James Parnwell

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

December 14, 2022

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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.

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 and 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.

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 dedicated landing page should help a customer purchase or hire that exact service.

What is an effective landing page?

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 is customer engagement important?

We all know that having your customers engage with you on your website or on social media is exactly why we work on our marketing. But too many of us don’t actually follow that up with a customer engagement strategy.

Designing a strategy that will get customers to engage with your content, your website or even make a phone call requires strategic thinking and a clear idea of what you are trying to achieve every step of the way.

The more engagement you can gain, the more likely the chance that you will convert that customer to a sale, and if the strategy is right you will be able to get them to be a return customer which is what we are all after!

Customer Engagement Strategies

What is a customer engagement strategy?

There is no one “right” way to create a customer engagement strategy, as the approach you take will vary depending on your business and the customers you are targeting. However, there are some key elements that all successful customer engagement strategies have in common.

One important element is creating content that engages customers and encourages them to interact with your brand. This could be through blog posts, social media updates, or even interactive content like quizzes or games.

It’s important to make it easy for customers to connect with you online and offline – providing multiple ways for them to reach out and get in touch, whether through a contact form on your website, social media channels, or telephone number.

The final piece of the puzzle is tracking and analyzing your results so you can see which tactics are working best and continue to optimize your strategy accordingly. By using analytics tools you can see how many people are engaging with your content, how they are finding it, and what actions they are taking as a result (such as making a purchase or signing up for your email list).

This data can help you identify which aspects of your customer engagement strategy need more attention, and which ones are working well so you can keep doing more of what’s effective.

Why are customer engagement strategies important?

Engaging customers is important because it allows businesses to create a connection with them. When customers feel connected to a business, they are more likely to return and also recommend the company to others. Also, customer engagement allows businesses to learn more about their customers and what they want or need. This information can then be used to create content or products that appeal to customers and help boost sales. Overall, customer engagement is an essential part of any successful marketing strategy.

Having a customer engagement strategy will allow you to be on top of your marketing and be able to see whether it is actually working as you will have something to measure your success. Without a strategy, you won’t have a benchmark to know whether to tweak or adapt what is being done or leave it alone.

How can I leverage customer data in my strategy?

The first step in any customer engagement strategy is understanding who your customer is. This can be done through data mining and analyzing customer behaviour both on and off your website. Armed with this valuable information, you can then tailor your content, website design and even marketing campaigns specifically to appeal to these customers.

Another way to use this data to enhance your engagement strategy is by segmenting your customers into different groups based on their interests, needs or demographics. This will allow you to target each group with specific content and offers that are most relevant to them, increasing the chances that they will engage with you.

Customer data can also help you understand what your customers want and need, and can help you create offers and discounts that are likely to appeal to them. By understanding your customer base inside out, you can create a customer engagement strategy that really works for your business.

Leveraging customer data is one of the best ways to create your strategy. Knowing what customers have interacted with in the past, what they have clicked on and even what they have bought can help you create content, design your website or even choose the right social media platforms for your business.

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.

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.

James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.