What is a Landing Page?
A landing page is a page on your website where you offer a resource to visitors in exchange for their contact information. For example, you may offer content or experiences, such as email newsletters or an open house or community-wide event registration, to capture contact information from parents visiting your website’s landing page. Most importantly, landing pages convert parents who stumbled upon your website into leads for your childcare business.
Landing Page vs. Homepage
A landing page is often mistaken for a homepage. While the two are similar because they both welcome visitors to your website, a landing page serves a more definitive purpose than a homepage. A homepage consists of a wide range of content and aims to point a visitor in the right direction, while a landing page is a specific page designed to meet a parent’s needs based on their digital behavior or needs. Traffic to a homepage may come from a variety of sources, such as search engines or social media. On your website’s homepage, visitors are presented with several different navigational options. A landing page is optimized to funnel traffic towards a specific call to action that helps your center meet its marketing goals.
Landing Page Strategy
The best landing pages help busy parents focus on exactly what you need from them, whether it’s a phone number, email address or their kids’ ages. Your landing page must rid a potential customer’s mind of all distractions and any competing content.
What would this look like for your center?
Develop a Smart Design Concept
We recommend including a featured image that grab’s parents’ attention in your landing page design. It’s important that you decide on a color scheme and page theme that reflects your center’s authentic brand and culture. And while we’re talking about the visual aspect of your page, you want to avoid clutter and distracting images that take away from your message. Simplicity goes a long way when designing a landing page concept!
Include a Call to Action
Secondly, your landing page must include a call to action. What is it that you want your visitors to do while on this page? What information are you looking to collect from these potential customers? Your call to action may simply be to fill out a form for an email subscription, or to register for a free event or conference through your center. The call to action should stand out with high visibility.
Use Clever Copy
Thirdly, ensure that your landing page strategy includes clever copy that engages visitors. However, refrain from using too much content on your landing page to avoid confusion. Ultimately, your landing page should highlight the steps a parent needs to take next. Keep your content simple and focused.
Lastly, minimize further navigation from your landing page. Remember, the goal here is to grab a parent’s attention and encourage them to take action. Once they complete your call to action, include a thoughtful “thank you” message to let them know you appreciate their time. You can also provide sharing links that invite your website’s visitors to distribute your landing page to others!