In digital marketing, a landing page is a web page, which is created specifically for a marketing or advertising campaign. It’s where a customer lands after they click on a link in an email, a pay-per-click ad or ads from your social media. Landing pages generate leads for your business by making interested users to fill out a form or call a business. Landing pages are designed with a single focus or goal, known as a call to action which is unlike web pages, which typically have many goals and encourage exploration,
Web pages have other purposes as well such as providing detailed information about products, sharing case studies and getting your business found online. A good business web page is designed around actions you want your visitors to take, and that’s where web pages differ from landing pages. It’s the focus that makes landing pages the best option for increasing the conversion rates and lowering your cost of acquiring a lead or sale.
A major difference between your home page and your landing pages is your audience. A landing page is a page someone lands on after clicking on one of your ads. By clicking on the ad, viewers of your landing page have already shown interest in your product. So these viewers are further down the sales or conversion funnel than someone that visits your site organically.
Converting traffic is the main goal of a landing page. Whereas homepages have a lot of goals. Usually, on a typical homepage, there are several 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. However, on your landing page, you shouldn’t have any of these links. You should try to avoid these potential distractions on your landing page as keeping your viewers on your landing page until they convert is your main goal.
A landing page should only have content that is specific to the offer, product, or service that you are trying to promote. Unlike the organic traffic to your homepage, you know what ads and search terms brought your viewers to your landing page. Therefore, your landing page should be specific to those searches or ads.
A landing page is action-oriented which means that it 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 buying your product. But, irrespective of what your CTA is, it needs to be obvious and straightforward.
Landing pages create more leads and result in higher conversion rates. It sets up a clear action for users to take and makes it easy for them to take that action. This is known as a call to action. As a result, you will see more of that action being taken which is also known as conversion. More conversions typically lead to more customers and more money for your business hence, landing pages will benefit your business a lot. Creating these pages is a smart way to identify your most promising sales leads.
Landing pages demonstrate to site visitors that your company can provide relief for whatever issues they’re coping with. You can display customer testimonials or showcase some of your former and current satisfied clients. By displaying the success that other people have had with your product or service your landing page is focused on, you help customers to feel more secure in their decision to act. The basic idea behind this social proof is that all of us are more likely to make a purchase if we can see that other people are happy with that product or service. With B2B landing pages, you prove to your visitors that your solutions have a long track record of success.
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 will be more familiar with your business’s branding and more likely to recognize your business again. Customers are more likely to make a purchase or use a service from a business they know therefore it is important to make sure they remember you.
With increasing competition, you need to constantly generate relevant, quality content to keep SEO ranking. With a landing page, you can leverage your SEO rank on the web with various search engines. These search engines rank your website in given search results based on the authenticity of your content. If you have a relevant page with organic content, it will really help to elevate your rank in search engines.
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 gain knowledge of your target audience and your campaign strategies, and improve your effectiveness overall.
Your landing page should contain valuable, in-depth content that’s way better than your competitors. Landing pages help you rank for targeted keywords and we at Quantazone will help you develop them. Instead of one page trying to rank for multiple keywords, it’s better to create a separate page for every keyword you want to target.
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