Four Friends looking at a laptop screen.

So you put in all the hard work of planning, designing, and finally launching your website, and then, nothing. No traffic, no clicks, it seems that no one cares. Well, not so fast. There’s a secret weapon that all the best marketers use to drive traffic and generate leads. Let me introduce you to the wonderful world of landing pages.

What exactly is a landing page?

A landing page is basically a focused page on your site that users land on after they clicked on an external prompt like a paid ad or a call to action in an email or some other kind of digital marketing promotion.

A landing page is generally very focused on its aim. A successful landing page can successfully lead prospective customers towards a predetermined action by persuading them to act. Landing pages can be extremely effective with lead generation, product sales, and driving traffic to your website. 

6 Reasons why Landing Pages are Extremely Important

  1. High Conversion Rate
  2. Allow for A/B testing
  3. Increased Conversions
  4. Effective communication with the target audience
  5. More focused messaging
  6. Better return on Marketing investment
A planning page looking at designing a landing page.
  1. Landing Pages Offer Higher Conversion Rates

Landing pages generally offer a higher conversion rate than just sending cold traffic to a homepage or blog. Because the intent is targeted on a landing page, prospective customers know exactly what is expected of them, and what action they should take next. Whether it is filling out an info form, signing up to an email list, or clicking through to purchase a product.

Another fact that ties in nicely with a higher conversion rate is Lead generation. Landing pages are invaluable as part of a successful lead generation strategy. Dedicated landing pages allow you to showcase your competitive advantage front and center in a concise and clear manner. It provides a platform for increased customer engagement, which ultimately leads to more sales. 

  1. Allows for A/B testing to improve your website.

Any savvy marketer will tell you that the success of a marketing initiative is directly linked to constant testing, evaluation, and adjustment if necessary. Would a different layout entice more users to sign up for your mailing list? Are the Call to Action buttons the right format? Do the images you use clearly communicate your message? All these considerations are crucial, and landing pages offer you a way to carry out A/B testing across multiple areas of a page. Imagery, copy, headlines, call to action buttons, email sign-up forms, all these elements are very important to measure.

The feedback you get from A/B testing on your landing pages is immediate and allows you to respond quickly to a changing situation. Everything you learn can be carried over to future marketing initiatives to help boost the conversion rate. 

A landing page should be an ever-evolving part of your website. Just like the quickly changing market, A/B testing on landing pages allows you to stay current with your digital marketing initiatives. 

  1. Landing pages increase conversion rate without negatively impacting your site SEO.

Running multiple tests on a live website could cause disturbing fluctuations in your organic rankings on-page, which may cause a drop in your organic traffic, and your ranking on Google’s SERP (Search engine results page). Landing pages offer the flexibility to make changes to a page towards boosting conversions without having to worry about disrupting SEO initiatives. 

Landing pages do however offer you an option to lean into specific keywords and rank for them. Ranking for keywords on a landing page will be a bit more difficult than as part of a website with internal links but is a valuable option. 

  1. Communicate more effectively with your target audience.

One major benefit of using landing pages as part of your marketing strategy is that it provides an excellent platform for increased customer engagement. An example of this could be by providing different and specific offers to users each time they come to your site after they’re engaged with your marketing campaign ads.

If a prospective customer is in the early stages of the buyer’s journey, you could send them to a page about product information and sell them on the benefits of your product. On the same landing page, you can ask them to sign up for a mailing list so they don’t miss any deals in the future, thereby securing a way for you to re-engage them in the future. Testimonials and reviews could be used to further persuade them to take action. Additionally, you could also send them discount offers to nudge them towards sealing the deal.

  1.  More focused messaging

With landing pages, you can test out various calls to action, headlines, and content on-page to people visiting your site. You can then use what you learn to implement changes on your website to improve conversion rates. Think of a landing page as a testing ground for content ideas you may not be ready to share with your everyday users on your main website. If you see content that performs very well and increases sales you can easily implement that into your main website.

Landing pages also offer the opportunity to showcase customer testimonials or videos of your product in use. These types of visuals are extremely persuasive and ultimately help potential customers see how your product will work for them.

  1. Better Return on Marketing investment

Landing pages allow you to improve your marketing results by allowing you the flexibility to deliver a unique experience to different users you are driving with your campaigns. This allows you to provide offers you wouldn’t want everyone to know about and be able to see the impacts of the tactic on your overall conversion rate. Multiple landing pages give the ability to analyze what works best for different channels and craft a unique experience towards the intent of that specific platform. Some programs allow you to use dynamic keyword insertion which helps display certain words on the page based on what you specify in URL parameters. This can provide you with a better quality score for Google search ad campaigns. 

Final thoughts

Landing pages are an extremely versatile tool but are most effective with a focus on lead generation.

The first step to creating a landing page is deciding what you want the page to communicate and what the function of the page will be. If you want the landing page to be used as an advertisement, then you will need to include a call-to-action button that prompts the user to make a purchase. If you want the landing page to be used as a lead generator, then you will need to include a form where visitors can input their contact information and subscribe to your mailing list.

Regardless of the content and function of your landing page, you must include a very clear and concise copy that tells your visitor exactly what they can expect from the page and why they should invest their time and energy into it.

If you need help crafting your landing page strategy reach out to NAV43 and we can help you start increasing leads for your business with landing page strategies.

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