And why should you care?
Lately we’ve been spending a lot of time working on custom landing pages for our clients, and we figured it would be worthwhile to present our readers with a quick overview of what they are, why we’re so enthusiastic about them, and most importantly, why you should be too.
A Quick Overview
Landing pages are where visitors ‘land’ on your site after clicking on your link or ad. Technically, a ‘landing page’ can really be any page on your website – wherever you decide to point your traffic. This is generally the definition that our clients have in mind when we first open up the conversation.
However, there's something of a shift in recent years. The growing popularity of custom landing pages, specific to a single marketing campaign, has started to displace the old definition – and with good reason; they’re incredibly effective.
Typically, when we use the term landing page, we’re talking custom; driving traffic to a single webpage with a tight focus and a single goal: getting visitors to take a specific action.
Some of the more frequent goals of landing pages are getting visitors to call for a quote, purchase a product or service, or register for an event or newsletter. But really, you’re only bound by your imagination. They’re remarkably flexible, so when it comes to choosing the the action you want your visitors to take, the sky’s the limit.
What makes landing pages so effective is their focus. Nothing on the page is superfluous. Every element is tailored towards reinforcing the benefits of your proposition and addressing any of your visitor’s reservations.
By the time they get to the bottom of the page (and our visitors usually do), they understand your unique selling proposition (USP), the features and benefits of your offer, and how your product will make their life better. When combined with an effective Call to Action, landing pages are a surefire way to drive sales and conversions.
Why We're Into Them
There are a number of reasons that we love working on landing pages, but most importantly it’s because they work. A recent example is the landing page we made for Burgdirect, an order and delivery service for Burgundy wines. Within two weeks of launching, sales increased by $10k (the previous four weeks had seen $0 of new sales) and legitimate sign-ups by more than 2000%.
It was incredibly satisfying to provide so much value for our clients, and that brings us to the second reason we love making landing pages: We’re good at it. We’ve developed a reliable method for creating them quickly and effectively, all the while maintaining a high level of quality, creativity, and attention to the specific needs of each client.
Last but not least, they’re fun to make. We love helping our clients refine their USP, learning about their customers’s pain points and desires, and crafting messages that will resonate with their market. The best part comes when we launch. All our hard work comes to fruition: conversions, subscriptions and sales start to go up.
Why You Should Care Too
At this point, it should be evident why we’re so excited about landing pages and looking to make them a core part of our business model.
But you should be excited too. In a business environment still rattled by the effects of the pandemic, they’re a low-risk and high-reward alternative to investing in a full-on website. When made properly (hint; by us), they can actually save you money by reducing your reliance on other forms of traditional advertising.
Another huge benefit is the data we’re able to gather from our landing pages thanks to our custom-made analytics. These help us know, with a high level of precision, which parts of your offer most resonate with visitors, and which parts need tweaking. You get valuable insight into the thought process of your audience, and can position yourself in the way that most appeals to your market. Not bad for a few weeks work, eh?
If you’ve got some time, browse through a few of the landing pages we’ve made for clients in the past. Notice how much we’re able to get across in a single page, and how all of it points visitors in one direction. If you like what you see, get in contact!