As the folks over at Unbounce (“The Landing-Page Builders for Marketers”) say, “Never start a marketing campaign without a dedicated landing page!” But what’s a dedicated landing page, you ask? Put simply, it’s a stand-alone page that is designed for a specific marketing campaign, that is separate from your website and designed only to receive campaign traffic. The beauty of the landing page is that it offers visitors only a single action — clicking on your call-to-action — and can and should be used for all of your campaign needs. But before you take off on a direct flight to destination landing page — I’m going to share with you a few tips that I think will help you improve the effectiveness of this social-media marketing tool.
1. Limit navigation — don’t distract your traffic from the action you want them to take with too many opportunities to exit the page.
3. Enable sharing — by adding “share links” to your pages, you encourage your website visitors to share your content with their own audiences.
4. Keep it short — ‘nuff said!
5. Test, test, test — we can’t manage what we don’t measure, so be sure you have a landing-page creation tool that allows you to create different landing pages to see what works best for your biz.
1. Be sure to highlight your USP — your “unique selling proposition” — with a headline, a supporting headline (or tag line). Reiterate or reinforce what your proposition is later in the landing page and at the end!
2. Be sure to include images/video showing context of use
4. Be sure to show social proof — by this I mean you want to create the “I’ll-have-what she’s-having” factor on your landing page
1. Use strong dynamic shapes ie: put your benefits or ‘what you’ll learn’ info in a box. You don’t want ideas all over the page. You want your viewers to go to the area you want them to read with ease!
2. When it comes to use of color (and contrast), what matters most is whether or not the content stands out; use a single-color hue for your entire page, except for the CTA, which should jump off of the page
3. Call attention to the most important page elements by using strategically placed and angled arrows (also known as directional cues); you can tie a sequence of arrows together to define a path for the visitor to follow too
4. Give your page some breathing room — white space helps you emphasize what matters and the more space that is left unused, the more attention is driven to the stuff that’s on the page — as this will produce a calming affect and will allow your CTA to stand out
With these tips on board, you’ll be ready to take your landing-page marketing efforts to a new level!