Will Blunt is the founder of Sidekick Digital by Will Blunt - B2B Marketing Expert - Sidekick Digital, a publishing business that launches, manages, and grows brands with content marketing.
Running a digital marketing agency can be extremely resource-heavy…The more clients you get, the more staff you hire, and the more leads you need to find.It can be a stressful hamster wheel of growing pains.
That’s why you need to be aware of the essential expenditure that delivers on your clients’ expectations compared to the non-essential spend that can drain your resources and crush your bottom line.
If there is an opportunity to reduce overhead and optimize your cost structure, you need to know about it. Thankfully, technology has streamlined a considerable amount of agency processes. The area I’d like to discuss today is landing page design and development.
How technology has changed landing page development
Once upon a time, you would need to hire a full-time web developer at a digital agency to handle the creation of campaign landing pages.
The complexity of launching a campaign was arduous and the thought of testing page iterations was overwhelming.Then came landing page builders…Landing page builders completely revolutionized the way marketing agencies ran campaigns.
Instead of requiring a developer to build every campaign landing page, now your account manager and client team could easily do so themselves. Not to mention it became far easier to test iterations, optimize campaigns, and improve results for your clients.
However, a big problem with landing page builders when they first came on the market was the restrictive nature of the design. Some wouldn’t let you even tinker with the font or image placement, while others plastered their branding all over the page.
Neither of which is conducive to a happy client experience.Enter white label landing pages.
What are white label landing pages?
I won’t go into great detail about what white label is all about, because I’m sure you have a fair idea, but here’s an overview.With a white label arrangement, the builder’s branding is completely removed from your landing pages.
On the ShortStack white label plan, for example, there is no ShortStack branding on footers, in campaign emails, or on anything that your clients will see.
From their perspective, you have custom-built everything from the ground up - because that is exactly how the landing page looks and feels.
By removing the branding of the white label provider you can then add your client’s logo or even your agency’s logo to the landing page and increase brand recognition.
Why should you consider white label landing pages?
As I alluded to above, white labeling gives you full control over the branding of your campaign without the need to hire a developer or spend days obsessing over landing page designs.
You get the best of both worlds - beautiful looking landing pages that are optimized for conversion and accurately branded, that don’t cost an arm and a leg to get up and running.
On top of controlling the design aspects of your campaign, here are some other reasons agencies use ShortStack for white label landing pages:
- You can embed the landing pages on your client’s website, all you need to do is grab some code from your ShortStack account and add it to the HTML of the website.
- You can use a custom domain for your campaign, rather than the generic ShortStack one. This helps to increase customer trust and promote brand awareness.
Use a custom domain for your landing page
- You can use one account for all of your clients so you pay one fee and minimize costs.
- You can manage roles, assign resources, and give access to clients when you need to collaborate on a campaign. This makes it easier to work together as a team.
Team collaboration in ShortStack
- You have access to an extensive library of best-practice landing page templates that you can customize to suit your clients’ needs.
ShortStack landing page templates
- You unlock real-time metrics and analytics such as referral sources, entries, shares, and more, to update your clients on progress and keep them happy.
- You also alleviate tech-related stress having to do with security, stability, and scalability challenges so you can focus on client outcomes.
As you can see, white label landing page builders come with a range of benefits that go beyond just branding aspects.
Landing page builders vs in-house development
If you’re deciding between a white label landing page tool and hiring an in-house developer, here are some things to consider:
- Training and recruitment. It costs organizations, on average, $1,252 to train a new employee. If you can use your current resources supplemented with a landing page builder rather than hiring and training a full-time developer, it will save you time and money.
- Developing a new landing page from scratch can take time. Not to mention all of your clients have different styles, brand guidelines, and expectations. Having access to a drag and drop builder, easy to use style panel, and library of templates can help you create and launch campaigns more quickly.
- Testing and performance. Landing page builders not only help you create pages quickly, but you can also duplicate those pages, test elements, and optimize your campaigns for successful client outcomes without complex technical changes.
- Flexibility and customization. While ShortStack has a large degree of flexibility thanks to its editable templates, you will always have more customization options with an in-house developer. So, for example, you may need a developer on hand for more complex campaigns, client website changes, and other tasks, that can’t be handled with a SaaS solution.
All-in-all if your primary service is to deliver client marketing outcomes, a landing page builder gives you speed to market with enough flexibility to satisfy your client’s brand expectations.
Of course, if you’re a full-service agency that offers web development, too, then having developers in-house, or a team of contractors is also appropriate.
Getting started with white label landing pages
Are you ready to get started with white label landing pages?You can try ShortStack for as long as you like for free.
Simply sign up for the free trial and sink your teeth into a range of business features, such as website embedding, marketing quizzes, form collection, entry exports, and much more.
Then, when you’re ready you can upgrade to the Pro Plan to make the most of the team collaboration and white label features.
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