Photo: optinmonster
Why is a landing page important? You may wonder why you need to create different, distinct pages to which web visitors will be redirected when they click on calls to action. Landing pages are, after all, time consuming to create and you need a lot of them. You may hope you’ll be able to get away with not using them.
But the fact is that the landing page is an important part of inbound marketing, and specifically of your efforts to generate the lead.
Why is a landing page important? We’ve detailed a few reasons that you should consider.
1. Local content
When people search locally and on mobile devices, one of the best ways to get your site to rank higher is to have content relevant to the surrounding area. A great way to start is to create landing pages that feature very localized content in the neighbourhood. Building the required local content and links will move your pages up in the local search index.
2. Social content
A great way to deepen the connection is to send your social media accounts such as LinkedIn, Twitter and Facebook links to landing pages that are personalized to each network. You will find a much higher degree of engagement in those networks by running social media feeds on these pages and acknowledging the connections.
3. Smart content
By creating landing pages for your company which address specific market segments, product segments or key content segments, you can better funnel people to relevant content. Using a tool such as Survey Funnel in conjunction with your landing pages may allow a visitor to tell you what they are looking for and be directed to relevant content based on their choices.
4. Lead capture
Landing pages is your wizard for finding leads. With most of your web pages, if you have a fantastic eBook or free workshop to promote you might want to create signup forms. When you build a page that describes, sells and shows the benefits of getting your free report, your signups will boom up. A landing page featuring video, audio, photos, explanations and a very clear call to action would also help with campaigns for lead capture.
5. Advertising conversion
Any type of advertising would be much more effective if it is directed at a website that includes only material that supports the message in your advertisements. The more important the ad page is, the more effective it will become. Smart marketers are continually experimenting with combinations of advertisements and landing pages, including the development of keyword optimized sites for different PPC ad classes.
6. Collect Prospect Demographics
The idea of the landing page is that to get access to an offer, your visitors have to “pay” you with information. Visitors must fill out a form at the landing page. While the information you request will vary, it will usually include contact details and demographics. Contact information will of course give you the information you need to start following leads.
7. Track Data
You can track data from landing pages, and that will help you understand how engaged your prospects are to it. You can discover if a prospect, for example, has downloaded several offers and signed up for several webinars. This suggests a highly engaged prospect and ready to buy soon.
8. Remove Distractions
If you were to send your visitors to the homepage of your website, they could take a wide variety of acts, from checking out your blog to reading on your history. While that engagement is also good, it’s not what you really wanted to do. And consumer intervention may be delayed. A landing page eliminates all distractions, such as site map, links, and navigation options, so your visitors can concentrate on what you want them to do: convert.
9. Offer Clarity and Purpose
Landing pages are short — one page in length. That’s because the focus and clarification was provided for them. If you want to take clear action on your web visitors, you can’t expect them to have to find out what that is. The landing page clearly indicates you want them to buy, contact you, sign up or download.
10. Force Visitors to Make a Decision
Many people are doubtful. And that one bit is not helping your business. An effective landing page should force the web visitors to make a decision by eliminating all distractions to help them concentrate, get a clear message and provide an obvious call for action. You will know once and for all whether or not the web visitor will become a lead or not and you won’t be chasing your tail.
Landing pages are perfect to grab your target market’s attention, no matter what the goal might be. From starting up to specific campaigns, landing pages is a powerful tool.
If you need any help with your landing page, why not talk to us now?
