![\"Landing](\"https:\/\/assets.easyweddings.com\/files\/2022\/02\/23154254\/Landing-pages-What-they-are-and-why-you-should-consider-using-them.jpg\" "\\"\\"")
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If you’ve got a website, you can have a landing page. You don’t have to buy membership to an exclusive marketing club and you don’t need a massive budget. The once secret weapon reserved for digital marketing experts is now an accessible tool for small businesses to increase conversion and better target customers. We’ve consulted\u00a0the Internet’s leading marketing authorities to bring you the lowdown on landing pages;\u00a0what they are, why your wedding business needs them, when to use one\u00a0and how to optimise a landing page\u00a0for maximum results.<\/p>\n
It’s one thing to drive traffic to your website through in-bound marketing initiatives, but unless those visitors are eventually converted into paying customers, your marketing funnel is actually more like a leaky sieve.\u00a0Replace your sieve with a landing page and you’ll be well on your way to\u00a0capturing and converting visitors\u00a0into paying transactions.<\/p>\n
A landing page is a single standalone page (not accessible through your public website navigation) designed to speak with a particular target audience about a product or service – in most cases – that they have\u00a0actively searched for.<\/p>\n
For example, a bride-to-be might click your Google ad for naked cakes<\/a>, which directs them to a landing page containing limited information about this particular type of\u00a0cake, rather than your website home page<\/em>, where visitors\u00a0are left to navigate your entire site to find the promised content. This adds unnecessary time and frustration to an already fickle buying process, when landing pages can provide instant gratification through\u00a0more specific details.<\/p>\n Businesses can send traffic to landing pages from their social media, Google Adwords, print collateral or newsletters. They can be used to promote a particular product, service or event with a very direct call-to-action that results in visitors booking the event\/appointment, purchasing a product or service, and\/or volunteering their contact details. There are two types of landing pages:<\/p>\n Click-through landing pages are designed to direct visitor to secondary\u00a0page. This could be to a booking system or online shopping cart. The idea\u00a0is to warm the customer to your proposition\u00a0first, before directly asking them to take action. If you have an e-commere website, this type of landing page may be useful in promoting an individual product. It avoids\u00a0sending them straight to a shopping cart, which can\u00a0be perceived as too\u00a0pushy\u00a0if they’re not ready to purchase.<\/p>\n By directing\u00a0them to\u00a0a preliminary web page about the product\/service they’re seeking containing additional information, the customer will be closer to purchase point by the time they arrive at the financial transaction.<\/p>\n In a perfect world, every visitor who\u00a0arrives on your landing page\u00a0would make a purchase then and there, but when\u00a0they’re not ready to hit that BUY NOW button, the goal is\u00a0to capture their details and nurture this relationship until they trust you enough to part with their money.<\/p>\n To maintain the relationship, you need contact details to\u00a0send them email marketing pertaining to the product\/service promoted on the landing\u00a0page\u00a0– you know they’re interested in it, or they wouldn’t have ended up there. This makes them a ‘qualified lead’. So\u00a0how do you get them to volunteer their email?<\/p>\n To entice visitors to\u00a0surrender their name and email, you need to offer something in exchange; a digital dangling carrot known as a lead magnet. A lead magnet\u00a0offers baited value by granting exclusive access to promotion codes\u00a0and discounted tickets, or through solving a problem, giving away free samples\/trials, granting entry to competitions, or divulging industry secrets in the form of white papers, ebooks or infographics.<\/p>\n Sites like\u00a0LeadPages<\/a>\u00a0and\u00a0unbound<\/a>\u00a0are great for creating your own landing pages for those with an eye for design and a knack for the back end of a website. If tech’s not your strong point, your web designer will be able to help you create one.<\/p>\n One of lead pages’ most attractive qualities\u00a0is simplicity. Who\u00a0has time to read\u00a0long-winded paragraphs\u00a0of text in the age of instant gratification? Keep content succinct and punchy by using bullet points and short sentences. Navigation should also be simple and limited, images should be high-res\u00a0and social sharing buttons should be added\u00a0to encourage visitors to share the offer with friends.<\/p>\n Capture forms should ideally sit above the fold\u00a0(the point at which you need to scroll to continue viewing the\u00a0page) and only ask for essential information. It’s safe to assume\u00a0if someone has internet, they’ve got a mobile phone, so don’t ask for unnecessary details like landlines or fax numbers if you don’t plan on using\u00a0this information; the longer the form, the greater the resistance visitors will have to completing it.<\/p>\n As with everything in marketing, testing is required to assess effectiveness and tweak campaigns to ensure maximum conversion. The most common way of doing this with landing pages is called A\/B testing. This method allows you to create two different landing pages for the same purpose\u00a0to\u00a0see which performs better. By changing\u00a0variables like images, headers and calls to action, you can see which page variation\u00a0captures more leads and create more of this\u00a0page for future campaigns.<\/p>\n If you’ve got some ideas for landing pages that would work with your wedding business, get in touch with your Easy Weddings Consultant\u00a0to discuss how our website and digital marketing team\u00a0can help your business patch up the holes in your leaky sieve, to form a lean, mean, lead magnet capturing machine!<\/p>\n","protected":false},"author":1,"featured_media":268852,"template":"","au_pro_edu_tags":[],"class_list":["post-276258","au-pro-education","type-au-pro-education","status-publish","has-post-thumbnail","hentry","au_pro_edu_categories-marketing-tips"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/au-pro-education\/276258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/au-pro-education"}],"about":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/types\/au-pro-education"}],"author":[{"embeddable":true,"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/media\/268852"}],"wp:attachment":[{"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/media?parent=276258"}],"wp:term":[{"taxonomy":"au_pro_edu_tags","embeddable":true,"href":"https:\/\/www.easyweddings.com.au\/wp-json\/wp\/v2\/au_pro_edu_tags?post=276258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}When can I use a landing page?<\/h2>\n
Click-through landing pages<\/h3>\n
Lead generation landing pages<\/h3>\n
Lead magnets<\/h2>\n
Where can I get a landing page?<\/h2>\n
Details and design<\/h2>\n
Test for the best<\/h2>\n