They’re one of the most important but also most neglected digital marketing tools: Landing pages for small business. They’re a vital part of every marketing campaign, on- or offline.
But do you know exactly what a landing page is? If you’re feeling confused about what they’re for and why you need one, you’re in the right place. Here’s my simple guide to landing pages for small business.
What is a landing page for small business?
A landing page is a stand-alone page on a website which has been created for a specific marketing campaign. It’s called a landing page because it’s the page a visitor “lands” on when they’re directed from another source. This could be, for example, an advert in Google or a link in your newsletter.
Regular website pages can contain lots of information about many different topics. A landing page, however, is focused on just one thing: The goal and message of your marketing campaign.
To be effective, landing pages for small business should always have a clear call to action. They should also make it easy for people to find the information needed to do what you want them to do. That could mean signing up to a newsletter, buying a new product, subscribing to a service, or putting their name on a waiting list.
So next time you’re planning a marketing campaign for your small business, think about landing pages. For example, if you’re launching a new product, set up a landing page dedicated to this new product, with a call to action asking people to pre-order.
Read more about how to write actionable content for your small business marketing.
Why do you need one for your small business?
If you already have an effective website, it can be tempting to think that you don’t need additional landing pages. But, from my experience of running marketing campaigns for many different small businesses, I have found that the extra time and effort is well worth it.
Some of the main benefits of using a landing page include:
- Higher conversion rate – Landing pages for small business are to the point and include a clear call to action. That means that visitors are much more likely to take action than if the information was hidden away elsewhere on your website. Instead of making them click through three or four pages to find what they need, put everything on one landing page and watch your conversion rate soar.
- Lead generation – A landing page is designed to convert visitors into “leads”. Once a visitor has taken the first step (e.g. adding their email address to your mailing list), you can start nurturing this lead. Build up a relationship with them, give them exclusive offers, remind them about new products… soon they’ll become a loyal customer rather than just a passing website visitor.
- Measure success – It can often be difficult to know exactly how well a marketing campaign is performing, particularly if you’re using a mix of online and offline marketing. But with a landing page, you can see exactly how many people have visited the page. You can check where the traffic has come from and how many people go on to take action. Added to offline campaigns, it even helps measure print advertising campaigns or leaflet drops.
- Cohesive marketing campaigns – Having one page to direct people to makes conversion really easy. No matter which part of the campaign someone starts at, they’ll always be directed to the landing page. And that has a clear, cohesive message, tying your whole marketing campaign together and creating new business.
How do you get a landing page for your small business?
If you already have a website set up, creating landing pages for small business is really easy. Just create a new page and make sure it has a relevant, easy to remember URL. For example, something like “website.co.uk/christmas” would be the perfect landing page for your Christmas marketing campaign.
If you’re not sure what to go for, ask your web designer and they’ll be able to create a perfectly optimised page for you.
Whichever route you go down, there are a few things all landing pages should include:
- Your branding – Visitors should be able to instantly recognise your brand when they arrive at your landing page. So make sure you include your logo, brand colours and fonts.
- Call to action – Your call to action should be clear and prominently displayed. This could be a newsletter signup form, a booking button or a “shop now” link.
- No other links – The call to action link should be the only thing that draws people’s attention. Don’t distract them by including lots of other links on the page. You can include your main menu or a footer with a link to your homepage. But otherwise, forget about adding links to your landing page.
- Compelling copy – In order for people to take the final step and press that button, you’ll need to convince them why they should. Make sure the copy on your landing page is concise, detailed and persuasive.
- Valuable offer – To convince people to purchase from you, a valuable offer is always helpful. This might be 20% off pre-orders, exclusive downloads for members or a free gift with purchase.
To read more about this topic, have a look at these:
How to Create a Successful Marketing Campaign for Your Small Business
Actionable Marketing Copy: How to Convert More Leads for Your Small Business
7 Steps to Help you Start Marketing your Small Business
A Checklist for Your Successful Marketing Campaign Launch