Landing Pages 101

landing pages

For many clients, the concept of a landing page seems to be a pointless exercise. But those clients are simply not educated on how effective this means of advertising is. This page will attempt to clarify the basic principles of landing pages and educate you on why you should have at least one for your company.


The basics

A landing page is a page that has been specifically created to generate sales. This page is linked to an AdWords or Facebook campaign and will open up every time a client searches for and clicks on your advertised link.


What is a conversion?

The conversion is the ultimate goal of a landing page. In short, a conversion is a sale. Every time the landing page does what it is supposed to, you as the client should derive a sale out of it. This is called a conversion because it is measured according to clicks. If 20 people click on your landing page’s link via Google, then you want at least 30% of those clicks to ‘convert’ into sales.


What is a call to action?

The call to action is what moves your client to convert their click into a sale. Examples of a call to action are different—but here are some examples:

  • Fill in this form and we will contact you!
  • Call us now and get a discount on your first order!
  • Click here to email us!
  • Order NOW!

Every time your client does what you want them to do, they have accepted your call to action.


What is a click-through rate?

The click-through rate indicates how many people who have searched for your product or service have clicked on your ad. In our above example, the 20 clicks you received is considered your click-through rate. This term can be used for any external link that leads a client to your page, but in Landing Page terms, this refers to the ad placed on Google or Facebook.


How are landing pages different to websites?

A landing page is just one page that has been optimized for a specific product or service. It has also been designed as a sales funnel that gets the client to follow the call to action presented. Websites can perform the same function, but they are more geared towards being relatively stagnant and act as a shop front for a business.


What is A/B testing?

A/B testing is conducted on landing pages to evaluate how well they are performing. Landing pages can be easily modified mid-campaign so as to accommodate a different demographic or to encourage a different call to action. A/B testing takes place so that the SEO manager can evaluate with real-time stats which design works best.


What skills are needed to manage effective landing pages?

Remember that not every so-called SEO company is able to initiate a professional landing page. The following essential skills are necessary:


  • Conversational content

The content on the landing page must be short, direct and speak directly to the reader.


  • An understanding of marketing psychology

The colours and layout of the page should evoke the appropriate emotions. Important parts of the campaign must also be arranged in such a way that they draw the reader’s attention.


  • Excellent design skills

The campaign page must be pleasing to the eye. If it isn’t, the client will not feel comfortable enough to follow the call to action.


  • Basic understanding of A/B testing criteria

A/B testing is a long process. Patience is needed to find the exact right formula while the campaign is running.


So why should you have a landing page? Well, the simple answer is, “To get sales!” As you can see, landing pages are created for that sole purpose. The testing, the design, the content—all those aspects are directed at creating sales for your company.


We hope this has answered all your questions about landing pages. Still have questions? Feel free to leave a comment below or to contact us directly for clarification. We’d also love to hear from you on Facebook if you have any comments or suggestions on where to find related blogs on this subject.

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