Your website’s home page is not a landing page. It is the central hub of your brand’s online presence and an overview of all you have to offer.
A landing page, on the other hand, is a stand-alone web page that speaks to a specific target audience and addresses a single aspect of what you have to offer. Interested prospects and pre-qualified leads click through to your landing page, already expecting to find what they are looking for. That might be your assistance, your app, a coupon for your product/service, your e-book or newsletter, a free consultation, a how-to guide, a trial subscription, a link to an upcoming webinar, or a white paper on an industry topic of concern.
An effective landing page does the following. It
• Addresses a specific target market or niche
• Hosts one—and only one—value proposition
• Guides visitors to make a decision
• Presents a single clear call to action
The value of a well-executed landing page in your digital marketing plan is
• More leads
Those who click through to your landing page are already primed for your assistance in the form of your special offer (app, consultation, coupon, e-book, how-to guide, newsletter, trial, webinar, white paper, etc.)
• A higher conversion rate than the average website page
Because a landing page focuses on one call to action (perhaps repeated multiple times), the viewer is less likely to be confused or unable to make a decision because there are too many options
• Detailed information about qualified clients
A lead capture form collects personal data in exchange for the valuable offer clearly presented on the landing page
• A better picture of your audience demographics and engagement
Your landing page visitor has arrived from a specific place like a pay-per-click ad, article, blog or social media post so you already know more about this future customer than someone who spends less than a minute on your website
• Ease of sharing on social media, in your blog, with a pay-per-click ad, and during an online campaign
You don’t need many characters to direct prospective clients to a landing page that is filled with all the information they need (text, infographics, videos, and more)
• Increased analytics
Each landing page you create provides additional analytical information you can use for future marketing campaigns
Enjoy more leads and conversions. Make your blog posts, e-mails, newsletters, and online ad campaigns work more effectively for you with customized landing pages. Starting with one call to 610.725.0702 or an e-mail to firstname.lastname@example.org, Tate Design handles all the landing page Web design and development details for you.