The Importance of Landing Pages to Your Digital Marketing « Franchise Focused Marketing, LLC

Companies like Google & Facebook have made billions of dollars of making internet marketing fairly easy to the masses. You don’t need a degree in Marketing to be able to competently use these systems to effectively get your company’s name out in front of the people most likely to purchase from you. That being said, neither of these platforms solve for the importance of landing pages to your digital marketing. Entire campaigns can be a waste if you don’t direct that traffic to the right place.

We’ve worked with tons of clients running digital marketing strategies. We’ve worked with some great brands, and some that needed a little bit more marketing than others. But one point that always makes a difference is the look and feel of the page the traffic is directed to. To understand just how important that page is, we have to see how it fits into the bigger picture of your digital marketing.

The basics of any digital marketing strategy designed to generate clicks is going to be:

  • Understanding your audience
  • Good images or videos
  • Great headline
  • Adequate budget

Those 4 points will generate clicks to any campaign you create. However, it’s what you do with those leads once they click on your link that makes the biggest difference. Let’s be honest, we don’t all have advertising budgets like Coca-Cola, Apple or any other large company. Because of this, it’s important that we convert those clicks at a higher percentage. Average landing pages convert at around 5%. But with some simple adjustments, landing pages can convert at a much higher rate. Many CODEMAY Clicks landing pages convert anywhere between 12% & 20%.

Here are some key ingredients to a great landing page that will increase your conversion rate.

Clear & Easy Call-To-Action

Let your audience know exactly what they’re supposed to do. If the goal of your campaign is to generate leads, clearly tell your audience where they can fill out their information. Your contact form should be right there on the page when someone lands on it. Don’t make them scroll around the page looking for things. If your goal is to sell a product, you should have everything right there when someone lands on the page. Let the person look at the product, and easily click to purchase. The more steps you add in the process, the less chance you have of a successful conversion. Looking at a landing page CODEMAY created for a client of ours, Club Pilates, we’ve made it very easy and clear for the user to see exactly what we want them to do, give us your contact information.

No Links Sending Users Away

A landing page is exactly that, a place to land. The user is exactly where you want them to be, so there shouldn’t be any link that sends the user anywhere else other than the button that completes the transaction. If your campaign goal is to collect leads, the only button on the landing page should be the one that submits the users contact info. Any other link defeats the purpose of the landing page, and is just a “hole” in your lead funnel.

Keep It Simple

The best landing pages give the user all the information they need to make a decision. Your ad has already interested the user into going there, now you just have to help them make that final decision. A lot of landing pages we’ve seen try to convey too much information with copy, and end up becoming too overwhelming. The user becomes confused and runs away. We’ve worked with clients who sell services costing between $4k – $10k, and we never try to sell the product right there. In these cases, our goal is simply to start the conversation between the potential customer and our client’s sales team.

Always End With Your Call-T0-Action

If you provide sections with more information to help your user along the path to completing the desired action on your page, make sure the page always leads the user to a place to accomplish that goal. In instances like this, think of your landing page like a story. The story should take your user for a journey, and always end up where you want. So if your goal is lead generation, you should always have a clear & easy call-to-action. Don’t rely on the user to scroll back up the page. By providing that extra level of convenience, you increase your chances of the user doing what you want.

Keep It Mobile Friendly

All internet traffic is becoming dominated by mobile. In fact, 80% of the traffic generated by CODEMAY digital marketing campaigns come from mobile devices. Because of this, all of your landing pages must be optimized for mobile viewing. Whenever you build a landing page, ensure that when viewed on mobile the site still flows the way you want it to.

It can’t be understated just how important landing pages are to your digital marketing. Simply increasing your conversion rates by just a few points can be the difference between a successful campaign, and one that fall flat. All CODEMAY digital ad campaigns use our signature CODEMAY Clicks landing page system, which allows us to quickly and easily generate landing pages whenever. Many companies charge a lot of money to give you the ability to make your own landing pages, but to us here at CODEMAY, a successful digital advertising campaign encompasses every part from the ad creation all the way to final click, and that’s why we like to control the whole process.

Feel free to reach out to us here at CODEMAY if you have any questions.