A landing page is a standalone web page, distinct from your website, used as part of a digital marketing campaign. You should optimize every landing page for a specific goal and include a call-to-action (CTA) that encourages the visitor to convert.
Visitors will “land” on your landing page from an email, a search engine query, or a social media advert. However, there is no benefit to putting effort into your digital marketing strategies if your potential customers land on an irrelevant landing page.
The type of landing page you build depends on the conversion you want to achieve. Most landing pages serve several different purposes, so consider testing some to find out how to effectively reach your goal and get visitors to take your desired action.
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Here are some of the landing pages you can use:
- Click-through landing pages help visitors learn more about your products or services before encouraging them to click through to a transaction page and continue their journey deeper into the marketing funnel. These pages are often detailed and persuasively written.
- Lead capture landing pages aim to collect contact information from visitors. These pages need a headline, lots of visuals, and an incentive—such as an offer or discount—that visitors can access by entering their email address or phone number.
- Squeeze landing pages, like lead capture pages, are designed to quickly convince visitors to provide their email addresses in return for an incentive. However, squeeze pages only have minimal images and short amounts of text.
- Event landing pages encourage visitors to register for an event, webinar, or meet-up. These pages should pique the visitor’s interest with details about the event, videos, photos, and testimonials from previous attendees.
- Long-form sales landing pages showcase your company and the benefits of choosing you, improving trust in your company and dissolving visitors’ uncertainty. These pages should include headlines, videos, quotes, images, and a CTA for your products or services.
- Thank-you landing pages are a great way to nurture leads, improve your relationship with the visitor, and boost engagement. If a visitor has completed a desired action, you can use a thank-you landing page to offer them a discount code for future use or ask them to follow your social media pages.
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5 Benefits of a Landing Page for Digital Marketing
Landing Pages Generate Leads
By sending your email, social media, and search engine traffic to your website homepage, you are wasting leads and sign-ups because landing pages have a 160% higher conversion rate than other forms of online sign-up pages.
Landing pages, notably a lead capture landing page, gather information from a visitor such as name, email, gender, age, job, or phone number. However, visitors only usually give you this information in exchange for an incentive, such as:
- A discount on their first order.
- Free delivery on their first order.
- Access to a free resource such as an eBook, guide, or online course.
- A free trial for your services.
- A discount on a membership.
- An entry into a competition.
- A go on a ‘spin to win’ wheel.
- Points that go towards purchases.
Your marketing team can use their contact information to send targeted marketing emails that help you convert sign-ups into paying customers.
Landing Pages Increase Brand Awareness
Landing pages give potential customers a glimpse into your website and branding, acting as a front door to your business. In most cases, visitors find your landing page through a search engine, and it is your first chance to give them a good customer experience.
If your landing page is engaging and valuable, visitors – even those who do not convert this time – will remember your brand. This increases the chance of them revisiting your website and making a purchase.
Landing Pages Increase Conversions
Landing pages have an average conversion rate of 5.89% across all industries. Your desired conversion can include a visitor signing up for your email list, downloading a guide, registering for an event, making a purchase, or another goal.
Whatever your goal, landing pages are a great way to convert traffic into leads because they offer an incentive or some value – making visitors more likely to take your desired action.
It’s essential that your landing page only requires a little effort from visitors, as 30.7% of marketers say the ideal number of questions on a landing page form to get the best conversions is four.
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Landing Pages Improve SEO
You can create your landing page to enhance your search engine optimization (SEO) efforts and target organic traffic. Here are some SEO best practices for your landing page:
- Conduct keyword research. Landing pages aim to convert your traffic into leads or customers. Research relevant search queries that indicate a high purchase intent for a product or service you offer, and use these as your bottom-of-funnel keywords.
- Create content for search intent. You need to create content that users want and expect to see when they search for something related to your business. The search intent should influence your landing page design, content, visuals, and headers.
- Leverage on-page SEO. Your content – including title tags, meta descriptions, headings, alt text, internal links, and visuals – needs to be structured correctly so that search engines know what your landing page is about and can index it correctly.
- Optimize the URL. The URL—which should be between 50 and 60 characters—helps search engines better understand your content and how it fits into your overall website.
- Monitor page speeds. Slow page loading speeds can frustrate users and increase bounce rates, hurting your search engine rankings.
- Build backlinks. High-quality backlinks from authoritative and high-ranking websites will boost your landing page SEO.
Landing pages may take time to help you achieve high search engine rankings, but some websites or landing page builders, like Hostinger, have built-in SEO tools that help attract more traffic.
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Landing Pages Are Linkable
You can place links to your landing pages throughout relevant digital marketing content to increase traffic. Trying placing a landing page link within your:
- Social media content. For example, if you create a post on Facebook about a new product, add a link to a dedicated landing page that shows visitors more information about the product and includes a CTA on the purchase page.
- Targeted marketing emails. For example, if you email your list about an upcoming event hosted by your business, add a link to a dedicated landing page showing visitors more information about the event and include a CTA to the sign-up or registration page.
- PPC ads. For example, if you create a PPC ad for Google that promotes a discount on a service you offer, add a link to a dedicated landing page that shows visitors more information about the service and includes a CTA to the purchase page.
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Conclusion
As you can see from the five huge benefits listed above, landing pages are essential for any digital marketing campaign. They will increase conversions and brand awareness, improve SEO, and capture qualified leads.
With various online landing page builders, you can build a successful landing page and start converting in minutes, so get started now!
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