When thinking of a landing page, some people still think of the homepage of their website. While this usually is the most visited landing page in terms of the general audience, that's not what we'll be discussing in this article. Let's take a closer look at landing pages for specific audiences. Landing pages are often a mini-website within a website. Some companies go as far as completely removing the main navigation to keep the target audience focused on the subject of the page. Focus is the keyword of landing pages.
What are landing pages used for?
Allow me to take a small sidestep and use the analogy of airplanes and airports. The departure is the starting point of one's journey. Landing with an airplane is often a matter of reaching your destination. Travellers from different departure locations can end up on the same destination airport. Travellers from different locations are guided to different conveyor belts to claim their luggage. Just imagine if all suitcases would arrive on the same one!
Landing pages serve the same initial purpose as the different conveyor belts on an airport. Every target audience will be directed to their own landing page where they will find what they're looking for. The focus of a landing page should be on what the visitor is looking for.
If, for example, your company sells two different products, which are geared towards a different target audience, you don't want to direct your Facebook advertisements to your homepage. The wise thing to do would be to create two landing pages, one for each target audience. A landing page should be focused on one product or service.
From where do visitor reach a landing page?
Each marketing channel you can think of can be the departure location of a visitor. This could be a social channel like Facebook, Instagram or Twitter. Or maybe the source is an advertisement from Google AdWords, Facebook Ads or any other paid effort. Don't forget your own website as a marketing channel.
The message might differ slightly from channel to channel, as long as the proposition remains the same across the board. When a visitor clicks on a call to action (CTA) on one of the channels they should see a landing page which supports the message they are interested in. Both the marketing effort and the landing page should be focused on the same product or service.
What content should my landing page contain?
The exact content will be different for each landing page, but there are a few key elements each landing page contains. As mentioned before the proposition should support the original message that got the visitor interested. This should become clear right from the start, meaning the title, description and key visual should all support the message.
When a visitor is convinced of your message, the next step is to retain their attention by letting them convert. Converting is second step in the inbound marketing methodology. Depending on the product or service, a conversion can mean anything from buying a product, to signing up for a newsletter. In most cases either a form, or a call to action (CTA) to the conversion page is the most important element on the landing page.
Other elements often found on landing pages are key benefits, testimonials or videos.
Landing pages are essential in the marketing mix of every company. Your homepage should support all your products and/or services, while your landing page should only support one. By focusing on what the client wants, a landing page can be the missing link between an advertisement and a conversion.
Bonus tip: don't forget to A/B test your landing page!