A landing page is named as such because it does just that—it drives a visitor to land on a web page. Landing pages funnel web visitors from a link within a source such as an email, social media post, Facebook advertising campaign, direct mail, or pay-per-click ad. Landing pages generate leads for businesses by enticing interested users to fill out a form or call a business.
You may be wondering about the difference between a website and a landing page. Doesn’t your business website drive leads to your business? Well, yes, but a website has other purposes as well such as providing detailed product information, getting your business found online, and sharing case studies. A good business website is designed around actions you want your visitors to take, and that’s where websites differ from landing pages.
Landing pages have specific benefits that set them apart from a business website and make them an effective lead generating and marketing tool. Your business website accommodates various paths to take, while landing pages accommodate a more specific action. This specificity is the driving force behind landing pages. In this post we’ll go over seven benefits of landing pages for your business.
One of the main benefits of landing pages is that they directly support your business goals such reaching a new niche market, promoting a new product, getting new customers, or closing more sales. Landing pages benefit your business because they can be catered to the specific audience or goal you are targeting, and allow you to measure success with relation to that goal.
Designed around specific actions that can be tailored to meet your business goals, landing pages can encourage people to take action such as sign up for your mailing list, provide contact information, subscribe to a newsletter, make a purchase, or request a consultation.
Just as your website contains information that influences a visitor’s decision to take action, a good landing page will do the same. A landing page sets up a clear action for users to take and makes it as easy as possible for them to take that action. This is known as your call to action. As a result, you will see more of that action being taken (also known as conversion). Landing pages benefit your business because more conversions typically leads to more customers and more money for your business.
When you link a landing page to a specific campaign, piece of content, action, or source, you can see which channels are bringing in the most leads, which topics and offerings are of most interest, or which campaigns are the highest performing. Tracking user behavior is one of the best practices for landing pages that can produce valuable insights. These types of insights can help you refine your knowledge of your target audience and your campaign strategies, and improve your effectiveness overall.
In addition, if your landing page contains a form, you can use the information requested in the form to learn more about your visitors, such as their specific challenges, preferred date and time for a consultation, or specific information they want you to know.
One last way that landing pages benefit your business through data and insights involves A/B testing. A/B testing is an extremely effective tools for campaign success. With data and analytics available for your landing pages, you can test out different landing page elements to see what’s most effective. You may compare the effectiveness of a video versus a picture, try out different tones, styles, and vocabulary, or tweak button colors and copy.
A successful Search Engine Marketing or paid search campaign depends on click through rates, and click through rates are influenced by landing pages. For example, you may use an SEM campaign to bid on keywords to have your business show up when someone searches “bathroom remodeling” into a search engine. The link from that ad could be your website homepage or a sub page on your site, but that will only get people to your website. By using a landing page, you can generate more leads than if you directed people to your website homepage.
A landing page specifically created for an advertising campaign, will bring interested people to one web page. On this page they will find information only about what they’re interested, increasing the likelihood that they will call your business or fill out a form, and become a new lead. Since this is exactly what the person is looking for in their search, and the landing page further facilitates the ultimate goal of the user, they are more likely to click on that link and follow through with all of the steps.
If, on the other hand, your advertisement directs visitors to your website homepage with general information not geared toward a specific advertising purpose, your visitors may get lost in the information or distracted by other links, making them less likely to contact your business and become a new lead.
Landing pages are commonly used for lead generation, meaning that a business gets telephone calls or form submissions from interested people who then turn into potential leads. As such, a landing page may contain or link to a form that asks for a user’s information, such as name, email address, phone number, or company. If you use a form on your landing page that asks for email, your landing page can then benefit your business by growing your email list.
When someone fills out a form, you can have an “opt-in” button where someone can also ask to receive emails and offers from your business. You can add these opted in users to your email list and send out newsletters, announcements, sales, and promotions (which will link to more landing pages!), ensuring that your business stay top of mind and informative.
Since landing pages are focused on one particular task, objective, or path for a user, you can optimize the content and elements of the landing page to facilitate that task as much as possible. When a user feels like their course of action is clear and you are helping them to achieve that course of action, they recognize that you understand their problems and have put thought into creating the best process for solving them.
Another way to reap the credibility benefits of landing pages is by including testimonials on the landing page for the product or service it is representing. By indicating the success that other people have had with the product or service your landing page is focused on, you help customers to feel more secure in their decision to act.
When designing a landing page, it is important that the landing page style, look, feel, and copy is consistent with the content that links to it. A landing page with consistent branding is an extra way to improve brand awareness in marketing. This will benefit your business by enhancing the consistency of your branding across multiple forms of media, and giving users more opportunities to recognize and engage with your brand. When someone lands on your landing page, they’ll be more familiar with your business’s branding and more likely to recognize your business again. Since customers are more likely to make a purchase or use a service from a business they know, it’s important to make sure they remember you.
Landing pages are meant to facilitate a specific action you want a user to take in relation to your business objectives. They help to improve relationships with customers, intelligence about your business, and the success of your marketing campaigns. Try using one in your next campaign and see for yourself!