Business landing pages: Turning clicks into money
If you got here, you are probably trying to understand what business landing pages could do for you and your business.
You are probably thinking: "Why do I need a landing page when I've already spent a hefty sum on a website?. After all, aren't they roughly the same thing?".
It's a fair question.
What are business landing pages?
Business landing pages are to websites close to what fuel is to cars: Your car might be great, but it won't take you anywhere unless it has the energy to turn into motion.
A website can serve a multitude of purposes: you might use it to promote your business, to boost your credibility, to inform, etc.
In stark contrast, business landing pages have only ONE objective: They are "built to convert".
What that conversion looks like will depend on what your objective is. However, good business landing pages will have a clear call to action (CTA). The whole page will be built and optimised around said CTA.
This single CTA approach sounds simple, but it's quintessential to the page's success (or failure).
You need the process to be as simple and obvious as possible. One CTA = one outcome.
You need to know what you want your clients to do to get them to do it!
How to create good business landing pages?
The 'one CTA' principle is a good starting point. However, we need more than that for business landing pages to be successful.
First, and intertwined with the CTA, we need to define the metrics for our success. What is the expected outcome?
Are we looking to book more meetings? Are we selling a product? Are we creating a soft entry to our sales funnel?
Once you know the expected outcome, you can refine your CTA and overall strategy.
If we had to define what good business landing pages are, to put it simply:
Good business landing pages fulfil our key performance metrics by taking the user from an eye-catching title through a journey of increasing curiosity and emotions that culminate in them taking the desired action with the call to action.
Don't worry if this doesn't sound clear enough for you. By breaking business landing pages into sections, everything will become clear.
They usually say a picture is worth a thousand words. So here we have a visual representation of what business landing pages look like in principle:
1) The title: get them hooked
The title of any page is the first thing a visitor will see. It needs to generate enough curiosity for the visitor to start reading further.
It needs to 'hook' them. That's why the title is also usually called 'hook'.
From there, the page should transition to the first part of the body.
2) The body: inform and increase their interest
Depending on what you are gearing towards, this can take different shapes and forms. There are lots of well-known formulas. We can sum it up in one principle:
Don't be boring.
Each paragraph should give your new visitor a new bit of information while at the same time keeping him hooked and invested in reading the next.
Like a snow avalanche, interest should be increasing with each new line. Curiosity should grow.
But wait, this all sounds too good to be true!
3) The proof: Show that you can deliver on your promises
You are in business to provide your customers with the value you know you can offer them. You know that your product or service will give them the results they want and need.
You are sure about this because other people have already benefited from working with you and your company.
All your experience and good customer reviews can be used here to maximum effectiveness.
Nothing you can say will be as powerful as your clients vouching for you.
Providing reviews of your work is powerful.
4) The Call to Action
If the viewer has reached this point, there is some interest on his part.
The CTA is where all your previous research about your objective with business landing pages plays out.
Your CTA needs to be simple. It needs to be an obvious and easy choice.
Simple enough for the viewer to take action in a way that the perceived pain of not doing it now is more than leaving it for later.
Straightforward so that there is no confusion about the outcome for them (and you!).
Easy so that taking the action is a no-brainer.
If all went well, our visitor has completed our call to action!
While each conversion is an achievement, this is where your initial definitions and objectives for the business landing pages come into action.
Maximising business opportunities
Maybe you were looking to generate a new lead. The CTA was a form for a new potential customer.
Or maybe the landing page sells an entry product to get people into your business funnel.
Regardless, business landing pages will fulfil their journey at this point.
Something relatively outside of the scope of this article to consider is how business landing pages fit into your overall business strategy.
Even the best crafted landing page will fail flat if the correct business strategy is not in place.
Business landing pages can be a tool in various scenarios. Among others: targeted marketing campaigns, conversion tracking and new product launches.
The key takeaway should be that business landing pages serve one clear objective: make visitors take your desired action.
If we can convince even casual visitors of our business landing pages to take action, we are turning attention and views into a result.
It's why business landing pages are sometimes called 'money printers'.
It's why things like 'click funnels' were so popular and successful.
Effectively, business landing pages are turning attention into something else. They are the alchemists of the internet world.
Do I need business landing pages?
At this point, we hope that what business landing pages are and what they can do for you and your business is clear enough.
Do you need one? That's up to you and your business to decide.
They need to fit into your overall strategy and have clear objectives that you can measure and a specific outcome in mind.
If you've thought these through and have clarity on what you want to achieve, they can be a game changer for your business.
They need to be a piece of an overarching strategy.
Yes, they are powerful.
Yes, they can be a game changer.
Just make sure that you make them a part of your business strategy and not the end-all-be-all of it.
If you want to set up business landing pages for your product, service, marketing launch, campaign, lead generation strategy, funnel, or your new original business case, reach out. You can send us a message here.
We'll happily look at your business strategy and execute your vision with eye-catching, high-converting business landing pages. Alternatively, if you enjoyed this article and want to see more of what we do, visit us at www.mellowcustomsoftware.com.