In every marketing strategy, the term “Landing Page” always comes up to the topic. It is always noted to be very important. However, what is it in the first place?

Typically the definition of this term is a standalone webpage where in your viewer will get routed whenever they click your CTA (click to action) button. It is commonly used to gain more leads or for promotional material. However, some marketers tend to sway away from this because, one, they are not familiar with it and two, they do not know how to create one.

They are often used with the following purposes:

Sales
Order form
Lead generation
Thank you page
Event page

Regardless of what is the purpose of your landing page, the most important thing is you should have a goal. This will give you a direction on how to market your page. There are various ways to market your landing page, and you need to find your path.

You may think when it comes to web pages, and you would need a web designer to do it for you. This is where Ontraport comes in. Ontraport is aware that most business owners are not all technical and creating web pages can be very tedious for them. For Ontraport, that isn’t the case.

Before we go further with what can Ontraport do for you, let us discuss first, what are the things you need to keep in mind if you want to use landing pages for your marketing.

Landing Pages are not the same as Websites

Remember these are standalone web pages and does not mean that it should be your only website. This is only used for particular purposes, such as mentioned above. It is mainly to gain more contacts or advertise.

You should still market the page elsewhere

Since this is a standalone page, it will not advertise itself online. You should always have other ways to “share” the link so that your prospects can easily reach this page. Either through social media or email marketing, you should take advantage of the fact that this page can help you introduce your promo without you selling it manually. You can just put everything on one page and advertise it through other mediums. Depending on who is your target market, you should choose the best media to promote the link.

Content is King

Though some of you must have heard this phrase somewhere, this is very true. Whatever you want to promote if the landing page contains confusing details, the more that the prospect loses his or her interest.

A landing page should contain all the most important details of your promotion. This is a perfect way to upsell what benefits they will get if they will opt-in or take your offer.

Connect your headline to the body

Your headline is the very first thing that anyone can see. It is just right that this would be your essential item to entice your prospects. You should make sure that the headline already has an impact on your reader. However, you should not drive away from the primary purpose of the landing page.

Your header would be your enticing introduction towards the content of the landing page. Also, you should not give misleading phrases which may cause confusion or worse, discredit towards your brand.

When someone reads your header, they’ve done three things in their minds:

They gave their time to view and read the page — make sure they won’t regret it.
They liked the header
They took the time to click on the ad to see more

When someone got enticed to view your ad, it surely caught their attention. So make sure they make the most out of it.

Ask lesser details for your opt-in form

Some landing pages and opt-in forms need a lot of information. Most of the time, it causes severe annoyance towards the reader. Instead of finishing it, they decide not to continue at all.

It’s quite tempting to get your visitor’s additional personal information to know them better, but it will never be a good idea. At some point, it will convey of stepping on their privacy, and this will make them feel suspicious of your goals.

We strongly suggest collecting as many email subscribers as you can with a simple form. The most important part is the name and necessary contact information such as email and phone number. Anything excessive to that if not essential is not good.

Overselling can do more damage than benefits

It is very tempting to boast out all the features and benefits into your landing page. Similar to the above mentioned, lesser words is better. Be straight to the point and concise.

Besides, if you oversell your ad, the more they will get irritated. It would feel like they are forced to do something. If they have to scroll down a very long page, it will tire them out and leave without signing in. Remember that they gave their precious time to provide you with a little attention. Don’t waste it.

Highlight the benefits

Since they already went to the page, why not tell them why it is worth their time to visit? Benefits are more enticing rather than the explanation. If the benefits are highlighted well, they will take more interest and time to read through. Decide the benefits based on your target market.

Similar to the header, it should always be connected from header to the body. Do not mislead your viewers. This is very important to be real and specific.

Boost your Authority

Your landing page would be the best location to showcase your client testimonials. However, be sure to show only a few of them if you have a lot. The best testimonials would be those with the biggest names. If you do not have any of that, it is best to find those who have the most specific comments.

You could also showcase the companies that you are currently working or have worked with and are still in good terms. Their company logos already give a significant impact on your credibility.

Your Design Layout has a huge impact

The layout design of the landing page also gives an impression to the visitor. It is best to have it simple yet professional looking. No one would like to see a landing page wherein everything’s scattered. This will give them confusion, and it will be hard to decide if they want to proceed.

Not only the design but the choice of colours are essential. If you are advertising for a child’s toy, you wouldn’t want to use any gloomy-looking colours. It is best to follow a fix colour pallet on any website pages you have.

There are a lot of factors to consider in creating and marketing your landing page. This is where Ontraport comes in. It not only gives you the ease of designing the landing page, but it also gives you the convenience to collect everything in one application — no more manual transfer from your spreadsheets or other CRMs.

Ontraport has integrated all the necessary tools that you would need for your marketing and lead generation. We understand clearly that it may be quite complicated at times if you would do it alone. That is why we offer assistance that is suited to your technical needs. Contact The Marketing Arrows today, and we will surely direct you straight to the right path.

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Importance of a landing page to your business