A landing page is a single page on your website which is used to achieve a specific goal.
The idea is to target a specific audience, typically a sub-demographic of your customer base.
Think about what separates your customers - how are they different?
Take some time to segment them into categories if you have not done so already.
Now, what thoughts, goals, concerns, and questions do each of these groups have?
There may be two groups or several, but you want to consider this for each one.
The idea is to create a landing page for every individual segment, and speak to them directly.
Acknowledge the goals they commonly have. Answer questions and address potential concerns that you KNOW they are thinking about!
You really want to focus in on what that group needs to know in order to consider doing business with you.
Instead of talking to a virtual crowd (like your home page probably does), approach this content more like a one-on-one conversation.
Watch our webinar recording that goes into more detail
Why they work
A focused approach allows the customer to immediately realize if they have found what they are looking for.
The alignment of what you offer and their needs should be clear.
The site visitor will feel much more welcomed, relaxed, and positive about the experience when you can start off with a relatively personalized first impression, versus a generic page.
How are Landing Pages used in Ad Campaigns?
You want the message and imagery used in your ads to match what visitors then see on your landing page.
This serves as immediate confirmation that they are in the right place.
Your purpose and therefore your message should be focused, so we're simply keeping in line with that concept.
Keep your ads highly targeted, rather than using a catch-all approach.
You may get fewer impressions and clicks with a focused ad, but by sticking with one particular message all the way through, your conversion rates will be higher.
Components of an Effective Landing Page
A headline that hooks a reader's attention.
Clear descriptions of what impact your offer will have for the customer.
Visual aid in some format can really help, but don't use something that distracts!
Social proof and other trust-building factors
A single main Call to Action (CTA)
If landing pages sound like something your website needs, Nexus Growth Coaching can help create a layout and strategy to entice your visitors into becoming leads.