“So come with me, where dreams are born, and time is never planned. Just think of happy things, and your heart will fly on wings, forever, in Never Never Land!” ― J.M. Barrie
Landing Pages focus on a particular offer, discount, product, webinar, newsletter or article. They are widely used in Pay Per Click Marketing. A highly focused PPC ad linking through to a landing page just promoting that offer will greatly increase its conversion rate. Why? because they offer only the one thing that has sparked your interest in the beginning. Most of the time they won’t have links back into the site it belongs to as that is a distraction.
Types of Landing Pages…
A very popular way of raising your position in the SERPs is to create localised landing pages. So someone searching for ‘digital marketing keighley‘ might be sent to a landing page focusing only on a business in Keighley who does Digital Marketing.
A social media landing page is a great way to introduce who you are, what you’ll be tweeting about etc. This could also include your feed and a follow button. A great example of this in action can be seen here from Dave Lalor at Keybury. Yes he’s a client, a very well clued up one too.
Just as you would segment an email data list. You can segment your business into the types of industries or clients who would be interested in that particular area. Using a tool like Survey Monkey would allow you to survey your existing customers or a batch of potential new customers to find out what area of your business they would be most interested in. You would then follow-up with the most appropriate landing page for them.
Capturing leads is what owning a website is all about. If you have an eBook, white paper or a free workshop to promote. A landing page which has a bulleted list that details, sells and demonstrates what they will gain from downloading it, a video of you talking about the salient point with images and customer testimonials. Will see your sign ups soar.
As mentioned at the beginning, landing pages are widely used to increase the conversion rates of a pay-per-click campaigns. This also affects your web analytics by reducing your ‘bounce rate’ as the content is highly targeted.
There’s quite a few tools out there which will quickly allow you to create great looking landing pages for your PPC, website, social channels etc. The ones I have experience of are Unbounce and LeadPages. My favourite is LeadPages as it allows you to easily deploy to your own WordPress website.
What tools do you use to create your landing pages? do you have any other types or tips for landing page creation?
By Steven Burles