8th Jun 2016

What is a landing page and why should we care?

Your landing page is one of the most important factors in your marketing strategy, in it’s purest form a landing page is a web page which a visitor lands on, however is more commonly a standalone web page separate from your website, designed for a single focus.

Landing pages can be used in a number of ways, however they are usually used to capture visitors information through a lead form, be it signing up for a newsletter, a free sample or even for promotions and offers.

Why are landing pages so important?

Through email marketing and pay per click ads, it’s not uncommon for businesses to send their visitors to their homepage, which whilst not a negative, can be a huge missed opportunity. Sending visitors to the homepage gives your customers a chance to quickly click through the website before leaving, whereas a targeted landing page means they are more likely to complete an action such as signing up for something or sending an enquiry, before they leave the page.

Landing pages are also important for getting one message across to people, where your website more than likely has a lot of content, your landing page should only focus on one thing, meaning your customers get the point straight away without being confused and heading elsewhere.

When should I use a landing page?

You should aim to use a landing page in your marketing campaigns, be it for a general campaign or if you’re offering promotional offers and want an entirely new page to talk about them. It’s often a good idea to link to a landing page on pay per click ads, if you don’t want to link to a specific page, rather than simply linking to the homepage.

Landing pages are also useful for email campaigns, if you wish to offer a promotion to selected customers or offer it only through email, creating a landing page specially for this promotion, featuring all the information you need, is a great way to do so.

If you offer contests or giveaways then why not utilise a landing page? Not only is it important to have a targeted page, focused directly on the details of the giveaway but by having people enter details to take part, it is also another fantastic way to gather information from your visitors and get an overview of your audience.

What makes a landing page effective?

Getting your landing page spot on can be difficult however there are a few things you can do to truly optimise your landing page, such as; 

Limiting navigation

If you’ve brought your customers to a targeted landing page, you want to keep it focused and to the point. Don’t distract your visitors and encourage them to look elsewhere, limit your exit points and navigational elements and you’ll find more people will fill out your form.

Delivering valuable content

If you have important or valuable information to offer your customers then make sure it’s included on your landing page. If you want your customers to offer their contact details then you best have valuable, well written content available in order to convert your visitors. 

Keep it short

As well as delivering valuable content, be sure to keep it short, snappy and too the point, if your landing page is too long it can be viewed as boring and can drive visitors away.

If you’re looking to drive traffic to your website then don’t make the mistake of ignoring a landing page and ultimately ignoring your customers.

Article By
Sarah Seymour,
Published: 8th June, 2016
Categories: Marketing

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