Want to know about landing pages and how they are a crucial part of your business? Learn the benefits of keeping them up-to-date and relevant to their subjects, as well as how this helps increase conversions by keeping customers on your website for longer.
What are Landing Pages?
Any page of your website! A landing page is a page of your website that people land on first…you’re thinking homepage right? You’re not wrong, but it doesn’t always have to be the homepage. Landing pages can be special promotional pages, explaining the advert or post on social media that it is linked to in more detail. They can be new blog posts, portfolio pieces, latest products, offers or news that you have recently shared on social media or advertised in a press release for example. Landing pages can be any page that has relevance to your customers search.
How is traffic driven to your site?
Various ways, including through social media, Google AdWords (search and display networks), other adverts, organic search, etc. Social Media can drive traffic to your site through promotions and competitions, landing your customers onto a specific promotion/competitions page that is relevant to the post. Google AdWords is able to target people that have already been on your website, which allows you to re-market to those people and send them back to the same landing page they were on previously. Organic searches highlight keywords used on your site that are relevant to your customer’s search, for example if they type ‘Wine glasses’ into their search engine and you have a page on your website that contains this keyword then that page could come up in their searches…this would be their landing page on your site.
Make it relevant
Content is key on landing pages – especially above the fold. Content that you first see when the page has loaded is all above the fold (before you start to scroll down the page). It’s the first section of content your customer sees and therefore is what matters most. If they aren’t hooked by the page then they won’t stick around. What you decide to include in this section has to be relevant to the advert that sent your customer there, to prevent confusion and have more chance to result in conversions. For example if you put out an advert/post promoting wine glasses then your landing page that it is linked to must mention wine glasses in the page title.
It’s also important to think about what you want the customer to do next. Where do you want to lead them on your site? Are there links to other pages above the fold? These could be links to contact forms, competition forms, signing up to your newsletter, an email pop-up, or simply a link to another page/blog post where they can read more about the subject of the page. Having a call-to-action is a brilliant element to include above the fold on web pages, as they immediately entice the customer to stay on your website without being too pushy or forward.
If you’d like to know any more about landing pages or have any other enquiries, please contact us today! We would love to hear from you.