Published on: 14 Jul 2021
Reading time: 4 minutes
What if there was one thing that you could do today to dramatically improve your business’ marketing ROI? An intriguing dilemma isn’t it?!
When you are trying to generate leads for your business, having even at least a few landing pages on your website provides you with huge opportunities to turn your website visitors into prospective customers. Here, we’ll explore what is a landing page, its types, how it can benefit your business, and how to make them more powerful to attract more visitors.
What is a landing page on a website? To put it simply, a landing page is usually a web page that exists apart from your main website.
What is the purpose of a landing page? Well, that would be to convince visitors to take the desired action.
And, what does a landing page mean? The user ‘lands’ on it after clicking through from an email, ad, or marketing promotion and it is very often a follow up to what you have offered and communicated, taking the visitor to the next step towards becoming a customer.
Landing pages offer high conversion rates as compared to a regular webpage on your website, as they receive highly targeted traffic from social media campaign ads, emails, and other digital locations. Landing pages are also sometimes referred to as destination pages or lead-capturing pages.
Having a landing page is a great way to drive traffic, improve your SEO and build your brand. Approximately 68% of B2B businesses use strategic landing pages to generate leads for future conversions, making them an integral part of a digital marketing campaign.
These key points of differentiation should clear it out: -
The primary intent of such a landing page is to collect leads by means of a data capture form. By simultaneously presenting a request and a reward to the visitor, these pages are very often used in the middle of the sales funnel when the customer is on the verge of either converting or walking away.
Click-through landing pages do not require a form to fill but rather act as a simple middleman between the advertisement and the page it is supposed to direct the visitor to. It contains a short explanation of what the visitor has found in the ad and a bold and unmistakable CTA with a link to the final destination.
A sales page is designed to convince people to buy, which requires a touch of delicacy and a complete understanding of your customers’ needs and their position in the sales journey. It needs to contain a detailed pitch that clearly demonstrates the value proposition, with the aim of getting the ‘Buy’ button clicked. It can be considered as one of the most important and difficult landing page examples.
These landing pages are also used to collect data but their only goal is to gather email addresses to add potential leads to a general mailing list. They contain minimal content, bold headlines, a clear CTA, and a link to take the visitor to the next step as well as an exit option.
In the digitally connected world, we live in, the purpose of a landing page plays a big role in the success of any digital marketing campaign. Including landing pages is a smart move for both you and your customers to reap the benefits. Keep on testing your landing pages and adding new ones to see what works best for your business.
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