A landing page is just what it sounds like, a page that drives a visitor to land on a web page. Landing pages help to direct visitors from a link within a source such as a social media post on LinkedIn, Facebook ads, or a Google AdWords PPC ad.  Landing pages should be used to help generate leads or sales for businesses by enticing potential users to fill out a form, call a business, find a retailer or make a purchase.

The question must be asked then, what is the difference between a landing page and a website?  Doesn’t your website do all the same things?  Sure, of course it does, but a website often does so while providing much more detailed product or service information to users, sharing case studies, or getting your business found online.  A good website should be formed around the actions you want your visitors to take, and that’s where websites differ from landing pages.

Your landing page should be more specific and focused on the lead and final action of your campaign.  When spending money on ads, you don’t want users to search for results, you want them to go right to the final goal.  You can accommodate these goals easier, by shortening the sales path, for example, if I want a user to go to Joe’s Meat Market for my new jerky, I don’t want them to search for a “where to buy” section on my website, I want them to land right on a “where to buy” page.

Still have questions, here are 4 good reasons why to build that new landing page:

  1. Landing pages directly support your business goals:
    • Designed around specific actions that can be tailored to meet your goals, landing pages encourage your audience to take action.
  2. Landing pages help to encourage conversions:
    • A landing page should set up a clear action for users to take and makes it as easy as possible for them to take action. Landing pages benefit your business because more conversions typically lead to more customers and more money for your business.
  3. Landing pages help get your business insights and data:
    • When you link a landing page to a specific campaign, content or even action, you can see which channels are bringing in the most leads, which topics and offerings are of most interest, or which campaigns are the highest performing.
  4. Landing pages improve paid search campaigns:
    • A successful SEM or paid search campaign depends on click-through-rates and click-through-rates are influenced by landing pages. By using a landing page, you can generate more leads than if you directed people to your website homepage.

Landing pages are meant to engage a specific action you want your audience to take in regard to your business goals.  Try using one in your next campaign and see for yourself!

If you’d like to learn more about how landing pages can help your business, please contact us today. We’d love to help!

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