Landing pages are a critical component of online marketing and web design.
Effective landing pages play a significant role in the success of your website goals
and the success of our business.
To understand the true meaning of a landing page, it’s important to understand why most users visit your website.
There are two types of website visitors:
The first group likely typed your name or your web address in a search engine, which led them to your home page. This group has already heard or read something about you, used your products or has conducted business with you in some way.
The second group likely clicked on a search engine optimized search result or an online advertisement and found themselves on one of your landing pages. In most cases, this group of people are not familiar with your business or what you have to offer. They need to be convinced to trust you enough to do what you ask of them.
A landing page is a single web page created to engage your visitors to complete one particular action – purchase something, subscribe to your blog, go to another page, give feedback, or take an action that moves them further into your sales funnel.
Landing pages live separately from the website and they are usually created for a specific marketing campaign. This should be a very simple, standalone page with no distractions. Most do not have a navigation bar, extra links or any other elements tied to your website.
Your home page serves as the starting point of your website and it is used to facilitate navigation to other pages within that site.
Some of the common elements found on a home page include:
Unlike a landing page, which has only one purpose, a home page should encourage visitors to explore the rest of the website.
Your website is never going to convert visitors into leads as well as a well-crafted landing page. Your website must meet the needs of various verticals, client segments and buyer personas and it is easy for this broad spectrum of visitors to be distracted and fail to take your desired action. Your landing page is typically focused to one vertical, client segment or buyer persona, and as previously mentioned, it contains no distracting links or unrelated information. Therefore, it allows targeted visitors to focus their attention on what you have to offer much more effectively.
Using landing pages as part of your marketing campaign provides a highly targeted approach. Done well, it can successfully attract a specific audience, generate leads and convert sales. In addition, it can increase online traffic, build brand awareness and develop trust. Your landing page can help collect data about your visitors, provide fuel for other marketing channels, offer insights into the effectiveness of your marketing offer and more.
The landing page is a very important part of your online marketing and is the foundation for every campaign.
For an online marketing campaign to be successful, the proper landing page must be used. There are two types of landing pages and each is suited to a different type of online marketing:
The main elements of a successful, lead generating, conversion-increasing landing page are:
Studies reveal that websites with 10 to 15 landing pages increase conversion rates by more than 55% in comparison to websites with less than 10 landing pages. Furthermore, websites with more than 40 landing pages increase conversions by more than 500%. You should create a landing page for every new marketing campaign rather than send campaign traffic to your homepage so that the attention of your visitor is directed to the desired interactive element on the page (Call to Action). Increasing the number of effective landing pages means more conversion opportunities, more targeting opportunities and more inbound marketing opportunities.
Search engine optimized websites usually have many landing pages. The more optimized landing pages your website has, the better your chances of ranking high in search engine results and of having your website found under more keywords that are relevant to your business. The good news is that you cannot overdo it.
The more effective landing pages you have, the more leads you’ll get.
Every campaign is different. Here are some important tips:
Not getting the results you need is more expensive than hiring an expert who understands your goal, your client and your business.
Are you ready to create a lead generation campaign or simply have questions? Give us a call or reach out to us here.