Why You Need A Landing Page
Written By: Sully Rahal and Sean Kernerman6 minute readIf you're like most people, you spend a lot of time and effort sending out emails and other marketing materials. Whether it's an email newsletter or a blog post, there's a good chance that your potential customers will only see your message once before moving on to something else. This is why it's so important to have a dedicated landing page for each project you promote—it gives them one more chance to reach out and engage with you!
In This Blog:
Introduce Your Brand
Build Trust
Use video To Convey Your Message
Your Website Is Your “Digital Storefront”
Answer The Questions People Ask About You
Use A Lead Magnet To Capture Emails
Your Landing Page Should Be As Long As It Needs To Be
Introduce your brand
To introduce your brand, you have to create a landing page that tells people about it.
It's important to make sure that the words and images on your landing page reflect the values of your business. If people see these things, they'll be able to tell how you stand out from other companies in your industry. The clearer you are about who you are as a company, the more likely they'll be to click through and purchase something from you!
Build trust
If you’re looking to build trust, landing pages are a great way to do it. They’re quick and easy to create, and they can be used for pretty much anything—from selling products and services, to collecting leads. Here's the standard format we like to use:
Headline: Use your headline as an opportunity to grab people's attention by being bold or funny. This copy is the first thing a new customer sees when they come to your site. Be clear and concise about what you’re offering/selling.
Video or banner photo: Videos are a great landing page solution because they allow you to give a deeper insight into your company or brand through an engaging piece of content that doesn’t require any scrolling.
Pain Points: Address some of the pain points your customer might have and why four product or service solves those problems. Before throwing a price in their face, make sure they understand the value you provide. Be sure to include a CTA in every module of information.
Case Study, Work Examples, or Product Listings followed by a CTA.
Contact form and socials
Use video to convey Your message
Video is a great way to convey a message. It’s an engaging medium, and it can also be used to convey information more quickly than text.
Text-based content is good for conveying detailed information, but when you want to get people excited about your product or service, video is the way to go! If your landing page is all text and no video, it may not be as effective at getting visitors interested in what you have to offer them. After all, this is 2022 and video is taking over.
Your website is your “digital storefront” – you need it to be attractive
Your landing page should be easy to navigate. You want people to walk on in, find what they're looking for, and get out as quickly as possible without any fuss. If it's not easy for them to navigate through your site, you risk losing them (and their money).
Your landing page should also be easy to read and understand. Your copy needs to be clear and concise so that people understand what you're offering from the moment they arrive at the page and don't have any doubts about whether or not they're making the right choice by buying from you instead of your competitor(s).
A well-designed landing page with good content will fully engage a visitor's attention while delivering an actionable call-to-action that encourages them into purchasing mode rather than just window shopping around aimlessly - this increases conversions!
Answer the questions people ask about you
Your landing page should answer the questions that people ask about you. For example, if you're a pet store, people are going to be asking: "How much is that doggie in the window?" Or, if you're an author or artist, people will be wondering things like "What's this book/painting all about?", or "Where can I buy it?".
If your business doesn't have answers to these questions on its website (or in any other place), then it probably doesn't have a landing page either. In fact, having answers is even more important than having a landing page. If your business has no idea how to answer these questions now - what makes you think they'll get any better by building a shiny new site?
Use a lead magnet to Capture Emails
A lead magnet is a free resource you give away in exchange for an email address. The idea here is to offer something of value in exchange for their email. You can then retarget them with new promotions, newsletters, and other marketing material to keep your brand top of mind.
Here are some examples of lead magnets:
A report on how to start getting more traffic from Google Search
An ebook tailored to your niche (ex. a chef might offer a few recipes for free)
A video course on designing landing pages specifically for your business model
Promotional offers and current discounts
Your landing page should be as long as it needs to be
Your landing page should be as long as it needs to be, no longer and no shorter. If a visitor is interested in what you're selling, they want to know everything about your product or service. The main goal of your landing page should be to answer every question a potential customer might have about what you're offering in a clean, easy to navigate way.
In addition to answering their questions, make sure you include clear call-to-actions after every module of information. You don't know when a customer might fall off and click away so having clear CTA's will entice a click at any point in viewers progress of your landing page. A CTA is something the user can click on to take action with the company: making an appointment or signing up for something.
Conclusion
The bottom line is that your website needs to be attractive and easy to navigate. A landing page is a great way to introduce your brand, build trust with potential customers, answer the questions people ask about you, use video to convey a message and more. The most important thing is that you keep it short and sweet; if it’s too long or complicated then nobody will read it!
