You’ve cultivated your email list. You’ve labored over the subject line. Your email body and copy are snappy and concise, and your call to action is spot on. This email campaign is really going to move the needle.

But wait, did you say that the call to action (CTA) link will take them to your website? The email has you rolling along on all the right best practices. The tactic of sending to your website, though, is about to derail you. They need to go to a landing page.

What is a landing page?

The most common definition of a landing page is that it’s a unique web page designed to reflect offer specific offer, which will grab information about visitors using a lead capture form.

Landing pages are highly effective because they don’t try to be all things to all people. They have one job, and that’s to give you more information about an offer and convince you to continue the dialog by providing a way to get in touch.

No options

Unlike your website, a landing page doesn’t offer options to navigate to other areas to learn more. All distractions have been removed. There are only two choices: engage further by signing up, or bail.

Landing pages are single-function sales machines. They work extremely well with email campaigns, digital display ads, or social media posts. Here’s what they do better than your entire website…with just a single page:

  • Lead generation: Landing pages are the ultimate collection tools. The leads are qualified because these people have declared their interest.
  • Offer spotlighting: Yes, your entire website is a marketing tool. Your landing page shines a spotlight on just the offer, so there’s no distraction.
  • Engagement: You’ll get new leads and people coming back for more, so you can determine how well your offer is working, as well as how many people are interested.
  • Insight: The awesome thing about landing pages is that you can make as many of them as you like. Go ahead and try multiple offers or variations of a single offer. You’ll be able to use the information from a suite of landing pages to find out what converts, so you can determine what sells.

Back to basics

Landing pages are pretty powerful for being so simple. Most have just five basic elements:

  1. A headline – It must tell people what they get in exchange for their contact information.
  2. Brief copy – Just the bulleted facts
  3. Social sharing – Let people spread the word about their discovery.
  4. A lead-capture form – Which asks only for what you need to start the conversation. No pre-qualifying at this point.
  5. An image – Show the product, and show it accomplishing what it’s capable of doing.

If you need more prospects, you’ve got to find their why. Start first with determining their interest. Customers will ultimately come to your website. That’s likely where they’ll spend the majority of their time as you guide them through the buyer’s journey. Landing pages are the best way to start that journey. Learn how we can help you craft better landing pages by understanding what your customers really want.