The Importance & Psychology of Landing Pages
Ever tried absentmindedly browsing through the internet and clicking on a link that takes you to a different webpage? Or opening an email that contained a hyperlinked word or phrase that took you to the sender’s website? This can happen fairly often, and is one of the most effective and convenient ways a business or brand can lead you to whatever it is they’re offering online.
We’re here today to talk about landing pages, which are what these webpages are called. From their definition, to major key components of each landing page, and to why they’ve consistently worked with consumers on a psychological level for years, we’ll cover the basics and more of the importance and benefits of a landing page to you and your brand.
What are Landing Pages?
First off, let’s talk about what they are exactly. Landing pages are, essentially, standalone web pages that are specifically created for a marketing or advertising campaign. From the name itself, clicking on its link takes you directly to the page, essentially ‘landing’ on the page from other locations on the internet, such as email hyperlinks or ads you find on sites like Google, Youtube, or on social media.
The general gist of a landing page is in promotions. In the realm of digital marketing, landing pages are essential in improving a business or brand’s overall reach and engagement. These pages serve to further establish the interest that a person may have when they see an ad or an email, and businesses make good use of CTAs to lead the consumer to your landing page. Unlike your conventional webpage, which is usually generalized and prioritized on a consumer’s exploration throughout the site, the landing page is more streamlined and focused towards a single focus or goal.
Now that we have the definition of landing pages out of the way, let’s delve a bit deeper and talk about your usual landing page’s key components, as well as other special features that a landing page can have to further boost its effectiveness and purpose.
A landing page usually consists of the following key parts:
A landing page needs a clear and effective headline, as this is usually the first thing that visitors see when they open the page. The message should be strong enough to grab attention, but not too overpowering that it shuns guests into leaving the site entirely. With that said, landing page headlines need to be the perfect combination of short and sweet, with 10 words or less and delivering a message that is complete in and of itself while allowing readers’ interests to peak. Some landing pages also feature sub-headlines to further drive the point of the site while not making it too overbearing to the reader. The sub-headline works together with the headline, with the headline capturing the attention of the visitor and the sub-headline convincing them to stay.
- Unique Selling Proposition
In order to make your landing page stand out from the others, there needs to be a unique selling proposition or USP to establish that point of differentiation to the viewer. The USP is a staple in digital marketing, and can give your potential consumers an idea as to why they should care about your product or service as opposed to the rest.
- Product/Service Benefit
From the USP, you need to inform the viewers of your landing page about the various benefits they can receive from your product or service in order to firmly establish an intention to purchase or avail of your brand. Benefits summarized in bullet forms work well to avoid boring the viewer, and can easily showcase what problems your product or service can satisfy.
- Social Proofs
Enhance the trustworthiness of your business by showcasing social proofs on your landing page. This can come in a variety of forms, like displaying your total number of clients, or showcasing awards and customer testimonials, or even featuring customer reviews.
- Reinforcing Statements
These short statements are strategically placed throughout the landing page, in between major sections, to further remind the consumer about the uniqueness and importance of your business. A general closing argument at the end of the landing page right before the CTA is also ideal.
- Call to Action
Of course, we can’t have a landing page without the ever-important call-to-action prompts. These words or phrases usually come in the form of buttons that the viewer can press, which then leads them to a more dedicated webpage that captures and completes the sale/transaction. Scatter these CTA links throughout the landing page, preferably after an eye-catching statement or section, and you’ll be raking in the clients in no time.
Why do they work psychologically?
Just like every form of promotional technique out there, landing pages attribute their success to their ability to work at a psychological level. Indeed, in the world of business and marketing, being able to psychologically connect with your audience is key in order to convert them into actual buying customers. For landing pages, it’s highly important that you not just inform the viewers what your brand is all about, but that you do it in a way that it tells a compelling story. The whole experience has to look and feel like the potential customer is going through the important steps in a purchase, which is to grab attention, develop interest, and so on.
With that said, landing pages work psychologically because the more effective landing pages offer that story-esque style of experience to the viewer, using a familiar narrative that will help the consumer make that conscious decision. The best types of landing pages make it so that the consumer subconsciously thinks he/she made the decision to purchase all on his/her own.
How do they fit into your marketing strategy?
Landing pages, when used correctly, can be the perfect way to improve your marketing strategy. In that regard, it’s highly important to plan out your landing pages by first assessing your target audience. Certain types of landing page templates work well with certain types of markets, and you’ll be able to maximize your sales by making sure you’re choosing the right one right from the get-go. Great landing pages lead to higher conversion rates, and this has been tried and tested by most of the world’s leading businesses.
Just don’t forget to make sure that your landing pages follow the classic route in the decision making process, strategically taking your viewers on a customer journey that closes the gap between “I have absolutely no idea what your brand is about” to “I want to buy your product/service NOW”. Address the problem that you believe your viewers may have to highlight a need, and then strategically use your CTAs and social proofs to drive the point even further. All in all, the landing page is deemed an essential element in the realm of digital marketing, and can become the make-or-break that your business or brand needs.