It is typical for people to jump
into landing page development without first establishing a clear digital marketing strategy, and then
confirming the purpose of their landing page. Most landing pages have no
clear purpose and not surprisingly, they don’t perform as well as intended.
Let’s start with a few questions you should ask yourself before your
landing page is developed.
Is the content
you’re planning to use for your landing page critical?
Much of the content on a typical
website is not critical and thus should not be included in a landing
page. Some possibilities that fit this category are company mission
statement, bios, job openings, and investor relations. The most critical
actions you want your landing page visitors to take are Call Us, complete a
form, download our whitepaper, sign up for a free trial, etc. If there is
content that you feel will not add meaning to your desired action, don’t
include it.
Who is your desired
Landing Page audience?
Here are some possible visitor
groups:
Ø
Prospective
Clients
Ø
Current
Clients
Ø
Strategic
Business Partners
Ø
Media
Ø
Potential
Investors
Ø
Employees
Many landing pages attempt to
address the needs of all these groups, even though one group may be more
important than another. Your landing page should be developed for your
most critical audience. You should also consider building multiple
landing pages if you have more than one critical group.
Understand the Desired
Conversion you want to occur
Your desired action may not
necessarily be to process an order. Typically conversion actions are
mini-actions that eventually may lead to an ultimate sale. That sale may
occur at a later date as you help your prospects down a path to
conversion. The most important criteria for your desired conversion is
that it must be measureable. Examples include download or print,
subscriptions, click-through, form submission, phone calls and of course
purchases.
Take the time to think through your
Landing Page strategy and you will be rewarded with conversions!
Written
by: Alison
Lindemann
WSI consultant
