Why Landing Pages Are Critical to Your Marketing Success

Landing pages are an integral part of a digital marketing strategy. Think about it; you run an ad for an offer you have, a prospect clicks on the link, and it takes them to a page on your website that contains more details of your promotion. If the link takes them to a normal page on your website, the prospect will feel misled, and you’ll have given yourself a bad impression. If you, however, have a page on your website specifically for that promotion, the prospect will most likely make a purchase.

Marketers often forego creating a landing because it can be time-consuming and sometimes technical. However, it is worth every minute spent on it. How can having a landing page positively impact your businesses? Here’s all you need to know!

What is a Landing Page?

Landing pages are much more than a basic webpage. They contain specialized content, and their aim is to actively lead visitors to take action. This could be anything from filling out a contact form, calling your business, making a purchase, or scheduling a consultation, which is why you should expect higher conversion rates from landing pages than a home page.

What if you are running multiple campaigns or have different products or services, or different service locations? You should create more than one landing page per service or location!

Top Benefits of Using Landing Pages

Why should you use landing pages for your digital marketing campaigns as opposed to your homepage? Here are the top benefits of landing pages.

1.   Landing Pages Increase Conversions

The main purpose of a landing page is to spur potential customers to action. These pages are simple and reflect the specific benefits & features of your products in a way that relates to your customers. The landing pages spell out the customer’s problems and outline how your business is the solution.

Landing pages have been found to have much more conversion success than webpages do. If you’re not using landing pages and are directing visitors to your website instead, you’re losing out on important, valuable sales.

Examples:

https://blueoxmoving.com/house-movers/
https://howell-services.com/plumbing-services/
https://www.pinehillremodeling.com/services/kitchen-remodeling/

2.   Landing Pages Generate Data and Insights

Depending on the information you request from the visitors on your landing page, you can gain helpful data about your potential customers. You’ll learn about the type of person who is interested in the products or services you provide, where they came from, what search queries they used, and, more importantly, what got them to click on your ad.

You can also use the information to determine how close the customer is to making a sale and, therefore, schedule targeted marketing campaigns to garner more interest. With this baseline information, your sales department can place more successful, qualified calls to your leads.

Below is an example of how a landing page helps determine who and where and what of visitors. The page includes specific calls to action to either request a catalog or a consultation. In both cases, you know where the customer is in their buying journey.
https://www.croftsystems.net/oil-gas-equipment/passive-dehydration-system/

3.   Landing Pages Improve Paid Search Campaigns

Your landing page generates useful data about how successful a particular marketing campaign was. It gives you information such as the number of clicks, conversions, or downloads, which can be vital to improving a campaign to yield better results. If you’re running A/B testing on your landing pages, it’s a great way to compare the data to see what might be making one page more successful than the others.

4.   Landing Pages Offer Instant Gratification

If you direct a user from the ad to your webpage, they may spend valuable time searching for what they’re interested in. A landing page, on the other hand, gets right to the point. Your potential customer clicked on the link to learn about a particular product or service, and the landing page is meant to provide it. By providing that instant gratification, you don’t lose momentum or the visitors’ interest.

5.   Landing Pages Offer More Details on Your Product or Service

The original marketing campaign has to be quick and snappy, to get the web users to click on the link. Landing pages, on the other hand, give you the freedom to go into more interesting detail. This is where you get to make an effort, stand out from your competition, and clearly show what you have to offer. The customer clicked the link, so you already know they’re interested in knowing more. Your landing page is where you highlight all the details that will win them over.

6.   Landing Pages Helps Increase Your Email List

Landing pages help you maintain contact with people who have already shown interest in your products or services. If you include a lead generation form on the page, customers will willingly give you their contact information.

Using an email list is more effective in generating future sales than sending out cold emails to random people. However, it’s important that you tread carefully with your email list. Make sure your emails aren’t sent too frequently and only include information that they will find helpful.

Revolutionize Your Marketing Efforts with Landing Pages

The effort it takes to create and maintain landing pages is well worth it compared to the success you’ll reap. Before building a landing page, do your research and seek out the help of professionals. Yes, landing pages are highly effective, but a poorly built landing page will only result in a high bounce rate.

Your first landing page may take time, but with time, it becomes easier to build one. Don’t miss out on the benefits that a landing page has to offer! Also, feel free to contact us for landing pages that convert. 

Important Elements of a Successful Landing Page

Every landing page is unique and has differentiating factors which is why a one-size-fits-all approach cannot work. Your landing page has to be competitive and appealing to the intended users.

When creating the landing pages, make sure you focus on showing users how your product or service will benefit them, the applicable features, and a clear call to action. It may sound simple, but everything must be carefully crafted to ensure that your landing page is effective and gets you conversions.

Here are 8 essential elements for creating a compelling landing page.

1.   Lead Capture Form

This is your best shot at collecting your visitor’s information so that you can retarget or follow up with them later.  Ensure your landing page has a well-designed lead capture form with the following qualities:

  • Strategically placed and easy to spot
  • Well organized to make it easy for your prospect to fill out
  • Short and only requires essential information

Web users are very impatient, and a complex design for a lead capture form that requires tons of information could intimidate them.

You can learn more about different types of lead capture forms.

2.   Main and Supporting Headlines

The first interaction a prospect has with your landing page is the headline, so it has to be compelling enough for them to want to engage with the rest of the content. An ineffective headline leads to a high bounce rate.

Your headline should be:

  • Clear – gets straight to the point so that the customer knows exactly what is being offered.
  • Empathetic – addresses your customer’s problem and provides a solution.
  • Relevant – it should match the messaging on the ad.

The headline has to be catchy so that the prospect is immediately hooked.

Main and Supporting Headline Examples

3.   A Persuasive Copy

The landing page copy should be convincing enough for your prospects to convert. Break the content into sizable chunks so that your visitors aren’t overwhelmed by the information and include the benefits of your products and the unique selling proposition.

Here’s a lesser-known hack; make the content scannable. Most people first skim over the content before deciding whether to read the whole copy.

Landing Page Persuasive Copy Example

4.   Engaging Media

Use relevant, engaging media on your landing copy to intrigue the prospects. Images and videos fast-track the conversion process by acting as attention-grabbers.  You could use the media to accomplish tasks such as:

  • Drawing attention to the CTA button
  • Telling your brand’s story
  • Humanizing your brand
  • Showcasing product benefits

Learn more about choosing the right photos for your website.

Landing Page Media Example
LanLanding

5.   The call to action (CTA)

This is the most important element of a landing page; it gets web visitors to take action on your landing page. It should stand out from all the other elements and should be placed in an optimal position to increase conversions.

Keep it big and easy to spot by using bright colors. Avoid using overused terms like ‘ sign up’  or ‘subscribe’ but inserted makes them more specific by using terms like ‘Make an Appointment,’ ‘Get Free Ebook,’ ‘Get 15% Offer’, etc.

Call to Action Example

6.   Trust Indicators

How do you get the customer to trust your brand? Include trust indicators like customer review from satisfied customers, trust badges from other platforms, and statistical evidence of your product or services. These indicators should be authentic; otherwise, customers will end up losing trust in your brand.

7.   Social media links

Social proof is extremely important and for 2 main reasons;

  • Customer verification – a prospect can authenticate that your brand is legitimate, and other people have bought from you.
  • Social shares – prospects can share your links on their social platforms, driving more traffic to your landing page.
Example of Landing page Reviews

8.   A final statement to close the deal

Your closing arguments should be convincing. This is your last chance to convince the prospect to make a purchase, so you should summarize all your benefits and then include your CTA below it.

Posted in

Christina Hawkins

Since 1999, Christina has been designing and building exceptional websites. With many years of experience in creating thousands of websites, she understands the need for continuing education in her field and, therefore, is constantly learning and teaching others about internet marketing and digital processes. Christina has honed her digital marketing and graphic design skills so that she can help B2B industries get their message out to their target audience in the right way. In addition to her ability as a digital marketer, Christina serves as a coach and mentor with WPElevation to other digital marketing freelancers, helping them grow their businesses. She is a sponsor and co-leader of Houston's WordPress Meetup. Recently, she spear-headed the next Houston WordCamp 2020 as its coordinator after a 10 year hiatus and became the Houston Interactive Marketing Association Director of Technology.

Leave a Comment