What the heck is a Landing Page?

Written by Wayne LangfordWeb Design


Are you familiar with the concept of landing pages?

If not, then you probably have no idea what’s the purpose of creating a landing page is either. But, it’s okay if you don’t since digital and content marketing can be challenging. That’s why Jolanco is here for you.

In our blog post, you’ll discover the sole purpose of a landing page and the benefits of having one. Now, let’s get started!

What Is a Landing Page?
Companies often create landing pages to entice customers to buy their products when it comes to digital marketing. Essentially, a landing page is a standalone page that is part of a marketing campaign. For example, prospective customers are sent to a landing page when they click a link in an email or an advertisement on Google or social media.

The purpose of a landing page is for the prospective customer to take action on the companies desired goal. The goal is often known as a call to action or CTA. Usually, the CTA is for the customer to sign up to a companies blog or buy a product.

The goal of a landing page is to convert visitors into leads. This goal helps increase conversion rates and lower your cost of acquiring a lead or sale, making it a great option for marketing campaigns.

What Is the Landing Page’s Purpose?
The sole purpose of a landing page is to convert visitors into leads. As a company, you want most people who come to your website to turn into sales.

For example, say you’re a lawyer, and you create a landing page for your blog. The purpose of the landing page is to entice visitors to become your clients when they need a lawyer. However, not all landing pages are effective. An effective landing page converts well or drives engagement.

For a landing page to be effective, it must be free of distractions. It typically has one single value proposition or focus–one compelling reason for conversion. Providing enough information is essential to attract and convert prospects without overwhelming, distracting, or confusing them.

It is sometimes a good idea to include a video on your landing page for engagement because more people choose to watch videos instead of reading. According to research, video content that is relevant to the audience can increase conversions by 86%. So, if you would like to boost engagement with your audience, try adding a short video to your landing page.

A landing page should also contain a form for collecting leads. Again, it should be easy for visitors to understand the value proposition and feel motivated to complete the form without clicking on other pages.

What’s the Difference Between a Landing Page and a Homepage?
You may believe that a landing page is the same as a homepage, but it is not. There are many differences between the two web pages. For example, homepages will allow a user to navigate through multiple pages, but a landing page does not have navigation.

Also, landing page traffic will come from ads placed on a website or the link from the email you sent to your prospective customer. Well, homepage traffic will come from many different sources such as google search or Pinterest.

Landing pages also have a single goal in mind and are separate from a business’s website. On the other hand, homepages are often the front page of a company’s website and promote a user to keep browning through the site.

Furthermore, your homepage should never be viewed as a landing page. Unfortunately, many businesses make the big mistake of designing their home page as a landing page, hurting conversions.

How Does a Landing Page Work?
After understanding what a landing page is, let’s see how it works. There are four main steps involved in landing pages:

People see a call to action and end up on a form on a landing page
By submitting a form, a visitor becomes a lead
Your leads database then stores the information in the form fields
Depending on what you know about the contact or lead, you market to them
By using marketing automation software, such as HubSpot, you’ll be able to track how often leads convert, what offer they converted on, and other activities they’ve performed on your site. You can use this information to nurture the lead in a more targeted way by deciding the most appropriate marketing steps to take.

What Are the Landing Page Benefits?
These specific benefits set landing pages apart from other business websites and make them powerful tools for generating leads. Below are ten benefits of landing pages:

  1. — Landing pages promote your business goals
  2. — They can increase conversion rates
  3. — Landing pages help generate data to give insight into your marketing tactics
  4. — Improves your Pay-Per-Click Campaigns
  5. — Provide another way to grow your email list
  6. — Increase your creditability in the eyes of the web
  7. — Helps with brand awareness
  8. — Can help you promote new products or services
  9. — Boost webinar engagement
  10. — It’s another way for people to hear your message

Let’s be honest, everyone who comes to your website does not read it word for word. It is common for people to get distracted, or just fail to engage with and understand a piece of content.

However, landing pages don’t really work like that. Instead, landing page content will emphasize your company’s values and the benefits of your product or service.

What About an SEO Landing Page?
Yes, landing pages have SEO keywords to help visitors locate them in their search results. Optimizing new and existing content for organic search should be a top priority if you want your website to perform well in SERPs.

Landing pages are essential since conversion and click-through rates are heavily influenced by content quality. Your landing pages will rank higher in search engine results if you use SEO best practices.

You will attract the right kind of people to your product or service if you correctly use SEO. Also, by creating an SEO landing page, you can generate more leads to help you boost conversion rate and your business’s overall success.

Let Jolanco Help You Understand the Purpose of a Landing Page
With over ten years of experience, we help our clients increase their rankings in search engines such as Google. Our specialties include local SEO, organic SEO, guest posting, and website design. We help our clients become more visible on the web and raise their search engine rankings.

With Jolanco, clients can gain visibility and boost their rankings online! So get in touch with us when you’re ready to grow your business on the web.

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