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Best Practices for Creating Your First Landing Page

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If you’re a regular reader of my travel marketing articles, you’re already familiar with landing pages. And if you take away only one thing from reading this article today, let it be how important a landing page can be for your travel business.

Landing pages can contain vital information about the types of travel opportunities you offer but aren’t necessarily full of the information you may find on a normal website menu.

But no matter how you choose to use your landing pages, you can’t learn and grow your business until you design your very first one. And in order to make sure that your first landing page is just right, there are a variety of best practices that need to be just right. These mainly include working on your call-to-action but can also require you to focus on both your goals and your audience.

So what are we waiting for? Let’s get down to the nitty-gritty of landing page creation.

Best Practices for Landing Page Call-to-Action

When it comes to perfecting your landing page, what sets an average one from one that genuinely increases conversion rates and getting more leads into the marketing funnel is the call-to-action.

You may already know that the call-to-action is the place where this conversion finally begins. However, it can take more than just perfecting the color and copy of your CTA to draw these leads in.

Below are three best practices that you’ll want to keep in mind when creating your first landing page:

1. Focus on your goal
When trying to determine what the purpose of your landing page, or even more specifically your call-to-action, make sure that you stick to only one goal per page. If you offer too many options to choose from, you can easily confuse your audience, which in turn can prevent them from choosing to make a conversion.

There is no way to successfully cater to each possible lead’s needs or desires on a single landing page. But instead of diverting your attention away from these additional calls-to-action, simply develop separate landing pages for them. If you want to keep your options open, you can also try different variants of the same call-to-action to see which ones test better with A/B testing.

    2. Know your audience is motivated
    During the landing page creation process, there is one major question you should be asking yourself, “If in the shoes of your target audience, would you feel compelled to click through your call-to-action?”

    Failure to address this question could prevent you from finding solutions that could improve your CTA and landing page for the better. As much as you may think that these landing pages are for your business, they’re really for your audience and thus should focus on trying to understand their motivations better and look to find solutions to their problems.

    3. Make your call-to-action easy to find and understand
    With your call-to-action as perfect as it can be, there’s no way your audience can find it if you don’t allow it to be front and center within your landing page. Conversion rates can take on some severe damage if you have your CTA buried where no one can find it because they have to keep scrolling until they lose interest.

    The same can also be said if your overall CTA button design blends too well into your landing page design. Most people that visit your landing page will skim the content to find exactly what they’re looking for and will do so in just a few seconds. You want your call-to-action to stand out and be somewhere relatively high up on your landing page, so the need to scroll for it isn’t necessary.

    Simple and creative call-to-action examples
    Before diving into creating your call-to-actions, I thought it might be necessary to provide a few examples that have proven success. These examples are both actionable and impactful enough to force your audience to follow-through with the conversion.

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    Now that you know what it takes to perfect the perfect landing page that will both entice your audience and create conversions, what are you waiting for? Start your first landing page today!

    Be sure to post any questions you might have below, and we’ll get right back to you! And if you like this article, give us some love by clicking on the ❤. We also encourage you to join our Facebook group for travel entrepreneurs, where we provide more great content.

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    In my free time, I’m a musician (pianist/vocalist/guitarist) and photographer while looking for opportunities to go hiking, travel, and read, especially about psychology. I love to visually bring clients dreams to life!

    What I do

     As Design Lead and one of Travel Marketing and Media’s designers, I help manage the design team while designing websites, logos, and marketing kits for clients. With an MBA, I have over 20 years of experience in marketing and design, including over 10 years managing a marketing firm.

    On my travel bucket list

    Scotland, Ireland, Switzerland, Africa, Thailand, Alaska, Montana

    My fave food

    mango, pineapple, jalapeno, spicy Thai or Korean and BBQ (especially Kansas City BBQ brisket burnt ends), I also love to cook and try new foods!

     

     

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    My fiance, family and my 15-year old rescued pomeranian chihuahua Casper

    Matthew D

    While his degree may be in journalism, he spends most of his time focusing on blogs and social
    media writing for clients in various industries. When not writing, Matthew also spends a large chunk of his time working in education. He divides his time between working in the classroom and helping to run before and after school childcare programs. In his free time, he can be found reading, crafting, and keeping up with all things pop culture (just not the Kardashians).

    What I do

    Content Writer

    On my travel bucket list

    Cyprus, Prague (Again), Argentina, Australia

    My fave food

    Vegetable Lasagna, Any kind of soup,  Hummus, Chex Mix

    My favorite people in my life

    My parents, but specifically my favorite travel companion, my mother.

    Tawney Clum

    Tawney loves all things outdoors and treasures time with her friends and family. In her down time she takes advantage the beautiful  near by mountains and lakes while indulging in great fishing trips!

    She loves her family and friends and a great family vacation!

    What I do

    Assistant Manager

    On my travel bucket list

    Ireland

    My fave food

    Artichokes

    My favorite people in my life

    My Children and my Husband

    Jeanna Akins

    She has spent over a decade in the Administrative world and has a knack for order and direction. She is our go-to for a wide array of services. If she doesn’t have the answer she’ll find it or get you to the team member that does!

    Jeanna enjoys time with her family (which includes a 13 year old Yorkie), being out doors and bringing old objects back to life. She also has a passion for volunteering in her community.

    What I do

    I proudly provide services as Travel Marketing and Media’s business manager. Leading our concierge’s, creative team, and content production for Social Media Solutions as well as work with VIP clients and organize events for Sandra.

    On my travel bucket list

    Germany,  Iceland and Norway.

    My fave food

    Mexican, Italian and Thai food.

    My favorite people in my life

    My Family and friends for sure, life just wouldn’t be as great without them and a special shout out to my husband who puts up with me!

    Svetlana I

    Svetlana is known for her detail-oriented nature and her desire to learn. She is multilingual, enjoys yoga, new experiences, and loves travel!

    What I do

    I make sure our clients get answers to their questions and get to the right courses at the right time

    On my travel bucket list

    All around Seattle, Vancouver, and Anchorage

    My fave food

    Anything-raw vegan with a steaming hot mug of pure cacao

    My favorite people in my life

    My mom

    Emily B

    As a North Carolina native, Emily spent most of her summers on the coast so her love for the sea and adventure developed at an early age. Since moving to New York, Emily has built a career around travel and looks forward to exploring more of Southeast Asia and South America in the future.

    What I do

    Freelance writer for social media, websites, destinations, and blogs. 

    On my travel bucket list

    Vietnam, Australia, and Costa Rica!

    My fave food

    Anything Italian and a really good cheeseburger!

    My favorite people in my life

    Family and my friends/travel buddies!

    Jenny M

    Tasnia is an avid traveler who provides writing content for travel businesses. She acquires extensive experience as a writer and brings her passion of travel and creative writing into Travel Marketing and Media. 

    What I do

    I’m a Freelance Creative Writer. 

    On my travel bucket list

    Verona, Italy & Santorini, Greece have my heart.

    My fave food

    My favorite food consists of cheese, or anything spicy. 

    My favorite people in my life

    My favorite people in my life include my family, friends, and my cat Macy! 

    Dana B

    When she’s not making beautiful websites, Dana enjoys spending time with her husband and young daughter. She’s always looking to plan their next road trip or outdoor adventure, and can’t help but be expired but the amazing destinations she learns about through her work every day.

    What I do

    I help bring the client’s business to life by crafting stunning websites and marketing pieces to showcase their unique travel services.

    On my travel bucket list

    My travel bucket list right now is focused more on domestic destinations. I want to see more of our beautiful country–the Rockies, the Grand Canyon, the New England coast, the Florida Keys, and Hawaii just to name a few!

    My fave food

    I love all different kinds of foods but right now I’m really digging Mediterranean flavors. Give me all the garlic and all the spices!

    My favorite people in my life

    My favorite people in my life are of course my husband and daughter, my parents and siblings, and my dog Lucy!

    Anthony McLemore

    Not only does Anthony co-host some of the video related Power Sessions with Sandra, but he also created an incredible course for travel bussinesses showing them how to use video to increase their sales.

    If you’re lucky you’ll also catch him at a travel conference on stage or in our booth.

    What I do

    I direct and produce video content for travel suppliers such as cruise lines, hotel chains, associations, consortia, host agencies, and tour operators. My expertise is in interviewing and storytelling and the content that I produce is an excellent investment for suppliers as they can use it for many years to come. I travel with a film crew to the suppliers and we also travel to destinations to capture photos and videos to build supplier media libraries.

    On my travel bucket list

    Snowboarding in the Swiss Alps, exploring the South Pacific islands where my wife’s family is from, a safari with my son and wife in South Africa, and a first-class train adventure somewhere exotic.

    My fave food

    Japanese, Thai, Italian, Greek

    My favorite people in my life

    Not surprisingly…. Sandra and Houston! I also have amazing parents, family, and friends in every corner of the globe that I am grateful for.

    Jonnelle Davis

    In the meantime, as a travel content editor, Jonnelle helps to deliver clean and engaging content to our travel agents.

    She enjoys reading, writing, and spending time with her family, and she savors opportunities to have new experiences, big and small.

    What I do

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    On my travel bucket list

    Vestibulum eget dolor quis orci bibendum fermentum. Curabitur convallis turpis.

    My fave food

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    My favorite people in my life

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    Amanda B

    In her spare time she enjoys spending time with her family, listening to music, and playing video games. She lives in suburban Chicago where she has lived all her life.

    What I do

    I write blog posts and create destination guides.

    On my travel bucket list

    Ireland, Australia, Italy, a Caribbean cruise

    My fave food

    Spicy chicken, grilled steak and potatoes, pepperoni and sausage pizza

    My favorite people in my life

    My husband, twin daughters, and my awesome group of friends

    Jenn G

    She specializes in blogs and articles about family and home but has a passion for travel.

    When she’s not working, she enjoys time with her husband, three (adult) children, and five pets. She and her family live in a beautiful area in Maine with no shortage of things to do!

    What I do

    Freelance writer

    On my travel bucket list

    Hawaii, Italy, and Australia

    My fave food

    Cheeseburgers and fried chicken (not healthy, but I don’t care – yum!)

    My favorite people in my life

    My husband and children

    Es M

    Es is a creative digital designer. She enjoys creating and designing websites and graphics. When she’s not designing websites, she’s hiking and enjoying the outdoors.

    What I do

    Wordpress and Wix Website Designer.

     

     

    On my travel bucket list

    Thailand, Mauritius, and Mozambique.

    My fave food

    Malva pudding – A caramelized sweet cake soaked in creamy syrup and typically served with custard, but I like mine with vanilla ice cream.

    My favorite people in my life

    My family and my friends. 

    Charisse

    Charisse has a wealth of administrative knowledge and experience. She’s from North Carolina, and has a really calm demeanor yet is eager when it comes to her work.

    What I do

    Learning the ends and outs of the web design process, responding to questions and concerns from clients.

    On my travel bucket list

    Johannesburg, North Holland, Alaska

    My fave food

    Tex-Mex

    My favorite people in my life

    My mom, my sisters, my cousins, and my friends from H.S/College.

     

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    Kelsea is one of our 4 amazing concierges providing excellent service to Travel Marketing and Media Clients. She brings 10+ years of experience and also assists in project management. She is always up for a challenge and looking to get things done!

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    Always up for a new adventure and learning more about what the world has to offer. A laid-back and caring individual that loves spending time with her family, playing guitar, reading, and solving puzzles.

    What I do

    I’m a Graphic Designer and Design Support for Travel Marketing and Media. I help create websites and other graphic elements, as well as helping my other team members. I also work with other clients creating UI and digital content on many platforms.

    On my travel bucket list

    Italy, Maldives, and Australia.

    My fave food

    I love smoked salmon and cream cheese on a croissant, sushi, watermelon, any warm homemade food, and a cup of matcha latte any time.

    My favorite people in my life

    My family is my everything. All I do is for them. My partner holds the most special place in my heart, as I can’t see myself without him.

    Orestes D

    Orestes is the lead on Wordpress development projects. He possesses 10+ years of experience working with companies to bring their ideal online presence to life, with clientele ranging from small business owners to large travel brands.

    What I do

    Build all the Wordpress websites.

    On my travel bucket list

    Scotland, Ireland and India.

    My fave food

    Mexican and Italian.

    My favorite people in my life

    My wife, kids and family.

    Jordana M

    Jordana brings 17 years of travel industry experience to the team. She’s traveled to 80+ countries, spends every spare minute she can exploring her local mountains, and is the proud Mother of an adventurous, globetrotting little human.

    What I do

    Copy shop Writer

    On my travel bucket list

    Antarctica

    My fave food

    Singaporean Chicken Rice

    My favorite people in my life

    My son, my Mom, and my community of girlfriends

    Hannah W

    Hannah joins our group with a skillset packed with design, social media and communication roles.  She supports our team in any way she can and has an extensive background in all things marketing. 

    What I do

    NA

    On my travel bucket list

    NA

    My fave food

    NA

    My favorite people in my life

    NA

    Jacqueline K

    Jacqueline herself is an avid traveler and brings exceptional experience to the team with her digital marketing, branding and operations.  In her own words she is always looking to add new skills to her arsenal!

    What I do

    I’m one of TMM’s Marketing Coordinators

    On my travel bucket list

    Everywhere I haven’t been! Top of my list is Finnish Lapland, Egypt, South Africa, and Antarctica

    My fave food

    The 3 P’s: Pizza, Pasta, and Popcorn, plus Rack of Lamb and anything Wild Boar

    My favorite people in my life

    I just got married (Yay for being a COVID-Bride) so my husband, my family, my friends who are really family.  I’ve lived around the United States and have been lucky enough to find a really incredible group of people to laugh with, talk to, go on adventures, and just love each other.

    Sandra McLemore

    Sandra created Travel Marketing & Media, a marketing agency for travel business owners who want to create a consistent stream of new clients so that they can have a wildly profitable travel business that brings them joy.

    She speaks regularly at travel industry events around the world and in 2021 will launch her new travel magazine & travel accessories collection.

    Sandra is also the host of Travel Market Report TV, the travel industry’s leading trade publisher, and the travel expert featured on Daily Mail TV, CNN, BBC World News, ABC, morning TV shows, and talk shows.

    What I do

    I create and teach our signature online course, our masterclasses, workshops and host the Travel Marketing Townhall meetings. I also provide webinars and keynotes for host agencies, consortia and large travel industry events.

    On my travel bucket list

    South Korea, South Africa, a river cruise, Sri Lanka, a world cruise!

    My fave food

    Vietnamese, Thai, Italian, Japanese.

    My favorite people in my life

    My husband Anthony, our baby Houston, my Goddaughter Nomi, and all of our amazing friends and family. We have an amazing village. And of course I’ll always love Oprah, Amy Porterfield and Donald Miller.