Ask any marketer and they’ll tell you: the first crucial step in establishing a professional online presence is having a great website. But if you really want to generate enquiries and sales then you need to create a landing page online!
Landing pages are the point of entry to your sales funnel. They’re major tools in the conversion process.
In this article I'm going to explain:
- what a landing page is
- why you need to create a landing page online
- why a landing page is important
- how you can optimise your landing page to convert more clients and customers.
What is a landing page and why is it so important?
Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
What is the difference between a landing page and a homepage
So, is the homepage a landing page? Generally speaking, no it isn't. The homepage is more like a reception room for all the other areas on the website. It has lots of possible doors to go through (links to other pages) where as the landing page is super focused with fewer links.
Having fewer links on your landing page increases conversions, as there are fewer distractions that’ll carry visitors away from the call to action.
That’s why expert marketers always use a dedicated landing page as the destination of their traffic.
Why you need to create a Landing page online to increase your conversions
1. Landing Pages Easily Generate Leads
If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website. Too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away.
You could capture these leads at a much higher rate simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads for your sales team that you can then easily segment, nurture, or distribute to your sales team.
2. Landing Pages Increase Search Engine Rankings
The more landing pages you have, the more likely you are to be noticed by search engines, especially if they’re well made.
If you have a relevant landing page with organic content, it will definitely help to elevate your rank in search engines.
3. Landing Pages Can Help Reduce Ad Costs
A good page's message matches the messaging in your ad, which is good not only for customers but also for your ad costs and performance.
A decent message match can help improve your AdWords Quality Score as well as your Facebook Relevance Score. This could mean a higher ad ranking or a reduced CPC (cost per click) for your online ads across platforms.
If you don’t create a landing page relevant to your visitors’ search, your campaign will be penalised, which will result in lower ad visibility and ultimately less traffic to your website.
4. Landing Pages Improve Credibility & Trust
Your landing page gives you credibility in the eyes of your visitors. This is because when you develop a landing page for your visitor, you tend to solve a problem for them (one specific niche). Hence, visitors of your website will consider this and put their faith in your website. This gives your business credibility and starts a new relationship based on thought leadership and trust.
5. Landing Pages Help You Personalise Your Messaging
Once you’ve captured a visitor’s email address, you can send them relevant content, offers, and information via email marketing. Landing pages are incredibly useful tools for these messages as you personalise them to the individual. If you’re sending subscribers an exclusive offer, use a landing page!