Two of the most important strategies when it comes to inbound marketing are the landing page and the Call to Action (CTA). Those elements are vital because they're what is going to attract new business and customers by being that first exposure of your company to people browsing and searching the web. However, that doesn't mean that you have to dump a ton of hours or work into a landing page in order to get those sales. In fact, landing and CTA pages should be disposable!
This might sound counter-intuitive, especially as all marketers preach for more dedicated landing pages, custom design buttons, and well thought-out strategies that take time to develop. So why shouldn't you spend a lot of time and moneymaking the most perfect landing page there ever was?
Well, besides the fact that nothing is perfect, the Internet is a very fast-paced and changing environment. Customer interests are always changing and your business needs to be able to adapt. One way is making easy, disposable landing pages and Calls to Action and making sure not to keep every single page you create. We know, this all might sound absurd. In reality, it's very good practice to make disposable pages. So what are more reasons, you ask? Check them out:
Having pages sit around for ages is starting to become bad for SEO, bad for user experience, but for progressive testing. And if nothing else, you need to stay on top of your game and routinely update as well. Calls to Action happen to one of those practices that need to be updated and changed routinely, just to keep things fresh and on top of your Google game!
Online marketing tactics are all constantly changing and a page from three years ago isn't going to see the same results as an easily disposable page crafted today.
Customers are always changing, like we said before. Your own tastes change, we have our own interests, and it's the same for everyone else! Don't just create something and then leave it to collect dust and cobwebs, let it breath and be alive. Also, keeping your site updated will help with your rank on Google.
If your business has recently changed prices, deals, discounts, or even their entire way of making money that landing page needs to be updated easily to reflect that! Nobody likes an expired deal, even on the Internet.
Normally CTAs and landing pages should be able to be finished in a single afternoon. These are the Doritos of web pages; the goal is make sure people want more! A page that is neglected after being set up can't exactly do that.
So, when it comes to creating your next landing page don't fall into the trap of spending a ton of money, resources, and valuable time on trying to perfect a single landing page and then letting it sit and become stale. Things need to stay fresh, relevant, entertaining, and informational and that even includes landing pages. And especially if you're using Calls to Action--they always need to be fresh and engaging! If people are turned off by your landing page and you aren't keeping tabs on it, that could mean wasting even more money or even losing business. Both are not very desirable outcomes.
Before you start planning out your next campaign and landing page, stop for a second and remember at least one thing from this post: it's okay to make disposable landing pages! Go for the Doritos, they can even be Cool Ranch!
When was the last time you updated your landing page? Have you tried making disposable landing pages? Let us know in the comments below about your tactics and landing pages.