Landing pages have become a permanent cornerstone of online business strategy. They are effective because of their simplicity, speed, and lead generation capabilities. However, the poor landing page is still widely misunderstood, which is completely understandable! A landing page is created, hosted, and managed exactly the same way as a full website, but it’s purpose is entirely different.
Landing Page ≠ A Website
Your website is the hub of your online business strategy. It is a place where you can provide in-depth information and elaborate on your products or services. Yes, It is a tool for capturing leads, but the primary goal of a website is to actually sell your wares.
Landing pages on the other hand serve one purpose only and they are very effective at it. Lead generation.
One of the most significant differences between a website and a landing page is that landing pages tend to have no navigation that will lead users away from the current page. A navigation bar may be present, but to be most effective it should only lead to different sections within the page.
The Ultimate Lead Generation Tool
Lead generation continues to be a major pain point for businesses in every industry. You may have a fantastic product or service, but is you aren’t generating enough leads to sell your products too… not good. Landing pages have a single dedicated goal: capture user information. Typically this includes name, phone number, and email. Depending on the product or service you are marketing, you may need to capture more info as well.
Landing pages has proven to be one of the most cost-effective lead generation techniques. It is available to consumers 24/7 and conducts business for you even while you sleep!
In a previous article we covered what your customers want while using your website—those same tips apply to landing pages. It should load quickly, be mobile friendly, easy to navigate, and offer clear calls to action. By adding unnecessary bulk to your landing page customers may be distracted from accomplishing the desired goals.
A Case For Landing Pages
Imagine you are in car sales. Your website has all your inventory available while showcasing some current deals. Each product page has in-depth information about the vehicle with options to speak to a sales rep or purchase the vehicle. Sounds like a great website! But you wouldn’t want to put all of this information on a landing page.
Now, let’s say you decide to run a holiday sale. How will you be able to measure the effectiveness of this campaign? A landing page of course! By showcasing deals that are specific to this sale on a dedicated page, you can easily and effectively measure how well the sale performed.
Have you used landing pages in your online marketing strategy? Were they effective or not? Let us know in the comments section below.