Why are landing pages important?

Digital Marketing is a space packed full of different phrases used to describe techniques and formats. The word SEO might sounds familiar or Search Engine Optimisation. Knowing these words and phrases is one thing, but understanding how they impact your business and if they're worth the time and effort is another. Do you have the right strategy in place to maximise performance and outcome?

Depending on the type of business you're operating, landing pages can become a genuine lifeline between a website visitor and a potential customer.

Creating and developing multiple landing pages might sound like a simple yet boring task, however, if done correctly it's proven to help boost sales and lead generation.

What are landing pages?

Within the world of Digital Marketing, a landing page is an individual page that is designed and developed to convert visitors on a specific offer, product or service. Landing pages often get mistaken as normal pages on your website, however, they're not. Landing pages are there for one purpose and one purpose only and that is to convert, this is why you'll hear digital agencies go on and on about how the content needs to be as relevant and user focused as possible, no jargon.

Example of a good landing page:

Lets pretend you search for something like "BMWs for sale" on Google and up comes a list of 2,430,000,000 results... at the very top you'll see an Ad that best represents your search, once you click on this, it'll take you onto the companies Landing page and in my situation, it showed me a very long list of BMWs for sale.

This is exactly what Google is trying to achieve, they want to get you from point A to point B in the quickest, most efficient way possible. Since you've clicked on the Ad that directly related to your search, you end up booking a viewing for a couple BMWs.

Overall, this landing page has done its job of converting the visitor into a potential paying customer. Thank you Google!

Examples of a bad landing page:

Continuing with the above example, once we click on the Ad, we're directed to a Automotive Shop that sells a variety of cars, this is not ideal as we're looking for BMWs. As this landing page is showing us a generic home page that doesn't directly match our search, we then have a couple choices. Find the BMW section through the websites menu, have a browse of some other branded cars or leave

Whatever route you as a visitor go down doesn't matter because as an agency, we focus on the barriers you've put in place to cause this type of decision

Landing pages should be clean, simplistic and to the point, minimising the possibilities of a user having to do anything else but scroll and provide contact info

Google: "The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, the number of links on the page and the expectations users have based on the clicked ad creative."

What can landing pages be used for?

Landing pages have an endless ability to positively effect any digital marketing campaign. Below is a list of the most common reasons landing pages are used

Digital downloads (eBooks, etc)

Subscribing, Newsletters or Mailing list

Event registration

Products or services

Offers and Discounts

This is a short list of the most areas landing pages are effective, there's still many more as they can be easily developed to fit right in with all marketing strategies, whatever the product or service is you're selling

The benefits of a strong landing page

Landing pages are quick and easy to create, they're also very easy to adjust in order to keep them relevant to you campaign and its motive. They also allow you to clearly review data and traffic, helping you learn from your marketing efforts and improve them going forward.

Location based landing pages are also very effective when you want users to find you in a specific area

Lastly, landing pages provide a positive experience overall. The visitor is getting exactly what they searched for and you're increasing the odd of making a sale by having a relevant page.

Do you need help creating landing pages that convert?

If this post has helped you further understand the benefits of creating, developing and implementing landing pages into your marketing efforts then get in touch with our team to talk more about how we can help you maximise the effect of these efforts

Alternatively, if you're looking for a new website to build landing pages on, head to our Web Design service to find out a little more, or you can checkout our generic services page where you'll find a list of all the services we provide.