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What Is A Landing Page

What Is A Landing Page

A whole new lexicon and set of concepts are likely to be encountered in digital marketing and SEO. If you haven’t before, you’ll have queries concerning how landing pages fit into your digital marketing plan.

Creating a landing page may seem like an easy operation, but we emphasize that landing pages are critical to lead conversion.

It’s best to have each landing page dedicated to ONE product, ONE service, or ONE offer.

To put it simply, each landing page should have only one goal.

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How A Landing Page Is Used

As with any web page that someone can land on, a landing page is typically a separate page from your homepage or any other website with a particular and focused purpose.

If you’ve made any promises in your content, a landing page is a follow-up. It’s the next stage in converting a visitor into a customer. In exchange for supplying contact information, you might give an exceptional bargain, piece of information, or a deal.

Landing pages can be used for lead generation or as a click-through to another page, like your e-commerce site.

A strong landing page will persuade potential customers to give up their personal information in exchange for something of value from your company. Customers are more likely to see your landing pages if they use a search engine or your business website.

A single landing page isn’t necessary, nor is it even essential to have just one landing page open at a time. Professionals in marketing would likely advise you to keep a variety of landing pages for different customer groups or segments.

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The Homepage of a Website vs. a Landing Page

First and foremost, some may question why they must worry with landing pages when the prime objective is to attract traffic to their homepage?

Getting visitors to your home page is undoubtedly beneficial, but landing pages are more likely to result in sales.

There is a lot of information on the home page, and it encourages viewers to click on links to other parts of the site.

Visitors that arrive at your homepage with a predetermined objective may become disinterested if they are forced to wade through a long list of available services and products.

For the most part, the homepage’s goal is to lead visitors to the information they need. In other words, landing pages eliminate the need for a middle man by being the exact page the user wants and making that point crystal clear.

A landing page is targeted and particular, as opposed to your homepage, which is more general. In contrast to the homepage, which presents visitors with all of your company’s products and services, a landing page shows a single, clear call to action.

Landing Page Types

Many variations can be found, depending on the nature of the business. However, there are two basic types of landing pages:

Lead Generation Landing Pages:

Forms are a common feature of these pages, referred to as “lead generation” or “lead capture.” The names and e-mail addresses of visitors are virtually always collected via this form.

This form of a landing page is used by B2B marketers and organizations selling high-ticket products to establish a list of potential buyers. If you sign up for an ebook or webinar in return for your contact information, this is a common practice. List-building, free delivery, and other promotions are viable options for eCommerce businesses using these landing sites.

Long story short, if your average lifetime customer (or client) value is greater than $1k, you likely use a lead generation landing page.

Photo by Ben Kolde on Unsplash

Click-Through Landing Pages:

Clickthrough pages are frequently utilized by e-commerce and SaaS (software-as-a-service) marketers. To get the user to take action, they usually feature a simple button that directs them to a checkout page (like an app store) or completes an order.

Click-through landing pages are also heavily used in the affiliate marketing department. Since you can’t advertise affiliate links directly on Facebook or Google, you must drive your traffic to the landing page with the affiliate link embedded in a button somewhere.

Promoting Landing Pages To Get More Traffic

For your landing page to be effective, you’ll need to get many people into that funnel.

Fortunately, there are many solutions available to you. This section will examine the most popular methods for driving visitors to landing pages.

Photo by Justin Morgan on Unsplash

Paid Search Traffic

Paid advertising is common on most search engines. Some adverts appear in the search results when someone searches for anything (like “cheese club”), but they aren’t very prominent.

Pay-per-click ads, in contrast to the rest of the search results, are created and maintained by businesses. Your enticing material will entice anyone who happens to land on this page (and, sometimes, your visuals). In addition, you may have targeted them based on their search term or demographic information.

You have complete control over the destination of your ad’s link when creating it. Your homepage is an option if you so like. It’s better to design a separate landing page that matches your ad copy and has a clear call to action, as we’ll see in detail below.

Photo by NeONBRAND on Unsplash

Paid Social Traffic

Facebook, Instagram, Twitter, and LinkedIn are all great places to target people and communities interested in your brand, even if they aren’t currently in the market for your product or service.

Advertise to people who have indicated in their Facebook profile that they are interested in “cheese appreciation” rather than relying on those searching for “cheese of the month club.” Customer engagement begins even before they know they’re looking for your product or service — and that’s a wonderful thing.

Additionally, each social media platform has its own set of unique features. An excellent platform for visual products and lifestyle brands like Instagram is Instagram.

B2B marketers, on the other hand, prefer to target professionals in specific industries on LinkedIn.

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Weekly Email Newsletters

As a result of its massive reach and inexpensive expenses, email is frequently referred to as the most successful marketing method. There will be 4.2 billion email users by 2022, according to a 2018 estimate by the Radicati Group.

Emails and landing pages are practical tools for building and maintaining client relationships, as well as attracting new ones. Using a well-crafted email and a well-designed landing page, you may captivate readers with your offer and point them toward a call to action.

Email marketing isn’t going anywhere.

Start building your list today.

Need help? Contact us with the chat in the lower right.

Organic Search Traffic

An unpaid source, such as the bottom half of Google or Bing search results, is what we mean when we talk about “organic traffic” (SERPs). You may increase the frequency with which your business appears in related searches by providing attractive, beneficial content for your website or landing pages. The more popular your content is, the more valuable it is.

We also discussed SEO + content marketing in this article.

Although the term “unpaid” is a little misleading, it’s still an excellent way to describe it. It doesn’t imply that ranking hasn’t been worth the effort. What a pity!

Squeezing as much organic traffic as possible from Google requires a team of experts who combine strategic planning, technological expertise, and creative content development.

Pro tip: Only try to rank for long-tailed keywords. I.e keywords that are longer than four words. Instead of trying to rank for “red shoe”, try “men’s red basketball shoes”. (Very vague example, but I know you’ll be able to come up with ideas on your own.)

What Is The Purpose Of A Landing Page?

With the help of your website, you’ve successfully established your company’s online presence. Now it’s up to you to see if all of your efforts pay off financially. Landing pages are the way to go if you’re searching for an effective tool for converting leads.

One of the best ways to grow your business is through a landing page. It can also be used as part of a successful PPC strategy. Landing pages are used by 68% of B2B companies to generate leads for potential future conversion. At least 44% of these clicks are going to your home page, which is a bad idea, as we’ll see later. Using landing pages, you may direct customers to a particular product, service, or offer and then push them to act on it. As a result, you’ll be able to increase sales and expand your clientele.

Why aren’t all businesses taking advantage of landing pages?

The idea that they are challenging to establish and manage is based on a misconception. It’s a good thing that isn’t the case. Getting the customer what they want is more important than creating a visually appealing landing page.

If you’d like access to a state-of-the-art funnel builder, please email hi@nurturely.io.

This was originally published here on the Nurturely blog

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If you’re a business owner who’s interested in marketing and doesn’t know where to start, please feel free to DM me on Twitter. Always happy to answer marketing questions.

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