By Jerry Mooney
You’ve probably heard it countless times, but once more won’t hurt. Landing pages are one of the most powerful tools you can use to guide your targeted traffic towards a specific action. Despite the massive potential inherent in landing pages, a lot of business owners neglect them far too much, and see their conversion rates suffering horribly for it. I’m sure you don’t want that, so here’s a few kinds of landing pages that will keep your target market glued to your site.
First of all, email list opt-in pages. Email opt-in pages are a very common feature, but a lot of business owners place them in their sidebars, blogs and home pages. While putting your forms in these locations will keep them accessible to your users, they’re not the most effective choices. The most effective place is (you guessed it) a landing page. When you have a whole page dedicated to your email list opt-in form, it gives you a huge opportunity to tell users why they would benefit from giving you this channel of contact. It may come off as spammy, but these opt-in pages are now so commonplace that it won’t be too damaging to your brand. When you remove all the other distractions like navigation, you’ll be presenting your traffic with a very clear choice: sign up or miss out!
Next, content guide pages. In case you haven’t noticed, pretty much all online marketing focusses around content. This is why design firms such as Webfuel now optimize their projects to be as content-friendly as possible. When you’re blogging, creating video content, or dishing out info products to your target market, you’re making progress. You’ll be reaping the maximum possible value from your backlinks by organizing all of your content on a landing page. Take a moment to look at the first page of your blog. This is probably full of interesting posts, and may have a search bar so your traffic can pin down the topics that interest them most. However, if you’ve been running the blog for some time there will probably be some great content that’s been pushed back over time. Provide your visitors with a brilliant guide to all your content, and you’ll be sure that none of them are missing out on your best content.
Finally, a classic “Start Here” landing page. Within the structure of your business, your website serves all kinds of functions. It gives people information on how the company came to be, it lets them contact you, it sells your product or service. The point is, when someone in your target market first comes across your site, there are various different routes they can take from there. However, the route that they choose isn’t always going to be the one you want them to take. This could lead them to a blog post they have no interest in, or a special offer which they don’t want. When you fit your site with a well-thought-out “start here” page, it will give your traffic all the info, and help them get the most out of their visit.