What Is A Landing Page?
Article courtesy of Noodlehead Marketing.
Landing Page Introduction
A Landing Page is a one page website that can sit on a main website as a sub-domain or sub-directory or on an entirely separate domain as a standalone website. The goal of a landing page is to move the visitor to act on the specific call to action presented by the landing page. When building a landing page it is important to consider what the call to action will be, how it will be presented and how the activity will be tracked. Below is a more in depth breakdown of important elements of an effective landing page.
Landing Page Introduction
A Landing Page is a one page website that can sit on a main website as a sub-domain or sub-directory or on an entirely separate domain as a standalone website. The goal of a landing page is to move the visitor to act on the specific call to action presented by the landing page. When building a landing page it is important to consider what the call to action will be, how it will be presented and how the activity will be tracked. Below is a more in depth breakdown of important elements of an effective landing page.
Landing Page Call To Action
A call to action is the hook and bait for the landing page. This has to be simple and enticing enough to get the viewer to take action on it. Some common call to actions include a free consultation, a new white-paper, newsletter, exclusive content, or some important resource. In the most simple form it may just be asking them to call or email. The first step is to have a call to action, the second step is to find out how to make it more enticing.
Landing Page Presentation
Presentation of the message is extremely important in setting up the right building blocks to support a call to action. Some questions to ask when looking at a landing page are as follows:
Is the brand of the company clearly readable and recognizable?
Is the phone number and call to action easy to find and act on?
Does the landing page clearly articulate what it’s purpose is and how to engage with it?
Is the contact form simple and easy to find?
Does the content educate, inspire and reassure the viewer?
Is the landing page captivating and aesthetically pleasing?
The second step is to present the landing page in an effective form, the next step is to include search engine optimization for your landing page project.
Landing Page Search Engine Optimization (SEO)
It is important include search engine optimization (SEO) on a landing page. In many cases, setting up a landing page with proper keyword research and optimization can generate a significant amount of traffic. When building the landing page, proper SEO keyword research can guide in the setup of the domain and landing page. Upon integration of SEO, the final step in a landing page project is to implement tracking.
Landing Page Tracking
Landing page tracking includes three main tracking elements. The three tracking elements are visitor traffic, visitor activity and lead capture flowing in from the call to action.
Tracking how many visitors the landing page has and where they came from is the fist element of tracking. Visitors can come from search engines, social media, or other advertising channels the organization may be utilizing. It is important to understand from where and how the visitors are finding the site so efforts can be duplicated in the case of success and tweaked in the case of immature results.
The second element is tracking the activity of the visitors on the landing page. Are the visitors landing on the page and immediately leaving? Are the visitors watching the video? Are the visitors filling out the form or calling? Knowing how the visitors are acting and reacting to the landing page will give insight on how to improve the landing page to increase the percentage of visitors that first looking and then take action.
The last element of tracking is lead tracking. Having an effective lead management software will allow the landing page to track the leads coming into the organization from that specific landing page. The more landing pages an organization has, the more important this tracking becomes. In addition, being able to run reports on marketing efforts to identify what is working and what is not will increase efficiency and effectiveness in Internet marketing campaigns.
Landing Page Conclusion
Building a landing page may seem like a small project because it is only one page, but at the end of the day it can be just as much, if not more work because of the level of focus and testing required to make the landing page effective. The call to action, presentation, search engine optimization and tracking are all critical tools that should be considered for all landing page marketing projects.
A call to action is the hook and bait for the landing page. This has to be simple and enticing enough to get the viewer to take action on it. Some common call to actions include a free consultation, a new white-paper, newsletter, exclusive content, or some important resource. In the most simple form it may just be asking them to call or email. The first step is to have a call to action, the second step is to find out how to make it more enticing.
Landing Page Presentation
Presentation of the message is extremely important in setting up the right building blocks to support a call to action. Some questions to ask when looking at a landing page are as follows:
Is the brand of the company clearly readable and recognizable?
Is the phone number and call to action easy to find and act on?
Does the landing page clearly articulate what it’s purpose is and how to engage with it?
Is the contact form simple and easy to find?
Does the content educate, inspire and reassure the viewer?
Is the landing page captivating and aesthetically pleasing?
The second step is to present the landing page in an effective form, the next step is to include search engine optimization for your landing page project.
Landing Page Search Engine Optimization (SEO)
It is important include search engine optimization (SEO) on a landing page. In many cases, setting up a landing page with proper keyword research and optimization can generate a significant amount of traffic. When building the landing page, proper SEO keyword research can guide in the setup of the domain and landing page. Upon integration of SEO, the final step in a landing page project is to implement tracking.
Landing Page Tracking
Landing page tracking includes three main tracking elements. The three tracking elements are visitor traffic, visitor activity and lead capture flowing in from the call to action.
Tracking how many visitors the landing page has and where they came from is the fist element of tracking. Visitors can come from search engines, social media, or other advertising channels the organization may be utilizing. It is important to understand from where and how the visitors are finding the site so efforts can be duplicated in the case of success and tweaked in the case of immature results.
The second element is tracking the activity of the visitors on the landing page. Are the visitors landing on the page and immediately leaving? Are the visitors watching the video? Are the visitors filling out the form or calling? Knowing how the visitors are acting and reacting to the landing page will give insight on how to improve the landing page to increase the percentage of visitors that first looking and then take action.
The last element of tracking is lead tracking. Having an effective lead management software will allow the landing page to track the leads coming into the organization from that specific landing page. The more landing pages an organization has, the more important this tracking becomes. In addition, being able to run reports on marketing efforts to identify what is working and what is not will increase efficiency and effectiveness in Internet marketing campaigns.
Landing Page Conclusion
Building a landing page may seem like a small project because it is only one page, but at the end of the day it can be just as much, if not more work because of the level of focus and testing required to make the landing page effective. The call to action, presentation, search engine optimization and tracking are all critical tools that should be considered for all landing page marketing projects.
This article was provided by Jason Montoya of Noodlehead Marketing. Noodlehead Marketing helps companies grow their brand and their revenue by building intentional websites, powerful videos and by running effective search engine optimization campaigns.
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