As a small business, you are always looking for ways to connect with customers and grow your database of potential customers. One great way to do this is with a landing page.

What is a landing page?
A landing page is a standalone web page that is strictly created for the purpose of marketing or advertising. Landing pages typically have a very specific call to action, and allow for you to collect customer contact information, or to make a direct sale.

You’ve definitely seen these before. Maybe you clicked on a link and you had the opportunity to leave your email address to download a whitepaper, checklist, or template. Maybe you were connected with a specific offer (40% off! Buy one get one free!) that you can only access through the link. Maybe you wanted pricing information, or to “learn more” about a specific item. More than likely, you were taken to a landing page. Since it serves one specific purpose, you are more likely to get a response than a standard web page.

Why would I create a landing page?
If you are considering any form of online advertising or marketing campaign, a landing page will increase your response rate. Online advertising could be anything from a social media post or campaign, to an email campaign, to an optimized ad on google.

Because a landing page does not offer much information beyond the specific call to action, a potential customer who arrives on a landing page is more likely to complete the desired result than a potential customer who goes to a page where the call to action is buried in other content.

What should (and should not!) be included?
A good landing page is a standalone page.

It should:

  • Be simple, and to the point.
  • Clearly explain the promotion or benefit.
  • Include terms and visuals that match the advertisement or marketing campaign.
  • Include a form to collect information and/or a direct link to purchase the product/service.
  • Include icons that allow sharing of information (facebook, twitter, etc)
  • Redirect to a thank you page when the transaction is complete.

It should not: 

  • Be a regular page on your website.
  • Include numerous links—the only link included should take the customer directly to the call to action. Additional links are a distraction, and can take customers away from your page.
  • Include your navigation bar. Again, this will create more distractions for your customer, and increase the likelihood that they will leave the page without completing the desired action.

What do I need to do before I create one?
The most important thing to do is determine your goal. Are you looking to make a sale? Do you want to increase your customer database? Do you want to reach a certain number of downloads of a particular whitepaper? Once you determine your goal, you will be able to ensure that your landing page includes everything that you need to meet it.

Are there different types of landing pages?
There are two main types:

  • Lead Generation: These allow you to collect names and contact information of potential customers. They might include:
    • Free downloads of an e-book, recipes, how to list, checklist, worksheets, specialized information, etc.
    • Request for additional information: pricing, available plans, etc
    • Direct sign up for a blog, newsletter, special offers, or email.
  • Click-through: This is for e-commerce. You would include a simple button where a customer could go to order a product or service.

No matter your industry, landing pages can go a long way to increasing your list of potential customers and making a sale!

To learn more about how we can help with landing pages, your business website, or much more, contact us anytime at 877-222-6279 or info@canaryoffice.com