One aspect of websites that should not be neglected is the importance of the landing page. Landing pages are what your visitor sees and is their first impression of you, your website and your business, get it right and you could be onto a winner. But, get it wrong and you will drive visitors away faster than picnickers caught in a rainstorm. So, what makes a good landing page? The landing page must be relevant, engaging and what the visitor is expecting. There needs to be a purpose to the landing page so that it gives both the visitor and the site owner what they want. Landing pages need to have a good layout and depending upon what the purpose is, they should resemble the main site. Website design is important and having a landing page that converts visitors is key.
As promised, today we’re going to dig deeper into creating effective landing pages, but only for you Internet Marketing for Smart People subscribers. I’ll also give you a few hints about our upcoming landing page software for WordPress called Premise.
Before we get into making landing pages better, let’s make sure we’re using landing pages in the first place, and understand why they’re so important.
Why use landing pages?
“Landing pages are the new direct marketing, and everyone with a website is a direct marketer.” ~Seth Godin
A lot of people don’t realize that before all of his fantastic books about online marketing, Seth Godin founded an online email marketing firm called Yoyodyne in the 90s, and sold it to Yahoo for a bundle. He then wrote Permission Marketing, the most important book on marketing for me when getting started back then.
A huge part of email marketing is where you send traffic, also known as a landing page. In 2006, Seth named the 5 total purposes of a landing page, and they still hold true today:
- Get a visitor to click to go to another page
- Get a visitor to buy
- Get a visitor to give permission for you to follow up by email, phone, etc.
- Get a visitor to tell a friend
- Get a visitor to comment or give you some sort of feedback
You’re probably already using online content marketing in your blog posts and articles, to get people to comment, tell a friend, or subscribe (hopefully all three).
But you can take it much further. The next step is to use specifically-designed pages that focus on clicks (for affiliate marketers), buying (for people with products or services), or permission (to get leads and build your email list).
It’s all about action from traffic, not traffic for its own sake. Click here for more