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July 13, 2015

What’s A Landing Page?

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I don’t know about you, but for me, the start of 2015 has been super BUSY – and that’s a good thing!

Many people are starting to understand the importance of online marketing, but are unfamiliar with the ins and outs of this specialized process. One area in particular that is gaining in popularity is the use of landing pages for online marketing.

Today, I would like to share some of the basics of landing pages so you can be an informed marketer for your business.

Landing Page (def by hubspot)
A “landing page” is any page on the web on which one might land that 1) has a form and 2) exists solely to capture a visitor’s information through that form. In other words, all landing pages are web pages, but not all web pages are landing pages.

What landing pages do:

  • Inform potential customers about your product or service (usually one or two specifics, not everything about them) AND
  • Get them to take the next step to learn more or contact you.
  • Capture a visitor’s information through a form, and
  • Provide the visitor with something – an ebook, a webinar, free trials, coupons, etc.

Think of landing pages as a way to get qualified leads – if someone is willing to give you their email or phone number, you can bet they are interested!

For instance, Life Coaching By Karen (http://lifecoachingbykaren.com) offers people a free download of her Time Management tool when they signup for her newsletter. This is a very simple landing page, but it works! Check it out here. (http://www.lifecoachingbykaren.com/time-management-signup)

I generally recommend a landing page for every online ad campaign in order to provide specific information in one area, rather than forcing people to look through your whole website for the info they need.

Landing pages are great for:

  • Selling a book, hardcopy or downloadable eBook
  • Offering a webinar or training,
  •  Providing special coupons
  • Promoting a special offer

One of the key components in a landing page is a call-to-action (CTA). This is often a button, a place to fill in an email address, or some other means where visitors are encouraged to “DO this and GET that.” Call-to-actions can also be used in online ads and articles to send people to the landing page for additional information, and then the CTA on the landing page provides them with the info and coupon, download, etc. they can get once they provide their email or other contact information – or sign up for your newsletter like Karen does.

Cost of landing page creation
I really like landing pages because, to me, they require more creativity than a regular ad or a website. Because of that, I have been creating landing pages for many of my regular clients without charging a lot of extra money. However, some clients hire me just to create landing pages to go along with their online ads. So, I had to determine how best to price myself. When I did some research on what other marketing consultants charge, I found that the cost of creating a landing page varies from $100 to $3000! (Seriously!) The reason for this is that there are “landing pages” and then there are “LANDING PAGES.” If it’s a simple page with a clear message and not a lot of text, it can be relatively easy to create and may not take a lot of time. In general, here is what goes into creating a landing page:

  • Special images – can be custom images provided by the client, or stock images, which the marketing company pays for. The average cost of reasonable stock images is at least $5.00 each, but the higher the quality of the image, the more it will cost.
  • Content – someone has to write the text for the landing page. If a client is providing me with all the text they want included, it won’t take me as long to create the landing page.
  • Layout – just like with websites there are countless options for landing page designs. BUT, there are some specifics that are considered necessary, such as the CTA.
  • Time – obviously, all the above takes time, and that’s what you are paying for – time and expertise.
    •  It takes time to find the right image.
    •  It takes time to write the right words.
    •  It takes time to create the right layout.

It takes time to connect the landing page to your website. AND, if the landing page is part of the creation of an online ad, such as for Google, there is time needed to create the AdWords campaign and ad(s).

The more content included in your landing page, the more time it takes to create a good one.

So, if you want to save money on having your landing pages created, provide as much of the content as possible including the images and text, and provide at least a general idea of the layout you want including colors. Another way to save money is to have a set template for the layout of all your landing pages, and then simply change out the images and the text. This isn’t always an ideal solution, but it can help manage costs when you are in the process of building your business. It also reinforces your branding – a must for any young business.

As always, I am happy to provide you with more information about landing pages, and will work with you to create a plan that helps meet your needs and your budget, just give me a call!