Are you using landing pages in your marketing strategy? A landing page is a web page that encourages users to take one specific action. Use them to guide people to register for an event, purchase a product, or sign up for your newsletter.
What Are Landing Pages?
Landing pages differ from web pages in that they serve a specific function. You are prompting users to take action rather than sending them to your website to browse everything you offer.
Link your landing page from a promotional marketing message such as:
- A digital advertisement.
- A social media post.
- A link from other websites.
Sometimes known as a “sales page,” the goal of a landing page is to capture leads, boost conversions and increase sales. Landing pages should solve a particular problem for the user. Keep in mind: What will the user gain by giving you their information and money in exchange for the offer?
Marketers often offer an incentive for taking this action. Incentives could be a discount or access to giveaway how-to content (aka gated content).
How Home Brands and Interior Designers Can Use Landing Pages
Landing pages give you one more tool in your marketing strategy. Use them to generate leads and build your email list. You can then stay in touch with people while they think about their home redesign or refresh. Home goods marketing is about staying in front of customers during decision-making. You can also use a landing page to sell a specific product by focusing the page on the benefits of that product.
Home Brands
Use landing pages to:
- Acquire emails to build your list.
- Sign people up for your in-house design services.
- Sell products with a coupon code.
Try offering an inspiration guide in exchange for taking your desired action. This will help to build trust in your brand and give customers confidence in your expertise.
Interior Designers
Use landing pages to:
- Acquire emails to build your list.
- Prompt people to sign up for a discovery call to discuss your design services.
- Sell home décor products.
Incentivize users by offering a discount on services or an inspiration guide. This allows you to share your latest projects, expertise and services.
What to Include In a Landing Page
- Have a clear and strong headline telling users what this page is for and what’s in it for them.
- Use concise copy and a clean design so users can understand what you are offering and why.
- Keep the copy specific to the call to action. Don’t include links to other content. This is for one action only.
- Give users an incentive to take the desired action. This could be a discount, a free trial, or a valuable content download such as an inspiration guide. They will want something in exchange for giving you their email address or making a purchase.
- Create a form for the page that is easy to fill out. Request only the most relevant information so users don’t feel overwhelmed. This can be as simple as requesting an email address. Ask for more information if it’s needed to create a lead for your salespeople to follow up on. If you’re selling a product, use the form to collect payment information.
- Be clear to users that they are “opting in” to your mailing list by giving you their email. This is an FCC CAN-SPAM act requirement, so the emails you start sending them aren’t considered spam. You can add this verbiage to the disclosures at the bottom of the page.
Example of a Good Landing Page
The interior decorator/content creator at HomeMadeLovely.com has a perfect example of a landing page. She uses it to sell ebooks on home decorating. She creates a convincing case and a clear CTA that prompts the user to buy her book. She also offers an upsell offer of bonus ebooks.
Test and Track Your Landing Pages
Track the engagement on your landing page. This will tell you if it’s successful. Use trackable links to your landing page and on the call to action. Bitly is a budget-friendly resource for creating these links if you don’t have an in-house web design team.
If you aren’t getting your desired results, consider adjusting your strategy by promoting your landing page differently or changing the content.
Also, try A/B testing by creating two landing pages asking for the same action in two separate ways. Here are some ways to make them differ from each other:
- Change the layout and visuals.
- Make one with longer with more descriptive copy, and one with shorter copy that gets right to the point.
- See which one gets more people to take action.
Landing pages help you build your email list and sales while sharing your expertise.
