A website landing page is an important element of digital marketing campaigns. It is created to direct traffic towards a specific goal or action such as subscribing to a mailing list or purchasing an item. Most big brands and businesses have numerous web site landing pages designed for different purposes. It enables them to monitor every part of the marketing funnel and accurately measure the effectiveness of online advertising campaigns for every funnel.
Landing page vs. website
Why do you need a web site landing page when you already have a business website. Consider your website your online identity and a landing page is the smile or handshake greeting that ushers people to your pages. You need both to make a good first impression but a landing page targets a specific type of visitor. No one is necessarily more effective than the other because they both serve their own purposes.
Creating website landing pages that effectively generate conversions is a challenge that most digital marketers face. Here are a few tips to get you started.
1. Pay attention to design
Your landing page website may not necessarily be a part of your main business website but it should still contain the same theme colors to help users associate it with your brand. By design, it is a single-page website that should be easy to navigate, contains a single call to action and sufficient information about the product, service or offer for which it was created.
With a Strikingly website landing page template, you can customize your landing pages and switch up the color schemes and typography through the site editor. Add your company logo and use a custom font to make your landing page unique and stand out.
2. Create an engaging call to action
Your landing page serves a specific purpose - it has to be able to make a visitor do a specific task. Be it signing up for your newsletter, availing of a free trial or purchasing a promotional item, your web landing page should contain a call to action that nudges your audience in the right direction. It contains two elements: an imperative that triggers the action - e.g. sign up, subscribe now, buy now - and an argument that supports it - e.g. it’s free. CTAs speak directly to the user convincing him of the wisdom of partaking in the expected action.
A CTA is the culmination of your landing page’s business proposal. Make it inviting and make sure it’s easy to see. Highlight it with a different button color or use a different font for it. Focus on the benefits of engaging with your company.
3. Your forms shouldn’t ask for a lot
Nobody has the time to fill out long forms just to avail of a promo. Even when it’s too good to pass up on, many people tend to shy away from having to enter a lot of personal information on website landing pages.
Your form should ask for the most basic of information - email address, phone number and first and last name at the most. Anything else is really unnecessary unless you’re trying to do market research using your landing page. If you have to ask for more, use the checkboxes and buttons instead of making people type in answers. This way, your forms are less cluttered and you get to choose the set of answers beforehand.
4. Optimize for mobile devices
Strikingly’s landing page templates are all designed to be mobile-responsive so you don’t have to do much in this area. Do test your landing page on several screen sizes to ensure your forms are optimized for mobile viewing. Get colleagues or family to test the site as well to get feedback on the user experience.