You’ll likely come across a whole new lexicon and set of concepts as you explore deeper into the world of digital marketing, SEO, and paid search advertising. If you haven’t already, you’re bound to have questions about how landing pages fit into your digital marketing plan. While creating a landing page may appear to be an easy activity, we want to emphasize the importance of landing pages in lead conversion.
What is the definition of a landing page?
A landing page is any web page that a customer can land on, but in marketing, it’s usually a standalone page that serves a single and focused goal, separate from your homepage or any other page. A landing page serves as a follow-up to any promises made in your content. It’s essentially the next step in the process of a visitor becoming a customer. In exchange for supplying contact information, your landing page allows you to make a trade, a special offer, a piece of information, or a bargain.
Landing pages can be click-through sites that lead to another page, such as your e-commerce site, or they can be lead-generation pages. In exchange for submitting contact information, lead-generating landing sites usually provide an eBook, a free trial, a contest entry, or a webinar registration. A smart landing page will do its job by persuading a potential consumer that providing personal information in exchange for anything you have to offer is worthwhile. Landing pages can be accessed via a general search or through your company’s website, boosting the chances of a potential consumer landing there.
There’s no reason to limit yourself to just one landing page or even one landing page at a time. In fact, marketing gurus would almost certainly advise you to maintain many landing pages, each aimed at a different portion of your consumer base.
Various types of landing pages
Landing pages, in general, allow you to finish a post-click sequence with a dedicated page that shows the visitor they’ve arrived at the correct spot. Busy homepages or product pages might muddle the message, whereas landing pages make it very obvious what will happen if the visitor clicks through. Making a landing page allows you to fine-tune and improve your visitor interaction, increasing the likelihood of conversion. You also get more bang for your buck with PPC; you’ve already paid for this click, and a landing page helps you make it worthwhile. By ensuring that you use the correct type of landing page, you can enhance the likelihood of conversions even more. Let’s take a look at the different types of landing pages and what they’re used for.
Website Homepage vs. Landing Page
To begin with, some may wonder why they should bother with landing pages when their primary goal is to bring traffic to their homepage. While increasing traffic to your home page is obviously beneficial, it is less likely to result in a conversion than traffic to a landing page. Users are invited to travel to a range of various locations from their home pages, which offer a lot of information. If a visitor comes to your homepage with a certain objective in mind, they may be turned off if they first have to wade through a plethora of services and product possibilities. The primary goal of the homepage is to direct visitors to other pages where they can get the information they want. Landing pages avoid the intervening step by being the page that the user wants and declaring it clearly.
A landing page is focused and specific, whereas your homepage is generic. A landing page, on the other hand, gives one a straightforward and clear call to action, whereas the homepage leads users further into your website by showing all of the options your organization has to offer.
Landing Page for Lead Generation
The primary goal of a lead-generation or lead-capture landing page is to acquire leads using a data collection form. These pages are quite versatile, but they’re most commonly utilized in the middle of the sales funnel, when customers are considering your offerings and on the verge of converting or walking away. It simultaneously delivers a request and a reward. The request is the information you ask for in your form, and the reward is the unique offer you’re advertising in order to capture leads. The request and the reward should be in proportion. Whatever you’re selling must be valuable enough for a buyer to give you their contact information and join your mailing list.
A Landing Page with a Click-Through
A lead-generation page relies on the use of a form, whereas a click-through page does not require the use of a form. It serves as a simple intermediary between your advertisement and the page to which you want to direct your customers. It’s commonly used to connect an advertisement to a shopping cart, for example. It only takes a basic and brief explanation of what the visitor has discovered by clicking through, as well as a bold and clear call to action with a link to the end destination.
A squeeze page collects data in the same way that a lead-generation page does. However, unlike a lead-generation page, it is typically used near the top of the sales funnel, and its sole purpose is to collect email addresses in order to add potential leads to a general mailing list. They’re simple landing pages with large headlines and little information. A concise call to action tells the reader exactly what to expect when they click the link. Aside from the brief form, there should be a link to send the reader to the next step, as well as an escape option if the visitor does not want to continue.
The most challenging page to create is usually the sales page. You’re no longer only prospecting for leads using this page. It’s one you’d use towards the very bottom of the funnel to persuade folks to buy, which is a completely different proposition than a simple request and incentive combination. From the language to the design, the page’s construction necessitates delicacy and a thorough awareness of your client’s demands and where they are in the sales funnel. At this moment, you may either sell too hard and lose the transaction, or you could undersell and lose the sale anyhow. This is where you must add good old-fashioned salesmanship into your design and communication strategies.
The length of the page is determined by your product and how much information you need to provide to your clients to understand its value. Regardless of length, a detailed pitch that clearly displays this value is required, with the goal of convincing them to click that button and make the purchase.
You may believe that infomercials are a remnant of late-night television advertising in the 1990s, but many organizations effectively adapt their sales approaches to their digital operations, particularly in the form of specific landing pages. In contrast to squeezing or lead-generation pages, which are distinguished by their brevity, infomercials give your viewers a long, detailed story, utilizing language that evokes those late-night sales masters’ passionate and exuberant characteristics. The goal is to keep readers scrolling and persuade them to buy something.
Page with a Splash
Splash pages are the most fundamental type of landing page and can be used at any stage of your sales funnel. They usually include very little writing, one or two large graphics, and extremely basic information, such as an announcement or a simple “yes” or “no” request. Before advancing to your website, they may ask your readers to verify their age or select their preferred language. They are not designed to collect data or generate leads, but rather to simply present users with very basic information before they access your website.
Landing Pages That Go Viral
The primary goal of viral landing pages is to increase brand exposure. While they almost always include links to a company’s website or another web page, they are normally displayed in a subtle and discreet manner. The content, which should be useful and/or entertaining enough to engage a reader and perhaps encourage them to share the page, as well as the ability to share the page via social media, are the most important factors here. Written copy, as well as videos, photos, and even games, could be included in the content.
A microsite is a dedicated, small website, as the name implies. It’s made for a certain campaign or to achieve a specific sales goal. Although it is more than a single page, it is nevertheless referred to as a landing page because it is dedicated to a single area of sales and promotional operations. Microsites are fueled by web ads or work in tandem with television commercials.
Why Should You Use Landing Pages?
You’ve done a fantastic job developing your brand and constructing a website to match. Now you must ensure that all of your hard work pays off in the form of sales. Landing pages are the way to go if you’re seeking an effective lead conversion technique.
A landing page is an excellent way to increase visitors, boost SEO, and establish your brand.
A landing page is an excellent way to increase visitors, boost SEO, and establish your brand. It can also be used as part of a successful PPC campaign. 68 percent of B2B companies use landing pages to generate leads for subsequent conversion. Fortunately for you, 44 percent of these clicks lead to home pages, which isn’t a terrific tactic, as we’ll see later. Customers are directed to a specific product, service, or offer via landing pages, which pushes them to take action. This is your chance to generate leads and expand your consumer base.
Why aren’t all businesses adopting landing pages if they’re so important? It is a common misconception that they are difficult to develop and maintain. Fortunately, this isn’t the case. It’s less about flashiness and more about getting the customer what they want from a landing page.
What Characterizes a Successful Landing Page?
To begin with, your landing page should not be your home page. You must direct potential clients to a website where they may take advantage of the exceptional offer you’ve made. Your landing pages have a better chance of attracting attention for a longer period of time because they are linked to something specific. A good landing page accomplishes multiple goals:
1. They focus more on the offer than the company. Your potential consumers are clicking for a reason, and deceiving them by not delivering on your promises will not make a positive first impression. This is not the time to go over your company’s history in depth. This isn’t mean that the landing page shouldn’t be associated with your business. Quite the opposite is true. They should serve a distinct purpose while remaining an extension of your brand.
2. They are focused and unaffected by external factors. The purpose of the information on your landing page should be to give the user what they want while completing the registration process.
3. The forms are easy to fill out. Visitors may be intimidated by lengthy forms, which may lead them to leave rather than take advantage of whatever opportunity you are presenting. If you can’t make your form any shorter, divide it into steps and show the user where they are in the process. Step one of four, for example, could be listing their name and address.
4. They address a specific group of people. By segmenting your customer base, you may target individual customers with targeted campaigns. If your audience is drawn to a specific offer such as an eBook or a discount, your landing page can act as a segmentation tool, allowing you to nurture these leads efficiently in the future.
5. They compile detailed information on your potential customers. When it comes to certain audiences, even if you attract the proper population, you won’t be able to convert them unless you collect the right data. More than just a name and an email address should be included in the demographic data collection. It should also give you an understanding of why someone clicked and what their long-term relationship with your organization is.
6. They provide you with special offers and a place to live. Your online special deals will do nothing for your business unless they are linked to landing pages. Creating landing pages gives you a location to put your offers.
7. They express gratitude. Thank you pages should always be followed by a thank you page. This is not only kind, but it also tells the customer that the registration procedure has been finished.
8. They provide users with access to other marketing channels. What you’ve just offered may appeal to a customer. You can now include links to other deals, your social media profiles, or a sign-up for an email list.
We undoubtedly live in a technologically connected world. There is no mistake about that. Moving forward with a digital marketing strategy might easily be one of the most beneficial expenditures you make for your company. Including landing pages in your digital marketing toolbox is a wise decision that will benefit both you and your clients.
We’d love to talk with you right now if you’d like to learn more about the importance of landing pages or connect with an expert who can help you improve your landing page and SEO strategy.