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A landing page is a standalone web page created specifically for a marketing or advertising campaign in digital marketing. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
Also called “lead gen” or “lead capture” pages, these use a form as their call to action. This form almost always collects lead data, like the names and email addresses of visitors.
Frequently used by eCommerce and SaaS (software-as-a-service) marketers, clickthrough pages go straight for sales or subscription. Usually, they have a simple button as the call to action that sends the visitor into the checkout flow (like the app store) or completes a transaction.
Landing pages need to be designed with all the distractions removed.
Should a landing page have site-wide navigation? No!
Should a landing page have social buttons? No!
Should a landing page have links to other pages on your site? No!
Should there be other related offers on a single landing page? No!
Landing pages are critical in helping you to generate leads, starting a qualification process, and then moving them through your sales process and into new customers.
Landing pages are very specific pages, designed to get visitors exactly what they want with the least amount of friction possible. You need these to turn visitors into leads.
Data from landing pages can be tracked, and this can help you understand just how engaged your prospects are. You’ll get to know if a prospect has downloaded multiple offers and signed up for several webinars, for example. This indicates the prospect is highly engaged and ready to purchase soon.
People search the internet for businesses, products, services, etc. The days of relying on phone books are long gone. If someone needs to find information, they are most likely turning to the internet to find it.
The importance of a website for marketing extends to every aspect of your digital marketing strategy. As the backbone of your online presence, every type of communication, piece of content, or advertisement that you put online will drive the consumer back to your website. As such, it’s important that your website gives consumers a clear idea of what your brand is about and what types of products or services you offer.
Use your website to establish authority. When it comes to finding a reputable business, consumers want to know where a brand stands in the industry. The content that you create and publish on your site helps show consumers that you know your stuff. By providing valuable and educational content, you can work to build stronger relationships with consumers and encourage conversions.
If you are serious about launching a professional website and optimizing your site for search engines, work with a professional web design agency. It does require an up-front investment but you will find that the money you spend on professional web design services is well worth it.
The importance of a website cannot be overstated. But if this website is unattractive or hard to navigate, then you may be turning your customers away without even knowing it.
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