The landing page is one of the most critical elements of digital marketing campaigns but what is a landing page? and why it is important? let’s start.

What is a landing page?

A landing page is a webpage that allows you to capture visitors’ information through a lead capture form. A good landing page will target a particular audience such as traffic from email campaigns or visitors who click on paid ads.

Reasons you need a landing page

Too often, website visitors fail to convert because their click sends them to the homepage instead of a specific landing page that guides them through the sales funnel. 

Following are some reasons to consider

Advertisements

Lead generation

Nothing makes gathering online leads easier than having landing pages on your website. Links that are shared through different channels such as social media, email, and search traffic are lost to your website’s homepage. Reclaim those lost leads by steering visitors to your landing pages. 

Content to pair with marketing offers

Marketing offers to boost your sale and increase conversion rate. By adding promotional offers at the time of purchase of products or services also increases retention. So the best place to put them is with a page designed to convert it.

Conversions

The website provides users with an engaging and tailored experience allowing a higher rate of conversion. You can certainly increase your conversion rates for your landing pages and build high-converting ones by consistently optimizing them. This can be done by enhancing the visuals, adding social media proof i.e reviews people tend to buy more when they see review, and adding a call to action 

What makes a good landing page?

The forms should not be intimidating

Lengthy forms can be daunting to visitors and may encourage them to move on, rather than take advantage of whatever opportunity you are offering. If you simply can’t shorten your form, break it into steps.

Page Headlines & Google Ads

The landing page main heading or headline must be a very catchy and appealing one. Since landing pages are used as the target URL for Google Ad Words PPC advertising.

Having a headline that matches the wording of your advertisement is a great idea. The quality score of Ads on Google Ad Words can be improved by having matching content on the Ad message and text. An improved quality score means better Ad position and lower costs per click.

Social Sharing Buttons/Links

These links enable visitors to easily share a landing page with their connections on social networks like Facebook, LinkedIn, and Twitter. This leads to extending the reach of your page beyond your own network of contacts, fans, and followers.

Lead-Capture/Conversion Form 

Lead capture forms are your ticket for collecting visitors’ information, but forms only work well if they’re designed properly.

Only require essential information from prospects, as to not intimidate them (the amount of form fields depends on the marketing funnel stage your offer sits — the higher the funnel stage, the less information is typically requested, vice versa)

Use of a Strong Call to Action

After a visitor reads the landing page’s main heading, it is vital that they know what needs to be done next. This is generally referenced to them with the use of a carefully worded call to action. A call to action can be a button or phrase of highlighted text that initiates the reader to perform an action. Generally phrases like “Get a Quote Now!” or “Get your FREE trial!” or even just “Download Now” are considered call to actions. 

You can use your website performance metrics to experiment with different call to actions and see what works best for your landing page.

Summary

A landing page is a page on your site that is designed to convert visitors into leads. … The sole purpose is to convert visitors into leads (a homepage with a form on it does not count as a landing page because it serves other purposes as well)

A landing page is a perfect way to attract a user to a given product or service. 

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