When an ad, seen either on social media or via email, has piqued someone’s interest, it is crucial that the potential customer is directed to the product or page advertised immediately whilst you still have their attention. That’s where landing pages come in. They play a big role in keeping your customer focussed.
What is a landing page?
A landing page in digital marketing is a separate web page, explicitly created for a marketing or ad campaign. It’s where a visitor ends up after clicking on a link in an email, or web-based ads from Google, Facebook, Instagram, Twitter, YouTube or other places on the web.
Landing pages are created with a call-to-action goal; rather than being filled with all sorts of information, the sole role of a landing page is to persuade the client to buy one product, or to engage with a specific campaign.
There are two conventional types of landing pages: lead generation landing pages and click-through landing pages. The first features a form and focuses on collecting data from customers, usually in exchange for a service, or a product. The latter, as the name indicates, contains a click-through button which will lead clients exactly where they are wanted, this type of landing page is most common in e-commerce websites.
What are the benefits of using landing pages
Unlike homepages, which have all sorts of information, and can even lead the client to navigate away from your site, landing pages contain short and to-the-point descriptions about a single product or subject, and require one single action. They are designed to avoid distractions and to keep the client engaged with the one important product or service that is being offered.
A good strategy for getting your product or service in front of potential customers is to focus on short-term goals. Landing pages are the best tool for that, as they have one single focus, and that focus can undergo a change as new goals are established. They are pivotal in increasing conversion rates (conversion happens when a user responds to a call-to-action), they can raise brand standing, and create brand awareness.
Landing pages rely on images or video to emphasise a product or service. These have a more lasting impact than text, as they stimulate focus. In the end, customers may forget the written information about the product offered or a form they filled in, but they will remember an image or video, a combination of colours, or a logo.
Landing pages help to build loyalty
Although it can be said that purchases are the ultimate goal of landing pages, they can also be used to bring in more customers, readers, or subscribers to a website. This is done when a form designed to collect data is used. This data can later be employed using email marketing to build a loyal customer network, to better figure out your target audience, and to expand that audience. In the long run, well-visited pages generate profit for your business.
Landing pages are optimised for search
Landing pages can also increase your SEO (Search Engine Optimisation) as the page is optimised with your specific keywords. This leads to the page ranking higher in search engines, like Google.
When customers are focussed on buying something, they can be impatient and want to find what they are looking for as quickly as possible. The higher a page ranks, the higher the likelihood people will find it and follow the link.
Another benefit of a landing page is that it doesn’t need to be constantly updated and changed; it will be working for you even when you aren’t actively working.
If you have a WordPress website, building a landing page is easy to achieve.