If you spend enough time in the digital marketing realm, you will begin to recognize many common words and phrases. Each plays a critical role in ensuring businesses get the most out of their online presence. Marketers utilize them to engage with potential consumers and create new leads. These words and phrases are familiar for a reason. Whether they are a strategy or a tool, marketers employ them into marketing campaigns to drive traffic to business websites with the hopes of converting visitors into leads and creating sales. A common yet vital concept in digital marketing is a landing page.
You have probably heard about landing pages more than once. While they are a part of a business website, they differ significantly from the rest of your site. Marketers have used several definitions to describe what a custom landing page is, but they all agree on the importance of them. Unlike typical web pages, landing pages do not focus on encouraging you to explore the rest of the website. Instead, marketers use them explicitly for marketing and advertising purposes, creating them with a goal in mind.
ARYU Advertising operates as one of the premier digital advertisers in the Dallas region, providing excellent services to businesses across various industries. We understand the importance of creating and utilizing custom landing pages to convert visitors and generate leads. Today, we will be explaining what a custom landing page is and how it can help you.
What is a Landing Page?
A landing page differs from your website’s homepage. While your homepage and other site pages encourage visitors to explore the rest of the site, landing pages have a different purpose. In terms of digital marketing, landing pages are designed specifically for a marketing or advertising campaign. They are standalone pages that visitors land on after they click on a link in an email or an ad. These ads can be on search engines, social media, and more. They all still lead to a landing page. You typically cannot find them anywhere else on your website.
The purpose of these pages is to receive and convert traffic funneled in from the ads in your marketing campaign. While your homepage and other pages on your site encourage exploration, a landing page has a specific focus or goal, also referred to as a call-to-action (CTA). These CTAs are the most effective way to increase your conversion rate while lowering the cost of acquiring new leads or sales.
Some of these call-to-actions could be:
- Make a purchase
- Fill out a form to become a lead
- Give you a call
- Email you
- Reach out via live chat
- Subscribe to your newsletter or mailing list
- Sign up for an upcoming event
- Schedule an appointment
These are just a handful of CTAs that you can implement on a landing page. Each action progresses visitors toward becoming paying customers, which is the whole purpose of a landing page.
Creating a Landing Page
You cannot just put together a landing page without thought or consideration and hope to drive your conversion rates up. It takes careful planning and crafting to ensure it will be successful. There are three components that your landing page must excel in to produce a positive return:
Technical
You need to make sure that your custom landing page is technically sound. You do not want a visitor arriving at your site, and this page is loading slow or forms not working as they should. The faster your site loads, the longer a visitor will stay. Websites that load five seconds or less see 70% longer average sessions and 35% lower bounce rate. Quick load speeds mean visitors will be able to recognize and engage with your CTA better. You also need to make sure this page is mobile-friendly. Google indexes webpages “mobile-first,” meaning an Ad’s Quality Score will drop if it is not mobile-friendly, which increases your cost per acquisition.
Additionally, design is crucial. You need a carefully chosen hero shot that perfectly represents what a service or product is. A hero shot is the aesthetic portion of your landing page that signals to the visitor that they are in the right space without using too many words. Furthermore, utilize colors and button designs to that compel visitors to complete an action.
Ad Copy
Once a visitor has landed on your page, they are ready to learn more about your business and the products or services you provide. That’s where your ad copy comes into play. You must first create a keyword-filled headline that grabs the attention of the visitor and leaves a good first impression. Immediately following your headline, you should create a description that compliments your headline. This content should describe your products or services in a compelling yet concise way.
Additionally, include testimonials from others, showing how they trust and recommend your business. By doing so, you give new visitors confidence in your business and what you offer.
Strategy
You may need some strategy to push visitors to complete an action once they land on your site. Offering incentives encourages consumers to make an action that will move them further down the funnel. Another useful strategy is to increase consumer’s urgency. Include a dynamic ad that shows real-time inventory going down or appointment slots quickly closing. This will motivate visitors to waste no time and complete an action faster.
Video is an incredibly effective tactic that all marketers should utilize. Marketers that incorporate videos into their campaigns see 34% higher conversion rates. In fact, including a video on your landing page can increase conversions by 80%. Videos increase the time people spend on your site.
The Benefits of a Custom Landing Page
As we have stated time and time again, a custom landing page functions differently than any other page on your website. While other pages encourage visitors to explore the site further, a landing page has a specific goal, which is to sell. More than half of B2B marketers use landing pages, but 44% of these clicks lead to their homepage, not a custom landing page. Custom landing pages are far more efficient and lead to far more conversions than regular pages not designed for a marketing campaign.
Some benefits of implementing a custom landing page include:
- Sets a good first impression
- Generate leads and conversions
- Collect valuable information about your leads
- Provides insights into a campaign’s effectiveness
- Gives you a space to promote a new product or service
- Explain the point directly and concisely
- Increase search traffic
- Funnel in qualified leads
- Lower cost per acquisition
As you can see, creating efficient and direct custom landing pages can drastically improve the success of a marketing campaign. This increase in traffic, conversions, and leads will only benefit your business in the long run. ARYU Advertising prides itself on creating high-performing custom landing pages that drive growth. If your business is interested in learning more about our services, give us a call today.
