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The digital marketing world is graced by tons of concepts, and a landing page is one of the words you are likely to encounter in the digital marketing vocabulary. There are many questions surrounding what is a landing page, how they work, and how they are developed.
What is a Landing Page?
Landing pages are developed for marketing campaigns. They are stand-alone pages where visitors or users end up or “land” on after clicking a link on an email, content, or ads.
Landing pages are often confused with web pages, but they are different. Note that web pages are designed to encourage exploration and visitation on multiple pages of a website. A landing page is particular and usually a call-to-action.
When visitors are on the landing page, they are encouraged to buy a product, provide personal information, and join a list, among many other desired actions. A landing page follows up on the information you have provided in your content and is the next step towards converting a lead to a customer.
There are different types of landing pages; some are lead generation-based, whereas others are click-through. A lead generation landing page usually provides users with incentives like entry into a contest, free trials, webinars, and other incentives.
Webmasters create landing pages to convince target customers to take action, whether providing information for follow-up by the sales team or buying. Digital marketers can have as many landing pages as they wish to cater to different customer journeys and demographics.
What Are the Differences Between a Home Page and Landing Page?
While landing pages and homepages may seem identical, they are different in several aspects.
Homepages tend to have more links compared to landing pages. A homepage may have multiple links with different purposes. For instance, some links may lead you to another page on the website with relevant content, others to your social media pages, and some external links to other websites.
The links on landing pages have only one purpose, which is conversion. The main goal is to keep traffic on the page until you convert them; therefore, including other links that don’t serve that purpose in a landing page is discouraged.
2. Call-To-Action (CTA)
One thing that sets a landing page from others is CTAs. The page is focused on action and must have a CTA. Homepages are usually information and resource-oriented and will likely not have a call to action.
While some digital marketers may decide to include information already on the homepages in the landing page, the information should be action-based and related to the product you are selling.
The content should be specific to the product or service you are selling for the landing page to be effective. For instance, it should highlight the kind of services you offer and why they are the best. Any other information is distracting and will weigh down the purpose of your landing page.
Why Landing Pages are Important
Landing pages are different from other pages on your website and offer the following benefits.
1. Enhance Your Brand Value
Well-crafted landing pages can help you make an excellent first impression and increase your brand value. You can emphasize your product and service offering on the page and tell customers how a relationship with your brand can impact them.
By demonstrating your value, you create a good first impression to consumers that interact with your brand and boost your brand identity. This way, visitors who don’t convert immediately become strong leads.
2. Increased Conversion Rate
Landing pages are critical for converting your traffic and increasing your sales. Some landing pages encourage visitors to provide personal information, and others convince them to take action like buying or subscribing to a service.
When visitors provide contact information, your sales team can add them to the email marketing list or engage them for conversion. Landing pages that offer incentives and trial subscriptions bring the customers closer to buying your products or paying for subscriptions.
3. Data Collection
Landing pages make the collection of customer data easy. Your team gains access to valuable information, including your customers' demographics, which can inform your team’s marketing campaigns.
Data-driven marketing decisions bring better ROI. With the data, you can better understand your customers’ interests and needs and help you refine your strategy in a manner that speaks to them.
How Can You Make Your Landing Pages Effective?
Here are some ways you can make your landing pages work for you.
1. Tailor Your Landing Pages for Different Audiences
Most of the time, you will find that your customer base has more than one persona. For instance, if you sell building materials, buyers could be construction companies or individual homeowners.
You should employ different approaches to communicate with your audience. Creating separate landing pages that appeal to homeowners and construction companies. Use keywords and tailor your message to appeal to the different audience segments.
2. Build Backlinks
Backlinks can drive traffic to your landing pages. There are several strategies you can use to increase backlinks. Guest blogging is an effective way to reach more audiences and lead them to your landing page. Create content for authority websites in your niche to give your landing page more exposure.
Top referral sources and using infographics are also backlinking opportunities that will give your landing pages exposure and increase traffic.
3. Create Short Forms and Collect Specific Information
Lengthy forms are intimidating and will discourage your visitors from filling. Visitors will engage better with shorter forms that collect specific customer information.
In this case, critical information to collect would be the customers’ names, contacts, addresses, connection with your brand, and expectations. This should give your sales and marketing team adequate information to design more effective campaigns and convert visitors.
So, what is a landing page? Having a good landing page is an excellent opportunity to boost your conversion rate. Unlike the homepages, landing pages are particular about demonstrating your brand’s value and encouraging visitors to take action.
Effective landing pages can help you enhance brand recognition, help you collect valuable data, and boost your conversion rate. Segment your landing pages to suit your audience and leverage backlinks to make your landing page work for you.
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