We’re breaking down the basics of a landing page, but first, before we even get into how it works or why you need one (or many), let’s talk about what it is and what it isn’t. A landing page is a singular web page separate from your website. The key word here is separate—it’s not your website. Here’s an overview of the differences between the two:
In general, there are two types of landing pages:
Click-through page—you’ve got them interested. This page provides enough information to lead to the conversion/purchase.
Lead generation page—the purpose of which is to capture information-names/email/etc. It isn’t a one-way street, in exchange for this information; prospective golf customers are offered something of value for their information that will continue the conversation.
So, why do you need a landing page?
It generates sales
Increases conversions (side fact—studies have shown that the more landing pages a company has, the higher their conversion rates are)
Allows you to collect prospective customer leads
Increases inbound marketing efforts
Builds your email list
Tests traffic sources/offers
Optimizes your paid ad/social media campaigns
A successful landing page has…
A total focus on your golf customer. From the design/navigation to the content on your page, it’s all about your landing page visitors. It’s not about “you”–how amazing you think your product is (“Most Amazing Golf Product on the Market!”), or just gathering email addresses. It’s about the benefits you can provide your potential customers.
A simple, clear headline. State the value of what you’re offering on your landing page with a concise, customer-driven headline.
Short copy. This is not a sales letter or a web site. Keep the copy clear and focused on the action you want visitors to you landing page to take. Content should be no more than one page.
A very specific call to action. The whole point of a landing page is to accomplish a goal or objective, whether it’s to make a purchase of your golf product or to sign up for future golf-related offers for being a Facebook fan. The action you want your visitors to take should be clear and prominent on your landing page, “live” above the fold (actually, all content of your landing page should be above the fold), and be SIMPLE.
Consistent messages. The content of your landing page should be consistent with the copy that drove your visitors to it—whether it’s an email, banner ad, or social media campaign.
A lead capture form. Just like the call to action, the headline, and the content, when it comes to your data capture form—keep it simple. At the same time, it’s a great opportunity to gather information on your key demographics.
An expiration date. Since the majority of landing pages are campaign driven, they are typically tied to an end date. When your golf campaign has ended, make sure to update the content to reflect this, or redirect the page back to your site.
Social connections. Make your landing page easy to share by adding social icons on your page to extend your reach.
A follow up “thank you” page. Keep the conversation—and the conversion—going. A thank you page following the completion of the goal of your landing page is a good opportunity to direct your golf customers to your website, social media channels, or provide specific information on another golf-related product/service.
Partner with Golf Pulp to see how we can help your golf business build a successful campaign that utilizes landing pages as part of your marketing mix.
Call Us at 888.344.9915 or Learn More at: www.golfpulpmedia.com