06 Feb Landing Pages and Why You Should Use Them
If there was one thing we would recommend to dramatically improve your fitness marketing investment today, it would be to use landing pages on your website.
What is a landing page?
A landing page is a specific page on your website that allows that allows you to capture a visitor’s information through a lead form. A good landing page is used with targeted traffic from a specific marketing campaign you have set up. You might offer a free ebook or other offer in an Ad or email campaign and, because it is targeted, and has an interesting offer behind a lead capture form, you will convert a higher percentage of your website visitors into leads with which you can follow up.
Why are landing pages so critical?
Too many fitness businesses send their advertising, email, or social media traffic to their homepage. This is an enormous mistake and is a missed opportunity. When you know a campaign is likely to send a stream of targeted traffic to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
For example, imagine you have a Facebook Ad and you have spent a great deal of time crafting it and someone clicks through on that ad, do you want to send them to your homepage? When they land on your homepage, what are they supposed to do? Once you figure out what you want the visitor to do, make it easier for them with a landing page that prompts them to complete that action. You’ll see the effectiveness of your online marketing improve dramatically.
What makes a landing page most effective?
Ready to create your first landing page, or improve on a landing page you already have? Here are some of the most important elements to make sure your landing page is working hard for you:
Remove navigation. You’ve spent your money to get your targeted traffic to a page where they can take your desired action. Don’t give them any distractions! Reduce the number of exits from your landing page so that your visitors are focused on filling out your form. The best way to do this is hide your website navigation (menus and sidebars) on landing pages.
Make sure you deliver value. If you have a valuable offer, your visitors will give up their contact information in exchange for your offer. Ask yourself if the offer is irresistible to your audience and make sure that your landing pages show that value.
Make it shareable. You can tap into a huge community of your best marketers, which are your audience. Add share links to your landing page to encourage your website visitors to share your content with their audiences.
Keep it short. The longer your landing page or the form on the page, the more friction you add to the lead conversion process. Keep it short and straightforward which will increase your conversions rate.
Make sure you test, test, test. As with anything you do online, the best practice is that your landing page can always use more testing and refinement. If you are using a landing page tool make sure you can create and test many different landing pages to see what works best for you.
If you’re working hard to drive traffic to your website, don’t make the mistake of not capturing that traffic as leads.