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Landing Pages – where to build?

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There are so many tools out there that market themselves as ideal landing page platforms, from dedicated drag and drop builders like Leadpages https://www.leadpages.com/ and Clickfunnels https://www.clickfunnels.com/, to marketing tools like Mailchimp https://mailchimp.com/features/landing-pages/ and Keap Pro https://keap.com/keap-pro. But which is best, and do you even need a landing page tool at all?

If you are busy and lack the time and technical know-how to add extra functionality to your existing website, then tools like Leadpages and Clickfunnels can prove useful (with Leadpages priced at the lower end of the affordability spectrum, from $37pcm, and Clickfunnels from $97pcm).  As I mentioned before, these platforms have user-friendly drag-and-drop builders that allow you to create attractive landing pages without needing any technical expertise.  These tools can also integrate with some of your existing business software (for example, your CRM system and payment processor) and allow you to benefit from years of ‘tried and tested’ templates, handpicked to help increase conversion, making them popular options for the time-poor entrepreneur. 

Some other platforms that are used in businesses for other digital marketing purposes can also be used for landing pages.  Mailchimp, Hubspot and Keap Pro (as well as Keap Max, and Keap Max Classic), for example, can also be used as CRM systems, as email marketing platforms, and also have landing page creation tools available for use within them (amongst numerous other in-built tools).  These are also straightforward and simple to use, particularly if you don’t have any technical knowledge and are concerned about adjusting your existing website yourself. The benefit of these systems is that if you already pay for one platform (with the exception of Mailchimp, which offers free email marketing software and free landing page software), then you don’t need to fork out for an additional platform on a monthly basis, and in these uncertain economic times, any financial savings we can make as business owners are welcome!

However, the reality is that you don’t actually need landing page software to create a landing page.  Every page on your website should really act as a landing page, working to attract relevant traffic thanks to savvy and appropriate SEO, and attempting to convert them into leads or fully fledged customers quickly and easily.  To do this, you need to start off working out what service or product you are trying to promote on your chosen ‘landing page’, and carrying out some keyword research online. Tools like https://www.keyword.io/ or https://keywordstrategytool.com/ are both free and will help you to work out what people are actually typing in to the search engines (or asking their digital virtual assistant, like Alexa or Siri) when they are looking for that particular product or service.  Once you’ve chosen one appropriate keyword phrase for each landing page, you need to ensure that the keyword is mentioned in the following places on that page (if you’ve got a WordPress website, a tool like Yoast can help you to do this). They keyword should be:

–        In the SEO title for the page (which should be between 50-60 characters in length, max.)

–        In the content – perhaps 2 or 3 times on a page with between 500-800 words of content

–        In the slug for the page (i.e. www.yourwebsite.com/INSERT-KEYWORD-HERE )

–        As a meta-keyword for the page

–        In the meta-description for the page (the bit of text you can see in the search engine results page – this should ideally be between 155-160 characters in length, max.)

–        As an alt-tag for one image on the page, as long as it is relevant

Once the page is optimised, you will also want to make sure that the content is relevant to the product or service that you are offering and that there is a clear call to action, whether that’s ‘call now’, ‘sign up today’, or ‘buy now’ (or something like that!), encouraging people to take specific action once they have reviewed all of the information on that specific landing page.

So, before you invest in some paid-for landing page software, it’s worth carefully considering why you need it, and whether you can use the existing platforms that you use in your business in order to create effective and highly converting landing pages for your business with minimal extra expenditure!As always, if you have any questions about Landing pages, or any other aspect of your Digital Marketing, please get in touch!

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