There are just so many different digital marketing methods available today, so why is adding landing pages into the mix as part of your marketing and sales strategy a good idea? We're going to answer this, but first, we need to explain just what a landing page is and how they work.
What Are Landing Pages?
It's called a landing page because it drives a visitor to land on a specific web page. Landing pages direct visitors from a link that link could come from an email, a Google Adwords campaign, social media post, Facebook ad or even off a piece of direct mail. The primary goal of a landing page is to create leads by encouraging interested visitors to call or complete an enquiry form.
So what is the difference between a website and a landing page? Your website design is structured to provide much information about your business; it's there to show your team, your location, provide testimonials, links to your social media pages, provide your contact details and Google maps to find you.
Landing pages are different because they are laser focused on a specific product, service or search term. They seek to draw in website visitors with a particular need and encourage them to convert with a robust and straightforward call to action. The primary purpose of a landing page is to capture lead information.
People visit your website to browse and get the necessary information. People attend a landing page to respond to a specific offer.
Landing Page Content & Messages
To encourage visitors to click through to your landing page you are going to need a compelling page title and description on your advert. For example, a special offer or a free incentive usually works.
It's important that when visitors get to your landing page, they will need to be presented with that specific offer and not a general page of your website. If a visitor clicked on your link expecting to download a free guide to growing tomatoes but instead was taken to your home page, then the chances of them leaving disappointed are going to be high.
Remember your site visitors don’t have the time to wade through lots of content to find the offer they are really looking for. If your content and offers are not set out in a user-friendly manner, then you are unlikely to get those leads. It's imperative that you create relevant and unique landing pages for each online advert.
Landing Pages Can Grow Your Email List
Landing pages are used for lead generation, meaning that a business gets form submissions and calls from interested people who then turn into potential clients. The landing page form asks for a visitors information, such as name, email address, phone number and company details. Taking that email and adding it to your email database is going to help you grow that list.
Landing Pages Increase Credibility
Landing pages are laser-focused on one specific task, and that is to supply answers to those searching for that specific term. When a visitor can see that the instructions are clear, and you are assisting them in that course of action, they can clearly see that you understand their problems and have put a lot thought into creating the best processes for solving those issues.
By adding testimonials to the landing page is a great way of creating credibility. Showing the success that other companies have gained by using your products or services will give potential leads the confidence they need to take action.
Landing Pages Improve Brand Awareness
A landing page that includes consistent branding is just another way to improve your brand awareness overall. This gives users more opportunities to recognise and engage with your brand. When site visitors land on your landing page, he or she’ll feel more familiar with your company’s branding.
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 with your company. They help with the success of your digital marketing campaigns.
Landing Pages as Part of A Marketing Strategy
Landing pages are not a stand-alone item in a menu of digital marketing tactics. It isn’t a matter of either/or landing pages or social media, or landing pages or PPC. When appropriately used, landing pages complement all your other digital marketing activities and increase your conversion rate, so you generate more leads. Ultimately, is what marketing is all about, and is why you should make use of landing pages.
Find out more about the benefits of marketing with landing pages. Please get in touch with our Web Design Auckland team for an informal chat.