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What are Landing Pages, and Why Should I Have Them?

A landing page is a page on your site that should serve a single, focused purpose for customer engagement. Usually, a landing page should lead your customers to complete a sale or fulfill any promises that you made in the content. Landing pages are what differentiate a visitor from a customer. You are basically engaging your customers in some sort of transaction where you are providing them with something in return for their engagement.

Are you distracting your customers, and deterring them from buying what they really want on your site? Providing alternate options on your landing pages can be great, when done well and in moderation. When it’s not done well, this is often the end result…

The reason this video is funny is because it’s true, and you would be hard-pressed to find someone who hadn’t experienced a webpage like this. If your site has too many options, people often either get distracted or confused and leave. This is where the beauty of landing pages comes in! Landing pages ask visitors to do one thing or buy one product only. This doesn’t mean you only get to sell to them once, because once you have their details you can:

  • take them on an email journey to nurture them towards a bigger or secondary product 
  • send promotional emails with information on sales 
  • use their details to build a custom list in Facebook for retargeting 
  • retarget them with re-targeting ads on the Google Display Network 

So don’t think you have to bombard potential customers with all your products the first time they visit, because chances are you will chase them away rather than lure them in. Landing pages can help you create the right customer engagement journey. Marketing is often a marathon, not a sprint.

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What’s the difference between a landing page and a home page?

Landing pages are different from the homepage in that you are not trying to redirect your customer any further. They eliminate any intermediary steps in getting the customer to complete an action. You will thus want to remove as much uncertainty as possible. The content should be clear, concise and the steps should be easy to follow and action. It’s all about customer engagement.

You might ask, how can I create a great landing page?

Landing pages should be click-through pages on your site. They should increase lead generation, which, as we established before, requires the submission of contact information. In short, a great landing page will keep true to its value promise while getting a customer to provide their personal details. They are transactional in nature.

Landing pages should lead the customer to easily find them on a general search or on your website increasing the likelihood of a potential customer purchasing from you. Getting your customers easily to your landing pages is always a great strategy. Now, how do we do that? Landing pages should be optimised through the website structure and through keyword optimisation.

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You want to make sure your landing page is as specific and as relevant as possible. Both from a content perspective and from a technical perspective, the landing pages on your website should work with no hiccups. Essentially, it should do what it’s supposed to do. This is what increases customer engagement. If you’re selling a service, then the landing page should help a customer purchase or hire that exact service.

An effective landing page:

  • Is focused: Create distraction-free content so the user can complete the transaction process. 
  • Should have no tricks: Whatever it is you want to offer your customers, make sure you deliver on what you promised. 
  • Is user-friendly: Keep your forms simple enough to encourage your customers to move on to the next stage. Users should have specific steps with the ability to see where they are in the process. 
  • Gathers the right information: Collecting demographic data gives you an idea why someone clicked on your website. The data you collect can help you maintain a relationship with your customers. 
  • Speaks to a specific audience: Again, focus will allow you to nurture the right leads effectively. 
  • Says thank you: A landing page that provides a thank you is both rewarding and assuring to the customer. This means the registration or transaction process has been completed. 

Why should I use landing pages?

There is a general misconception that landing pages are hard to maintain. But this just isn’t true. The best landing pages improve your SEO and drive traffic while building your brand. Ideally, a landing page is an effective conversion tool. Conversion, however, can only come when there is a true offer of value for a customer.

As a business, ask yourself, what am I offering my customers? While it might seem obvious, being able to articulate your offer of value is essential. As they often say, if you can’t articulate something, you probably don’t know much about it. Your customers should be able to easily pick up what it is you offer. Using landing pages gives you the ability to easily direct your customer to the right place to find what they are looking for.

As a business, ask yourself, what am I offering my customers? While it might seem obvious, being able to articulate your offer of value is essential. As they often say, if you can’t articulate something, you probably don’t know much about it. Your customers should be able to easily pick up what it is you offer. Using landing pages gives you the ability to easily direct your customer to the right place to find what they are looking for.

The use of landing pages also minimises any confusion a customer might experience when selecting a product, offer or service. If your landing page loads quickly, you will have a greater advantage in generating conversion rates. Landing pages create a bridge between you and your customers. While it is great to have customers visit your website, the bottom line is that you want your customers to fully engage with your services. Your site’s landing pages should create more business for you. The right digital marketing strategy will lead to better customer engagement.

Now the question is, do you have landing pages which promote conversion rates? If the answer is no, TheOnlineCo. team has got you covered.

At TheOnlineCo. we can not only help you create the best landing pages, but we can also help with so much more. Read more on our website or just call us  for a chat. We’re here to help.

Orlando Tan
Orlando Tan
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