Your website is the most common way that people will interact with your brand. It should be optimised to help you convert visitors into a lead (e.g. submit an enquiry), or make a sale. One of the most effective ways you can capture new audiences is with a dedicated landing page.
Why do I need a landing page?
A landing page is a standalone web page, created for marketing and advertising purposes. It’s where visitors ‘land’ on your site after clicking a link, often from an email, online ad (e.g. Facebook or Google ad), or an organic social media post.
Landing pages are used for lead generation and conversion. Once visitors are on your landing page, they’re encouraged to take a specific action, such as joining your newsletter list or buying your products. If the desired action is taken, then your landing page produced a “conversion”.
In many cases, landing pages encourage customers to take one specific action (known as a call-to-action, or CTA, for short) like filling out the newsletter sign-up form on your website. It’s this singular focus that makes landing pages an excellent option for increasing conversion rates in your marketing campaigns, while minimising your overall cost. Although often a standalone page, a landing page can also be part of a microsite or a single page within your main website.
What’s the difference between a Homepage and a Landing Page?
There are several things that set homepages and landing pages apart.
- Homepages have many links to other pages on the website.
A typical homepage has numerous links in the main menu, the footer, and within the page content. On the other hand, a well-optimised landing page has fewer links, and sometimes only one singular call to action. That’s why expert marketers often use a dedicated landing page as the destination for their marketing campaign.
- Homepages are broader and have less specific goals.
Your homepage’s purpose is to introduce your business and help users navigate to other areas of your site. Because of this, homepage content is much broader and has less specific CTAs, such as “learn more about our brand”, to help cater to all users. Landing pages usually have one goal with CTAs to boost your conversion rate, and obtain new leads or sales in a measurable way.
What Makes a Good Landing Page?
- A clean landing page with obvious, natural navigation, organised design and no distractions, will make it as easy as possible for a visitor to convert.
- A good landing page should have a powerful offer and clearly and concisely explain why the offer is useful. Since many people skim through web pages, your headline and subheadings are crucial for promoting the value of your product.
- Your landing page should be easily viewed on mobile devices – easy to navigate, fast-loading, and ultra clickable. Having a mobile-friendly site can even double your conversions.
- When it comes to creating a good landing page, less is more. Keep your forms short and ask your users to fill out as few form fields as possible.
- If possible, create different landing pages for different audience groups. A visitor from TikTok ads may need different messaging to one who’s subscribed to your newsletters.