Why Landing Pages?
So, what is a landing page? We think unbounce.com put it perfectly in describing a landing page:
In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.unbounded.com
Landing Pages serve a specific purpose. They need to do THREE things to build rapport and earn your client’s business.
- Clearly present the offer
- Demonstrate the credibility of your brand and product
- Present an easy and safe ordering process
Let’s paint a picture: imagine you’re driving through your city, you’re hungry and spot your favourite burger for $3!
When someone is offered a $3 burger and sent somewhere either physically or digitally, it is best if they are greeted with a headline like, “Hi! Are you here to take advantage of our $3 burger?” Validation for any action taken by your customer (e.g. clicking on an ad) is essential to keeping your customer on track to their goal.
With your customer assured they are in the right place, their decision making process will move toward conversion. Reassurance will ease any questions of “How can I tell if this is actually a good deal? Are there strings attached?” We recommend that the headline be followed by a commercial demonstration of your product and support from numerous product reviews by happy customers. This will build confidence in your new customer that they are making a good decision.
The final thing every good landing page needs is a solid ordering process. Working with Amazon, Square, Squarespace or Shopify, you can provide your customers peace of mind as they hand over their credit card information.
Landing Pages Examples
Check out some examples of successful landing pages from past campaigns we have run for clients. We optimize our designs for speed and clarity. All landing pages must be brand loyal and work for both desktop and mobile devices. (credit: provided by pixelscience.ca)
Landing Pages Create Measurable Benefits
- Increased Conversion Rate
- Increased Return on Ad Spend
Landing pages aren’t limited to advertising campaigns. You should use them to build every primary page of your website. Every piece of information made for your customers should be in the interest of building credibility and helping them to secure their quest.
Effective use of landing pages will drastically smooth out your customer’s buying experience by keeping their eye on the prize and alleviate skepticism. When you build confidence with your customers you will naturally increase your conversion rate and see greater ROI on advertising or marketing investments.