Stick the Landing and Drive Conversions - Scout Digital

Stick the Landing and Drive Conversions

April 17, 2018 by Dave Saraceno

Stick the Landing

Use landing pages to earn high-quality leads
A clean landing can make all the difference – whether you’re a gymnast, pilot or skydiver, it’s crucial to get it right. In our latest blog post, we’ll discuss the importance of landing pages and explain how to leverage them to make the most of your digital marketing.
A landing page is a web page with the purpose of eliciting a specific user response. Typically, this response either results in a lead capture or a click-through that brings the user closer to the point of sale (for real estate – closer to having actionable interest a property, for example.)

These types of pages are dubbed “landing” pages because the user ends up here after selecting an initial call-to-action (CTA). Examples of CTAs include both paid and organic links on a search engine results page, display advertisements, and links from social media, as well as links within your site. It is very important that your CTA accurately represents the page it links to. If the CTA is misleading, the session is more likely to result in a bounce.

The value of a landing page is that it is tailored to a specific product or service niche. In contrast, pages like your homepage are designed to cater to a much more broad audience, and therefore, feature numerous navigation options and more generalized content. While your homepage can certainly function as a landing page, it’s broadness makes it less likely to capture targeted, high-value leads.

All landing pages should follow three basic steps upon receiving a visit:

  1. Highlight a specific product type or service niche. Ideally, the user who has landed on this page has already expressed an interest in the particular service offering – why else would they have clicked on the CTA in the first place? The landing page should immediately demonstrate the relevance of this page to the user’s interest. This is accomplished by clear and succinct headline, and often, relevant, high-quality imagery.
  2. Explain the USP. What is your Unique Selling (or Service) Proposition? Why is your company best suited to meet the user’s needs? Use the main content section on the page to answer these questions. Remember, keep it short and to the point. The purpose of this step is to set up the user to take action in Step 3. If your copy is too lengthy or too ambiguous, the user could lose interest and exit the page without taking action.
  3. Generate the response. To use a basketball analogy, Step 2 and Step 3 combine for an alley-oop: Step 2 lobs the ball above the basket, Step 3 is the slam dunk. The goal is to get the user to submit their lead information or click-through to the next page. Achieve this by providing the means to accomplish the desired response (i.e., a contact form or a link to a listings page), along with a final line of copy encouraging the user to act.

A well-crafted landing page can be a very effective way to gain quality leads and drive conversions. For more information about incorporating landing page strategy into your site, contact Dave Saraceno today!