The landing page. The vital piece of digital property that many businesses underutilize. In my experience, it’s not because businesses don’t believe in their inherent ability to increase conversions–it’s simply because they don’t know what they are.
And you simply just don’t know what you don’t know.
In brief, a landing page is a web page. But it has a very important role in comparison to the rest of your website. The reason it’s value is beyond that of a normal web page is because it focuses on one singular thing. Converting a visitor to a prospective customer… a.k.a. a lead.
What type of “thing” are we talking about? That depends on what your product or service offering is. However, one thing that remains consistent across all landing pages is that you are offering your visitor a value exchange.
You are requesting their contact information (email address, phone number, meeting commitment, etc.) in exchange for providing them with a piece of content that they can immediately put to use and transform a portion of their business.
Providing a PDF, slide deck or video with tips, checklists, how-tos or other helpful information are all great ways to entice your visitor to “swap value” with you. We’ll talk types of content you can provide in another post about “lead magnets”.
What makes a good landing page?
- Layout is professional and to the point.
- Image/video, bullets, short form and testimonials
- Design and imagery mirrors the ad or content from where they
- An embedded short form to collect their information (First name and email should be enough to get started.)