A Landing Page is like having a round-the-clock lead generation team you don't have to pay commission.
Landing Pages are web pages where potential clients "land" after they have clicked on an ad from search engines, social media, or other digital marketing channels. In terms of your sales/marketing funnel, Landing Pages are in the middle of the sales funnel. You use them during the consideration and/or conversion phase. The primary goal of a Landing Page is to convert ad interest into customer action.
What Is The Difference Between A Landing Page And My Website?
Now, a Landing Page and your website are very different things. Your website is your digital office or storefront. It's where people from all over the world can come to check out your products, services, and team. Landing Pages, on the other hand, can be standalone or within a website. Instead of giving a detailed overview of your business, Landing Pages provide a specific offering.
By focusing on a specific offering, it is easier to guide your visitors to a particular action. For example, if you are launching a new product, you want the focus to be on that product rather than your existing product line. Creating a Landing Page for that specific product removes distractions, which often results in much higher conversion rates.
Businesses and leaders use Landing Pages for:
Downloading resources such as eBooks and guides
Event registrations or sign-ups
Free trials or demos
Membership or subscription offers
Product or service details
Software or app downloads
Special promotions, offers, or discounts
Webinar or course sign-ups
When you focus your message, you not only achieve higher conversion rates but you will also receive a higher return on ad spend (ROAS), lower customer acquisition cost (CAC), and collect detailed marketing analytics to improve campaigns in the future.
What Should I Include On My Landing Page?
Landing Pages off the same tools as any website, so it's an excellent opportunity to get creative and experiment. There are countless ways to optimize your Landing Pages, such as incorporating engaging messaging, A/B testing your copy, and including a clear and prominent call to action (CTA). Your digital marketing and content writing teams can help you get the highest return on investment (ROI) from your Landing Page investment.
However, there are some basics you should include on every Landing Page:
Benefit-focused headlines
Brief, compelling description of the offer
Clear CTA
Hero image or attention-grabbing visual
Mobile-friendly design
We also advise you always include trust signals like security badges and social proof like testimonials or reviews. You can also integrate a number of other sales and marketing tools like:
Case studies
Countdown timers for urgency
Exit-intent pop-ups or special offers
FAQ section
Interactive elements like quizzes or calculators
Lead capture forms
Video demonstrations
The sky's the limit! Check out some of the cool Landing Page ideas businesses have come up with for their Landing Pages to inspire yours.
Landing Pages And Content Writers: A Perfect Match
Landing Pages are one of the best places to test marketing messaging, learn more about your customers, and increase your digital presence. A content writer is your greatest asset when creating a Landing Page. We'll write copy to build urgency and drive actions like purchases, downloads, and sign-ups. We'll create a variety of messages that explore pain points and emotional triggers for different audience segments for A/B testing and dynamic content. We'll optimize for search engine optimization (SEO), create a customer journey through the content, and align content and visual elements for maximum impact.
Ready to drive leads and improve conversion rates with your own Landing Pages? Start by checking out our Landing Page offerings and then submit an RFP.
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