Never underestimate the power of a good landing page strategy. A good landing page can help you convert more visitors into subscribers, drive traffic to detailed pieces of thought leadership content (eBooks, videos, podcasts, etc.), test new product ideas, or even build an entire business.
The ability to build and deploy a great-looking landing page quickly and efficiently will give your marketing organization a competitive edge over slower-moving rivals. So, when a marketer is given the chance to launch a landing page strategy without the support of a web developer or a designer, they really should take a moment to review the opportunities available to them.
But before we explain how the emfluence Marketing Platform can help you create an awesome landing page experience for your audience, let’s review the basics.
What is a landing page?
A landing page is a simple web page that marketers drive visitors to with the specific goal of converting them to prospects or subscribers or making a direct sale. Landing pages are typically deployed with online marketing campaigns linked to paid ads, email campaigns, and social media activities.
Why is a landing page better than a standard website page?
A landing page is more effective than a standard website page because it is designed with a singular focus. Unlike a standard webpage, which may have multiple purposes and navigation options, a landing page is more streamlined and tailored to encourage a particular action. Its simplicity and directness reduce distractions and guide visitors toward a specific goal, resulting in higher conversion rates. Additionally, just like an email marketing campaign, landing pages can be easily optimized and tested to maximize their effectiveness.
What stops marketers from successfully deploying landing pages?
Typically, two reasons prevent marketers from successfully building and deploying successful landing pages – a lack of design and technical resources.
Without readily available access to skilled designers or the necessary technical expertise, marketers can struggle to create and host visually appealing and functional landing pages that effectively collect visitors’ data and turn subscribers into buyers.
Stay tuned if these roadblocks sound familiar — the emfluence Marketing Platform can help.
Landing Page Design and Deployment
emfluence approaches landing page design and deployment in precisely the same way it enables marketers to create email campaigns — via a simple WYSIWYG (What You See Is What You Get) drag-and-drop design tool. Marketers can easily customize a selection of landing page templates or create their own layout with simple design tools.
These templates enable marketers to edit color schemes, fonts, headlines, body text, images, forms, and other assets. The landing page functionality also allows marketers to harness AI technology to help them write more compelling content.
This means a marketer with limited design and technical resources can produce a professional-looking, fully functional landing page in a matter of minutes.
For marketers with more readily available in-house skills, emfluence also enables them to upload fully bespoke coded templates.
Once created, emfluence enables marketers to deploy their landing pages using their existing domain, an alternative domain (great for creating product-specific URLs), or via a default hosted service, meaning pages can be deployed instantly.
Mobile Responsive Pages
Do we really need to tell you that your landing pages should be mobile responsive? And yes, your emfluence-powered landing pages will look great on smartphones, tablets, and desktop computers.
Essential Landing Page Elements
Now you know how easy it is to create and deploy a landing page, it’s time to consider what you should include in a page. Remember, your landing page should guide your visitors from the point of entry to a satisfactory conclusion as quickly and efficiently as possible. Therefore, you should keep your design as clean and clutter-free as possible.
A well-designed landing page should include the following essential elements:
- Compelling Headline: An attention-grabbing headline that clearly communicates the value proposition or offer. Your landing page will fail if your visitors don’t understand the offer after reading your headline.
- Engaging Subheadline: A concise subheadline that supports the main headline and provides additional context or benefits.
- Visual Content: Relevant and visually appealing imagery or videos that reinforce the message and capture interest. Remember, if a picture is worth 1,000 words, a video will be worth many more.
- Clear Call-to-Action (CTA): A prominent and compelling call to action that clearly states the desired action (e.g., “Sign Up Now,” “Get Started,” “Download”). Your CTA should leave your visitor in no-doubt what they should do next.
- Concise Copy: Brief and persuasive copy that highlights the offer’s key benefits, features, or unique selling points. You’re not writing a college report, so get to the point. Bullet points are more valuable than long paragraphs.
- Lead Capture Form: A well-designed form to capture visitor information (e.g., name, email address, etc.) with a clear privacy statement. Keep your forms short and to the point. Too many fields prevent sign-ups.
- Social Proof: Testimonials, customer reviews, or trust indicators (such as logos of reputable clients or partners) to build credibility. Remember, people buy from people they like and trust and are inspired to buy by people they identify with.
Start Building Your Landing Page Today
The emfluence Marketing Platform offers a comprehensive marketing automation solution that enables marketers to create, track, and optimize various marketing campaigns across email, social media, SMS, and landing pages.
By taking control of your landing page creation and deployment strategy, you’ll be able to react quickly and test new strategies without waiting for support from potentially overstretched or unavailable design and technology resources.
Discover how easy it is to build your own landing pages today with emfluence Marketing Platform’s free 14-day trial.
