Landing pages are pages that someone lands on after clicking on your advertisement on the social networks or on an online call-to-action. These pages are designed to reach the certain marketing goals, for example, make a visitor purchase your product, subscribe to your newsletter or share the information you provide.
The biggest mistake of many businesses is to send to send their advertisement or social media traffic to their home page. Likely your homepage has no direct connection to the certain marketing campaign and the goals you’re trying to achieve. The well-designed targeted landing page will help to convert the visitors into leads.
The good example is the several successful landing pages for Highbrook Clothing, that Hart Design created for their inbound marketing campaigns. We used the design and images to match Highbrook Clothing promotional materials to maintain visitor’s attention on the information rather than distracting them and make them search for the content. The landing pages of Highbrook Clothing are focused on a single objective that makes analytics, reporting and testing clearer.
The main goal of the landing page is to grab someone’s email address and then try co convert them into a customer by sending them valuable information about your product.
The common structure of the landing page includes:
1. An eye-catching headline.
The headline should be focused on one specific goal and must correspond with your advertisement or marketing campaign.
2. A sub-header copy.
Keeping it short helps to draw attention to your product and define your message.
3. The main information about your product.
This part is a longer explanation of the offer. The best practice is to keep simple and easy to read and break up the copy with images, icons, additional headlines and white spaces. The differently-formatted areas are also the great way to divide and separate the content in a visual and attractive way.
Call-to-actions are powerful messages that reflect your conversion goal. That goal might be to receive more information about your customers, to make a purchase or to recommend and promote your business. The stronger your message are the more likely your potential customers are to make the connection that your landing page is for them.
These four elements and the professional design will give your visitors the right impression and lead them to make the decision matching the landing page goal.
The most important thing is to remember that one landing page should have only one specific goal and one marketing campaign. If you’re going to do more than one marketing campaign you need more than one landing page. Creating the landing page is a quick way to establish your product credibility and differentiate you from your competitors.