What is a Landing Page and Why are They Important?
If you haven’t come upon this term before, or haven’t implemented landing pages as part of your online marketing strategy. Whatever your situation, this post aims to get to the bottom of what a landing page is, and why you should be using them:
If you Google the phrase “What is a landing page?”, the first thing that comes up is this: ‘a web page which serves as the entry point for a website or a particular section of a website’ . That’s technically correct but it not particularly helpful, so let’s expand.
So, What is a Landing Page?
Whilst every page on your website can be a landing page i.e. a page a web visitor lands on first. For the purpose of this article, a landing page will refer to a page specifically setup as a place where you send traffic.
You post a link to your website on your social media accounts, someone clicks that link and they land on a page. That page is a landing page. It can be a sales page, an email opt-in page, or even a video landing page.
So far so good but as you may have guessed there is more to it than that.
Landing pages are usually designed with a focused objective, be it asking the visitor to complete a form, watch a video, share a piece of content on social media etc. A landing page should always have a clear purpose and direct the visitor to completing an action.
There is no point merely sending a visitor to any ol’ page. Instead, landing pages should have compelling content that would prompt the visitor to stay longer and explore the website further, and a clear call to action.
What is a Landing Page’s Purpose?
The purpose of a landing page is to invite the visitor to take some kind of an action. You can create a landing page to encourage visitors to:
- buy something
- sign up for something
- subscribe to your content
- visit a physical location
- donate money
- read a post
- take some other action (pretty much any action you’d like)
Why do I Need a Landing Page?
See, landing pages convert dramatically better than a home page or a standard web page on your website, increasing the number of qualified leads, sign-ups, eBook downloads, and ultimately product sales. Bottom line is well-designed, focused landing pages bring profit and increase efficiency.
Types of Landing Pages
There are two types of landing pages: Click through landing pages and Lead generation landing pages.
Click Through Landing Pages
The click through page, as the name implies, is page whose goal is to prompt the visitor to click a button to get to another page. First time I heard about it I honestly thought ‘Well, that is pretty pointless. I can just send the visitor to the second page’. However there is more to it.
Think of the click through landing page as a warm up before a workout. A click through page should be engaging, it should provide enough information to keep the visitor informed, warm them up with some taster content but eventually tempt them to click to the next page where they could discover more.
Lead Generation Landing Pages
Is essentially a click through page with a web form. The visitor is asked to provide information, usually name and email address that would be added to your database. However people nowadays are rather sceptical, tech-savvy and know very well the value of information therefore you will have to offer something of value in exchange such as a newsletter, eBook, webinar, white paper etc.
This page is the first step that a prospect takes to becoming a customer by showing interest and providing valuable data about themselves.
Any marketer worth their salt will tell you that the aim of a website is to convert visitors to leads and the best way to do so is through a landing page. A good landing page is the cornerstone to any lead generation effort. So if you want to get more people coming in at the top of your sales pipeline, make sure you don’t forget that one key ingredient.