What Are Landing Pages and When Should You Use Them?

This was posted on November 9th, 2015

landing-page

 

 

Landing pages can be an incredibly valuable way of converting visitors, but what’s the best way to use them effectively and what impact can they have on conversions?

The vast majority of businesses and websites don’t use landing pages, but the ones who do are the ones picking up the business. So many companies throw so much money at SEO, Adwords and other forms of online marketing to send people to a static website, where they can get lost, mooch around looking at different things and then disappear. You don’t want that. You want visitors to convert into customers, and the only way you can do that is to convince them in the same way you would a conventional shopper.

If you ran a shop on the high street and a customer came in, would you leave them to wander around the shop looking at items, staring at the ceiling, reading the posters on the wall and then leave? No, you’d ask them what they were looking for, help them find it and convince them to buy it. That’s sales.

What landing pages are

Landing pages are web pages specifically designed to convert a visitor into a lead, by ‘squeezing’ them onto a single page which convinces them to provide you with their email address, phone number or other details in exchange for a high-value offer.

From the visitor’s point of view, they’re getting something great for free or are going to benefit in some way, and for that they’re willing to allow you to sell to them in the future. These are pretty warm leads and they’re next to free to obtain, so why would you not make the most of them?

Where landing pages come into their own

You want people to buy from your website. That’s natural. However, 96% of first-time visitors on your website aren’t going to buy anything. That’s what all the statistics say. So why lose the 96% to potentially go and buy elsewhere? You can get a large number of those in your contacts book or on your mailing list and sell to them in the future — when they’re ready to buy.

It’s often the next best thing from a sale, and can quite often be even better. If you’re looking for returning, loyal customers, this can be a great first way to build up that rapport by offering them something and engaging in a two-way transaction. Funnelling people into leads and then sales is a prime sales tactic and one which should never be understated.

What should a landing page contain?

Above all else, your landing page should have most of the content above the fold, have a strong call to action button and be direct and easy to read. It should also:

  • Have an exciting, compelling title which tells people what you want them to do
  • Use short, concise sentences geared towards generating interest
  • Use bullet points and short features to break up content and focus the eye
  • Have an exciting and compelling image which is relevant to what you’re offering

Driving users to your landing page

Users can be driven to your landing page using Google Adwords, Facebook or Twitter advertising or even scannable QR codes on posters or leaflets. A simple ‘Scan this QR code for a free copy of my book’ can go a very long way to generating long-term customers.

If you’ve got a promotion running, make it an exclusive promotion to people finding you either through Facebook, QR codes on posters or on Twitter. If you’re running an event, offer discounted tickets to people scanning the QR code to get to your landing page. You need to offer them something. Simply saying ‘visit our website’ won’t do a thing.

 

In summary, landing pages can be enormously beneficial to website owners in terms of creating leads and generating future business. Building up an email mailing list in this way is absolutely vital to ensuring the future of your business and giving you a pool of relatively warm leads to work from in the future. After all, those people would’ve just gone elsewhere — likely to a competitor — if you hadn’t got their contact information, so what have you got to lose?

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Should All Websites Be Designed Primarily for Mobile?

This was posted on November 2nd, 2015

 

primarily-mobile

It’s been obvious for a long time now that designing websites for mobile usage has been extraordinarily important. Mobile usage has been growing exponentially and for a good couple of years it’s been vital to have a mobile response version of your website for people to visit on smartphones and other handheld devices.

Now, though, the tide has changed. Mobile devices account for the vast majority of web browsing, with laptops and desktops now beginning to languish in obscurity, relatively speaking. The stats say that mobile sites should no longer be a secondary consideration, but the primary one and that a desktop version of your website should come second.

Let’s have a look at some stats.

There are 1.2 billion mobile web users around the world. In the United States alone, 25% of internet users use mobile only, rarely or never using a desktop machine. Over 85% of new handsets sold have mobile web access, and seeing as virtually everyone owns a mobile phone this a potentially huge market.

The statistics say that the majority of users will only ever see the mobile version of your website. For that reason, then, it needs to work and work well.

Desktop is still an important medium, but it’s now secondary to mobile. It shouldn’t be forgotten, but we have to accept that the online world has moved on and that not only the future but the present is with mobile usage. However, that doesn’t mean the end of the web as we know it.

It’s all about adapting. Ensuring that your website is progressively designed for mobile usage is vital, and a properly responsive website design will respond to the device that’s requesting it, regardless of whether that’s a smartphone, tablet, laptop or 40ft-wide projector. Allowing your website to scale gracefully and remove unnecessary features as screen real estate becomes tighter is now a vital part of website design.

Your main efforts should be put into mobile design, whilst still being able to take advantage of all of the benefits of the desktop version of your website (primarily the extra screen space and capability for Flash and other plugins). For this, you need to ensure your website is properly responsively designed. That’s where we come in.

To make sure your website is fully designed for mobile usage and therefore able to accommodate the majority of your potential customers and website visitors, call us today to speak about responsive website design and mobile usage.

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