What Is a Landing Page and Why Is It Important?
Learn all about what a landing page is and why it’s important for your business with Nozak Consulting.
A long form landing page can help generate up to 220% more leads than a simple call-to-action.
Every business hopes to dramatically improve its marketing return on investment and a landing page can do just that. A landing page helps give a business the opportunity to turn a visitor into a potential customer.
The most effective landing pages focus on making it clear what a visitor has to gain, what they could miss out on by not making a purchase, and instructions on how to achieve the end goal.
When it comes to the user journey and lead generation, landing pages are an essential part of any marketing strategy.
What Is a Landing Page?
A landing page is any webpage that a user is directed to from an external source (like a paid ad or email) with the express purpose of converting visitors into leads or sales. According to Google’s policy, the landing page and display URL must share the same domain.
Distinct from the homepage or any other site pages, the landing page serves as the next step of a visitor becoming a customer. Typically, the landing page offers a trade, where a special offer or deal is given in exchange for the vistor’s contact information.
Where normal web pages might have multiple goals and help encourage site exploration through internal links, the landing page has a singular goal. This focus on a single call-to-action, or CTA, is why landing pages are the best option when it comes to increasing conversion rates.
When looking at the marketing funnel, a landing page most often falls within the middle of the funnel (MOFU). A user would click on a link within a social media post, paid ad, etc., which is positioned at the top of the funnel (TOFU) and focuses on building awareness. The link then takes them to the landing page, and if the visitor then decides to enter their contact information in exchange for whatever offer that’s being presented, this ushers them into the bottom of the funnel (BOFU) and helps to facilitate conversion.
That being said, landing pages can also be built around either the TOFU or BOFU.
A TOFO lead generation landing page might come with offers of free downloads or giveways, such as e-books, whitepapers, webinars, etc., in exchange for the user’s email. The business then uses that email to build a direct relationship with the user and nurture the lead over time. In contrast, a BOFU lead generation landing page focuses more on sales qualified leads (SQL) that the sales team must then close.
Different Types of Landing Pages
A cluttered homepage or product page can sometimes offer too many options to the point that the visitor becomes overwhelmed, whereas landing pages have a focused goal and clear outcome. Landing pages also help ensure a better ROI from any pay-per-click (PPC) expenditure. You pay for each click on the ad and the landing page helps make that cost worthwhile.
Here’s a look at the different landing page varieties:
Lead Generation Landing Page
The primary purpose of a lead generation landing page is to collect leads by way of a data capture form. Most often, you’ll find a request and reward offer on this type of landing page.
The reward is the offer that’s being promoted to help draw in leads, and the request is the information that’s required of the visitor to secure the reward. As an example, a visitor might get to download an e-book for free if they enter to email address to join the mailing list of the business.
Click-Through Landing Page
While a lead generation page typically relies on the use of a form, a click-through landing page does not. You can think of a click-through page as a type of middleman. It serves as the between step from a user clicking on an ad and then advancing toward a specific page for the prospective customer. For example, a click-through landing page often directs to a shopping cart.
Sales Landing Page
A sales landing page focuses on convincing leads to make a purchase. This means that a sales page is generally located at the bottom of the funnel.
A sales landing page can be difficult to nail, as it requires a deep understanding of the customers’ needs, as well as their current position in the sales journey. The risk of a sales landing page is that you can be too heavy-handed and push the prospective customer away, or undersell and fail to convince the lead to close the sale.
Squeeze Landing Page
Similar to the purpose of a lead generation page, a squeeze page has the goal of collecting a visitor’s data. However, unlike a lead generation page, a squeeze page is typically used near the top of the funnel and has the sole goal of gaining email addresses to add the leads to a mailing list.
Typically, a squeeze page is fairly basic. It will have minimal content and bold headlines, and ends with a call-to-action.
Infomercial Landing Page
An infomercial landing page is a specialized technique that contrasts drastically from either a squeeze or lead generation landing page. An infomercial landing page focuses on being emotive, recounting an interesting story to the visitor with a copy that has the end goal of leading the reader to the bottom and committing to a purchase.
Splash Landing Page
You can think of a splash landing page as the most basic type of landing page. The copy is brief, with perhaps a striking image or two, and then a simple announcement or request.
For example, a splash landing page might only ask the visitor to verify their age. Another option could be for the visitor to choose their language preference before venturing further into the website.
The point is, a splash landing page doesn’t have the purpose of acquiring personal data from the visitor or to generate leads. Instead, the purpose is to help give basic information to the visitor before they enter the website.
A landing page plays an essential role in helping a business to generate leads and move visitors through the sales process. There have been repeated studies that showed that a business can capture more leads simply by sending visitors to a dedicated landing page instead of the home page.
Too many companies try to drive visitors to the home page. While traffic to the home page is good, it isn’t going to help boost conversion rates. People want to find the information they’re after quick and easy. They don’t want to have to peruse around a website.
This is why landing pages shine. They are specific pages that are designed with the sole purpose of displaying a specific offer.
The analytics of a landing page can be tracked. For example, you can discover if a user went after multiple offers to download a free e-book or signed up for multiple webinars. From this, you can potentially gauge whether a lead is near the bottom of the funnel and ready to make a purchase soon.
In addition, you can also use the analytics to understand how well marketing efforts are performing. You can conduct A/B testing to compare multiple landing pages against each other and see what’s working and what isn’t.
Examples of the type of data you can draw include:
Tracking the analytics of a landing page is important to help you establish benchmarks. It allows you to adjust marketing efforts and fine-tune the types of landing pages that work best for your website.
Gather Demographic Information
The function of a landing page is that the visitor must enter in their information in order to obtain a specific offer. While the information requested might vary, it will usually contain either contact information or demographics.
While contact information is vital to build a lead list, demographics information is equally important. This is data that can help you understand leads and segment them into different target audiences. When you can segment leads into different target audiences, you improve how effective a sales campaign can be.
Specific Goal Free of Distractions
One of the main reasons a landing page is so important is because it helps to persuade a visitor to take a specific action. Directing visitors to the home page of a website can lead to a variety of actions, from perusing the blog to checking out the About Us section.
While this type of engagement is still good, it isn’t helping a business achieve whatever goal it possibly had in mind.
This is why landing pages should be designed a certain way. A landing page should:
- Have no site wide navigation
- Be free of social media buttons
- Contain no links to other pages on the site
- Feature only one, clear offer
While these different aspects do have their place, they should be kept to other website pages. This is because having things like site wide navigation or internal links to other pages can actually end up distracting the visitor from the purpose of the landing page.
Types of Landing Page Offers
As previously stated, landing pages have the objective of converting leads. You can help capture these leads through different offers on each landing page.
Here’s a look at the different types of content offers that can be made on a landing page:
If your business sends out newsletters, then you’ll obviously want to continue to grow the subscription base for the email newsletter.
If the business has a blog, it can end blog posts with a call-to-action that asks readers to consider subscribing to the blog. The CTA can then link to a landing page where the user signs up for the email list.
Ebooks and Whitepapers
If there’s been a blog post that analytics show kept visitors engaged and shared the content widely on social media, a good next step is to release an ebook or whitepaper.
By releasing an ebook or whitepaper, a business can go more in-depth on a subject that interests its customers. You can then create a landing page where this ebook or whitepaper is available once a user completes a form to gain access to the content.
Every unique event that a business hosts should come on its own landing page. A landing page for an event helps you turn a site visitor into an event attendee and lead.
Online Course Enrollment
If offering online courses is part of a business, then each course enrollment should have its own individual landing page. You can use these landing pages to invite new students to sign up for a class, to enroll in more advanced courses, and more.
Are there free demos of a product from the business? If so, then the demo offer should have its own landing page. You can require users to fill out a form in order to gain access to a free trial of the software being offered.
Similar to a free trial, if a business is offering a mobile app then give it a landing page to help capture leads. Then, look at the analytics to gain insight into who is visiting the landing page, how many are downloading the app, etc. From there, you use the analytics to help you optimize the landing page to make it more effective.
How to Create a Landing Page
There are several different ways you can go about building a landing page for a business. You can either attempt to do it yourself or instead book the services of a professional digital marketing agency like Nozak Consulting.
Use a Landing Page Builder
If you aren’t particularly skilled at website design, you can look for a landing page builder. It’s worth noting that many content management systems offer a landing page template as part of their services.
When looking for a landing page builder, it should be simple enough for you to use and intuitive. If you’re a beginner at creating landing pages, then a drag-and-drop system is the best to help ensure your workflow is fast.
Using Landing Page Templates
After you’ve found a software that can help you with creating landing pages, you should peruse several landing page templates to help give you an idea of what they should look like. It’s also a good idea to possibly conduct A/B tests between two different template designs to see which produces the highest conversion rates for you.
Entice With a Unique Proposition
Every landing page should have a single proposition or offer that’s meant to entice visitors. The proposition should be included in one of the primary headers to help gain the attention of the site visitor and encourage them to continue reading the copy. Be sure to follow the best practices for writing a strong headline and persuasive copy.
End With a Call to Action
You should consider the CTA of the landing page as one of the most important elements of the landing page. The CTA button should stand out and be obvious on the page. If you want, you can have the CTA be both above the fold and then repeat it again after the copy at the bottom of the page.
How to Drive Traffic to Landing Pages
Once you have landing pages built and live on the website, the next step will be to funnel visitors to these pages. Here’s a look at some of the most common sources of traffic for a landing page.
Paid Search Traffic
Otherwise known as pay-per-click ads (PPC), this is a popular way to earn clicks for a landing page. When a user clicks on the ad, it should direct them to a specific landing page that relates to the ad.
Paid Social Traffic
When you run an ad on a social media site like Facebook or Instagram, this is known as paid social traffic. This is a great way to target specific groups of people who might be interested in the products or services offered by your business.
If a business has built up a large enough email subscriber list, then it can take advantage of that. By setting up a series of email campaigns that include links to a landing page, you can nurture existing relationships with any customers and also acquire new ones.