You’ve probably heard of landing pages. You may even HAVE a landing page. But you also might not know why you have it, what it’s doing, or even how to fix it if you’re not seeing results.
First, some tech news
First, two big updates in the last week or so.
WordPress 4.9.8 was launched. We are getting very close to 5.0, which will include the Gutenberg update to WordPress. Very anticipated version which will bring on a visual editor and promises to change the WP landscape for the better. That remains to be seen with older websites, themes, etc. But the 4.9.8 update does have the “Try Gutenberg” callout. It’s an opportunity to try the Gutenberg editor before it is released in 5.0. I have not doesn’t it yet, but will test shortly.
Also has 18 privacy fixes and a few other improvements. I’ve updated all my sites with not issues, but make sure you back up before you do anything.
Also, Android released it’s Android P (Pie) update for the Google Pixel phones. I updated my Pixel 2 XL on Monday. Small changes in the notifications and menus, but for the most part it was a pretty seamless update. I’m sure there will be more as I use it, including the Adaptive Battery feature, which promises to turn down battery usage on apps that are not in use at the time, but still running.
Finally, Samsung will be announcing the Note 9 tomorrow (Aug 9). Lots of huge improvements for this devices anticipated including a bigger battery, better screen and camera, and the Adaptive Battery. Can’t wait for that announcement. FYI, you can sign up to watch the announcement live at this Samsung website.
Now on to today’s main topic… landing pages. Most of you have heard the term, and maybe even use them on your websites. But I have a couple of sites that are going to be implementing them, and decided now would be a great time to bring in an expert, which is why I called on Nicholas Scalice, the host of the Landing Page School Podcast. So this is me, and Nicolas Scalice… enjoy.
What are Landing Pages
Landing pages are a page on your website that has a very specific purpose, audience, and/or message. It should be developed to get the visitor to perform one action… purchase something, sign up, request info, download a PDF, contact you… one specific action.
The difference between a home page, or even an interior page and a landing page is on these pages, you are directing visitors to other pages in the website to get more information, and on a landing page, again, you are getting visitors to do that one specific action.
How to Get Traffic To A Landing Page
Most traffic is directed to landing pages through paid marketing efforts. Things like Google Ads and Facebook ads allow you to be very specific to the audience and who you would drive to see the main message on that landing page. It also works if you drive landing pages through traditional means like billboards, radio, tv, print, etc because you are serving a very specific message on both the ad and the landing page. The trick is NOT to drive all of this traffic to the home page, as that has a very open message instead of the message match between the ad copy and the page.
What Should You Have On A Landing Page?
Nicholas gave us six items to have on a landing page which answer certain questions :
- What Is It? What is the offer? What is the landing page about?
- Can It Help Me? Is it something that can make my life or business better or easier?
- Do I Like It? Is the visual design of the page good and trushworthy?
- Do Others Like It? Is there social proof that says other visitors and clients like it?
- Trust. Is there something on the landing page that says this site and/or product is trustworthy?
- How Do I Get It? What’s the call to action? How do I order, sign up, or purchase?
In regards to length of the page, there is not measurement. In fact, it’s good practice to NOT index the page so SEO rules don’t apply. Concentrate on conversion optimization, not SEO optimization. Also keep in mind, where your customers will be viewing the page. If it’s mobile, small images, less text and other mobile tricks should be implemented to work on phones and tablets. Responsive or mobile themes are necessary in today’s business climate!
What Are Mistakes Made on Landing Pages?
The number one mistake made on landing pages is not having a great offer. The site might be awesome, and the ad-spend might be well thought out, but the offer might not be well thought of. Some poorly designed pages do very well, while a well designed site might not convert because the offer is bad.
It’s also a mistake to have incorrect “micro-copy,” the text on your buttons, subheadings, etc that are action focused. If you can build the “value” into the button or other text it will convert better. Try completing the phrase “I want to…” with the button or link text. I want to contact you, I want to download the free e-book, I want to purchase your widget all work great.
You’re probably never going to develop the perfect landing page on run #1. A/B testing only works if you have enough traffic, and you have a plan on what to test, how long, what are we testing for, etc.
Nicholas suggests testing “bigger things” like the offer instead of button color or text.
How Do I Build A Landing Page
Unbounce : drag and drop builder for
WordPress : Page Builder called Elementor, and other themes make it easy to build quickly and efficiently.
LeadPages : Landing page creator that also interfaces with WordPress and other platforms.
How Can I Contact Nicholas Scalice?
- Twitter : https://twitter.com/nscalice
- Facebook : Landing Page Rockstars Group
Have any questions or suggestions landing pages or any other technology affecting your business? Leave them below, or send them to me @BeBizzy on Twitter!