Perhaps you want to launch a new product, or create a new campaign for an existing one? Do you need to create a separate landing page to sell that product? Can you just add something to your existing site? If the campaign is large enough, should you invest in a new website?
I get these questions all the time from my clients. Do you need a separate landing page for a promotion or campaign? The answer almost always is yes, but let’s explain.
What is a landing page?
Landing pages are stand-alone pages of your website that you use to promote a specific event, product, campaign, or service. They are typically on your domain but are not interconnected to your other pages (unless you plan it that way). The term ‘landing page’ gets bandied around quite a bit these days — I’ve heard it referred to several different types of ‘pages’ where people can land on your site.
That really is what a landing page is but there are some key differences between a homepage (the main page of your website, where you will promote your entire business or a key service or offer) and a separate landing page, as we discussed in the How to Use Landing Page Videos post.
A good homepage typically does the following things:
- Occupies your root domain (think www.yourwebsite.com)
- Gives a comprehensive overview of what your business does
- Links to every other important permanent page of your website
- Tells visitors how to connect with you in other ways (such as getting in touch with you in person or following you on social media)
A good landing page, on the other hand, more often:
- Is designed to receive traffic from one or several specific sources (such as an ad or email campaign) — hence the “landing”
- Prompts visitors to take one well-defined action
- Stays focused on a single topic or offer throughout the page
- Omits or downplays navigation options
- Is not necessarily intended to be a permanent part of your website
So, when we talk specifically about landing pages here, we really are talking about those pages on your website that are designed for a specific campaign or product.
Should you have separate landing pages for each campaign?
Not only should you have separate landing pages for each campaign, the more you can create a unique user experience for each person that lands on your landing page, the stronger your campaign will be.
Anyone in digital (or traditional) marketing would tell you that one of the most important principles in marketing is knowing your audience. Creating targeted campaigns does just that.
One of the problems with traditional marketing is that you have to create ‘broader stroke’ campaigns in order to reach your audience. Typically, marketing campaigns that do well target not only a specific audience but solve a specific problem.
I think by now you should know how much I love digital marketing. It can be a powerful tool to grow your business if done right, yet I’m still surprised at people who want to take the lazy way out. I’ve been asked many times to create that magical landing page that will drive customers, not just to one campaign, but to several. This just doesn’t work.
I think some of the confusion comes in because people do confuse homepage and landing page, as well as don’t understand the power of targeting your audience. There are also a lot of bad examples out there of busy, aggressive, poorly designed landing pages that this can put people off.
Here’s the one lesson I want you to take away from this:
If you are going to do any kind of campaign online, take the time to create a kick-ass landing page.
Some Great Examples of Online Campaigns Doing it Right
There are a lot of companies doing some amazing things with landing pages — it’s not all click-baity. Here are just a couple of examples of companies that understand the power of landing page conversions!
Unbounce should know the power of the landing page as a software company that allows you to create your own campaigns and landing pages. Their landing page is quite clean, clear, and speaks directly to the buyer. Of course, they are not selling you the product directly, they are giving away information for free — a key B2B marketing tactic that works! Give something valuable, creating a landing page to promote it, and start to introduce buyers into your online funnel. It works!
Not all landing pages are part of a sales funnel, necessarily. Some are just well-functioning sign-up pages that convert, like this example from Uber:
This page makes signing up for Uber super easy. It is clear. And, it works. That’s what this landing page is designed to do. Notice the value of clear branding and slick design. It might look easy, but it isn’t. That’s when you know good design, when you can’t see the design, it’s good design.
Some key points to keep in mind before you create an online campaign.
Before you jump into your next online campaign, there are some things you should keep in mind.
- Marketing often takes a lot testing and tweaking to find that sweet spot. You should invest in some A/B tests if you want to take your results to the next level.
- Think like a user. What do you want them to do now? Next? Landing pages can help guide that buyer journey from the start.
- Think like a designer. Make landing pages clear, uncluttered, and consistent to your brand. Just because it stands alone from your website doesn’t mean this is a time to abandon your brand style or image.
Before you go out and create your next campaign, think about the type of landing page you imagine. Do your research. What elements do you need to include? What do you want the user to do? Thinking this through is the first step to having a targeted, effective landing page that converts.
There are many strategies to creating a killer landing page, but my best piece of advice — hire a professional. Take the time to make things work. Hire someone who knows how to test, who knows how to get conversions and who knows how to make your brand offering stand out!