Continuing the discussion of the why and how of landing pages, we’re tackling the questions that go deeper. How do landing pages impact SEO? Are landing pages a requirement for conversion? When does a subdomain make sense? How do you build an audience through the use of landing pages?
In this episode, Jen Miller of Next Door Marketer joined Jason and Bridget to deliver the reasoning behind the use of these types of webpages.
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Why Create a Landing Page?
Events are classic reasons for landing pages. #GivingTuesday campaigns are also great landing pages as well as real estate and contractors who have offices in multiple locations or states.
If you create seasonal or event landing pages, either keep them up with updated information or 404 them to the new event. This is super important.
If you’re a life-coach offering a Zoom training, it’s best to have a landing page on your website and accept payment on your website through PayPal or Stripe.
You want people on your website. That way they will remember your site. This is the brand awareness aspect.
Sure, you can make a landing page in some third-party application. Whether or not it works or helps your business grow is another matter.
Landing Page Per Campaign Per Demographic
Every demographic should have a landing page directed to them. What area do they live in? What’s their age (which affects font size)? What’s their mindset? Struggles? Weather? What industry are they in? If you speak to the industry, you speak to their clients as well.
Remember the goal is to get that initial piece of information. You want whatever is easiest. They Googled “how to install a fence” and your page came up with the best tool on the market. Answer their question and you’ve found a customer.
Intent is key.
Localize Landing Page Copy
Ideally, your landing page campaign reaches a specific demographic. We know that clients often outsource copywriting to agencies or vendors. To be authentic, you have to speak and write to that audience. People who live there will give you their culture.
You can learn the local lingo by reading review sites as well as community newspapers and parks and recreation pages. If your client doesn’t give you the local terms, don’t goof by calling California “Cali,” for example. No one from California calls it “Cali” just like no one from San Francisco calls it “Frisco;” it’s “The City.”
These kinds of goofs make you sound aloof and disconnected from your audience so do your research.
Subdirectory or Subdomain?
Yes. Both. Either. It used to matter as far as Google is concerned. It doesn’t now.
So whether you make your landing page on a subdomain (jobs.linkedin.com) or subdirectory (linkedin.com/jobs) isn’t important.
Unless. Yes, you knew that was coming. If your landing page URL will be spoken at an event or on radio or podcast advertising, then go with the subdirectory. It’s much easier for the audience to remember when you repeat,
“Go check it out at linked in dot com slash jobs. That’s linked in dot com slash jobs. Linked In dot com slash jobs.”
I bet you remember it, too. Thanks ESPN Radio!
“If you can get people to your base domain, you’ll keep them.” Jen Miller
Some people buy a totally different domain for a seasonal campaign but if you leave it up, you’ll get the positive effects of SEO over time. That is, if you want it to be lasting.
Test Landing Page on Mobile
Testing your landing page on mobile isn’t just for the copy and layout. It’s also for the form. A lot of the smart form builders like Caldera Forms and Ninja Forms. So make sure that the form works on mobile, too.
“Run a test on your phone for the autofill.” Jason Tucker
Forms, content, images, should all work seamlessly. On this note, don’t use a captcha on the form; it adds to the consumer’s frustration.
Keep the Content Short
Landing pages, for the most part, aren’t meant to be white papers. Make it short and to the point.
“It does not need to be long-form; it will do better SEO-wise but doesn’t mean it’s more effective.” Jen Miller
Use your brand colors, but choose the brightest one. At one time orange and green performed best. Test your options and make sure they are both accessible and mobile-friendly.
And while you’re making the content short, make the form short, too. All you really need is their name and email — maybe you need the phone number, too — maybe. The goal is to get the conversion, so don’t make it difficult.
Tool or Tip of the Week
Your ad could have been here.
Jen recommends Sticker Mule for your landing page projects.
Jason recommends POPL – a NFC tag that is a sticker!
Bridget recommends the Howler Timer.