Blog

Landing Pages: Defining A Vital Part of Digital Marketing

Posted by: Matt Thompson Wednesday, September 06, 2017
image

In the world of marketing, there is a lot of lingo. One that we come across with business owners often is the term “landing page.” A landing page is a page separate from a company’s website that captures information from visitors by asking them to fill out a form.

Landing pages are extremely powerful tools with a lot great uses. You are able to:

  • Promote a specific product or service
  • Grow an email list
  • Build a following for an upcoming event
  • Gather potential employees’ resumes and information

The ultimate goal of a landing page is to quickly guide visitors towards specific conversion objectives like: scheduling an appointment, downloading useful resources, or receiving a free quote.

The difficult concept for many business owners to understand is the difference between a landing page and a web page. So let’s clear things up and educate you on how useful landing pages can be for growing your business.

Landing Pages & Web Pages: Like Apples and Oranges

At first glance, it can seem like landing pages and web pages are one in the same. So, you may be asking: why should I go through the process of creating a landing page when I already have a website that covers everything I offer?

To answer your question, it’s because they aren’t the same. They both have a consistent design and tone, but serve a very different purpose. Landing pages are intended for a single specific purpose, so it is important to avoid distracting the visitors with too much information or other promotions.

A good way to distinguish a landing page from a web page is to take a look at some examples. First, let’s take a look at web pages that are often mistaken for landing pages:

image

These pages are mistaken for landing pages because they have a form, feature an upcoming event, or discuss a specific product or service. These pages are not landing pages because they live directly on a website, and visitors are able to navigate away from forms using the menus and links.

Now, check out the difference between the web pages above and the landing pages below. Landing pages utilize a strong call to action and an obvious purpose. These are some examples of landing pages:

image

Landing pages are great at capturing information because they are simple and to-the-point. Web pages are a great resource of information about your products and services because they lead consumers to different areas throughout your website through navigation menus and sidebars. Websites are important for informing your audience about your brand, but they aren’t nearly as effective as landing pages at capturing information and promoting specific campaigns.

The Elements of a Great Landing Page

Landing pages have to follow two very important rules in order to be considered a landing page:

  1. They must have a clearly defined form.
  2. They must only exist for the purpose of capturing information on the form.

So what are the different elements that make up a landing page that will follow the rules?

Form – This is the most important part of your landing page. The form must ask the visitor for their email address at minimum. The best part about forms are that they can ask as much or as little as you’d like.

Branding – Your landing page should probably look like it belongs to you. Be sure it matches your overall branding.

Call-to-Action – If you’re not giving your visitors a good reason to offer up their information, you’re never going to get it. Be sure you’re delivering a strong call-to-action.

Your Business’ Greatest Tool

Landing pages are a powerful tool for companies. Here’s why:

  • A strong call-to-action will increase quality lead conversions
  • You’re able to target a very specific market of customers
  • The ability to measure the success of any campaign
  • Search Engine Marketing is easier and more tailored
  • Drive traffic to a service that you offer
  • Build brand credibility and cater to your customer’s specific needs

By adding landing pages to your business’ campaigns, you’re able to combine other marketing efforts and gather information on your target customer. As a marketing tool, landing pages are a vital part of every campaign.

It’s About Connecting

A key part of your business is finding new customers and fostering incredible partnerships that last. Utilizing landing pages are your first step to doing those things. You may have a great website, but new customers can become quickly overwhelmed by the amount of information offered by your site. Landing pages are customized to specific needs and services offered by your business and spark interest much faster.

It's common for companies to have numerous landing pages, each targeting a different audience or conversion objective. A well-designed landing page can be very effective at helping you to bring in new customers and consistent leads no matter what industry your business operates in.

If you’re ready to start tailoring your marketing efforts to specific customers and measuring the results of those campaigns, you’re probably ready to begin using powerful landing pages from Splash Omnimedia. Our team designs targeted campaigns that gather information from your target customer and use that information to send messages that they want to read. Add landing pages to your marketing toolbox and contact us today!

RSS