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Promote Your Site \ APR 17th 2017

What Are Landing Pages & How to Use Them Wisely

Online marketing is a business owner’s best friend. When you take your biz online, you want to be sure that you have a powerful marketing strategy that captures your branding message perfectly and integrates several techniques for promoting it. Today we will look closely into one of the most effective tools – landing pages.

Small business owners sometimes assume that after they create a website, landing pages are no longer relevant to their online marketing efforts. Wrong! As we often call it, LPs are a piece of online “real estate” that creates more leads/sales in a simple and targeted way.

Let’s delve a little deeper into how landing pages work and how you can use them to your advantage.

Introduction to landing pages

It’s important to understand the main difference between a full website and a landing page: landing pages are built to promote a defined goal. While your business site can simultaneously perform several tasks, like provide background information, allow a direct purchase of products or give visitors an option to communicate with you, LPs focus on a single aspect and encourage visitors to take a specific action.

When you build a landing page, you need to have a clear goal in mind. Are you interested in gathering contact information for leads? Are you offering a unique sale? Are you collecting RSVPs for an event? Focusing on this aim will help you create a more effective page.

In technical terms, it’s useful to distinguish between two types of landing pages:

  1. The bridge page: Used to grab your visitors’ attention, promote a specific piece of content and then lead them further into your full website. The goal of this page is to get your clients (and potential clients) excited about a new cool product, a special deal, your recent blog post or other breaking news.
  2. The form page: Used to collect information about your audience that you can later convert into leads. This mini-site typically includes a form where visitors can add their contact information, allowing you to follow-up over email and strengthen your relationship with them. You can offer newcomers some benefit in exchange for providing their contact info, like a coupon code or exclusive content via newsletter.

Best practices for creating a landing page

Moving on to the meat and potatoes, let’s discuss how you actually make a landing page. Here are a few points to keep in mind:

  • A landing page is exactly that – one single page. No need for a navigation menu because your visitors won’t have anywhere to navigate to. You can use anchors of course, but keep in mind: the simpler the better.
  • To achieve the one goal that you set out for the page, your landing page needs to stay simple and focused. Write texts that are clear, brief and precise. Don’t distract visitors with unrelated information. What they see is what they get.
  • Three words: Call to Action. This is the button or link that prompts visitors to complete the task that your landing page is prepping them for: Sign up, Subscribe, Order or whatever it is you want them to do. The entire page should be designed to make the Call to Action stand out so that visitors perform the action with ease. These tips will help you create a Call to Action that works.
  • First impressions are key when it comes to landing pages. You need to grab your visitors’ attention immediately with a stunning look, beautiful visuals and a vibrant design. The landing page has a function, but that doesn’t mean it can’t be fun.
  • Make sure your landing page looks great on mobile devices. A good portion of your traffic will come from mobile browsing, and these visitors are not going to stick around if the page looks clunky on their screen.

Think we were going to leave you to do it all on your own? No way! Wix offers a bunch of landing page templates that are specifically designed to support you. Check out these options:

University landing page

Product landing page

Music release landing page

Startup landing page

Wix Landing Page Website Templates

Just to give you an idea of how your end result could look like, here’s a small selection of gorgeous landing pages we’ve created here at Wix:

Create Your Own Website:

Introducing Wix Video:

Photography Contest:

How to pump traffic into your landing page

Now for the fun part – getting visitors to your landing page, so that they can fall in love with your brand, your organization or your service. There are four important avenues for bringing in traffic that we recommend you explore.

Social Media 

As the leading channel for unmitigated communications with your target audience, social media is the first place to start promoting your landing pages. Whether it’s on Facebook, LinkedIn, Twitter, Pinterest or any other social network that you find valuable for your online presence, posting the link to your landing page – accompanied by a killer image and a knockout text, of course – will bring in quality organic traffic that is already positively inclined towards your brand.

Email Marketing 

Reaching out to your audience directly through their email inbox remains one of the most effective methods for attracting site traffic. Once your landing page is ready to go online, it’s time you start working on the superb email campaign that you will send out to your contact list.

If you nail the subject line, the visuals, the layout and the copywriting, your landing page will get a noticeable boost of incoming visits. Not sure where to start? We suggest you check out these 10 tips for mastering email marketing.

Cross-Platform Advertising 

The methods we listed so far all proposed free ways to gain traffic. If you manage to bring in a growing stream of visitors using these free methods only, congratulations – you’re a marketing rockstar :) If you see your traffic stats staggering and think you could use a boost, it’s time to consider paid advertisements.

These three are most commonly used by small businesses:

  • Search results ads: Based on keywords that you define, search engines like Google match your ads with specific terms that people search for.
  • Social ads: Social networks like Facebook promote your social posts to people who match the profile of your target audience.
  • Ad placements: Advertising tools place your ads or banners on websites that are relevant to your target audience.

Based on your campaign goals, you may choose to diversify your advertising efforts or to focus on just one of these platforms. Whichever you decide on, be sure to keep your finger on the pulse of the campaign by analyzing stats frequently. You need to note which ads are performing well and which could use some tweaking.

Ready to boost your online presence? Create a website with Wix!

The Wix Team
By The Wix Team

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