When you’re promoting a product or pursuing a goal, like garnering email signups, you don’t want to do it without a landing page. Here’s why.
Landing pages give centralized space to allow you to educate consumers, guide customers along the sales journey, grow your email list — and ultimately increase sales.
Your website’s homepage likely provides general information about your business. Landing pages, on the other hand, help you achieve short-term goals by focusing on specific calls-to-action.
Landing pages give your customers a clear way to act now. Whether they’re signing up to join your email list, or looking for details about your next event, a landing page provides direction and clarity as well as opportunity for direct action.
How to design an effective landing page
Start with a clear short-term goal.
Knowing what success looks like will help you know where to start. Also consider your audience. Knowing your audience will help you write copy directly to them, increasing engagement and conversions.
Opt for a simple design
The action you want your customer to take should be obvious: clear and easy to spot.
Peeling back unnecessary design elements allows the call-to-action stand out.
Include a call-to-action
Research shows that 79% of people scan websites for the content they’re looking for, rather than reading the whole thing.
Leading with a clear call-to-action is the best way to catch people’s attention and get them to act.
For example, a “Schedule your call today” headline with an embedded contact form directly below it allows customers to see exactly what to do next, and with one click, start the process.
Ease of use and limiting the number of clicks needed is key to keeping people’s attention and getting them to act.
Use images and detailed descriptions
When a customer has clicked-through to your landing page, they’re looking for and expecting specific information.
Be sure your copy is well-written and intrigues your target audience.
Use high quality photos to add visual interest and break up the text on your landing page. Photos will also help tell the story for visitors that prefer visuals to reading descriptions. A few pointers:
- show different angles
- use lifestyle photos
- 3-5 images on a landing page is ideal
Use Promotional incentives
Discount codes, drawings to win freebies, and other incentives can be effective ways to push action.
Try offering a discount when a customer signs up for your email list, or hold a giveaway for people who schedule an appointment.
We often set up email autoresponders for our clients, so their customers receive a warm welcome email when they sign up. Schedule a call to find out how we can help you do this!
Once your landing page is done, it’s time to start promoting it!
If you want to grow your email list, maybe you’ll decide to drive traffic to your landing page from your social media platforms. Promoting your new wine club? Send customers to your landing page URL with a QR code on your products, or in your winery’s tasting room.
One of the biggest benefits of using a landing page in your promotions is that you can easily track results and gauge your success.
Through trackable links, email subscriber tags and more, you can see the progress you’re making on a short-term or bigger picture goal every step of the way.
Need support creating your next landing page? Schedule a call with us to discuss your next promotion, and let’s see how a landing page can work its magic.