With a continuously changing digital market place, the team at Laser Red are always coming up with new ways to keep their valued clients ahead of the competition. One of our best practices for digital marketing is implementing the use of landing pages. But unless you’re clued up on the vocab, you might be left wondering what even is a landing page? Our digital marketers are here to shed some light on the benefits and proven methodologies.
What is a Landing Page?
A landing page is any web page that a consumer can land on, it’s normally a standalone page, that serves a single purpose, usually of data collection or lead generation.
A good landing page will do its job by capturing the reader’s imagination right from the off and prompt them to reach out to you or your business. Best practise landing pages are created for specific campaigns, for example, a Google Ads campaign which will lead users to leave their details or a direct mail campaign which might direct them to a landing page answering any questions or signing up to an offer.
There’s no need to have just one landing page or even just one landing page at a time. In fact, we would recommend that you maintain multiple landing pages, targeted toward segmented customer populations.
Why Use Landing Pages?
If you are looking for an effective lead conversion tool, landing pages are definitely the way to go.
Approximately 68% of B2B businesses use landing pages to generate leads. However, only a small percentage of them get them right and 44% of these clicks are directed at home pages, which is not best practise. Landing pages lead customers to a specific product, service or offer and encourage them to take action. This is your opportunity to create conversions and build your customer base.
What Makes a Good Landing Page?
First off, your home page should not be your landing page. You need to send prospective consumers to a specific and relevant page for what it is they are trying to find information on. The landing page should give all this information in one snapshot, meaning the user does not have to click elsewhere. Your homepage is unlikely to be able to do this.
Good landing page will follow this simple guide:
1. They zone in on the offer, not the company. Your landing page is all about relevancy, it should describe exactly what the potential consumer is looking for to increase the likelihood of a conversion. This is your chance to rave about your product, offer or service, not your company as a whole.
2. They are focused and free of distractions. The content on your landing page should have the end-goal of getting the user what they want while completing a form completion.
3. They speak to a specific audience. Segmenting your customer base helps you to target specific consumers through customised campaigns. A landing page can be created for a target market of your choosing, which might mean your content varies from your main website.
5. They collect specific information. A simplistic form which simply captures name, email and phone number are all you need to generate a lead, it is also not time-consuming or a barrier to the consumer to leave these basic details.
6. Always provide a thank you. Your landing page should always be followed up with a thank you. This is not only polite but assures the consumer that they have completed the form completion process.
Not only do landing pages help capture a specific audience, but they can also help increase your marketing efforts. The quality score of your Google Ads can be improved with an effective landing page which can also lead to a reduced ad spend and events can be booked up quickly with an effective and tailor-made landing page.
The expert marketing team at Laser Red can help boost your business with efficient landing pages too, so if you would like to find out more, speak to them today on 01472 878496 or at marketing@laser.red