LANDING PAGE – THE COMPLETE SKETCH

What is a Landing page?

A landing page is an individual web page that offers comprehensive knowledge to visitors about services and leads them to the next step i.e. conversion. The landing page is an entry point to a website. All the efforts made by marketing campaigns and  advertises online is to bring audience to this page. What happens next solely depends on how good the landing page is and how well it is presented to visitors. The first impressions are very important and can often go a long way in sealing the deal. Whenever a client is brought to the website either through the search engines or orchestrated manually, the first thing he encounters is the landing page. If the client is not impressed by the setup, there is a high chance that he quits and probably never returns. A landing page can really be termed as an extension of advertising campaign, search result or a link.

The single and foremost objective of a landing is to generate leads. It comprises key information and a way in which he can get in touch with the organization be it phone numbers, email addresses or simply a click of the button. This click of the button is the Call to Action (CTA) button. It is effectively one touch that turns a visitor into a lead or even a customer. The landing pages go hand in hand with social media marketing, email campaigns and search engines as in these platforms bring more traffic than any other. Inquiry Forms also have a place in landing pages. They can act as a template for getting key information from the customers such as emails and phone numbers. The landing page has links that guides a visitor straight through to shopping cart or a retail page where conversions happen. All the information present on the landing page is relevant to the visitor. It may comprise of text, images, links any other dynamic elements.

What you give is what you get

Sometimes to lure something from clients, you must be prepared to let go of something from your end. It’s not always going to be plain sailing where in an ideal world you get everything you want from the visitors with nothing going the other way but, this is not the ideal world. The visitors show interest when there is something at stake, something that’s useful to them. I’m in no way suggesting give valuable stuff away for free. Nobody does that. Instead, lull them into the ecosystem by giving a taste of it. For instance, give them a guide and ‘how to use’ if they fill in the form. The clients of course, give away their information as they are getting free stuff. This also makes the visitor come back for more. It’s an effective strategy wherein you are not actually giving anything away for free but the customer goes home happy and on top of that you are basically advertising your business. So in this case, what you get is more than what you give.

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