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What Is A Landing Page?

A landing page is any web page that a consumer can land on, but in the marketing realm, it’s usually a standalone page, distinct from your homepage or any other page, that serves a single and focused purpose. A landing page is a follow up to any promises that you’ve made in your content. Essentially, it’s the next step toward a visitor becoming a customer. Your landing page lets you make a trade, some sort of special offer, piece of information or a deal, in return for providing contact information.

Landing pages can be click through, leading to another page such as your e-commerce site, or lead generation based. Lead generation landing pages typically offer items like an eBook, free trial, contest entry or webinar registration in return for the submission of contact information. A good landing page will do its job by convincing a potential customer that it’s worth it to provide personal details in return in exchange for whatever you have to offer. Landing pages can be found through a general search or via your company website, increasing the likelihood that a potential customer will end up there.

There’s no need to have just one landing page, or even just one landing page at a time. In fact, experts in the marketing would probably suggest that you maintain multiple landing pages, targeted toward segmented customer populations and campaigns.


Landing Page vs. Website Homepage

Homepages are usually general, in contrast to landing pages which are supposed to be focused and specific. While the homepage draws visitors further into your website by presenting all the options your business has to offer, a landing page offers one simple and clear call to action.

While getting traffic on your home page is undoubtedly a good thing, it is less likely to result in a conversion than a landing page. Home pages contain a lot of information and invite users to navigate to a variety of different locations. If a visitor reaches your homepage with one specific goal in mind, they might be turned off if they have to look through several different services and product options first. The homepage’s main objective is to direct users to other pages where they will find the information they want. Landing pages eliminate the intermediary step by being the page the user wants - and stating as much in no uncertain terms.


How To Create A Converting Landing Page?

First off, your home page should not be your landing page. You need to send prospective customers to a page that will let them take advantage of whatever special offer you’ve promised them. Since they are tied to something specific, your landing pages have a better chance of capturing attention for a longer period of time.

Good landing pages do several things:

1. They zero-in on the offer, not the company. Your future customers are clicking for a reason, and duping them by not giving them what you’ve promised is not going to form a good first impression. Now isn't the time to give a detailed history of your company. This isn’t to say that the landing page should not be tied to your company brand. Just the opposite. They should serve a separate function, yet it should still be an extension of your brand.

2. They are focused and free of distractions. The content on your landing page should have the end-goal of getting the user what they want while completing the registration process.

3. The forms are not intimidating. Lengthy forms can be daunting to visitors and may encourage them to move on, rather than take advantage of whatever opportunity you are offering. If you simply can’t shorten your form, break it into steps, and let the user see exactly where they are in the process. For example, listing their name and address may be step one of three.

4. They collect specific and detailed information about your prospective customers. The collection of demographic data should include more than simply a name and email address. It should also give you some idea of why a person clicked and what their long-term connection to your company might be.

5. They provide your special offers with a home. Unless they are tied to landing pages, your online special offers will do nothing to benefit your business. Creating landing pages provides a place for your offers to reside.

6. They allow users access to other marketing channels. A customer likes what you’ve just offered. Now you can provide links to other offers, your social media profiles or an email list sign up.

There is no doubt about it, we are certainly living in a digitally connected world. Moving boldly forward with a digital marketing campaign can easily be one of the best investments that you make for your business. As you build your digital marketing toolbox, including landing pages is a smart move, and both you and your customers will reap the benefits.


Conclusion

You’ve done a great job building your brand and creating a website that represents it. Now you have to make sure that all of that hard work translates into sales. If you are looking for an effective lead conversion tool, landing pages are definitely the way to go.

A landing page is a great way to drive traffic, improve your SEO and build your brand. It can also form part of an effective PPC strategy. Approximately 68% of B2B businesses use landing pages to generate leads for future conversion.

Landing pages lead customers to a specific product, service or offer and encourage them to take action. This is your opportunity to create conversions and build your customer base.

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