A landing page is a dedicated page on your website, created solely for the purpose of marketing a specific product or service. Visitors (your potential customers) are redirected to a landing page by clicking a specific link that leads you to it, typically an ad or a call-to-action email.
What does a landing page do?
Landing pages are used for marketing and advertising campaigns. A landing page is an integral part of lead generation. According to HubSpot, home pages have a very low 1%-3% conversion rate compared to landing pages with a 5% – 15% conversion rate on average.
A landing page is not the same as a home page. It isn’t linked to the rest of your website, neither does it have a navigation bar. Home pages are designed to encourage users to explore the website. On the other hand, landing pages are designed with a single focus and a call to action (CTA).
Home pages do an amazing job informing the audience about the brand, their mission, and generally establishing a relationship with the potential customer. But, mostly, they don’t sell; that’s what landing pages do. Marketers use dedicated landing pages to direct the customers to a location where there is but one action to take. This is where conversion (like a registration, purchase, sign-up, etc.) happens.
Types of Landing Pages
There are two types of landing pages; one which has a call to action, as we’ve mentioned above, which is called a transactional landing page. The second is called a reference landing page, and it only shows appealing information about a service or a product that the company believes can generate significant sales.
What are the advantages of having a landing page?
Landing Pages help you generate leads without having to hire an entire sales team. Responsive landing pages tend to capture quality leads, and all you have to do is get creative. Be sure that your landing page details, sells, and outlines the benefit of the product or service. Adding a captivating video, image, or audio will also go a long way.
Furthermore, Google’s algorithms are gravitating more and more towards the user experience. This means that user intent will become as important as a keyword search. While home pages attract traffic, it isn’t always easy to work out the intention behind the visit. On the other hand, if someone clicks an ad and purchases a product, it’s very easy to define the user’s intention.
Landing pages need to have a flawless design, catchy headlines, clear and simple information, an obstacle-free conversion process, engaging copy, and fun multimedia. It may come off as complicated, but in reality, it is quite simple. Just try to think of it from the perspective of the user and cater to their needs.