Getting people to your site isn’t enough. You have to get them to do something when they arrive.
Whether you’re selling products or high-value services you need to capture prospects details and communicate with them to build a relationship.
I do it on this very site with the Growth Guide. Unless someone has been referred to me they are unlikely to immediately spend a few thousand dollars on coaching or services. They wan’t to know I can help them before they even commit to getting in touch.
The Growth Guide gives valuable tactics in exchange for permission to contact them again. On average it takes 5+ emails before someone gets in touch to see if I can help them specifically.
The conversion rate on the landing page is high:
Over a quarter of people who visit the site leave their details.
Here’s some examples of landing page ideas you could implement into your site.
Industry specific landing pages act similar to a homepage but targeted to a specific type of client or industry. Its purpose is to demonstrate a tangible expertise valuable to clients in that specific industry.
Similar to any other landing page, an industry-specific landing page must show the clear benefit of the product/service to that industry and must be able to answer a problem that a specific industry is trying to solve.
A specific industry landing page must have the following to make it more effective.
Similar to other landing pages, industry specific landing pages should include solutions to a particular problem by or it must clearly show the benefits to that particular industry.
This varies per industry but it’s basically a list of services that you offer. It should include special services not given by other similar products/service.
It’s best to add a snippet of a case study/story because it validates what your product can provide your target customers.
Another factor to add to your landing page as this helps build trust and credibility.
Check out Vend’s page. All the important components of an industry-specific landing page is there.
You can clearly see the benefit from the start. It also shows a list of service features. There’s a story that validates the benefits customers get and there are social proof to add credibility.
A geo-targeted or local landing page highlights your brand information but targets a specific geographical area. It is designed to give continuous exposure whenever local would visit your site for information.
Although this practice is a bit complicated to implement as it requires other geo-targeting landing page optimisation techniques. Generally though, the page detects the IP address of the visitor to properly identify the locale.
A good example is this landing page from Quicksprout.
This landing page simply asks whether you want more traffic but part of the statement mentions a person’s specific location i.e. Quezon City. Of course, psychology wise, it’s telling you that you’re the only business that will be handled in that specific area.
Personalised landing pages are those that are customised to directly address elements unique to your customers.
Personalisation maybe in a form of adding the personal name, business name or any distinguishing remarks like location, gender, search method, on-site history or customer activity.
Many sites offer a personalised browsing experience either thru retargeting or previous buying activity.
There are also those similar to targeting visitors coming from a specific page. Example is this landing page from Obama’s campaign targeted at Reddit users.
Super Simple Landing Pages
The beauty of the super simple landing page is the distraction-free layout.
With this type of landing page, you won’t detract or distract from the message you are imparting the visitor.
There are no excessive copies to read, no unnecessary buttons to push, and definitely no over-abundance of opt-in form fields; everything in its place and everything straight-to-the-point.
Check out Mailchimp’s landing page.
Mailchimp doesn’t say too much. It just says in one sentence what it does and how many people are using it aside from asking you to sign up for free.
It doesn’t mention any features; there are neither statements from experts nor any social proof. Yet you’ll be enticed to sign up with sheer simplicity of knowing many people trust it.
Video landing pages makes use of videos to convey the benefits of your product or service in a most entertaining and concise way.
Impact and attention is the theme of the video landing pages.
Impact, because video landing pages can really express so much more than text. Attention, because you are taking the visitors full attention in order to view your video.
That said, this landing page video needs to be kept very short. Videos shouldn’t take more than a minute if you want to enjoy 80% viewer retention.
However, there are videos on some landing pages that take longer like that of Fizzle.
Their video is engaging and speaks of benefits capturing the attention of their target audience.