{"id":1846,"date":"2011-11-30T23:07:26","date_gmt":"2011-11-30T23:07:26","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/landing-pages-explained-what-why-and-how\/"},"modified":"2020-10-27T16:38:19","modified_gmt":"2020-10-27T16:38:19","slug":"landing-pages-explained-what-why-and-how","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/landing-pages-explained-what-why-and-how\/","title":{"rendered":"Landing Pages Explained: What, Why and How"},"content":{"rendered":"
\n

\"\"Scenario A: <\/strong>A political group was relaunching their website and one of their primary aims was to have that site help the group generate money. After months of back and forth discussion between group members, one ace politician known for generating money strongly recommended they optimize their landing page<\/a>.<\/p>\n

\u201cWhat\u2019s a landing page?\u201d they asked.<\/h4>\n

Scenario B:<\/strong> A giant Los Angeles based PR company needed to increase their client\u2019s mailing list. They kept scratching their heads about it, wondering what would work best. The fact remains that while their team was highly intelligent, neither they nor the client was web savvy. They also didn\u2019t know what a landing page was, why it mattered or how it could transform their campaign.<\/p>\n

For a political organization that survives on donations, it\u2019s critical for them to use every tool possible to allow the widest monetary stream. A PR company needs to know marketing inside and out. The success of their client\u2019s mailing list signup depends on how easy it is for site visitors to navigate to a signup form<\/a>.<\/p>\n<\/div>\n

So What Exactly Is a \u201cLanding Page\u201d?<\/h4>\n
\n

A landing page is essentially what page a person \u201cdocks\u201d at when visiting your site. It\u2019s the final page that requires a call to action. It\u2019s often only associated with e-commerce sites, but every single company that has a web presence and hopes to attract customers needs to understand the blueprint of a landing page.<\/p>\n

When you\u2019re in a physical establishment, there are signs and guides everywhere to help direct you where you need to go. In a digital world, it\u2019s a lot more confusing, and well-drafted landing pages used strategically through email marketing<\/a>, social media or home pages act as \u201cguides\u201d to get your customers where YOU want them to go.<\/p>\n

Once there, a landing page needs to be simple to understand with a clear call to action. It has to still \u201csell,\u201d so you can\u2019t get lazy when designing one. You have to utilize strategic marketing ideas, market research\u2026in essence you have to understand your audience, what they want and what drives them, in order to get what you want from them.<\/p>\n

Whether it\u2019s the sale or a mailing list sign up, you have to make it simple and worth their time to give you want you want.<\/p>\n<\/div>\n

How Should I Design My Landing Page?<\/h4>\n
\n

Follow these tips to ensure you boost your landing page for maximum performance.<\/p>\n

    \n
  1. Focus on one thing at a time<\/b> \u2013 You may have a great product or service, but tooting all your offers at once only distracts and confuses your customers. The more time they have to weigh the options, the less likely they\u2019ll pick one. Try focusing on just one thing at a time.<\/li>\n
  2. Stay on point<\/b> \u2013 Just like you shouldn\u2019t be offering too many things at once, you also shouldn\u2019t be filling your landing page visitor with too many details about you or your company. Again, be very specific.<\/li>\n
  3. Don\u2019t create a series of directions<\/b> by linking them to other areas of interest. It\u2019s a crumb trail they\u2019re likely to follow, leaving the landing page offer completely forgotten about. Refer to point 1 here and focus on one campaign at a time.<\/li>\n
  4. Remind them of the benefit<\/b> \u2013 What is your customer going to get out of the transaction? What does signing up get them? Perhaps you can offer a free PDF, a discount or some other benefit or access that offers value in exchange for the sell or sign up.<\/li>\n
  5. Make it easy for them to act<\/b> \u2013 Respect that your end user is busy and doesn\u2019t have time to sign up or hunt for the transaction point. Make it easy for them by being very clear where they have to sign up or how they can make a purchase. The more they have to look, the more steps they have to go through, the higher the chances that your campaign will suffer and likely fail.<\/li>\n
  6. Keep graphics simple and in step with the tone of your site and service\/product.<\/b> Too many graphics are distracting. The wrong kinds of graphics or \u201cboring\u201d graphics don\u2019t entice customers to bite, and too few graphics doesn\u2019t inspire confidence or a sense of vision for where you\u2019re going or what you want them to feel from the transaction.<\/li>\n<\/ol>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Scenario A: A political group was relaunching their website and one of their primary aims was to have that site help the group generate money. After months of back and forth discussion between group members, one ace politician known for generating money strongly recommended they optimize their landing page. \u201cWhat\u2019s a landing page?\u201d they asked.…<\/p>\n","protected":false},"author":309,"featured_media":1847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[109,110,154,176,757,839,1526],"class_list":["post-1846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond","tag-marketing","tag-blog","tag-email-marketing","tag-176","tag-online-marketing","tag-small-business-blog","tag-landing-pages"],"yoast_head":"\nLanding Pages Explained: What, Why and How - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Landing Pages Explained: What, Why and How - in\" \/>\n<meta property=\"og:description\" content=\"Scenario A: A political group was relaunching their website and one of their primary aims was to have that site help the group generate money. 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