There are a few different kinds of pages that often comprise successful websites in the online marketing world today, and one type that cannot be ignored here is the landing page. But what exactly is a landing page, and what needs to go into it for it to be successful as part of your larger website design?

At BWP Communications, we’re here to offer a wide variety of both print and digital marketing services to businesses around Salt Lake City, including web design solutions. For those who are just entering this world, here are some basic facts on landing pages – what they are and why they’re so vital for many business websites, their common elements, and some of the main benefits they offer.

Defining Landing Pages

For those who don’t know, a landing page is simply a web page that is designed to be the entry point for a website. Often, this is where people will first land when clicking on a link from somewhere else – whether it’s an email or text message, Google search, or any other external source.

Landing pages are often used as part of larger marketing campaigns, and they should never be confused with homepages, which act as more of a general introduction to the entire website. Instead, landing pages are more focused on highlighting one specific marketing message and/or product or service that you’re offering.

What Landing Pages Do

Landing pages have a few very specific purposes:

• Targeting a specific audience: By using keywords and other elements that are likely to be of interest to a certain demographic, landing pages can help draw in a more relevant audience.

• Giving the audience an offer or cue: Landing pages are designed to give the audience an incentive to take action, whether it’s signing up for services or making a purchase.

• Gathering information: A key component of successful marketing is tracking and analyzing user behavior – and landing pages can be used as part of that process by prompting visitors to provide valuable information. They will often contain things like lead forms, surveys, and other forms of data gathering.

Benefits of Landing Pages

There are many reasons why it’s worthwhile to invest the time and resources into creating effective landing pages for your website:

• They can help increase conversions by guiding visitors to take a certain action – such as signing up for a newsletter or making a purchase.

• They’re also great for creating an online presence: building credibility and engaging potential customers.

• Landing pages can also be used to measure the success of marketing campaigns, as tracking data from these pages will give you a better understanding of what works and what doesn’t.

• They’re easy to develop targetted messages for: By creating different landing pages for specific products, services, or promotions, you can easily tailor your message to the right people – without having to update your entire website.

Common Elements of Landing Pages

While these can vary slightly, here are some of the most common elements found in landing pages:

• Main headline: This should be short, punchy, and attention-grabbing in order to draw the viewer in without too much effort.

• Supporting images or videos: Visuals are often very effective at helping get a point across quickly – so consider adding relevant visuals that will help communicate your message.

• Clear copy: Your copy should be clear, concise, and persuasive in order to draw the user in.

• Call-to-action: This is an essential element that will prompt viewers to take action – whether it’s signing up for a newsletter or making a purchase.

• Lead forms: As mentioned above, these are great for gathering information from visitors – such as name, email address, and more.

• No other navigation: The whole point of these pages is to get viewers to take a single action – so it’s best to avoid any other navigation elements that could lead them down a different path.

By keeping these elements in mind, you can create a landing page that is both effective and successful – helping to increase conversions while also gathering valuable user data.

Landing pages can be relatively straightforward for those with some web design knowledge – but if you want it to really stand out, it’s worth investing in professional solutions. At BWP Communications, our team of experts are here to help create custom landing pages that will take your website to the next level – so don’t hesitate to get in touch with us today about this or any of our other print and digital marketing services for clients around SLC.

There are several key factors that will help define any brand or business’s success in the advertising realm, and one that cannot be overlooked is that of audience motivation. Knowing how your target audiences are motivated and what will encourage them to interact with your brand in positive ways can make a massive impact on your bottom line.

As one of the top marketing agencies in Salt Lake City, we at BWP Communications regularly assist clients with concepts like branding and research, and audience motivation is a key part of these programs. Here are some basics on why understanding your audience and their motivations is important, plus some common pitfalls brands fall into here and some best practices for this kind of audience research.

Why Audience Motivation is Vital

Firstly, let’s discuss why understanding audience motivation is such a vital element of any successful brand or business. Put simply, if you don’t know how to make your target audiences care about what you offer, then it’s almost impossible to get through to them.

Knowing the ‘what’ and ‘why’ behind their decisions – what product they need, why they need it, etc. – enables brands to understand the best way to approach them. It’s like telling a story – if the audience isn’t invested in it, then they won’t care about what you have to say or sell.

Common Pitfalls

When attempting to determine an audience’s motivations, one of the most common pitfalls brands fall into is not diving deep enough into their research. It’s not enough to simply know who your target audiences are and what they’re interested in; you also need to understand why that is – why do they have those interests, their stance on certain issues, the messaging that resonates with them?

It can be easy to overlook important details like this if you don’t take the time to truly get into the nitty-gritty of their opinions and preferences.

Finally, let’s discuss some best practices for determining audience motivation across our next several sections.

Know Pain Points

The term “pain points” refers to the problems that your target audiences face and what solutions they’re looking for. If you can identify these pain points, it’s easier to determine why they need your product or service – and how to make them take action.

By understanding their struggles, you’ll be able to tailor messages more effectively and ensure that they understand why what you offer is important to them.

Strive for Feedback

In whichever ways possible, try to get feedback from your audience. This could be done through surveys, interviews, polls – whatever works best for you and your target audience.

Not only does this give you invaluable insight into what they want and need from your brand or business, it also shows that you care about their opinions. That in itself can help motivate more people to interact with your company.

Be On Top of Common Terms and Jargon

Within your target audiences, there may be terms and phrases that they commonly use. And if you don’t understand these, it can be tough to convey a message effectively.

So make sure you do your research – consider reading industry-specific publications or joining local meetups to gain an understanding of the language typically used by your target audience. That way, when it comes time to craft messages, you’ll be able to do so in a way that resonates with them.

Value of Desirable Content

While this is only tangentially connected to your target audience’s motivation, it is ultimately related to the overall goal of engaging with them.

Providing valuable content that people find desirable – such as blog posts, videos, articles, infographics and more – can be a great way to draw in an audience and show them why you’re worth interacting with. This also helps to build trust over time, ensuring that your target audiences will be more likely to come back in the future and even recommend your brand or business to their friends.

Overall, understanding the motivations of your target audience is a core part of any successful brand or business. Knowing why they care about what you offer can help you tailor messages more effectively, increasing engagement and ultimately leading to more conversions. Utilizing methods like understanding pain points, seeking feedback from your audience, being mindful of terms and jargon they use, and providing valuable content are all great ways to understand and engage with them in meaningful ways.

At BWP Communications, we make sure to incorporate audience motivation into all the brands and businesses we work with around SLC. If you’d like help doing the same for yours, don’t hesitate to get in touch – our team is here to help!

As anyone who has been in digital marketing for any appreciable period of time can tell you, online marketing is not a one-time thing – it’s a constant process that requires regular attention. One great example is your website, where just building a great site is only one piece of the puzzle – you also have to ensure your website is managed properly at all times.

At BWP Communications, we’re here to offer not only web design services, but also many other forms of online marketing that include website management, social media strategy and more to clients around Salt Lake City. Here are some basics on what website management is and its key tenets, plus some of the major reasons why it’s so important and should be attended to throughout the life of your website.

Defining Website Management and Its Key Tenets

For those who are just learning about it, the term website management refers to the regular maintenance and upkeep of a website. This includes a number of specific activities, such as ensuring content is up to date and fresh, responding promptly to client inquiries and comments, monitoring for any technical issues or other errors that need attention, managing hosting accounts, etc.

It essentially encompasses all those small but important tasks related to keeping your website running smoothly. Some of the most notable forms of website management include:

• Content management: Ensuring regular updates to your website content, such as blog posts and new information pages, is vital for managing your website. You need to have a plan for creating and refining content, as well as periodically revisiting older content.
• Technical management: Keeping up with the ever-evolving technical aspects of website design can be challenging, but necessary to ensure your site is running as it should. This includes things like staying on top of security patches and updates, managing hosting accounts, troubleshooting and more.
• Website support: Website support refers to responding promptly to any issues or inquiries from users. This can include anything from customer service requests to site errors and beyond – it’s important that you have someone in place who is available to help clients when they need it.

Why is proper website management so important? Our next several sections will look into this.

Avoiding Downtime or Other Site Issues

For many businesses, any form of website downtime or errors can result in lost revenue and dissatisfied customers. It’s important to have someone in place who is monitoring for any issues so they can be addressed as quickly as possible.

For instance, if your hosting provider experiences any sort of issues, you’ll want to be aware of them right away and act accordingly. The same goes for any errors on the site itself – if something isn’t working properly, it’s best to address it quickly before it becomes a bigger problem.

Maintaining an SEO-Friendly Site

Search engine optimization (SEO) is an important part of any online presence, and proper website management is essential for ensuring your site remains SEO-friendly. This includes regularly updating content with relevant keywords, optimizing images for faster loading times and more.

Let’s say you have a large website with many different pages. If some of those pages are not regularly updated or optimized, it can have a negative effect on your overall SEO ranking. By having someone in place who is managing your site, they can ensure that all of the pages stay up to date and optimized for maximum visibility in search engine results.

Providing a Positive User Experience

Proper website management is also essential for providing users with the best possible experience. If your site is not managed correctly, it can lead to slow loading times, broken links or other errors that frustrate users and push them away.

By having someone who is actively monitoring and managing your website on a regular basis, you can ensure visitors (and potential customers) have a positive experience when they visit your site. This is especially important if you’re running an ecommerce business, as it could be the difference between gaining or losing sales.

Boosting Traffic

Finally, proper website management can help boost traffic to your site by making it more visible in search engine results. By regularly updating content and optimizing images, you can make sure your site is optimized for search engines and showing up when people are searching for related topics. This in turn helps drive more organic traffic to your site, which can lead to more leads and sales.

In conclusion, proper website management is essential for any business with an online presence. By ensuring your site is regularly updated and monitored, you can avoid downtime or other issues, maintain a positive user experience, boost traffic and ultimately increase leads and sales. With the right tools in place and an experienced team managing the process, you can rest assured your website is running smoothly and efficiently.

At BWP Communications, our experienced team of website managers can ensure your site is running smoothly and efficiently at all times. From managing hosting accounts to troubleshooting issues, we have the knowledge and experience needed to keep everything running smoothly. Contact us today for more information about any of our digital marketing or print marketing services for clients around SLC.