What is a Sales Landing Page?
As a website owner one of the most important aspects is to drive traffic to your pages. Sadly many websites don't do so well once traffic actually arrives. Often a visitor will leave before taking action.
If you would like to improve the visitor interaction and turn more of them into business opportunities then this blog is for you.
Studies show that the average conversion rate for a website is between 1% and 3%, which means it’s only converting a small percentage of site traffic.
A landing page is a must-have for your sales website because it provides a targeted platform for converting higher percentages of visitors into leads. In fact, landing pages have a 5-15% conversion rate on average.
What Is A Landing Page?
A landing page is the page on your website that is designed to convert visitors into leads, and its sole purpose is to do exactly that.
In most cases this might be the filling in of a contact form, in others it might be to direct people to call or email to start them on their purchasing journey.
However it's vital before you dive into building one, you ensure you’ve done as much background research as possible to enable you to put the page together effectively.
Converting visitors into leads is the first step in the relationship between your business and potential customers.
Remember the primary job of this page is to tell your visitors exactly what you want them to do and why they should do it.
Everything you need reference landing pages and how they work is right here.
One of the first steps is to create the headline. This is an important part of your landing page, because if you get it wrong, your visitors will be quick to leave. The best headlines are short and to the point, and prompt a call to action.
Landing Pages should Contain the following basic elements
- The headline and (optional) sub-headline
- A brief description of what is being offered
- Here at The Content Production company we also recommended to have at least one supporting image or short video
- Most importantly, a form on the landing page itself to capture information. It should be simple and concise, allowing potential customers to move along the sales channel to the next stage of the process.
Driving Traffic To Landing Page
You’re going to need to attract as many visitors as possible for your landing page in order for it to work. Fortunately, you’ve got a lot of options. Let’s explore some of the more common sources of traffic to landing pages.
Paid Search Traffic:
Most search engines include paid advertising. When someone initiates a search (say “Wines of South America”) these adverts appear clearly marked (but without making it too obvious) in the search results. A user who clicks will have been lured by your attractive, professional content or in some instances your visuals. You may have targeted them based on their search term, or as part of your demographic data.
Paid Social Traffic:
Running ads on social media sites like Facebook, Instagram, Twitter is a good way to target people who’ll be particularly interested in your brand, regardless of whether they’re in the market yet.
Naturally you want to drive your pipeline with people searching for “Wines Of South America,” but by directing social media traffic to your landing page, you could be reaching people who’ve added “Wine appreciation” or “Wine Tasting” to their list of interests in their Facebook profile. One advantage of this method is you connect with customers before they start to carry out general searches for your product channel.
Email is often touted as the most effective marketing channel due to its low costs. A 2018 study projected that there’ll be 4.2 billion email users by 2022. That’s more than half the planet!
Emails and a well built landing page can be used to nurture existing relationships with customers and to acquire new ones. After building a list of contacts, your carefully worded email should entice readers with your offer, while the landing page fills in the details and directs visitors toward a call to action.
Organic Search Traffic:
The term “organic traffic” refers to any visitors who come from an unpaid source—like the bottom half of Google search results.
By creating compelling, attractive and readable content on your landing page, you can ensure that your business appears more frequently in related searches. The higher your content ranks, the better.
The Next Step To An Effective Landing Page
Hopefully you now know a little more about effective landing pages and the ingredients that go into them.
If you would like a professional to assist then The Content Production Company will be glad to help.
Remember, your visitors are really only interested in knowing “what's in it for them” so now’s your chance to tell them.