Why Use Landing Pages? [7 Key Benefits]

Separate from home pages, service pages, and even product pages, landing pages are created with a single purpose. They aren’t accessible from the rest of a website.

Landing pages are branded. They do contain copy, and they usually contain a download button, signup form, or some other specific Call to Action (CTA).

There are no links to product or service pages to detract from that single CTA, so conversion rates tend to be very high.

Types of landing pages include:

Landing pages can be very beneficial for your business, they are also quick to set up and easy to deploy on your website. Some of the top benefits of using bespoke landing pages for your business are.

Because landing pages are designed with a single, clear CTA , they tend to have higher conversion rates.

As there are fewer buttons, less copy, and no distractions as on other web pages, its easier to to get visitors to take the desired action such as filling out a form.

A higher conversion rate means reduced costs per conversion and helps increase earnings from any advertising campaign.

A/B testing, or split testing, means serving two or more different versions of the landing page to different visitors. Key metrics, including conversion rates are measured and the results from the different page variants are compared.

Split testing enables you to make informed decisions based on real findings. It enables you to change individual elements of the landing page and determine which is the most effective.

Change the headline from clever wordplay to an emotional headline and measure the effects on conversions.

Split testing is difficult on home pages and other website pages because there are so many elements to monitor. The simple targeting of a landing page makes A/B testing easier and more beneficial, and you can use the results on your other landing pages.

When running paid advertising campaigns, directing traffic to a well-optimized landing page can result in a higher return on investment (ROI) compared to sending visitors to a generic website homepage.

Furthermore, the targeted nature of the landing page can also reduce the amount you spend per click with paid advertising campaigns.

Companies like Google use a Quality Score (QS) to measure the relevance and how well targeted the content of a page is. The higher the QS of a landing page, the less you pay for any clicks your ads receive.

Landing pages allow you to tailor your particular message to a specific campaign or audience .

The content should be customized to match the wants and needs of your visitors that arrive from your ads. Deliver on the promise that you made in your ad content.

90% of marketers claim email marketing to be at least somewhat effective. And effective email marketing needs a clean, up-to-date list of email contacts.

Landing pages can form the basis of a lead generation campaign. Offer prospects something of value in exchange for their email address. Be honest about how you will use their email address. And keep form fields to a minimum to eliminate friction points.

Value offers that you can use to entice prospects to join your list include:

Simplified Marketing Campaigns:

Landing pages make it easier to manage and measure the success of individual marketing campaigns, providing clarity on what works and what doesn't.

You can track exactly how many visitors come through your ad, how well a specific ad is performing, and you can determine where your list members or downloaders are coming from.

Essentially, you should set up a dedicated landing page for all campaigns of all your marketing channels.

Have you launched a new PPC campaign targeting a different set of keywords? Launch a new landing page to accompany it. Marketing campaigns that can benefit from landing pages include:

Pay-per-click advertising needs to be targeted and precise. Otherwise, costs escalate, and results diminish. Highly targeted keywords attract lower click rates while targeted content reduces the actual cost per click you end up paying.

Social media can attract different prospects that wouldn’t ordinarily see your offers. As such, these visitors need different content. Set up landing pages to cater to the specific needs of traffic from your social media marketing campaigns.

You can leverage your email marketing list time and time again, attracting increasingly lower costs per acquisition. These lower costs enable you to offer discounts and other special offers to list members. Landing pages can be used to convert these offers.

Sponsored posts and banner ads are examples of direct advertising: promotions that appear on other websites. Target the advertising copy and the offer itself to the visitors of the advertising website and target the landing page copy, too.

Landing pages aren’t reserved solely for online marketing. Add a QR code to flyers or mailers and you can target recipients to a specific page. This not only enables you to target these prospects specifically but it also makes it easier to track the effectiveness of your offline marketing materials.

Landing pages can be launched in line with any marketing campaign. These specialized web pages serve a critical role in converting visitors into valuable leads or customers.

From increasing conversion rates and targeting specific audiences to improving data collection and enhancing user experience, landing pages offer a host of benefits that can elevate your online marketing efforts.

Below are 7 reasons you should be using landing pages in your marketing efforts.

Lead generation landing pages typically include a capture form. Visitors offer their name, email address, and potentially some other details to gain access to a free download or a regular email delivery.

The landing page copy should be minimal, just identifying what the user is signing up for, and for the best conversion rates, the form should ask for minimal information.

Always include an opt-in box on the form, keep other content to a bare minimum, and remove any other distractions on the page.

A marketing list usually refers to an email list. List members are interested in the services or products you offer, which means they are highly targeted.

Landing pages incorporate forms to collect valuable customer information, helping you build a database for future marketing efforts and lead nurturing.

Many businesses offer free downloads as a means of attracting prospective customers and getting their details for future marketing efforts. 

The download can be branded and include calls to action. It can be a very effective marketing tool. But you need to market the download itself as though it is one of your products.

Set up a Pay-Per-Click (PPC) campaign with a bold headline espousing the benefits of the download and then have a simple landing page that offers the download via an email link.

Avoid putting links to other pages or visitors will go looking for the information you’re offering and you will lose the download opportunity.

There are a lot of potential marketing channels for websites. From email campaigns to paid and organic marketing on search engines, there are benefits to each. However, not all channels are effective for all websites.

By setting up landing pages for your different marketing campaigns, you can monitor results and determine which avenues deserve your attention, which need improving, and which do nothing more than drain money from your bank account.

Well-designed landing pages can convey professionalism and build trust with your audience. When visitors see a dedicated page for a specific offer or product, it can instill confidence and credibility in your brand.

On a typical web page, there are dozens of different elements, links, and potential actions for visitors to take. When testing these pages, it can be difficult to determine what elements are causing churn or losing potential conversions.

Landing pages are much simpler, and they have fewer elements to test, which makes testing easier. But there are still plenty of elements to change.

Consider changing the headline, copy, and everything down to the color of the CTA button you use and test the results to find your most effective landing page design.

Landing pages are typically designed to load quickly and provide a seamless and focused experience for visitors. This improves user satisfaction and reduces bounce rates.

Different types of landing pages will have different designs and include different elements. Generally, though, there are certain components found in effective landing page examples.

Incorporate your website’s branding, from the name to the branding colors and other branded design elements. You can still include elements specific to a particular campaign, such as video or graphics.

This will help improve conversions as customers will see that the business offering the free offer or service is credible and a trusted source to do business with.

The main headline is the first part of the page visitors will see. It needs to convince them by informing them exactly what they will get.

It should entice them by highlighting the main benefit of what you’re offering. And it should be short enough that it doesn’t put people off: an effective headline is usually ten words or fewer.

Whether they have come from an email or one of your social media ads, prospects should be pre-sold on what you’re offering.

The content of the landing page should effectively finish the sale, but it doesn’t need the preamble. Copy should be targeted and concise, so as not to deter visitors.

Visual elements not only help explain or visually show your offer, but they also break up the page and make it look more appealing.

Try to incorporate custom images that are specific to the landing page and relevant to prospects. While royalty-free images can be effective, you will need to choose carefully. Avoid images that are found all over the Internet.

Even if prospects are sold on the concept of what you’re offering, many will still need some convincing to pull the trigger. Customer testimonials can help.

They show potential visitors that others are happy with what you’re providing. Include photos, real testimonials, and other elements of social proof to support your claims.

A landing page should have a single goal. Remove any extraneous content and only include calls-to-action (CTA) for that goal. If you are pushing signups to an email newsletter, don’t include buy-now buttons for your products. Ensure the CTA is clear, easily visible, and, ideally, above the fold.

Using a landing page is a crucial exercise that can completely transform and influence the success of your business. Here are our key takeaways: