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.
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.
1. Landing Pages Directly Support Your Business Goals
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.
2. Landing Pages Increase Conversions
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.
3. Landing Pages Generate Data and Insights
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.
4. Landing Pages Improve Paid Search Campaigns
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.
5. Landing Pages Can Grow Your Email List
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.
6. Landing Pages Increase Credibility
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.
7. Landing Pages Improve Brand Awareness
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.
