Sometimes it’s good to believe in things, even if they’re not real. Take the tooth fairy, for example. She isn’t hurting anybody, and if you’re like most people, you loved experiencing her arrival when you were little. Sure, you eventually learned that her entire presence is a myth, but when she was real in your mind, she was amazing!
In the business world, myths aren’t always as harmless. If you don’t understand what’s real and what’s not, you can hurt your reputation and ability to bring in new customers.
Have you heard any of the following myths about landing pages for your website? Be sure to steer clear of these common misconceptions regarding search and landing pages.
Myth #1: You Don’t Need Many Landing Pages
Many people think you can slide by with just a few landing pages, such as a “Contact Us” page and demo page. The reality is, you need to have landing pages for every opportunity you’re trying to drive. The more landing pages you create, the more chances you will show up on search engines’ high-ranking results pages. Plus, people are more likely to share your links on social media when you offer a lot of landing pages. This means you’ll give yourself more opportunities to drive traffic and conversions.
Let’s not forget to mention that landing pages help convert leads. They’ll help you track how many people click on your offers and pursue the call to action (CTA) you’re requesting of them – whether it’s shopping for a product, using a promo, or downloading a whitepaper.
Myth #2: Landing Page Copy Should Be Kept Short
Let us tell you a secret: there is no one-size-fits-all format for online content. It all depends on what you’re trying to say and how much information you have to give your audience. If you’re trying to get a ton of new leads, it might be best to keep your landing pages short. However, if you’re trying to get really qualified leads, you might want longer-form content that explains who you are and what you have to offer. One is not better than the other; you simply have to address your goals and your audience so you can create the kind of content that speaks to the people you’re trying to attract.
Honestly, the sweet spot for most landing pages is somewhere in the middle. As you’re working out your content, be sure to try an A/B test and adjust the length of your landing pages as you learn from your results.
Myth #3: You Only Need to Pay Attention to the Conversion Rate
Landing page templates bring people into your sales funnel. As you embark on your journey and learn how to create a landing page, keep in mind that your page design isn’t just a place where you get people to fill out a form — you want people to look around your site, learn more about your brand, and eventually become a loyal customer.
When you’re trying to get the most out of your landing pages, don’t just look at the number of people who converted using your form; check out the interactions that happened after that, as well. When you examine your analytics, you might discover that a specific landing page has low initial conversions but brings customers in later on in the process.
Myth #4: Any Page Should Be a Landing Page
Technically, any page can be a landing page. However, not all destination pages should be. “Landing pages” are campaign-specific pages with a solitary CTA and no navigation to other pages on the website.
On a standard webpage, you might have tons of links, but on your landing pages, you’re only going to want one or two per page. Landing pages should be free of distractions and be super focused on driving conversions for the action that particular page is seeking. Use this online real estate to promote single offers so you can direct visitors to a form and turn them into paying customers.
Myth #5: One Template Fits All
Templates are great jumping-off points, but you don’t want just to plug your content into an existing template all the time if you’re going to increase your ranking and conversions. Landing pages’ successes come from many elements, including the content shown on the page, the design, and the audience you’re targeting.
If you’re going to use a landing page template, be sure to tweak it, so you’re speaking directly to your audience with your offer, then test it to make sure it’s as optimal as it can be. Ultimately, your landing page will only be successful if the content offer matches your customers’ intents.
If you need help creating incredible, on-brand landing pages, Zero Gravity Marketing (ZGM) is here to assist. Reach out to ZGM today to learn more!