Landing pages are an essential aspect of any marketing campaign. They target qualified leads, deliver pertinent product details, and capture valuable contact information.
If you’re new to creating paid marketing campaigns, however, you may be wondering why landing pages are so important. After all, can’t you just use your webpage? Think again.
If you really want your paid campaign to resonate, you need to deliver, targeted, specific information. If you’re still on the fence about creating a landing page for your paid campaign, this list of invaluable benefits is sure to change your mind.
1. Inspire Action
When a customer ends up on a dedicated landing page, chances are they clicked on a CTA in your emails, social media feeds, or other platforms. They clicked because they wanted more information, and they were intrigued by the offer you presented. Your landing page serves as a vehicle for providing more details and explaining unanswered questions. Unlike blogs and email posts, which are typically higher up on the sales funnel, a landing page is a direct conversion tool. It pulls the prospect in and helps persuade them to sign up for the offer. Ultimately, a successful landing page inspires the customer to submit a coveted piece of information: their email address.
2. Reinforce Brand and Product Image
Landing pages are wholly and entirely customizable. This means that you can design the page however you’d like. But if you want to make the most of your campaign, you should craft your page in accordance with your brand standards. Why? Think of your landing page as a supplementary element to all the rest of your marketing efforts. If your landing page sends the same message both directly and indirectly, your overall message will come across as stronger and more clear.
3. Stand Out
Your customers are used to being bombarded by sales gimmicks and promotions across the internet. Using a dedicated landing page provides another opportunity to stand out from the noise and make an impression on consumers. If you’re promoting a new product, you might want to fill your landing page with images and screenshots that show your new product in action. You also might experiment with a video, which can help explain the use case for your product and make a more powerful impression. Landing pages are also a great place to establish relevancy. If your customer didn’t understand the full importance or value of a product when they clicked on your CTA, a landing page can help fill in the blanks.
Since landing pages can stay up for an indefinite amount of time, it’s a smart idea to make your landing page content evergreen when possible. Of course, this won’t work if you’re promoting a conference or webinar. But if it’s an ebook or case study you’re promoting, why not boost that page’s longevity? This helps your content stay relevant for a longer period of time, which increases page views and downloads throughout a sales quarter.
Evergreen content also boosts your landing page’s organic search rankings, providing more opportunities for people to find your content. An additional benefit of creating an evergreen landing page is that it promotes more linkbacks. If it’s valuable, interesting and universally relevant, it has more chances of being linked to by other blogs and publications. As a result, you’ll get exactly what you’re looking for: more page visits.
5. Minimal Distractions
The best landing pages are clean, simple and to the point. This helps minimize distractions and gear the customer towards a desired action. If you’re not using a dedicated landing page for a campaign, you’re likely directing people to a signup form on your website. There, your customers can easily get distracted by dozens of elements.
Whether it’s your blog, a pop up, your social media feeds or an ad running on your site, your homepage is full of distractions. This is fine when you want someone to stay on your site and browse, but it’s detrimental to lead capture. A dedicated landing page ensures that your visitor stays focused on the reason they clicked on that page in the first place.
6. Easy Optimization
A great thing about landing pages is that they’re easy to create and modify. This also means that they’re easy to test. Since each audience and segment has their own preferences, A/B testing your landing page can make it easier to optimize the page to maximize your lead capture over time.
For example, you might try testing different form fields, like email address, full name and occupation, or just email address and first name. You can also test different colors and design elements to see if certain colors or shapes drive more leads. Another area that’s important to optimize is a landing page’s copy.
Testing out different copy for each dedicated landing page can inform future campaigns and help boost marketing revenue. And thanks to new technology, this process can even be automated. Essentially, using an automation tool along with your landing page efforts allows your to personalize content based on information about the user. In turn, teplacing your landing page’s content with information that pertains to your audience is just one more way to get their attention.
7. Differentiate Versions for Search
The flexibility of landing pages also allows you to create multiple versions of the same one. Why would you want to do that? Because this allows you to optimize different pages for different keywords, helping them rank higher in organic searches. If you want to help people find your landing pages more organically, try testing out different keywords in your landing page.
For example, you might focus on keywords in the URL, title, page synopsis, and landing page body. Creating multiple landing pages for the same landing page, and diversifying the keywords you’re trying to target, can maximize the organic reach of your landing page. This is something you can’t do on your website’s homepage, which is much less flexible.
8. Tracking and Monitoring Lands & Clicks
Another benefit of landing pages is that it helps you learn more information about your visitors. This is especially true if you’re running ads elsewhere, like on PPC or social media. After all, don’t you want to know where your landing page visitors are coming from? Isn’t it important to see how your other efforts are supporting your dedicated landing page? If you haven’t thought about these relationships yet, that’s okay. And if you start tracking your landing page leads now–including the referral source, visit length and whether or not they converted–you may be surprised at what you discover.
Creating a dedicated landing page is fairly easy, and the benefits far outweigh the effort. Take advantage of this simple marketing strategy and watch your dedicated campaign revenue grow.