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A highly focused landing page is a great tool for any business looking to maximize the conversion rate of their Paid Media campaigns. This is because a conversion focused PPC (pay per click) landing page simplifies the path to purchase, and provides the visitor with a clear view of the desired outcome. These landing pages are intentionally developed to have a narrow focus. They tell every visitor, “you’ve come to the right place, call this number or fill out this form.”
Conversely, standard website landing pages are full of detailed information to support ranking in organic search results (SEO - search engine optimization). So the term 'landing page' can be used to describe two different types of user experiences. Let’s review the details...
On one hand, a landing page refers to a stand alone PPC one-pager as outlined above. It is highly focused and used to convert paid media traffic. This type of landing page is highlighted by a strong ‘Call to Action,’ a sales funnel, multiple conversion points, and limited information to ensure the user is not distracted or guided to any other pages.
On the other hand, a landing page can also refer to the page that a visitor lands on when visiting a website. With that in mind, many websites will feature many different ‘landing pages’ highlighting the services they provide. These pages tend to provide more information, and focus less on generating immediate conversions. Ultimately, website landing pages are focused on search engine optimization, thought leadership, and building trust with the reader.
Depending on the industry, some landing page designs work better than others. Let’s review the first example listed above - the conversion focused landing page used to convert paid media traffic.
If your business has a short sales cycle (i.e emergency dental services, or emergency plumbing services), your landing page does not need to feature deep knowledge and thought leadership. People have a major problem - and they need you to solve it immediately. So conversion focused landing pages are extremely effective when people are in ‘buy now’ mode, or when your business solves a pressing need.
These landing pages should offer quick information and value to the visitor. In the emergency plumbing example, here is a collection of quick messages that support lead generation on a landing page:
These are examples of key points to highlight, followed by a call to action that prompts the user to 'Call Now' or fill out a form.
Landing pages that are stand alone can be understood as a means to produce a ‘do it’ or ‘don’t do it’ moment. We want to help the user come to a decision quickly without allowing them get lost in a content rich website.
To illustrate this point, think about the last time you went into a food court with 30 options, versus the last time you went into a food court with merely a handful. It’s simply easier to figure out what you want to do with fewer options.
A lot of small businesses start their digital marketing programs with a stand alone conversion focused landing page because they lack the budget to invest in a full website. This approach limits upfront expenditures, and helps to get the phones ringing as soon as possible.
On the other hand, certain businesses have a longer sales cycle, and their landing pages should focus on building trust and thought leadership. For instance, most people would not select a lawyer on a whim. They would review different websites, read reviews, and perform due diligence to ensure they select the right lawyer for their needs. So let’s review website landing pages that are more informative in nature.
We can all agree that the best user experience is achieved when the user finds the information they are looking for. So if you run a business with a longer sales cycle (i.e lawyers, plastic surgeons), it would be prudent to have informative landing pages for all the different services you offer, and to demonstrate your expertise.
In the example of a plastic surgeon, it would be a good idea to feature the following information on the landing page for each service:
This information will build trust with your website visitor.
Now if you are running a Google AdWords campaign, the content on your landing page should match the keywords you are bidding on, and your Ad copy. This will help lead to better quality scores, lower cost per clicks, and higher conversion rates which translates to a lower cost per lead.
Consultus Digital has years of crafting perfectly optimized landing page designs to maximize conversions for our clients.
We take the time to learn everything there is to know about our customers and what they want to achieve with their landing page design. Our experienced team of in-house designers, coders, and copywriters then get to work creating unique user experiences built from the ground up to support our clients goals.
We focus on proven landing page designs that are guaranteed to get results, while also adding flair and innovation that will also create brand recall with customers.
Are you ready to get the best landing page designs in the industry? Contact Consultus Digital today and let’s work some magic together.
Some companies go straight to Shutterstock to find the ‘perfect’ creative for their next Facebook ads campaign. Type in “man listening to music”, and the page loads with stock imagery of men listening to music.…Read On