Before going into the detail of a Landing Page, let’s start with a definition:
"A landing page is a standalone page on a website with a specific marketing aim of converting a visitor into a future customer."
A landing page is part of an online marketing conversion campaign. Rather than direct visitors to a standard page on your website, it is far better to take them to a specifically created page related to whatever campaign you are running. The aim is for a visitor to ‘land’ on this page and for them to be sufficiently attracted by the offer you are making, for them to then either contact you or leave their details. This page can appear to a visitor as a result of an email campaign, search engine listing, online ad, or a link from elsewhere on your website. A landing page should be focussed on lead generation by giving something away in return for contact details. It could be a product or service offer, such as a discount, which could have a link to another page or it could have a call to action (CTA) button to enable the visitor to leave their contact details and receive the offer.
"A conversion on a website is when a visitor takes the action specified on the webpage. This could be, for example, completing a lead capture form, or purchasing a product. "
Whilst you do not want to overwhelm visitors with too much content, it is worth considering adding such things as social proof, which could be testimonials or awards, or any press coverage you have had. Also, adding social share buttons allows visitors to spread the word about the offer you are promoting.
It is important to remember that a landing page is the start of hopefully a successful business relationship with your new lead. Depending on what your offer was, you may still have to guide them through the sales funnel, so make sure you follow up and start to build that all-important relationship.
If you would like to find out more about how landing pages can have a big impact on lead generation for your company, please get in touch for a free consultation.