Landing Pages - Best Practices
Tuesday, February 14, 2017 | Jeff Davis
What is a landing page?
In the simplest terms, a landing page is the answer to a question.
So one "best practice" is to provide the information promised. If you are running an ad - "Try the Y for free!", then you should take your visitor to a page that shows the visitor - here is all it takes to "Try the Y For Free".
Following graphic shows a simple landing page. It answers the question, "How can I try the Y for Free?"
Obviously this is a very simple landing page. It answers the question for the visitor. But what does it do for the Y?
It provides the Y with a sales lead.
A landing page answers a question for the individual looking for online education and if positioned properly, it provides a sales lead for the website owner. At Thrive we refer to this exchange as "digitally raising their hand" - showing interest in your products or services. And in order to follow up with this interested individual, you have to ask for their contact information.
What are the elements of a good landing page?
- It is built in mobile friendly responsive design and loads quickly
- It directly answers the question posed by the site visitor
- It provides a sales lead for the site owner
- It contains as much information as necessary to answer the visitor's thirst for education
- Which means it can include text, photographs and video
- You could also expect to find client testimonials when appropriate
- You should build a landing page for every offer, for each question that you answer in an attempt to capture the visitors contact information. Yes, every one and yes I know it is a lot of work. But it will allow you to track which offers, answers and landing pages are converting by reviewing your Google Analytics
- From a sales lead capture point of view, you should strive to capture the minimum amount of information necessary to insert the sales lead into your CRM and allow follow up with the individual. Usually this means first name, last name and email address. For those of you who call your prospects, ask for the phone number
You will be tempted to capture as much information as possible on this initial contact, but the more information you ask for, the lower your completion rate will be. Unless you need the information to make contact with the prospect, save the additional data collection for subsequent contacts. If your business needs the address because you are mailing to the prospect, ask for it. But save the shoe size, right or left handed and favorite color for a future conversation.
What about Keywords?
It is always a best practice to convey this information in the language that the visitor speaks. I don't mean English. More like regional dialect. Do they call it a gym or a fitness center?
A great tool for understanding regional language use is Google Trends. Google Trends allows you to research which terms are being used by consumers to search for information on Google. And you can match the language you use in your landing page to match the keywords people use to conduct online searches. Here is a link to a recent article talking about some of the ways you can use Google Trends to improve your search results.
In the meantime, rather than asking your significant other if they would like to engage in the anatomical juxtaposition of the two orbis curis muscles in the state of contraction, simply ask them for a kiss.
If you need help with your landing pages, or simply want to ask a for a few pointers, give Thrive a call at 419-776-7000, or click below, fill out the form and we will call you!