What Are Landing Pages and Why Are They Important?

It may come as no surprise that, every month, at least 75% of consumers purchase items online. With countless products and services a click away, there’s never been a better time to up your Internet ante. One of the best ways of doing this is by creating a landing page for your business.

But what are landing pages, exactly? You may have heard of them, but do you understand why you need one and how they can improve your conversion rate?

This helpful guide walks you through the ins and outs of landing page design and explains how you can create the best one possible.

What Are Landing Pages?

A landing page is a standalone webpage that focuses on your target audience, encouraging them to take some type of action. This can be anything from attending an event or signing up for your weekly newsletter.

You’ll commonly help users find your landing page via pay-per-click advertising, but this isn’t always the case. A visitor might find your landing page by clicking on your homepage. They can also find your landing page on your social media, through a Google search, and from any emails you send out.

Landing pages introduce prospective clients to your products or services. Unlike homepages, however, landing pages serve a specific purpose.

Your landing page is designed for lead generation and is a crucial part of your marketing and advertising campaign. For example, your landing page might inform people of an upcoming campaign, sales, or simply give them the opportunity to complete a form for a free estimate. The possibilities are endless.

The goal of landing pages is to increase conversions. Your landing page will need a specific Call to Action (CTA) to encourage visitors to buy your product, download your e-book, attend an event, and so forth.

Keeping that in mind, remember that the best landing pages are minimally distracting. This means avoiding clutter and, above all, ensuring your landing page loads quickly.

Load speed can make or break a sale. Consider the following: a page that takes 5 seconds to load has a 38% bounce rate. Even more shockingly, once a customer has a bad experience on your website, they’re 64% more likely to shop elsewhere next time around.

Why You Need a Landing Page

One of the best ways to increase leads is with a service or product landing page. When done correctly, the best landing page design should target a specific audience. Targeted landing pages work to capture leads, simplifying the process for your sales team.

Landing pages are the first point of contact for prospective clients and gather their information. This builds your list of contacts and is the first step in the conversion process, turning site visitors into leads and increasing your conversion rate.

A landing page is also an excellent opportunity to collect information. When done correctly, you can easily obtain a user’s information with your landing page.

Another great benefit of a landing page is the valuable lead information you can collect. Your sales and marketing team can use this to better understand who’s visiting your site and what they’re looking for.

Once your marketing team understands your target audience, they can create more effective advertising campaigns with content that is more relevant to your landing page. From there, you can combine your landing page with different ads, incorporating keywords that optimize your pay-per-click ads.

How to Create the Best Landing Pages

There are several tips and tricks to ensure you follow landing page best practices. Here’s what to keep in mind as you create your landing page.

What’s Your Goal?

Before you create your landing page, clearly define what you’re looking to achieve.

Are you looking to grow your email subscriber list? Will you measure goal-related metrics with your landing page? Do you want site visitors to download your free e-book to learn something of value?

Understand your intentions first — this will help you create a landing page that’s user-friendly so visitors can easily take action.

Call to Action

When you have an engaging and clear call to action, visitors know what you expect of them.

As you create your CTA button, use intense colors that stand out from the rest of your landing page’s text. Your CTA button should jump out at visitors so they’re not searching for it.

Always use words that encourage your site visitors to take immediate action, such as “Buy now!” or “Grab it today!”

Write Engaging Copy

Engaging copy pulls your site visitors in and connects with your target audience. It talks directly to their wants and needs and can be the difference in whether they purchase your products or services.

Consider the aim of your landing page. Are you looking for more people to sign up for your weekly newsletter? Do you have some type of free download you’re looking to give away? Is there an upcoming event you’re promoting?

If you’re looking to have someone sign up for a newsletter, then you’d need a very different approach from asking site visitors to attend an event. Think of how your target audience communicates and what hook will help you draw them in.

Always use clear, concise copy that’s straightforward and direct. Your landing page should open with a hook so your site visitors know what you expect of them and are immediately intrigued.

Landing Pages Lead to More Conversions

What are landing pages, exactly? They’re a crucial part of turning leads into sales and can significantly improve your conversion rate.

Let’s B Media can help. Reach out to us today to learn more about our digital marketing services and how we can help you reach your marketing goals. We also design and develop websites, meeting all your needs in one convenient location.

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