In digital marketing, a landing page is a web page created specifically for a marketing or advertising campaign. This particular page carries this elegant name because it is where a visitor “lands” after they click on a link in an email, newsletter or paid ad, such as those found on Google, YouTube, social media, and similar places on the web.
Unlike home pages which typically have various goals and encourage further investigation, a landing page is designed with one single purpose or goal in mind which is typically presented in the form of a call to action (CTA) button. It is this focus that makes a landing page the best option for increasing the conversion rates of your marketing campaign, lowering your cost of acquiring a lead, and increasing brand or product awareness.
Nevertheless, you might still be thinking, “why is a landing page important to me or my business?”. After all, the creation process is time-consuming and you might need to build a lot of them.
Here is why a Landing Page is important and some tips when creating one:
- GENERATE LEADS: Landing pages are critical in helping you generate leads, starting a qualification process, and then moving them through your sales process and into loyal customers.
- COLLECT DEMOGRAPHICS: Landing pages give you the data you need to understand the goals of your new leads and segment them more effectively in order to better target their needs, desires, and pain points. It also helps your sales team gain more valuable conversions.
- TRACK DATA: Data from landing pages can be tracked and this can help you understand just how engaged your prospects are. You can then rank your landing pages by performance metric and start optimizing those that are underperforming.
- REMOVE DISTRACTIONS: Landing pages need to be designed without any distractions. They need to be short and sweet and directly to the point. Your future customers are clicking for a reason, duping them by not giving them what you promised is not going to form a good first impression.
- TEST & OPTIMIZE: You can run tests on almost every element of a landing page. You can test images, headlines, copy, and form fields to see what’s getting people to convert and what’s stopping them in the process.
- PAY ATTENTION TO THE FORM: The form is a major component of almost every landing page. Some businesses get greedy, asking visitors to provide a long list of the information. You should ask for only what you really need, rest assured, the more information you ask for, the fewer conversions you’ll get.
- USE SOCIAL PROOF: People are more likely to convert if they see that other people have already found value in your offer. Include testimonials, videos, names, pictures, and titles of people who have received your content and loved it. This is going to improve your conversion rates dramatically and make the page look that much more inviting.
There is no doubt about it, we are living in a digitally connected world. Digital marketing campaigns are already the new normal and digital campaigns can easily be the best investments that you can make for your business. When building your digital toolbox, don’t forget the importance of a landing page and how it can help increase your sales and conversions.
At Magnolia, we will work with your business to understand your needs and build a landing page that delivers results. As a Vancouver PR and B2B marketing agency, we understand the necessity to capture your audience’s attention in today’s fast-paced and digitally forward B2B landscape. Contact us to start working together today and learn more about our demand generation services.
