November 12, 2018, by Nada Allouch
Everyone is focusing on skyrocketing their traffic by using paid advertising, trying all content formats and channels, and even implementing sophisticated SEO strategies.
But let me ask you a question.
What’s the one thing that’s equally important to catching your prospects’ attention in marketing?
Some people might think that traffic is all that matters. And that getting more visitors means making more sales. But that’s not totally accurate.
Between visiting your website and making their first purchase, a customer goes through a long journey. And what matters the most after attracting them, is where you take your prospects next.
And that is why you need website landing pages.
Taking your prospect directly to your website is a risky step. Websites contain a lot of generic information and they are often overwhelming and distracting. If not served, your leads are very likely to leave after few seconds scrolling.
A website landing page, on the other hand, serves a single purpose. It’s a highly focused page with a straightforward message. No room for visitors to get lost or confused.
If you want to convert your visitors, you will need a web page that focuses on just that. With compelling copy, an attractive design, and a strong CTA, landing pages can be irresistible.
One common question we hear from people building landing pages is: “But what should I offer in my landing page?” Well, the short answer to this question is: find out what your prospects need and offer that.
Website landing pages are used for all sorts of offers. Choosing the right one will depend on two elements. First, the needs of your prospects and where they are in the sales funnel. And the second element is the resources you have.
Keeping that in mind, here are the three main types of offers you can use in your website landing pages:
Content offers are the most frequent type of offers we bump into. They require an existing content library or set of resources ready. In exchange for the visitors’ contact info, your landing page promises content delivered to their inboxes.
Content offers are usually a great fit for prospects at the top of the funnel. In other words, they work great for people who are just getting to know your brand, and who are mostly looking for information.
You can use website landing pages to feature different content offers. Here are some of them:
Pro Tip: your website landing page can show a short introductory video to your course. Keep in mind that using videos on landing pages can increase conversions by 86%.
This type of offer aims to get your prospects one step further in the sales funnel. Meaning, they’re targeted to people who need more than just information. Marketing offers are for an audience that’s familiar with your service or product.
Your offer can be independent or can be part of an overall marketing campaign. The purpose is to get your prospects to sign up for an exclusive marketing deal.
Website landing pages with marketing offers are often followed with an upsell page. In other words, your prospects are invited to make a purchase after getting the initial marketing deal.
There are various ways to invite your visitors to know more about your service or product. Here are few marketing offers you can create landing pages for:
Pro Tip: You can use a countdown to create urgency, it’s a proven way to get more signups.
These offers are meant for audiences who are well acquainted with your business. Think of displaying service offers to people who have visited your website multiple times. It’s for people at the decision stage. As a result, they are ready to make a purchase but need a little push.
Service offers are usually a one-to-one assistance you present to your qualified leads. They are about giving your prospect an exclusive taste of your product and convince them to make a purchase. Unlike free trials, service offers give your prospects a more personal and tailored experience.
Here are a few examples of service offers you can create website landing pages for:
Pro Tip: Run multiple experiments and A/B tests to optimize your landing pages design and copy to the maximum.
Getting your prospects to click on your ad feels great, but having them stay and subscribe is what really matters. After all, people who come to stick around will ultimately make a purchase.
Landing pages have proven their efficiency to make people stay and take action. And the good news is once set up, they become passive conversion generators. With a great design and a bit of optimization, you can turn your landing page into a lead generating machine. You can read more about all the best practices for a high converting website landing page here.
Landing pages are becoming a pillar element of every digital marketing strategy. Not having landing pages means missing out on leads and probably sales. So if you haven’t already, now is the time to build your landing pages.
Start before your competitors do! Build your landing pages today and stop your leads from slipping away from your website.
If you don’t know where to start, reach out to us. Penji can help you create landing pages that your users can’t resist. Design is a crucial element in landing pages, and we can help you make the most out of it.
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