Landing pages are all about customer acquisition.
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What is the most important shot in a game of pool? The next one.
When developing your online strategy, don’t forget to line up your shots. Plan the whole experience.
Advertising gives you visibility. Your ad gets you noticed. But how do you turn a click into a customer? Create a clear path from attraction to acquisition.
The key to generating customers is to turn your Website into a customer acquisition engine that gets web visitors to do something: Learn more. Sign up. Call. Buy. To arrive at your goal, you have to lead people.
Getting them there
Marketing methods such as search engine optimization, banner ads, promotions, direct mail, e-mail, television, and print advertising should not lead visitors to your home page. Home pages often have too many options and no clear path to follow.
When developing a marketing campaign intended to take someone to a Web page, create a unique page designed especially for that campaign. This landing page is a stand-alone page to which you can send your customers that drives them to action. It targets specific audiences and leads them directly to a sale, or when necessary, directs them deeper into your site.
A landing page is a more effective marketing tool than a regular Web page because it is specifically designed to highlight one or a few products or services. It is typically more focused than other Web pages. At their simplest level, landing pages provide limited information with two options: buy now or learn more.
The landing page is a hard sell. The intent is to lead a visitor to conversion. It should contain enough information about the specific product or service to motivate a transaction. The transaction is the final step in the experience. Sometimes it’s making a purchase, but it can be as simple as filling out a contact form. The point is the person on the other end of the website gives you what you want.
The call to action
The singular purpose of a landing page is to make someone do something—to generate a transaction. The most important part of a landing page is called the primary call to action. It prompts visitors to do something by stating exactly what you want them to do.
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