A landing page is the page of a website that serves a very specific purpose: to turn its visitors into leads. This is why it is so important to optimize your landing page! Users will most likely land on this page by clicking on a link in either a marketing campaign email or a social media post. They will then be asked to provide their e-mail address before continuing through the rest of the site.
Whether you’re creating your first website or revamping an existing site, your landing page is an integral part of your website. The following article will go over how to optimize your landing page.
Isn’t Every Page A Landing Page?
Before we get into the top ways to optimize your landing page, let’s address a question that is often asked: “Isn’t every page a landing page?” This is a great question. The simple answer is no. This may seem – understandably- a bit confusing at the beginning.
The easiest way to explain the difference is to picture two scenarios. The first one is that you begin your journey on a website’s home page. This page offers various routes of navigation. You can go to a contact page, or search through the categories and articles the site has to offer.
The second scenario is that you wind up on a website, and a page pops up which makes you focused on this one message. You enter a bit of your information (like your email address) before going to see the rest of the content.
Imagine going to a fancy dinner party. Do you walk into the house and go straight to the table to eat without paying any mind to the other rooms or people present? No!
Using that same comparison, think of the landing page as where you take off your coat, and begin to get comfortable. Sign the guestbook, and continue on your way to the other rooms!
Use One Clear Call To Action
Having a CTA (Call to Action) is a crucial part of marketing and customer acquisition. They are also quite important for optimizing your landing page. For example, if you sell goods or services, your call to action can be to offer a discount to anyone who subscribes to receiving your e-mails. Or, if a person subscribes to receiving text updates, they will be entered into a giveaway for one free product/service at the end of the month.
It is recommended to limit your CTA to a maximum of 5 words:
– Click Here for Low Pricing
– Subscribe & Save
– Watch Now
– Register Here
– Learn More
– Click for Time Limited Offer!
… you get the idea.
Also view: Incentive Emails: Examples and Best Practices
Think of which CTA makes the most sense for what your site has to offer, and use only one. Using several CTAs may lead your customers in too many directions at once, causing them to become overwhelmed. This may then lead to losing them as subscribers altogether.
Set A Time Frame For Testing
Set a time frame in which you will be testing different CTAs. For this example, we’ll say a month or two per CTA. Before the first month begins, send an e-mail to your existing customers explaining why they will be seeing temporary changes on the website now and again. Assure them that you will be available if they have any questions, concerns, or feedback. (Look at you maintaining that good rapport! Well done!)
Not only will they feel like their opinions truly matter, but they will appreciate that you’re keeping them in the know. When companies keep most of their “behind the scenes” work hidden, it’s hard for people to fully trust them.
Send everyone a thank-you e-mail at the end of the process to acknowledge their participation and understanding! Overall, what it comes down to is making sure clients feel appreciated! It’s just like any other customer service role; happy clients lead to good word-of-mouth; basically, your happy clients are a form of free advertising! Everyone wins.
Need More Help?
If you’re feeling unsure about where to start, visit Twenty West Media’s official website to contact their team! They are professionals with a wealth of knowledge when it comes to landing page optimizations and more.
This whole process may seem like a lot of work, but there are several professionals who would love to help you. Once you start seeing a rise in the number of your subscribers, you’ll realize how worthwhile it is to optimize your landing page.