The Top 6 Benefits of Landing Pages for Your Digital Strategy

First impressions matter the most in any business enterprise. An impactful first impression could propel your business toward success, while a bad one could break your business.

The secret to a great first impression lies with your landing page.

Your prospects first interaction with your website determines whether they’ll stick around or leave. Engaging first-time website visitors should be done with the utmost care, not to break the early relationship.

The landing page should give your website visitors a glimpse of your business. It should also be relevant and offer additional engagement opportunities.

Let’s look at the top 6 benefits of creating landing pages for your digital strategy.

A landing page is a standalone web page serving a single focused purpose. 

It is the page your web visitors will land on when they click the link you post on your social media platforms, including Facebook, Twitter, Instagram, and YouTube. It is distinct from the homepage and any other page.

There are different types of landing pages, such as lead generation-based and click-through.

The click-through landing page leads your visitors to another web page when they click the link you provide. 

On the other hand, lead-generation landing pages can include free trials, webinar registration, eBooks, or contest entry. 

While the landing page can take different forms, the best one should convince potential customers to provide their contact information details in exchange for your offer.

A useful tip is to have more than one landing page. Many business owners recommend multiple landing pages directed toward segmented customer groups.

Useful landing page tip

A useful tip is to have more than one landing page. Many business owners recommend multiple landing pages directed toward segmented customer groups.

There are several types of landing pages. Below, we have highlighted the various types.

A lead-generation landing page generates leads using the data-capture form. Their versatility allows them to be used amid a sales funnel when your customers evaluate your offers to see whether they will convert or walk away. 

This landing page offers a request (contact information) and rewards (your offer). You have to ensure you balance the request and the reward.

A Click-through landing page from SEO tool Moz 

A click-through page is a landing page that doesn’t need a form. It is an intermediary between your advert and the intended page you wish your customers to visit. This landing page is usually used to link an advert to a shopping cart.

As the name suggestions, a squeeze page has one focus - to "squeeze" the email out of the visitor or prospect.

A squeeze page example

Typically a squeeze page is a short, extremely specific landing page focused on a particular target audience. It will usually offer a lead magnet or similar offer in return for a website visitors email address.

A sales page is more complex. Strategically located at the bottom of the funnel, this landing page is focused on converting visitors to buy your product or service. 

While designing this page, consider your landing page visitors specific needs and where they are in the customer journey.

You should neither sell too hard nor undersell. You must strike a balance between the two to ensure your site visitors turn into customers.

Other than the above-discussed landing pages, there are other types of landing pages, including:

There are tons of reasons why you should use landing pages. Firstly, landing pages serve as initial brand interactions, thus promoting brand awareness. 

This instance is typical for customers whose first interaction is organic and paid searches. You should also use landing pages as they potentially nurture and generate leads through form fills.

Still unsure? Worry not. We’ve compiled a list of the top benefits of landing pages for your digital marketing strategy.

Below are the top six benefits a landing page brings to your digital strategy.

You must have a specific focus while setting up your digital marketing campaigns. You could make new product announcements, promote a specific product or service, downloads, events, or offer special discounts.

There is no benefit in putting much effort into paid adverts or email marketing, only for your potential leads to land on an irrelevant page. 

That’s why a good landing page is necessary when pushing a specific offer or product. The landing page will allow your web visitors to complete their conversion journey when they land on your website.

The landing page will also allow your successfully converted web visitors to get a free download or make a purchase. 

Note that they must sign up to the mailing list or register to get the free download.

For a successful digital marketing strategy, relevancy is a crucial factor.  

Dedicated landing pages assigned to your digital marketing campaigns will ensure your website stays relevant and increases lead generation. Pathways to convert visitors on your landing page include:

The above pathways should be at the top of the page and above the fold. This way, visitors can conveniently see them without scrolling down the page. 

This feature is why some landing pages(suitable ones) record higher conversion rates than others (general pages, home pages, etc.).

At the beginning of the article, we highlighted the crucial role the first impression plays.

The landing page, the first page your visitors land when they visit your website, makes the first impression of your services. 

It determines how these visitors will perceive your website and your offerings. 

The experience your visitors receive will significantly determine whether they will stay on your website or hop into another one.

To give your visitors the best first impression and experience, use a well designed landing page that's easy to use.

In addition, it should be eye-catching so that even if a visitor opts to leave, they’ll easily remember you and revisit your website. 

Examples of social proof on a SaaS landing page

Having complete control of your landing page lets you decide what content to include and what not to. 

Provisioning additional content can help showcase your business’ reputation and build trustworthiness. 

To improve trust and credibility, include the following in your landing page:

The secret to successful customer conversion is a landing page with quotes affirming that your products and services are high quality.

A landing page provides an opportunity to increase your website search traffic. Therefore, you should optimize it to use targeted keywords and adhere to search engine optimization best practices. 

The landing page should also be search-friendly. These features will see your website receive more organic traffic. 

You shouldn’t stop there. An optimized landing page just starts the journey. Ensure you regularly assess how your pages are performing. 

In addition, you should highlight potential execution gaps and update them accordingly. 

This practice will help you with Google algorithm changes and the ranking criteria in the search engine.

Landing pages can be the essential tool used to generate data and insights. Here’s how.

When you have several landing pages, you’re likely to link them to different sources, marketing campaigns, or content.

This way, you can quickly determine which course of action brings in more leads. You’ll also get an insight into the highest-performing campaigns and topics/offerings with more interest. 

Analyzing and keeping a record of user behavior will provide continuous valuable insight you may require to determine the best digital strategy. 

Thus, you can redefine your target audience or channels you opt for for campaigns and promotions.

Also, forms for users to submit their contact information on landing pages will help you know more about your web visitors. 

You’ll learn about their pain points, the available times and dates, and the specific information they may need.

While you may have a landing page, you may need more than this to convince your web visitors to convert to paying customers. Below is what you need to make your landing page more effective.

To further improve the effectiveness of your landing pages, consider the following practices.

If you’re yet to build a landing page, hopefully this article helps convince you of the benefits of creating landing pages for your business.

Effective landing pages will help propel your business to the next level by increasing conversions, driving organic search traffic, and attracting qualified leads.

Well-planned, well crafted landing pages will help you to create a successful customer journey for your prospects. It will also help you accomplish conversion goals. Landing pages are a n absolute must for running any digital marketing campaign.

So, take action and optimize your landing page today!

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