Before we go deeper into the infographic, I’d love to make totally clear what a Landing Page is, because I’m not only talking about the one you host in your website to receive your online visits. Literally, Landing Page is the space where your clients will first land after see one of your ads, a review in a third platform or a post on social networks. Once they are on this page, they can either stay there and do what you meant they to do or quickly close the website to never coming back… That will depend on the way you design your Landing Page, its efectivity and how appealing it is.
However the basic rules I gather in this article are applicable to any kind of Landing Page, because as I’m sure you already know, more and more social platforms allow you to host one. Did you know for example the tabs on Facebook might host a Landing Page linking to your web? In this article I reveal a few tricks about how to turn your Facebook fans into leads and sales and one of the step is precisely a Social Landing Page.
Let’s see now what mistakes are the most commonly made due to some false rumours we should avoid:
1. The more keywords, the better
Many of my colleagues specialised in SEO will probably have a lot to say here, but my experience as a journalist first and then as a Digital Marketing professional tells me that “more does not mean better”
It’s not about to add a given number of keywords in each Landing Pages, but about develop contents having your clients in mind and placing the information in a natural way, the same way that journalists have learnt doing over the years: Start by the most important part of the story. The key of the article must be up in the begining. That way you’ll be including keywords without extra efforts, only because you’ll have to use them to write the important thing in the begining.
Make a summary of your article no longer than 3 lines and place it as an opening paragraph. Don’t forget to mention all the crucial information that you’ve written along the article, and then explain that information along the article, with many more details. Check out how I did it in my last post:
2. I’ve brought them here. Now I’ll show them my whole website
Don’t annoy your clients driving them from one page to another or they’ll get bored and will leave. If you led them here with a promise of having a detailed information, a product discount or any other content you used to promote your web, give them straight away what they came here to have: that concrete information. Try that your audience don’t have to click around too much.
3. A Landing Page for everything and all
Without taking into account your targeted audience? Don’t! 90% out of them will get bored before read the second content… Choose a theme of your website with a specific goal in mind and focus on it thinking of your own audience. For instance, if your average client is a woman, 20-40 years old and with children, the design of your Landing Page must fit the style of that target.
4. It’s MY Landing Page, the content is about ME
Me, me, me… That’s precisely what you should avoid in the new era of the social promotion. Let me tell you one of my favourite quotes:
And it does work. The word “me” is just old-fashioned. Now the word is “them” as in “my current and potential customers”. We are in the Inbound Marketing era, folks! By the way, I’m planning write about this trend soon
5. Landing Pages are promotional
Yes, they are in a way, but never treat them like traditional advertising. It’s clear the last goal is promotion but it’s not an ad. Users’ online habits have changed. Now we all tend to avoid all kind of contents similar to adverts. If they perceive that in your Landing Page, they’ll run away!
Just focus your work in a compelling and creative design and over all, in a content that catch your audience attention in order to keep them clicking over the links.
6. Review the links before publish and all done
Review the links now, and the next week, and after a month… This is not a temporary work. As long as the Page is online, you’ll have to take care of it by redesigning and checking that contents and links are up-to-date.
Can you imagine how annoying might be for a client to find that the product or content they were looking for is just a broken link? Those users will also be missed.
7. With a pop-up banner I’ll get better results
This is the neverend debate among professionals. My own opinion is that you shouldn’t use them ever. Be honest: What would you think of a website that led you to a content you were very interesting in but the first thing you see is a pop-up advert to join them? Even before you’ve read the content, so you don’t really know if you want to join them! These practices bother me very much. Even those websites I follow because they are the best, will bother me if they use them in contents I want to read. I use to leave the web the moment a pop-up ad appears. Watch it Mashable! 😉
8. My Call-To-Action should link to my Homepage
Not a good idea at all. We’ll be bothering our visits again while make them surf too much.
Let’s say the image you used to drive them to your Landing Page is one of your best products. Your interested audience saw the photo, clicked over it to get more information about that product (first click) and already in the Landing Page you tell them they can get it with a promotional offer clicking over a link (second click). But this last link drives them to your Home and now they’ll have to look for the product across your website. They won’t do it. They will leave the web and probably get very angry.
Lead them to the exact product they were looking for! Make the way easier for them!
9. Got it! This is my Call-To-Action: “Click here”
To going where? The visitor will wonder… And what should I do after clicking there? Make it clear. “Click here” is not a CTA unless you add precise instructions.
For example: “If you want to have more information about his product, click this button”
Or: “Follow us on Twitter to get the latest trends on the market. Click here!”
You can use the CTA buttons you’ll find for free on Google.
10. My Landing Page is ready. Now I can relax
Never! This is a non-stop work. From now onwards the most important part of your promotional job starts: check if the Landing Page is working and if the visitors are behaving the way they are supposed to. Have a look at the Google Analytics at least once a week. If it’s not working as expected, change what you think is failing.
As usual I’d love to know your thoughts about the myths I’ve hunted today! Express your opinion via our Twitter or Google+ accounts, find new pictures and infographics on Pinterest or join our interesting conversations with other specialists on the fanpage and LinkedIn Group. I’ll be waiting for you!