A landing page is a stand-alone web page specifically created for marketing purposes to gain leads that can be nurtured. It is focused on a particular stream of traffic that comes from users after they click on a link in an email or an ad on social media platforms and search engines. Landing pages are designed with a single call to action (CTA) and the objective to convert visitors into leads.
They typically offer visitors business resources like an e-book, for example, in exchange for their contact details. An effective landing page provides visitors with something worthwhile enough to convince them to exchange their personal details. These details are then captured using a lead-capture form, where they enter valuable data like their gender, email addresses, and job titles.
A high-converting landing page contains five essential elements strategically structured to entice visitors to take a specific action. When it comes to design, there’s no set template, as long as it’s simple, attractive, and transforms clicks into leads. All landing pages should have a clear headline showcasing the business’s unique selling proposition (USP). You can see from the example below how it explicitly offers easy domain registration.
Depending on the product or service, this is usually followed by a hero video or image and then more information highlighting the benefits of your offering. Notice how, in the example provided, the page has a section that elaborates on core services and extras. An effective landing page also has social proof like personal testimonials to create a deeper and more emotional appeal for a service or product. Lastly, and most importantly, it must support a strong call to action.
Increasingly, marketers are also embedding videos on their landing pages. According to WordStream, landing pages with videos increase conversions by 86%.
Ensure that the copy is succinct and benefit-centered. A strong landing page is mobile-friendly and doesn’t require much navigation. When designing the layout, bear in mind that many people use their smartphones, and your landing page should translate effectively across all devices, whether the user is on their computer, tablet, or mobile.
The more landing pages you have, the better. According to a HubSpot report (which is also an excellent example of a landing page), business websites that increased their landing pages from 1-5 to 6-10 increased conversions by 55%, and “those with more than 40 landing pages increased their conversions by 500%”.
A single landing page can’t cater to the motivations behind an entire target audience’s clicks and will never be as persuasive as multiple customized ones. There’s no limit to how many landing pages you should have. It really depends on the segments of your target market and your products and/or service. The most important thing to keep in mind is that all your landing pages should be strategic and well-designed. Always opt for quality over quantity and specificity over-generalization when it comes to your landing page strategy and roll-out.
Multiple landing pages allow for the precise targeting of audience segments, which is incredibly beneficial when running pay-per-click (PPC) marketing campaigns. PPC is a form of online advertising where advertisers only pay when users click on their ads. Advertisers bid on the perceived value of a click in relation to the keywords and platforms in which it originates. PPC campaigns work best when focused on selling specific services and products, and landing pages are just the same.
The more landing pages you have, the greater opportunity to hyper-target potential customers, meaning you can engage with every segment of your audience. Each landing page can be tailored with different offers to appeal to a broader range of potential leads. A tailored landing page with strategic search engine optimization (SEO) aligns with users’ searches and can turn them into leads.
Multiple landing pages also boost conversions because they offer an easy pathway from discovery to conversion. If a user clicks on a PPC ad that takes them directly to a landing page with a strong CTA, it eliminates the effort required to find the same product by clicking through a website. When browsing on a website, they might not find what they’re looking for, nor will they necessarily be required to fill out a lead-capture form, resulting in a wasted opportunity for lead capture. More landing pages equals more leads which equal more conversions.
A unique landing page with precise SEO copy will rank higher on Google’s search engine results pages (SERPs). When you create multiple landing pages with varied copy, your site’s traffic will originate from multiple external sources, signaling credibility and popularity, which Google rates highly. Due to their concise nature, landing pages can only incorporate a few keywords. Still, the more pages you have, the more keywords you can utilize, increasing your website’s overall visibility on SERPs.
Because multiple landing pages are designed to attract different buyer personas, they automatically allow for easier data tracking and management, and market testing. A/B testing can make a considerable difference to lead generation. It entails tweaking small details on an existing landing page, like the SEO or headline, to find out how to craft the most appealing offer. When properly managed, multiple landing pages produce precise, segmented data, which can be better tracked and analyzed.
An accurate understanding of each segment of a business’s target market is vital to execute tailored strategies that produce sales. Having a single landing page doesn’t enable effective customer segmentation, especially if everyone fills in their details on the same page. Digital marketing is driven by and thrives on specific data. The better your customer segmentation, the stronger and more effective your marketing becomes. Having multiple landing pages that different users respond to provide a clearer idea of what types of offers work for different buyer personas. You can leverage this data to improve ads and keep target market information updated.
Landing pages are powerful promotional tools when correctly utilized to improve lead generation and help gather important customer data. Refining the perfect landing page requires skill and time and relies on constant testing and tweaking. Multiple landing pages generate more data and provide increased opportunities to improve the targeting of existing customers while also reaching new ones. Optimized landing pages are guaranteed to provide a competitive marketing edge, improve conversion rates and grow your ROI.
If you’re looking for expert help developing and integrating landing pages into your marketing strategy, contact our team. As a full-service digital marketing agency, we can help you generate new leads and increase sales with compelling landing pages.
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