Why are landing pages important?

What are landing pages?

A landing page is a page on your website that a user ‘lands’ on when following a link from an email, social media post or advertisement. It differs from other pages on your website, as its sole purpose is to support a specific marketing campaign. Each landing page has a specific goal, known as a ‘call to action’. This could be promoting a special offer, or a new product or service.

Homepages vs Landing page

While it is important to direct traffic to your homepage, it is less likely to result in sales. While homepages invite visitors to browse your entire website, landing pages have a clear call to action and eliminate the additional step of a user having to navigate your website to find information on products and services.

Types of landing pages:

Lead Generation landing pages

Lead generation landing pages Also called ‘lead capture pages’, the main focus of lead generation pages is to use a form as their call to action, encouraging visitors to enter their data, such as an email address or phone number.

Click through landing pages

Click-through landing pages usually have a simple button as their call to action which, when clicked, sends users to the checkout flow, or allows them to complete a transaction.

Sales page

Instead of simply gathering leads, the aim of sales pages is to directly convince visitors to make a purchase.

Viral landing pages

The aim of viral landing pages is to build brand awareness. They should contain informative and engaging copy and may contain images or videos. These can be shared on social media and increase brand recognition.

Microsites

Microsites are miniature websites created for a specific marketing campaign or sales goal. Though a microsite contains more than one page, it is still created with one specific promotion or campaign in mind.

Why are landing pages important?

They generate leads

The main objective of your website is to attract visitors and convert them into leads. Unlike homepages, landing pages place users closer to the end goal of completing a purchase, helping you gain more customers.

They show credibility

Landing pages show to potential customers that you are a legitimate and credible business. Having pages dedicated to particular marketing campaigns demonstrates hard work and professionalism.

They generate leads

The main objective of your website is to attract visitors and convert them into leads. Unlike homepages, landing pages place users closer to the end goal of completing a purchase, helping you gain more customers.

Make a good first impression

A professional and compelling landing page can win visitors over by providing them with examples of the high-quality products or services your business has to offer. It can also be an effective way to increase brand awareness.

Gain insight into your target audience

By having landing pages dedicated to different offers and topics, you are able to track which areas have the highest engagement rate. This can provide insight into your customers’ interest, likes and dislikes, allowing you to modify and improve your marketing strategy where required.

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