Having a landing page on your website or blog is a fantastic way to generate sales leads or to get your target market to click through to another page on your site. But there is a major difference between a good landing page and an average one, which can be summed up in George Orwell’s famous quote from his controversial novel Animal Farm, “All animals are equal, but some animals are more equal than others.”
Before you design a landing page, there are several questions you need to answer to ensure that your landing page effectively addresses the genuine needs of your business and target market. Without answering these questions you’ll have as much success of reaching your goals, as Nicole Kidman trying to smile after years of botox!
To create a good landing page, that helps you achieve a higher return on investment (ROI) from your marketing spend, I have highlighted these questions below. Make sure you are specific with your answers, for a more targeted and efficient result from your landing page marketing strategy.
If you lack the time and expertise to build a quality landing page for your business, source a digital expert to create one for you.
#1 WHAT ARE YOUR BUSINESS OBJECTIVES?
It’s important to have specific objectives or goals that you are trying to reach when you decide on the marketing campaign for your landing page. Examples of goals for your landing page include capturing email addresses for future email direct marketing campaigns (EDMs) or convincing your target market to click through to your websites shopping cart to make a purchase.
#2 WHO ARE YOUR AUDIENCE?
You need to understand what motivates your target market to arrive at your landing page before deciding on the design. Are they looking for answers to questions? Do they want a problem solved? Or could they be seeking affirmation before purchasing your products or services? By identifying and meeting your target market’s needs, you will also achieve your business objectives.
#3 WHAT IS YOUR CALL-TO-ACTION?
The main focus of your landing page is your call-to-action (CTA), which is what you want your audience to do. Your CTA directly relates to your business objectives and should never be vague. If your business objective is to collect email addresses for future EDM’s, your CTA could be, “sign up to our e-newsletters for industry tips and advice” which requires an email address to be provided.
# 4 WHERE ARE YOUR ENTRY POINTS?
Your entry points are the channels that your target market will be using to access your landing page. These can include: social media, email marketing or organic searches. It is vital that the brand experience and message you deliver at each of these entry points, matches your landing page design, or else you might lose your audience if they think they’re in the wrong place.
By answering all of these vital questions, you can create a landing page that is not only brand consistent, but will also more strategically attain your business objectives. For further help with landing page design and strategy, contact the digital specialists at Ad On Digital today! You can either call them on (07) 5586 1412 or send them an email if you have any questions you’d like answered.