If you’re not sure what a landing page is or why you should be using one, this blog is for you.
While your first question is an obvious one, “What is a landing page?”, let’s first talk about what a landing page is not. A common misconception is that any page on your website can be considered a “landing page” which is in fact, not true.
The difference between a landing page and a web page is any page you might come across while browsing the internet. A landing page, on the other hand, has a specific purpose with the ultimate goal to have you fill out a form so that the advertiser then has your contact information and can continue to reach out or market to you. In other words, all landing pages are web pages, but not all web pages are landing pages.
A contact form on a landing page presents advertisers with an opportunity for a lead. Once a form is completed, it’s considered a conversion event. The conversion event could be filling out a form for an e-book, supplying an email for a newsletter subscription or filling out transactional information to purchase – or even view – a product on your site.
Studies show that marketers capture leads at a higher rate by sending prospects to dedicated landing pages, rather than sending traffic to the home page. Therefore, the landing page is the simplest, most effective way to generate more leads for your sales team.
Well-designed landing pages are short, just one page in length and created for focus and simplicity. If you want your web visitors to take a specific action, you can’t expect them to work too hard in determining that action. The landing page makes it clear that you want them to do: purchase, contact, sign up, or download. An effective landing page will force your web visitors to make a decision by removing all distractions and creating an obvious call to action.
Creating quality landing pages, just like an ad, requires the appropriate skill set. At B-Squared Advertising, we have a digital team with decades of experience creating landing pages to help our clients maximize their conversions. If this is something your business needs, visit our website and drop us a message. Let’s make something great! B-Squared Advertising.