If you are new to the latest digital marketing strategies, you might be wondering what’s all this fuss about all businesses having a landing page. In addition to web pages that all enterprises essentially create to ensure digital presence, landing pages are also deemed a necessity these days.
Landing pages are created to lead conversions such as purchase, signup, or registration. But why create separate pages? Why go to extensive lengths to create something time-consuming? It is because landing pages are an indispensable part of your digital marketing strategy.
If you are still unsure what a landing page is and how important it is to have one for your business, this article is for you. This guide will outline a few details on why landing pages are essential for any business. We will also demonstrate how having one or multiple landing pages on your business web page will generate leads and improve your ROI. To begin, let’s explore what a landing page is and its types.
What is a Landing Page?
On most eCommerce websites, there exists a web page in addition to your main website. This standalone page is where your customer ‘lands’ after clicking on links from an email or ad. This is called the landing page explicitly developed by the marketing team, where the customer’ lands’ on and proceeds to become a customer from being a visitor.
However, unlike a traditional webpage with many objectives, a landing page has a singular focus: Call to Action (CTA). This means the main motive of your landing page is to increase conversion rates which remains its single call to action. There is no website navigation on a landing page as well. It comes paired with slick advertisements that encourage the visitor to become a loyal customer. And thus, effortlessly work hard on converting the website traffic!
Now, you may wonder why to invest in a singular page when your homepage looks exciting and inviting. Visitors get to explore many different aspects by seamless navigation within the website via the homepage. The homepage directs visitors to other pages so that they can find the information they are looking for. Unfortunately, a homepage cannot make a sale or lead one. And that is precisely the point of creating a landing page.
Let’s closely examine the different types of landing pages in the following section.
Types of Landing Pages
We just learned what a landing page is and how it works. However, there exist variations of landing pages depending on business objectives. Each type of landing page you choose to create has specific benefits that make them an effective marketing tool. Let’s take a look at each type below briefly:
- Lead Generation Type: This type of landing page is very versatile and generates leads or sales effortlessly. The primary purpose here is to capture leads, so this page requests information from customers while offering them a reward or promotion in return. The balance is just, and the customer may either convert or walk away.
- Click-through Type: By definition, this landing page provides a CTA or call to action via links, and customers are encouraged to click on them. Unlike lead generation, this type of landing page doesn’t require filling forms.
- Squeeze Type: Like its counterpart lead generation, a squeeze page also gathers data. However, data is limited to collecting only email addresses to create potential leads by developing a general mailing list. Therefore the page is clear and concise.
- Sales Type: This page includes your sales pitch, which encourages your customers to buy your product. As such, this is the toughest to design.
- Infomercial Type: Unlike squeeze landing pages, infomercials are lengthy and elaborate. The motive here is to engage the customers and keep them scrolling until they make the purchase.
- Splash Type: This is the most basic type of landing page and has very little content. These pages do not collect extensive data or any kind of information. All they do is collect fundamental info from customers before they enter the homepage.
- Viral Landing Type: The content is the primary key and can range from written copy to videos and images. The content included is highly entertaining and engaging as well.
Why are Landing Pages So Essential?
We build websites to represent our brand and because we need high ROI and enhanced sales. However, building a great website is not sufficient. To make this happen, we need an effective marketing strategy. A landing page is such a strategy every UI/UX agency develops to improve SEO and drive traffic to build your brand loyalty. The conversion rates with landing pages are exceptionally high as it helps build your customer base.
Let’s go over some of the perks of landing pages for your business:
- Support your Business Objectives: Landing pages promote your brand, your product, get you new customers, and offer you high sales. Simply put, they directly support all your business goals.
- Increase your Conversion Rates: An efficient landing page determines whether your website visitor will become your customer or not. It sets up clear actions or calls to action to make your customer make the ‘landing’ on your page.
- Provides Data and Insights: These pages can offer insights on generating leads by tracking the customer behavior of your target audience.
- Better the Paid Search Campaigns: Landing pages improve SEM or Search Engine Marketing by providing exclusive information about specific advertisements or brands.
- More Extensive Email List: A landing page collects information, and one of the most standard pieces of info they collect is emails.
- Increase Credibility and Improve Brand Awareness: Landing pages focus on one main goal: get customers to commit and help them feel secure in their decisions. They also help improve brand awareness by providing engaging content that makes customers remember you.
Landing pages are essential to all businesses as they help improve your relationship with your user base. They track data, remove distractions and unnecessary friction and optimize your brand to provide a better sales experience. Landing pages also make customers see value in your brand, which leads to high conversion rates. They effectively bridge the gap between advertising and your brand. Remember, every business is different in terms of objectives; so are landing pages. Make sure your landing pages are committed to serving your specific business goals.