They say “You won’t be a household name overnight.”
This is especially true for brands. Your customers need to get to know you before your product or service becomes a favorite. This takes time.
A landing page that is focused on awareness will assist you in reaching your goals.
Let’s talk about brand awareness and the four ways you can increase it through your landing page.
What is Brand Awareness?
Brand awareness refers to the degree of familiarity customers have with your brand.
Brand awareness is an important part of branding for businesses. It is also one of the most important goals of modern marketing. According to HubSpot’s State of Marketing 2021 report marketers ranked brand awareness as their third most important goal and top priority in marketing campaigns.
Building brand awareness is an essential part of your marketing strategy when you launch a brand new to the market. Customers say that they are more likely to trust a brand they already know than a new brand. To build a strong foundation in your industry, your brand needs to have that trust.
Four Ways to Optimize your Landing Page for Brand Awareness
Are you thinking of creating a page to build brand awareness? These are just a few of the four strategies you can use to build brand awareness.
1. Tell us your story
Landing pages that focus on brand awareness are designed to educate new customers about your company. These pages are the ideal place to tell your company’s story. Your brand will be remembered by people who know you well.
Sharing information from the perspective of your team is one of the best ways to tell your brand’s story. Consider adding a note from the founder. Depending on how long your industry’s landing pages are, it might be a good idea to keep it short. To show your brand’s progress and enhance your landing page imagery, you could use photos of your product or team.
Landing pages allow you to tell your story through the eyes of your customers. You can show your customers through testimonials and social media posts that you are able to provide social proof.
When you are using testimonials on a brand awareness landingpage, be sure to share some details about your customers to humanize them. Memberstack’s testimonials feature the author’s position, which makes them feel more authentic and gives them authority.
2. Do not buy the “sale” item.
Not all landing pages should try to sell something to the customers–especially brand awareness landing pages. This is one of the biggest mistakes marketers make when creating landing pages. They try to sell everything on every page, and customers just run.
Your brand awareness pages should be targeted at people at the top end of your conversion funnel. These customers aren’t familiar with your brand and will be confused if your product is pushed on them immediately.
Copywriting that is readable by top-of-funnel customers should be used throughout your landing page content. To attract new customers, avoid jargon. Keep your keyword-targeting skills sharp.
Next, add a low-commitment CTA to your landing page. Instead of asking for a sale, share a free resource.
This brand awareness landing page from Shoelace features a deck that is free and relates to customers.
Customers at the top of their funnel can become familiar with Shoelace by downloading the deck. They will begin to think of Shoelace as an authority and may even start to refer back to them as such. There are no hard sales pitches. Shoelace’s customers just get to know them.
3. Provide a central point of information
A customer’s first impression of your brand is often on your brand awareness landing pages. This intro can be used to show customers the resources that you offer.
Make a landing page to increase brand awareness that shares information through:
- White papers
You can offer resources if you want to increase awareness for a cause-related non profit organization. WAGGGS’ and UNICEF’s U-Report landing page, which allows girls to voice their opinions and provides resources for educators and advisors, contains empowering resources.
These downloads encourage adults to encourage girls to voice their opinions, which helps the app team achieve their overall goal.
Remember that you must still keep your primary call to action (CTA) in mind if you choose this route. You can drive people to your main CTA through:
- You can embed podcasts or other media directly onto the page
- To open any resource links in a new window, set it up
- Use repetition and contrast to make your main CTA button stand out.
4. Allow your customers to try your product
Sometimes, the best way to introduce your brand is by actually using your product.
SaaS companies should have demo landing pages. We recommend having one to keep leads coming back. They target customers further down the conversion funnel than brand awareness page visitors. Therefore, you need to be careful about how your page and demo are designed.
Share a demo of your product or offer a free trial to top-of-funnel customers. Make it easy to test it. Make sure to keep any forms short and your terms of service are not too restrictive. If you need a credit card number to demo your product, it is best to limit your options to customers in the middle and bottom of the funnel.
Resource Guru uses a low-pressure approach for their demo landing page.
You’ll find ” No credit cards required, cancel anytime” under the CTA button. This will show that visitors don’t need to make a commitment to view your product.
Keep it consistent to make your brand a household name
Keep your brand consistent if you want to increase brand awareness on your landing pages. So, make sure you use the same imagery and language in your marketing to help visitors associate your brand with. If they see the same patterns as before, they will be able to recognize your brand easily in the future.
The numbers are clear: Consistently presenting the brand can increase revenue up to 23%. Who doesn’t like more money?
Your brand will remain consistent through your work with consistent audience targeting, style guides, and landing page templates. Unbounce’s Conversion Intelligence Platform offers them all.