or special deals, too.
Clickthrough Landing Pages: Frequently used by eCommerce and SaaS (software-as-a-service) businesses. Clickthrough pages go straight for sales or subscriptions. Usually, they have a simple button as the call to action that sends the visitor into the checkout flow or completes a transaction.
It's much better to create a standalone landing page that matches your ad copy and offers a clear call to action than sending them to a page on your site.
It is key to have a small selection of links on your landing page, as this increases conversions, as fewer clickables will carry visitors away from the call to action.
Creating an effective landing page isn’t a one-size-fits-all project. What works for one site might not work so well for another. Finding the most effective page design is a matter of trial and error. It’s important to test the different versions of your landing page to find the one that works the best. Without doing so, you might be leaving a lot of potential conversions on the table.
So why do you need one?
If you are looking to advertise on Google or Facebook you will need a specific landing page for your campaigns, as this will convert your customers better than sending them to a random page. If a customer doesn’t know what to do on a page or “what’s in it for them” then they might click off. If a customer comes through from an ad and it has different wording or mixed messaging then they probably won’t convert. A landing page is a much simpler and easier way to get hold of a customer’s details, but only if you have a clear call to action. Typically, your call to action should be an offer booking an appointment or purchasing a product. It’s all about connecting with your customers and understanding what they want from your business.
But if you get stuck, or don’t know where to start, we’re here to help. Our qualified in-house teams provide digital marketing, website development and full design services, so we have everything to create your landing pages that will convert.
Honestly? That depends… We rarely say no to a challenge, but we do know that some website platforms perform better than others for security, SEO and user experience.
So, if your website is old and/or not up to scratch for the new search engine criteria, we will be honest with you. There’s no point promising you we can when we know we can’t - who will be happy with that?!
So, we carry out a series of performance tests on your existing site and let you know where improvements can be made and what we can do to help.
We can also build you a new website – check out our BUILD section for more information.
Click on the link below to start a conversation with the team.
HOW DO I KNOW I’M GETTING GREAT RESULTS?
We are as transparent as you want us to be! We provide a monthly report on all the activity we’re setting up and managing for you – with as much or as little detail as you can handle!
We keep you up to date with any changes we make to improve your website and marketing campaigns. If things aren’t working, we’ll also let you know, give our recommendations on how to improve your results and let you know what we’re doing next.
HOW DO YOU KNOW WHAT MARKETING IS RIGHT FOR MY BUSINESS?
We always start with a digital marketing strategy, to make sure our marketing plan is effective for you. Our in-house Digital Specialists will:
Take the time to understand you, your market, your products/services and competitors.
Discuss aims for your business and your budgets, so we can give you the best advice and do the best job for you.
Research keywords, competitors and marketplace, to map out a digital marketing plan tailored to your business.
Get going and put your marketing activity into place…
… Bring in lots of great results for you!
Share them with you in a monthly report and make suggestions on how we could do even better next month!
HOW LONG DOES IT TAKE TO SEE RESULTS?
We test all campaigns and any changes we make to make sure they remain effective. We try lots of things, some will work, and some won’t. We’ll carry on doing the things that work to get the best return for you on your investment.
As a gauge, we’d expect an advert to prove its worth within 2 weeks but Linked In advertising we advise keeping in place for at least 1 month. We regularly monitor adverts and if any aren’t working, we stop them and try something new.
SEO on a website is a longer process and can take anything between 3 – 9 months to show results. It also depends on whether your site is shiny brand new, or an established website.
HOW MUCH DO YOU CHARGE FOR DIGITAL MARKETING?
Pricing depends on how many of our services you decide to take and what level of service and reporting you want. We won’t sell you a service if we don’t think you need it.
There will be an initial set up cost for any new client and then our services are charged on a monthly basis, starting at £350 per month. For a proposal tailored to your business click on the button below.
WHAT IF I DON’T KNOW WHAT I WANT? HOW CAN YOU HELP?
Between us all, we have a scary number of years’ experience in SEO, website development, conversion increase, lead generation, digital advertising, social media, email marketing and customer journey planning, Phew! So, we usually have a few ideas to get your activity started!
We also don’t just do things for the sake of it. We chat about what you need to achieve for your business and what problems you’re facing, plus any other marketing you have running, and we work out the best recipe of digital activity for achieving your objectives.
Jay Faustino - Creative Web Developer
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