Landing Pages 101: Purpose and Framework

Feb 25, 2016 | Web Development

Starting a new digital marketing campaign? Don’t forget to consider your landing pages and fitting that page to your purpose.

Landing Page Optimization

Landing pages are a separate page on your website that is hidden from the website navigation. This allows it to be accessible only via a specific link which is useful to provide easy tracking of your campaign goals. Keep in mind that quality keyword-rich content and customized meta information are key elements to include. But the ease of tracking isn’t the only purpose for a landing page…

What is the Purpose of a Landing Page?

HubSpot found in their report benchmarking over 7,000 companies that organizations who increased their number of landing pages from 10 to 15 saw a 55% increase in leads. The number was even higher for companies with 40 or more landing pages.

The number of landing pages is not the secret, however. The name of the game is conversions. Whether your goal is to increase lawn and garden sales or to have people call to book an appointment, the page needs to aid that campaign and convert your prospects into customers. You only have 8 seconds to capture your audience so make sure that the landing page is thoughtful, targeted, and compelling.

Fit your Page to your Purpose

To get started with the framework of the landing page, here are just a few categories and their purposes:

  • Teaser: Think of this in terms of creating anticipation for an event or a launch. For example, a landing page to pre-order the next book in a popular series before it is released;
  • Squeeze: The title may not seem appealing, but the purpose of this type of page is to gain quality leads. For example, signing up for a webinar or newsletter to add emails for your email marketing campaigns;
  • Infomercial: This type of page will include all the information about a specific product or offer. This is your chance to showcase the product, so make it about the specific item that the prospect is expecting to find when they click through; and
  • Viral: This category of page is geared more toward brand awareness. Once you select a framework for the page that makes sense for your campaign, remember that you need to be intentional with your content. Looking for more information on landing pages?

Stay tuned for an upcoming blog on best practices and content for landing pages.

If you are ready to start and are operating on a Concrete5 5.6 Content Management System, take a look at this bog on how to put together your page.

If you would like assistance with reviewing or creating landing pages, please contact Informatics.

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