Happy Landings – The Ultimate Guide To Landing Pages That Deliver Results

Two Dam Creative


Landing pages are a hot topic of conversation here at 2 Dam Creative. Got a promotion running? Need to drum up quick leads? Just throw a landing page up, right? Sounds easy enough! The concept of the landing page as the panacea for any number of digital marketing challenges has taken on a great deal of currency in recent times. However, how many people truly understand the intricacies of landing pages, how they work and how to use them to get the most out of your digital strategy?


Too many organisations have been burned by horrible landing page designs that don’t convert or don’t fit with the marketing objectives. We figured it would be worth providing a bit of direction for those looking to find out more about how landing pages can work for them. So, without further ado, we present to you…


Everything You Ever Wanted to Know About Landing Pages but Were Too Afraid to Ask


We’re currently fine tuning a targeted landing page design and development package that combines our cutting-edge visual design sensibilities with the market-leading strategic focus that will deliver results for our clients. Before we do that, we’ll first need to answer some of the fundamental questions:


What Is a Landing Page?


Put simply; a landing page is any webpage that is designed and marketed as a point of entry to your website. It may be a product category page or a custom-built page with a special offer or promotion. Either way, it’s where you want a prospective customer or client to land when they navigate to you.


Why Have a Landing Page?


Because they convert. Your homepage is fabulous for providing a general overview of who you are and what you do, but they suck at converting. A landing page cuts to the chase. It tells the visitors what they need to know about the products and services that you want to promote and guides them through to the business end of your website where your conversion goal lives.


What Kinds of Landing Pages Are There?


Landing pages generally fall into two main categories. Which you choose depends on your objectives:


  1. Click Through Landing Pages

Click through pages are typically used in e-commerce funnels. The landing page should be designed with engaging information about the product or service in question and encourage visitors to click through to the conversion goal. This is frequently the shopping cart. Visitors that have been warmed up by the landing page are statistically far more likely to convert than those that land cold in your cart.


  1. Lead Generation Landing Pages

Lead gen landing pages focus on capturing prospective clients’ data for future follow up and marketing purposes. Typically, this involves an offer of an ebook, whitepaper, contest entry, discount coupon, webinar registration or some other lure in exchange for the visitor’s contact details.

On Site or Stand Alone Landing Pages?


Landing pages can either sit on your existing domain or stand alone on a unique domain. There are advantages either way, depending on your strategy. If it sits on your existing domain, you can piggyback off the existing domain authority of your site to have the page rank organically in a relatively short time. This is perfect for time sensitive promotions. It will also boost your engagement statistics by keeping visitors on your website for longer and increasing page views per visit. On the other hand, if you’re playing the long game, a stand-alone landing page can also rank powerfully over time. Choosing a domain name with high affinity to the keywords you are targeting and nailing the on-page SEO can be a powerful combination.



How do Landing Pages Fit in With Other Parts of My Digital Marketing Mix?


Landing pages and PPC are the new peaches and cream. A carefully crafted PPC ad that drops you onto a landing page, which then finesses you through to the e-commerce portion of the site is the template for most successful sales funnels. The previous section demonstrated how landing pages could integrate with SEO. The same applies to social and content marketing. Links through to social media platforms and content sources such as blogs can augment those parts of your strategy and offer an alternative entry point for the user.



What Makes a Great Landing Page?


That’s a bit of a “how long is a piece of string” question. However, all great landing pages have certain characteristics in common:


  1. Clear focus on the core topic
  2. Concise, persuasive copy
  3. Prominent CTAs above the fold
  4. Engaging imagery and video content
  5. Tell a coherent, focused story
  6. Include social proof of your product or service



There are dozens of other elements that we could discuss. However, if you get these basics right, you will be well on the way to a successful landing.



Where Can I Get an Awesome Landing Page?


You’re already there! 2 Dam Creative excel at designing and developing landing pages that convert. Contact us today to discuss how we can put something together that will deliver results for your business. Stay tuned for more information about our Landing Page package. We might even pop up a landing page to tell you all about it!

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