As you probably know, a landing page is an excellent tool for improving rankings and solidifying brand identification. However, landing pages are only effective if they’re able to attract traffic in the first place.
This is a difficult trick to master, but mid-size businesses looking to jump to the corporate level must tackle this facet of digital marketing. Landing pages attract clients to a particular product or service and direct their attention and action. If you want to drive traffic and create conversions from that traffic, you must begin with an excellent landing page.
To begin, a good landing page doesn’t need to be ornate. Simplicity is often key because you’re able to draw attention to the most important parts of the page without drowning the essential information in design details.
Consider this landing page from Schneider Law Firm, a family law, and criminal defense firm in Fort Worth. The background is white with a single accent color.
This plain page makes it easy to draw the eye to content that’s of greatest importance; namely, the name of the company, the contact information, links to other areas on the website, and the most essential points of interest regarding family law.
Here’s another great example of a landing page from Vitas, another Texas-based business that focuses on hospice care. The company offers hospice care services for the elderly, and all the information about what they do is clearly displayed on a simple background.
There are plenty of links, contact information, multimedia, and other information to attract the reader’s attention. Having a great landing page is only half the battle, however. You must also focus your efforts on marketing in order to bring more attention to your brand.
Here are a few suggestions.
To get people on your landing pages, your marketing efforts must have strong calls to action. Customers respond well to being told what to do with information once they take it in.
When you’re running an advertisement, include a link with a command to click on it. You might say something like, “If you’re interested in cutting your construction costs in half, visit this construction company website to learn more.”
The entire purpose of your landing page is to spur consumers into action. Your landing pages should include such elements as encouragement to visit a homepage, a call for a consultation, buttons to subscribe to a newsletter, and other forms of positive action.
Social sharing is essential for driving traffic. Your social pages will be mostly composed of targeted customers who are more likely to make purchases on your actual website.
Posting certain advertisements and links to your landing pages on social media ensures that this audience sees them. You might even incentivize your customers to share the information with a free coupon or an entrance into a sweepstakes.
Promoting your landing pages on social media will not only increase the traffic on those pages but boost engagement and leads as well.
Link building is one of the biggest marketing trends today. In order to receive good page rankings, businesses must have blogs and multimedia access all over the internet.
Through the use of blogging, you can publish links on contributor publishing sites. Any time a reader clicks on these links, it will improve your rankings and bring more attention to your brand.
As a word of caution, be careful about making these links look spammy. If a publisher notices that you’re purposely degrading the quality of an article in order to get a link on their page, they’ll delete the article and possibly sever the writer-publisher relationship.
Landing pages are great for tracking individual engagement and generating leads for your website, but they’re only as good as the marketing provided. Begin with well-designed landing pages, and then try a variety of marketing tactics until you find the ones that really work.