7 REASONS WHY LANDING PAGES ARE MORE IMPORTANT FOR ANY BUSINESS

27 Jun, 2018 123k Views 4.5k FB Shares 12.3k Linkedin Shares

Dear Followers / Fans / Students / Great Leaders / Entrepreneurs and Awesome Readers,

Today, Topic is also very important for all Businesses all over the world. THE LANDING PAGE

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, Google
advertisement, Linkedin or twitter ads, Solo ads, Website banners, 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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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!

WE DON'T DO ANY GUESS WORK,
OUR PAGES CONVERT

4 KEY DIFFERENCES BETWEEN
WEBSITE HOMEPAGE AND
LANDING PAGES

You hear the term “landing page” often, especially when delving into digital
marketing. But what is a landing page and how is it different from your
company’s current site?

Working in the CRO industry, I get this question a lot. Although landing pages
might seem almost identical to a regular homepage, there are some key differences
that make them important to your digital marketing campaign.

The purpose, goals and often even the traffic source of a landing page are different
from those of a homepage, so it’s critical to make sure that you optimize both for
their intended purpose. To do that, you have to understand how the two differ in
4 key areas.

1. Audience/Purpose

The first major difference between your home page and your landing pages is
your audience.

Landing pages are exactly what they sound like. It’s a “page” someone “lands”
on after clicking on one of your ads. Here’s an example landing page from
Unbounce, the landing page experts. Specifically with paid search ads, the
viewers of your landing page have already shown interest in your company
or product. For example, someone might search for “Car Repairs in (your city)”
and then click on your paid search result.

You know this person is looking specifically for car repairs in your area and so
you can assume they are further down the sales or conversion funnel than
someone that happens upon your site organically.

With these digital ads, you can target certain demographics who are more likely
to convert. This means your landing page needs to be tailored to this type of audience.
They are less likely than organic traffic to be simply exploring your site, so your
landing pages should only show them the information and content they are going
to need to push them to converting.

That being said, you don’t want your traffic to feel ambushed, but you can get away
with a lot more selling on a landing page than you can on your homepage.

2. Links

Landing pages only have one goal: convert traffic. Homepages, on the other hand,
have to wear a lot of hats.

For example, on a typical homepage, there is usually some sort of navigation bar
up near the top. There might also be several more site links in your footer, or social
media links on your blog. You need all of these links to help your visitors get to
where they need to go or interact with your site in the way you want.

On your landing page, however, you shouldn’t have any of these links. Keeping
your viewers on your landing page until they convert is your main goal, so you
should try to avoid these potential distractions.

Here’s a great example of simple and effective landing page that gets right to
the point. There are really only 3 options: 1) Convert, 2) Login, or 3) Leave the Page.

Think of it like this. Say you have links to your social media accounts up at the top
of your landing page that show off your 10,000 page likes. This is helpful social
proof that encourages your visitor to convert…until they actually click on your
Facebook icon.

Your visitor heads to Facebook to check out your page; but, as soon as they get
to Facebook, they see 2 new friend requests. In that instant, you’ve lost them.
Suddenly, that visitor you worked so hard to get onto your landing page is now
scrolling through their Facebook feed and they’re unlikely to ever give your site
a second glance.

It’s best to find ways to give your audience the information they need without
taking them off the page. For a long page, you can have a nav bar that scrolls
them to the correct section of your landing page or show off your social media
follower count directly on the page.

If there is a reason that you absolutely need to link to another page
(eg. Privacy Policy) try using a lightbox function or at least have the link
open in another window or tab. By limiting the options on your landing pages,
you improve the odds that your page will do what it’s supposed to: convert.

3. Content

Although you might use some of the same information you put on your
homepage, a landing page should only have content that is specific to the
offer, product, or service that you are trying to promote.

Unlike organic traffic to your homepage, you know what ads and search
terms brought your visitors to your landing page. As a result, your landing
page should be specific to those searches or ads.

For example, you are a company that sells all types of fruit. Someone searches
for “bananas” and clicks your ad. Now, instead of taking them to your home site
where you are showing off the many types of fruits you offer, you should be
pointing these ads to a landing page specific to bananas. Why are your bananas
the best? What type of offer do you have for banana sales specifically?

Similarly, if you are a law firm who works on a variety of cases, but someone
is looking for legal copyright services, make a landing page with content based
on your experience with copyright law. The person who clicks on your ad doesn’t
care about your trademark defense services, so don’t distract them with irrelevant
content!

Ideally, your landing pages should be set up so that someone who clicks on your
ad arrives at your page and thinks, “Yes! This is exactly what I was looking for!”

4. Call-to-Action

One of the biggest difference between a homepage and a landing page is that a
landing page is action-oriented. In other words, landing pages should have some
type of Call-to-Action (CTA) that encourages your viewers to convert.

A CTA can be anything from filling out a form to calling a phone number or even
plain buying your product. But, regardless of what your CTA is, it needs to be
obvious and straightforward. For example, “Get Your Free Evaluation!”,
“Call Us Now!” or “Get Started Today” are great examples of CTAs.

Often, having a specific offer associated with the CTA helps to boost conversions.
So, instead of “Call Us Today”, try something like “Call Today for 10% Off”.
This makes your audience feel like they are getting something in return for their
info and incentivizes them to act now.

In contrast to landing pages, your homepage likely does not have a strong
and prevalent CTA (which is perfectly ok) because it’s mostly used as a resource.
Landing pages, however, should set themselves apart by visually and verbally
driving your viewers to convert.

Conclusion

You might be able to say that it all comes down to focus. Your homepage has
lots of info, lots of sources and lots of links. The purpose of a company site is
to provide plenty of information and resources to potential customers.

A landing page has a specific message, relevant content and is tightly focused.
Its purpose is to convert, whether that means generating leads, prompting phone
calls, increasing sign-ups or initiating an online chat with potential customers.
In other words, a landing page is a simplified and more concise version of a
homepage with a specific call-to-action.

Although homepages serve many critical purposes, landing pages capitalize
on the specific audience targeting and conversion tracking options available
through paid search, making them a crucial part of pay-per-click and other
digital advertising methods.

If you’re interested in trying out a landing page for your site or in having our