A landing page is a web page on your site, but it isn\u2019t the same as your home page, and it is usually distinct from a standard product page. It is independent and exists to serve a specific marketing campaign with a clearly defined goal. In the case of reseller hosting, the goal is usually to get people to sign up for a hosting account. <\/p>\n\n\n\n
You might be thinking that sounds just like a standard product page. After all, product pages exist to showcase your hosting services in the hope that visitors sign up. But product pages tend to be generic, whereas landing pages are specific, goal-oriented, and audience-focused. We\u2019ll explain exactly what that means in the next section. <\/p>\n\n\n\n
An ideal customer journey begins when they click an advert, social media post, or search engine result. They \u201cland\u201d on a page designed with a single purpose, which is to move them to the next stage of their journey, whether that\u2019s buying a product, entering contact details, or something else.<\/p>\n\n\n\n That goal is usually represented as a call to action (CTA) displayed prominently on the page. In the above image showing the landing page for WP Toolkit<\/a>, the CTA is the orange button with the copy \u201cGet Deluxe Today.\u201d If a visitor responds positively to the CTA, they are said to have converted. A landing page is a conversion machine, and every element is there to increase the likelihood of the visitor converting.\u00a0\u00a0<\/p>\n\n\n\n Effective landing pages embody three essential qualities: they are tailored to the interests of a clearly-defined audience, they focus on how a product benefits the customer, and they are optimized over time to improve conversion rates.\u00a0<\/p>\n\n\n\n Let\u2019s take a closer look at each of these qualities.<\/p>\n\n\n\n Effective campaigns segment a business\u2019s market according to various criteria. As a reseller host, you might segment your market by how people use your hosting: WordPress blogs, business websites, photographic portfolios, and so on. Each segment has needs and interests, and they respond to different marketing messages in advertising and content.<\/p>\n\n\n\n The same is true for landing pages. The copy and images that might appeal to a photographer are not the same as those that attract a small business owner looking to host an eCommerce store. <\/p>\n\n\n\n This is one of the key factors differentiating landing pages from a standard product page. Product pages display your products generically, whereas the ideal landing page is narrowly focused and promoted to a specific audience. <\/p>\n\n\n\n For example, you might promote posts to photographers on Facebook, including a link to a landing page that tells them why your services are fantastic for hosting photography portfolios. <\/p>\n\n\n\n Why should a potential customer choose your hosting platform over a competitor\u2019s? For technical customers, a server spec sheet might do the trick, but most people are persuaded by benefits rather than features. A 1 Gbps network connection with redundant bandwidth providers is a feature. But ultra-reliable hosting that supports a fast, low-latency shopping experience is a benefit for an eCommerce retailer.\u00a0<\/p>\n\n\n\n It\u2019s unlikely the first version of a landing page is the best possible version, and the most effective landing pages result from testing and iteration. You make a change, test it on live traffic to see if conversions increase, and if they do, the new version replaces the old. <\/p>\n\n\n\n \u00a0Split-testing, also known as A\/B testing and multi-variate testing, allows site owners to improve their landing page\u2019s conversion rates over time. There are many services to help site owners test and optimize landing pages, including Google Optimize<\/a>, Optimizely<\/a>, and Unbounce<\/a> (the source of the next landing page example).\u00a0<\/p>\n\n\n\n We\u2019ve looked at the theory of effective landing pages, so let\u2019s finish with something more concrete. What are the six essential on-page components of a high-converting landing page? <\/p>\n\n\n\n Landing pages that combine the elements and components discussed here are more likely to be successful than a simple product page. That\u2019s why big brands follow the same formula. However, you shouldn\u2019t be afraid to add a little personality, especially where design, imagery, and copy are concerned. Creativity with your brand and marketing assets will help your hosting business to make an impression and stand out from the crowd. <\/p>\n\n\n\n As always, if you have any feedback or comments, please let us know. We are here to help in the best ways we can. You\u2019ll find us on Discord<\/a>, the cPanel forums<\/a>, and Reddit<\/a>. Be sure to also follow us on\u00a0Facebook<\/a>,\u00a0Instagram<\/a>, and\u00a0Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" They say you never have a second chance to make a first impression, and that goes double for competitive industries like web hosting. Getting potential customers to your website is challenging enough, but once they click, you have only seconds to engage their attention with something more appealing than the social media stream, email, or […]<\/p>\n","protected":false},"author":77,"featured_media":65709,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[61],"tags":[],"class_list":["post-60197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-and-tricks"],"acf":[],"yoast_head":"\n<\/figure>\n\n\n\n
What Makes an Effective Landing Page?<\/strong><\/h2>\n\n\n\n
Targets a Specific Audience<\/strong><\/h3>\n\n\n\n
Focused on Benefits<\/strong><\/h3>\n\n\n\n
Optimized Over Time<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\n
The Anatomy of a Reseller Landing Page<\/strong><\/h2>\n\n\n\n