A landing page is what you will use in your marketing efforts to convert suspects who are interested in your product or service into leads. This in turn will give you the opportunity to follow-up and begin establishing relationships and building your list, i.e. your potential client database.
Every website should have at least one. It is the MOST important page on your website. Having one will drastically improve your Return On Investment. In fact, most websites could get by with just having a landing page and nothing else.
Why It's Important
They capture information. Also known as a "Lead Capture Page", "Squeeze Page" or "Shy Yes Page", they direct your suspects to complete a specific action. When suspects arrive to your page, they are not there to browse your options or hear you blab about yourself, that's silly and definitely a waste of your suspect's time. Your suspects came for specific details on how to receive your Compelling Offer.
How To Get The Best Conversions Using Them
Re-state your compelling offer and keep your suspect's attention. Doing this re-assures them that they are in the right place. It also informs anyone who finds your page through Internet searches about what the offer is. It explicitly states how they too, can benefit from taking action on receiving your offer.
Ask only for the information that you need to take your suspect to the next step. Intrigued by your compelling offer and clear call to action, the suspect wants to opt-in to receive more information about your product/service. In most cases, first name and valid e-mail address are the bare minimum needed.
Limit your suspect's navigation options. You have done all this hard work to get them to your landing page, why on Earth would you give them a reason to leave AND NEVER COME BACK? Remove any site navigation from your landing page. Your suspect's goal is to receive your offer as painlessly and efficiently as possible.
Stay above the fold when designing your landing page. Give your suspects easy access to your opt-in form. They should not have to scroll through tons of text to find it.
Prominently Display a clear Call-To-Action and tell your suspect exactly what they need to do to receive your offer. (This is your submit button, but it better not say "Submit!" I will touch more on this later).
How Do I Build One?
With HTML of course, in addition, a little bit of SQL and PHP scripting knowledge. Upload the files to your web server and you are almost there.
You will also need to create an SQL database to collect and store your suspect's contact information so that you can send them the information for your offer.
Lastly, you will need an opt-in form. This will convert your suspects into leads. As a suggestion and good business practice, your opt-in submission button should not say "Submit". It should display a clear call-to-action such as "Click here to get my free report."
You're Not A Web Designer?
No worries, there is a plethora of software out there that you can purchase with small overhead. Aweber's E-mail marketing software is popular. It's all-in-one. They provide you with templates to create your opt-in forms and a number of other useful services in helping you design your "Follow-Up" routine, which you will learn in another one of my articles.
If you don't want to deal with the complexities of writing code and script for your own landing pages, I would suggest researching and investing in Aweber's services. Alternatively, you could simply have your suspects call you to learn more about your offer.
TIP - K.I.S.S., Keep it super simple. If you're not converting suspects into leads, chances are you're not keeping it simple. Anyone on your landing page should know exactly how to get the offer with the minimal of efforts.
Finally, you have converted your suspects into leads... now you MUST follow-up with great customer service, so they purchase your product or service.
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