The first step toward building long-term and profitable business connections with consumers is to convert site visitors into leads. When it comes to creating ties between your firm and a potential client, on the other hand, one item is frequently overlooked. A landing page is what this is. It has been proven time and time again that you must establish a landing page before commencing your marketing campaign. Why is this the case?
A landing page is a prominent buzzword in digital marketing, and for good reason. Don’t pass judgement on landing pages based on how they’re often used by marketers. They’re at the heart of an inbound marketer’s lead generating operations, thus their value to the company can’t be overstated.
If you regularly use the internet, you’re likely to come across landing pages on a regular basis, perhaps even without realising it.
But what exactly is the purpose of a landing page? What are the benefits of landing pages? What’s the point of having one? In this article, we’ll answer these and other questions that come up frequently when people are attempting to figure out what landing pages are.
Prepare to learn everything there is to know about landing pages, and then let’s get started!
What is a landing page, exactly?
A landing page is a web page designed to collect contact information from site visitors in exchange for an offer via a lead-capture form. A landing page’s goal is to begin converting unqualified visitors into qualified leads. Furthermore, according to the landing page definition, the page must feature a call to action, such as:
- Downloading an eBook
- Subscribing to the newsletter
- Registering for the conference or webinar
For business development, a landing page is extremely important. Despite the fact that the material should be well-written and the page itself should be appealing to the eye, it must first and foremost fulfil the aim of lead generation. The utility of this page may be measured and calculated because it has objectives and KPIs.
The landing page might be a part of an existing multi-page site or one of those standalone landing pages. Surprisingly, in the latter situation, it is a separate web page with its own unique URL.
When users click on contextual, banner, or targeted advertising, an email newsletter, a search ad, or other digital destinations, they get at the landing page, or “land” on it. Each of these “landings” is part of a marketing campaign aimed at a specific demographic. The primary purpose of a landing page is to convert a visitor into a lead – someone who is interested in purchasing your goods or services, or an actual purchase if the visitor takes the appropriate action on the site and clicks a button right away.
A landing page usually just asks a visitor to take one action in order to avoid forcing them to make a decision. The more options you have, the harder it is to make a decision. That’s why savvy marketers don’t risk losing their leads by offering something in exchange for their contact information, such as an eBook.
On the market, there are a variety of landing page hosting and integration choices. As a result, creating a landing page shouldn’t be too difficult. What appears to be more contentious is the landing page structure: how a landing page differs from a standard website, what components it must contain, and how to arrange these segments such that the page is advantageous to you.
The difference between a landing page and the home page of a website
One of the most common rookie marketing mistakes is sending traffic from an ad to a website’s homepage and expecting them to convert right away.
Let’s look at how a landing page differs from a homepage and see if a landing page requires a website, if a landing page may exist without a website, and what landing pages vs. homepages are used for.
The primary distinction is that your website isn’t built to turn visitors into customers, but your landing page is. This is how landing pages function. The homepage of a website usually gives visitors an overview of the most important features of your company, such as what you do and what sets you apart. A landing page, on the other hand, is a superior marketing channel for you if your aim is more precise and short-term (e.g., click-through or lead generation), and here’s why.
- Clearer design: On a landing page, CTA buttons are more difficult to miss: A prospect may spend too much time perusing a typical website before deciding to take specific action. Then they’d read, look, compare, and chose before finally leaving. This isn’t to say that your product or service isn’t appropriate for them. Most of the time, individuals simply need to be guided — they require some sort of hint to assist them in making a decision. Landing pages are particularly good at this, thanks in large part to the constant presence of CTA buttons and lead forms.
- More links: Calls to action can be found in the button text boxes as well as elsewhere on the landing page: When a visitor clicks the “Learn more” button, it doesn’t always mean they want to read more in-depth factual information about the product or service being offered. They may require some further persuasion to take focused action. When a person is led to a standard website, he or she should go to a product or service page and read the description. Alternatively, you may describe all of the benefits in as much detail as possible on a landing page to convert cold leads into hot leads and purchasers.
- Landing pages have a different purpose: they shorten the conversion process: Regular websites and online stores have a complicated structure and a large number of internal links. It tends to divert the user’s attention away from the initial reason for visiting the site, making conversion impossible. Although time spent on a website is still significant for its ranking and SEO, your ultimate goal is to generate leads and sell your products or services to them. One of the most important advantages of landing pages is that they do not allow the user to become disoriented – all necessary information is contained on a single page, so if a decision is made, the user will not have to exert additional effort to carry it out.
- More opportunity for gimmicks: The landing page prohibits the user from exiting the page without doing anything: All marketers understand that letting the visitor leave the page without receiving their contact information is a failure. Yet, only professionals really know how to create landing pages that actually do that. All kinds of gimmicks come in handy when the purpose is clear. For instance, visitors can be prompted to click on a pop-up window announcing a promotion and counting down the time left before the promotion expires. This feeling of urgency can make people want to buy, order, or apply for an offer more while a discount is still in effect.
Naturally, all of these aspects contribute to the overall intrusiveness of landing pages, but they all work together to make them significantly more effective than conventional website homepages. Landing pages convert at least ten times more visitors into leads than standard websites, according to statistics. However, the outcomes will vary depending on the quality of the landing page, but the good trend will continue.
Why is it necessary to have a landing page for your business?
Assume that landing pages are designed to encourage visitors to take a specific action. Let’s look at how a landing page can help you and why you should be concerned.
Is it necessary for your company to have a landing page? It most likely does. This is why:
- Landing pages are intended to be focused and distraction-free.
- They communicate in the language of a certain audience.
- A landing page provides encouragement and assures your prospects that you will accompany them on their transformation journey.
- They focus the visitor’s attention entirely on the offer, rather than on the firm, its people, or the website itself.
- Landing pages aren’t frightening or forceful, which makes them appealing to people like you.
- They demonstrate how you will assist prospects in achieving their desired identity.
- They have the ability to acquire extremely detailed information about your visitors.
- There is always some form of thank-you for the users’ attention and participation.
- A landing page is an effective internet marketing tool in and of itself, but it may also assist your prospects in gaining access to additional marketing channels.