You’ve probably heard that a good “landing page” helps boost your email marketing results and generates good leads.
But do you know the difference between a good landing page and a bad one? And what makes a landing page good?
If you answered “no” to either question—or if you’ve ever wanted a quick primer on landing pages—check out this video from the smart marketers over at Copyblogger:
The video is an excellent summary (we love the golf analogy) and hits on the most essential elements of an effective landing page…
...but there’s one that stands out in our minds as being especially important:
One Action, and One Action Only
Think about it: why do stand-alone landing pages even exist? Why can’t you just drive internet searchers and email clickers to the homepage on your website?
The answer makes a lot of sense:
Your website has more than one job to do. It has to tell visitors who you are and what you do. It has to answer common questions your prospects might have. It has to help visitors navigate to other sections of your site. And it has to support your current customer base.
That means even the simplest of websites pull people in different directions…
...which is the opposite of what you want in a marketing campaign.
In marketing, you want to steer prospects in only one direction—toward your offer, whatever that may be (white paper, how-to guide, video, free trial, etc.).
Anything beyond that one action serves only to distract—and makes it less likely that a good, fresh lead is delivered to your doorstep.
For your next email campaign, consider how a singularly focused, stand-alone landing page might reinforce your offer and improve your results.
It won’t improve your actual golf game. But it will ensure your lead-gen efforts find the hole a lot more often.