What are landing pages?

A landing page is a standalone web page on your site that has the sole purpose of converting site visitors into leads. 

Really, a landing page is just where you ‘land’ after you click on a link or ad that is pointing to a site. It has one purpose and is distraction free. 

Unlike other web pages, it doesn’t try to link to other pages and get viewers to read more content. Typically, the landing page is just made up of some kind of form that is used to get the visitor’s information in exchange for an offer that is provided by your page. 

How does a landing page convert visitors? 

So you’ve started your digital marketing journey and want to generate leads for your website – what do you do? 

Add a landing page!

Even if search engines prioritise your content in the result page rankings, you need your clients to do more than just click on and read your content if your business is to succeed. 

Landing pages work to turn a reader into an actual lead. Through a call to action, such as ‘fill out this form’, you’ll be able to gain things like a client’s contact information. This will enable you to follow them up directly as a potential customer. 

Implement a powerful landing page to see your conversion rates soar. 

Why should I even bother creating landing pages? 

Are landing pages really that important for marketing campaigns? Can’t you add just a few words to your own landing page and call it a day? 

Sorry, but if you want a great landing page that actually provides conversion, it’s going to take a little more thought. 

Landing pages are super important for getting actual business for your company. While other pages are great at providing content and drawing users in, people might get distracted on these pages. With all the additional content and the large number of links on sections like the home page, it’s easier to lose a client. By implementing a landing page that has the sole focus of getting a person to click on one particular link or complete only one action, it’s easier to actually get what you want. 

Imagine web users as a large group of young school children and your website as a giant shopping centre. If you’re trying to corral them all towards the same store right at the other end of the centre, you’re bound to lose some to distractions along the way. One will see the bright and shiny games store and run towards it. Another few might be drawn in by the candy store. So how do you get them to go exactly where you want? (Spoiler alert: you use a landing page!)

Landing page best practices

A well optimized landing page will help your site gain the leads and conversions it needs to succeed. So how should you set up your own landing pages to ensure you can convert visitors to leads?

1. Take away the other distractions

Most landing pages purposefully only have one call to action. If there’s only one link to click or form to fill out, you have 100% control over what your users can do on the page. 

2. Drive traffic 

On other webpages, through ads, or through marketing such as social media campaigns, link to this landing page. Drive traffic directly where you want it to land. 

3. Know you target audience 

Who is the typical site visitor? If you know your potential customers, you’re more likely to make a landing page that will actually successfully convert these visitors into leads. 

4. Make your own custom landing page 

Don’t just google a landing page example and copy their tactic word for word. Just because someone else’s landing page works for them, doesn’t mean it’ll work for you. By knowing your audience, you can come to your own conclusion of what type of call to action they are likely to respond to. Will they fill out a long form with all their contact information? If not, you have to think outside the box. Maybe they just want the product or service you’re offering right at that moment. Do they want a form or a ‘buy now’ button? That’s up for you to determine through your independent research.

Now that you know about landing pages, it’s time to put in the work. Bring success to your business, gain traffic, and turn your site visitors into leads through landing pages!