Increase your turnover with an effective landing page

According to Katz, a landing page is an important part of your marketing strategy. “You use this page to direct your customers to the place on your website where they leave their details or make a purchase. A landing page should be informative and direct, but also eye-catching and inviting.”

What is a landing page?

A landing page is a page on your website designed for a specific purpose, such as collecting customer data, introducing a new product, or making an offer. A good landing page focuses on one topic and has a clear purpose. It is not a homepage. It should be clear at once to visitors what they can do on the page.

There are different types of landing pages. The 3 most common are:

1. Landing page for lead generation

A lead generation landing page is the first page of your marketing funnel. On this page, website visitors leave personal information in exchange for a ‘reward’, also known as an incentive. An incentive can be a downloadable whitepaper, a free online training, or other gift. The personal data the customer leaves behind, such as name, e-mail, and phone number are called leads. You can use these to approach the customer with an offer, information about your product or service, or your newsletter.

2. Sales page

A sales page is a landing page with the sole purpose of selling your product or service. When visitors arrive on the sales page, they often have 2 choices: buy your product or service or leave the page. The structure of the sales page leads to a specific link that closes the sale. “The text you use on the sales page should gradually increase the temptation for the visitor to make a purchase,” Katz explains. “So, a sales page is usually longer than the average landing page.”

3. Microsite

A microsite, also called a mini-site or campaign site, is a standalone website, with its own web address. It looks like your main website in design and appearance but has a separate purpose. Microsites are often linked to temporary promotions, such as recruitment campaigns, product launches, and discount offers. After the promotion ends, you usually take a microsite offline.

Preparation

To create an effective landing page that generates customer data or sales, follow these steps:

1. Decide what you want to achieve

Decide what the purpose of the landing page is. For example: get new customers, highlight a new product, or share an offer.

2. Decide who you want to reach

Define who your target audience is. This is the basis of your landing page strategy so describe the characteristics of your target audience as concretely as possible. This means that you understand who your ideal customers are and know for which questions or problems you offer them a solution. Also research who your competitors are and define why you help your customers better than they do.

3. Define the main message and keyword

The message on the landing page should be concrete. For example: why should someone buy your product, what are the benefits? In addition, research the main keyword for your page, that is, the most often used keyword that customers type into Google. If you incorporate this keyword in the text on the landing page, your page will rank higher in the search results.

Structure of your landing page

After you have determined the goals, target audience, main message, and main keyword in the preparation phase, you can build your page. Include the following elements:

1. A catchy introduction

Start the landing page with a strong introduction. “The first thing your visitors see when they come to your page is the top text,” Katz explains. “Make sure you grab their attention with that. Add relevant and appealing information, something your visitors will want to know more about straight away.” You do this by using text that supports your value proposition and makes the benefits of your product clear. But, Katz adds, “Copywriting is a craft and an art. Good copy makes the difference between success and failure. That's why it makes sense to spend money on a good copywriter. Especially now that SEO is essential.”

2. Photos and videos

Make use of photos and videos on your landing page. Katz explains: “Research shows that pages with a video increase conversion. With a good video, you convince your visitor faster of the purpose of your product or service.” With a video, you also cater to visitors who prefer watching videos to reading text.

3. A call-to-action (CTA)

A call-to-action, or CTA for short, is a clear button on your landing page that allows the visitor to buy your product or request a service directly. Katz recommends placing the CTA both in your introduction and at the bottom of the page. Do not include any other links in the text, so that the CTA is the only link the visitor can click.

4. Features and benefits

Name the features of your product or service and clearly describe the benefits. Katz explains: “It should be clear to visitors what the benefits are of buying your product or service. When those benefits directly address your visitors' pain points, they are most likely to click on the CTA.” It is best to name 1 benefit per paragraph. 

5. Social proof

Demonstrate your credibility and reliability by strengthening your landing page with social proof. Social proof can be testimonials, reviews, and logos of companies you work with. Social proof is a powerful tool for any landing page. The opinions of satisfied clients can convince a potential customer faster than you can as the seller.