Landing pages are widely used for digital marketing campaigns such as lead generation, PPC, social media ads, etc. Landing pages are designed to provide an online arena for nurturing your leads by engaging them and compelling them to take the action you want them to take.
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The average conversion rate for landing pages across industries is 9.7%. |
If you're wondering how a landing page differs from a normal business website, we're here to explain to you the several benefits of landing pages and also how they differ from a website.
But let's start from the basics.
Landing pages are simply web pages on which visitors land from an external source. This external source could be an email, social media ad, or a PPC campaign.
If you're not creating a dedicated landing page for your digital marketing initiatives, you run the risk of making a mistake that could affect the productivity of your lead generation campaigns.
The idea behind creating a landing page is that after you compel your target audience to visit your ad, you'd want to impress with intuitive graphics and engaging content visually. While tweaking the whole website for a single lead generation campaign seems vague, marketers and content creators resort to the idea of creating special landing page designs for the sole purpose of nurturing leads.
The end goal of designing a landing page is to encourage the user to furnish their contact details, contact your business, download a newsletter or e-book, or any other specific activity.
Nowadays, business websites are also designed to capture leads, but the scope of function differs immensely.
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While a business website has to follow the organization's branding guidelines, your landing page design can be more flexible with engaging graphics and content for maximum conversions |
Yes, your business website can capture leads, but it also serves various other purposes such as helping people find your website, providing necessary information to viewers, showcasing products and similar client journeys via testimonials and reviews, etc.
Conversely, a landing page is specifically created to compliment lead generation campaigns. It acts like a marketing tool that has the sole purpose of capturing leads for your business and ensuring that your sales funnel is always full.
Landing pages are brilliant marketing tools for lead generation campaigns and provide several benefits to your business. When optimized correctly, Google itself will favor your PPC ad and position it on top of the SERPs.
Here are basic advantages offered by landing pages:
Is your business in the process of a new product launch? Or perhaps you're venturing into a new niche? Maybe you just want to increase your sales.
Whatever the reason be, landing pages directly support your business and marketing goals. It also allows you to focus on a narrow target audience for maximizing conversions. You can tailor your message for that specific target audience and measure your campaign's performance.
Conversions are important for the overall growth of your business. And a landing page ensures that your ad visitors are encouraged to associate with your business with a compelling call-to-action. Thus, a well-optimized landing page will increase conversions for your business, which in turn leads to higher sales and revenue.
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Relevant content and a compelling CTA on a landing page increase conversions by up to 31.54%. |
Landing pages are designed to nurture leads and facilitate a journey that starts with visitors clicking on your ad and ends with them taking the desired action. Between these two ends, there is a whole lot of stuff you can learn about your prospects and what influences them.
With the help of analytical tools, you can see where your visitors are coming from and what kind of content engages them the most. With the help of this user behavior data, you can tweak your definition of the target audience and refine your campaign for more conversions.
Most landing pages have a contact or information form that users fill in to become leads for your business. If the contact form includes an entry for their email, you have a list of qualified leads ready to move on to the next stage in your sales pipeline.
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The average email conversion rate in 2021 was a massive 15.72%. |
With a list of highly qualified leads, you can start an email marketing campaign sending them product promotions and launches, newsletters, business announcements, etc., and ensure that your brand stays on top of their mind and mail list.
Unlike your business website, which has to follow the branding guidelines of your business, a landing page needs to be consistent with the message or content inside them. But that doesn't mean you can completely neglect your brand details; the basic elements still need to be incorporated. You can just be a little more creative with it.
With specifically designed landing pages for your target audience with your core brand elements visually incorporated through designs, your prospects are more likely to recognize your business and be familiar with it. And your leads only become your customer once they start familiarizing themselves with a brand.
Now landing pages are of several kinds. Depending on the end goal you want out of your landing page, you can create a web page that is specially intended for a set target audience or marketing campaign.
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Type |
Purpose |
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Lead Capture Page |
These pages ask for detailed information from visitors like name, email, address, etc. |
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Splash Page |
An intermediary page for an announcement, offer or asking for user preferences for browsing the site.
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Squeeze Page |
It is meant to capture the email address of your leads for mail marketing campaigns. |
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Click-Through Landing Page |
Click-through pages encourage your prospects to try a free subscription of your product or service or educate them more about purchasing from your business. |
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Get Started Landing Page |
It is meant to encourage users to buy or subscribe to a digital tool or product. |
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Unsubscribe Landing Page |
Providing the option of unsubscribing from receiving promotional offers or newsletters. |
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Long-Form Sales Landing Page |
A detailed and informative page aimed to convince prospects to purchase or take action. |
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Paid Advertising Landing Page |
A landing page where visitors from paid ad campaigns land and are asked to submit their email address or contact info. |
There are other kinds of landing pages as well, such as a pricing page, where you can display various plans or products you have. Nowadays, it's also a common practice to create 'about us,' 'thank you,' and even '404 error' pages, along with anything else that marketers deem fit for their target audience.
Although creating a landing page for these instances may seem unnecessary, by doing so, you're enhancing your brand image by showing your target audience that you care about their online experience with your brand.
Landing pages are immensely beneficial marketing tools for better conversion rate optimizations and lower costs per acquisition. Depending on the goal of your marketing campaign, an effective landing page design and content can help you get the extra mile in user satisfaction that'll encourage them to buy from you.
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