Landing Page Development by Rogue Marketing
Landing page development is integral to any campaign you run. Your website exists to meet many audiences, on many levels. But when you launch a campaign, you target a specific audience with a specific action for them to take. Let’s start there.
If you do not have the audience and action named, then you don’t know if a campaign was successful or not.
Landing page development makes your campaigns useful. When you’re squeezing marketing budget for every dime, you may be tempted to say, “What do we have a website for? Just send them to THIS page.” And you’re right! Nothing is wrong with that...if that page is an ecommerce page where a visitor can immediately purchase.
If, however, your brand is anything but an ecommerce site, you’ll need more.
A campaign is a specific approach to a unique audience, and you have one specific action that you want that audience to take. If you do not have the audience and action named, then you don’t know if a campaign was successful or not.
Once you identify the audience and the action, you create ads specific to your audience.
Then you put those ads on platforms specific to your audience.
And when they click, they land on a webpage...generic to your company? No. You want a landing page specific to your audience.
Let’s dive in.
Identifying Campaign Objectives
Landing page development is simply one part of a much larger campaign strategy. When you build out your campaign strategy, you start with one simple phrase: “I want my target audience to ____.”
If you fill in that blank with anything more complicated than “call this number,” “buy this product,” “click this link,” “sign up here,” etc., then you may need to simplify your campaign, or get more specific with your audience.
Do you have a page on your website that is specifically written and designed to help THAT audience take THAT action? Then you’re good to go. If not, let’s keep going.
Landing Page Architecture and Design
With such a unique focus, landing page design may need to resemble a “lite version” of your site. Keep the branding so that repeat audiences aren’t totally thrown off, but simplify the page.
A common way to simplify is to eliminate menus from your landing page. Give them fewer actions to take—and preferably, just one thing to click on, which is your call to action.
When you plan design for how much copy to include, remember this rule: Include only the copywriting that is absolutely necessary.
While this is a maxim for any and all writing, it’s especially true for landing pages. Be brutal with your editing. Have a strong argument for everything on the page, and give in quickly to objections—defend only when absolutely necessary. Many landing pages fail because they keep selling after the person has decided they want to act, and you lose the opportunity because they did not act in the moment they were ready to act.
If you went on a date with your landing page, would you feel like it understood you? Or would you feel like you sat through all the stories of how you should like him because of how awesome he is?
The #1 rule of copywriting is, “It’s not about the brand. It’s about the buyer.”
Landing pages are common places to dip into explaining all the great features, and how much the audience will love it. But if you went on a date with your landing page, would you feel like it understood you? Or would you feel like you sat through all the stories of how you should like him because of how awesome he is?
Because it’s about the buyer and not the brand, your copy should also be very, very respectful of how much time they care to devote to your landing page. Consider this:
A successful ad gets a click. That’s all.
A successful landing page gets a form fill (as one example of an action they might take). That’s all.
If you’re selling a $50,000 product, don’t try to sell it on the landing page. All you need to sell is the idea of how much better their work and their life could be when they have your solution. The action, then, is to simply raise their hand (fill out a form) and say, “Let’s talk about that.”
Copy that goes on for hundreds and hundreds of words is trying to do more than the landing page was intended to do.
The impact of your campaign and landing page will show in how many emails you gather, how many widgets you sell, etc. But there’s so much more that happens, and you need technology in order to make it happen.
Here’s a look at the bare minimum tech required to get the highest ROI out of every penny you put into the campaign.
You’ll need site analytics to measure how many people are reaching your landing page and how many are taking action.
Customer Relationship Management (CRM)
A customer relationship management (CRM) solution is key to manage all of the new leads you’ll be acquiring.
This depends on what kind of business your campaign represents, but some transactional software is a must for most store-front websites.
Marketing automation software is more than just a time saver, which in itself is vital to your bottom line; but it also improves consistency across all of your marketing efforts by giving you a bird’s eye view of rollouts and messaging.
You need professionals who know how to put together all these disparate tools to make sure all systems are working together and giving you the results you need.
Getting statistically significant results is a science, and not for the inexperienced.
Versions & Testing
Landing page development doesn’t stop once you get it all up and running. Landing pages give you the opportunity to try new messages, new copy length, new imagery, new form placement, and so much more.
A/B testing is a key part to any campaign, and you need a team capable of developing and managing versions in meaningful ways to gather true insights. Versioning and testing require careful planning and time to execute. Getting statistically significant results is a science, and not for the inexperienced.
Ready to Do More with Your Campaigns?
Rogue strategizes every campaign and prepares you to get the highest ROI possible. If you’ve ever asked yourself if you’re truly getting every dollar’s worth, have a chat with Rogue. We’re happy to take a look and consult with you.
If we think we can do something to help you out, then we can have that conversation first. But don’t you owe it to yourself to find out if there’s more you could be doing? Contact us today to find out.