Importance of landing page in digital marketing is something that online business marketers should definitely care about. But, what is a landing page? A landing page is essentially a page on your website where customers land when they click through something. These clicks typically come through a pay-per-click ad, but they can also come from email. In a nutshell, just remember that a landing page is where a customer lands when they come from somewhere else.
Why landing pages
Quite simply, because they work. Landing pages are great because they allow you to segment or cater your message to various campaigns. For example, if you have a paid search campaign that has a specific discount, you’ll want to have that landing page tied directly to that so the messaging is the same. Same idea for an email: if you have a specific landing page, you’ll want the design and messaging to be consistent with the corresponding marketing campaign. By using landing pages with specific activities, you’re essentially reinforcing the message that you have, which is really important. Next, you want to make sure that your brand is consistent with your landing pages. You do have some flexibility, as landing pages are a bit separate from your main website.
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Difference between Landing Page and Home Page
The primary component of a successful landing page starts with the understanding that a landing page is not the same thing as your website’s home page. The differences between a landing page and a home page among others area landing page is a standalone web page that a visitor arrives on after clicking and add promotion or search result typically there won’t be any navigation links and there will be only one, maybe two very specific calls to action or CTAs. A great landing page will naturally include relevant images and/or videos and a killer primary headline, always located above the fold or positioned in the upper half of your landing page so it is visible without scrolling down the page. Always keep in mind that an intriguing headline plays a key role in convincing your visitors to read and engage with the rest of your landing page, so make that headline attention grabbing.
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Another commonality that great landing pages share is a company’s unique value proposition. You should make up the majority of copy or the words on your landing page and answer this question. Great landing pages use trust indicators. Trust indicators establish your credibility with your users. Some indicators could be statistical evidence, the logos of notable companies that are your clients (sometimes called customer badges) glowing and detailed customer testimonials a solid privacy policy or third-party trust seals. The other most important elements of a successful landing page is called a CTA button. A call to action button is appropriately named because it encourages the user to take the action you intend on your landing page. This is the click that delivers conversions and captures the information the visitor provides through the lead form.
The most important component of a landing page is the lead capture form. According to the marketing automation experts, lead capture forms should ask questions that bucket your contacts into buyer personas. This allows you to target those personas and provide relevant content to their specific needs.
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