A landing page is perhaps a business’ most crucial webpage; it can literally make or break a sale. How many times has this happened: ever been enticed to visit a company’s website by a deal and then been unable to find said offer on the site? That’s a major marketing fail. Despite the number of benefits of landing pages, it’s astounding how much marketers will spend to bring people to their websites, but then just drop them off at the home page, rather than a special landing one.
This is the digital equivalent of a landlord taking prospective renters to an apartment complex and telling them, “It’s one of those apartments,” without showing them the unit or even telling them the apartment number for them to find on their own. To avoid being that landlord or that marketer, here’s how to maximize your campaigns with landing pages.
Before diving into the benefits of landing pages, let’s ask: what is a landing page? A landing page is a special page on your website where traffic is directed to prompt a certain action. That action could be anything from buying a product to downloading an ebook to signing up for a list.
An important distinction: your website homepage is not a landing page. Landing pages are designed to do only one thing: generate leads. They are where the call to action takes you so you can complete that action. As a result, good landing pages are very simple in appearance and have a minimal amount of content. Website home pages, on the other hand, are typically relatively busy ones and funnel traffic into several different directions. Also, home pages are not targeted and generally lack lead-generating capabilities. Landing pages are a little bit of extra work to set up, but the results they yield far outweigh the additional efforts.
There are a few key items to include on your landing page:
Once you’ve set yours up, the benefits of a landing page are endless, but here are a few noteworthy ones:
The more landing pages you have, the better. Want to start creating ones of your own, and need help discerning which ones will be most effective when and where? Get in touch so we can be your on-demand marketing team and transform your marketing results.
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