Landing pages have become a fundamental tool in B2C marketing. What are landing pages? And what does the purpose of the landing page really mean?
What is a landing page?
The action could be clicking or touching a button or link, subscribing to a newsletter, or completing a form.
A landing page can be used to promote any Web site feature — a new product, a new service, or a new page — but it is most often used to promote a new product or a new service.
In other words, a landing page is a page that is designed to convert a visitor to a prospect.
Landings pages are the landing page for a specific campaign or event. Landing pages are a powerful marketing tool because they’re designed to give the visitor a reason to keep them on the webpage.
To entice that visitor, the landing page typically includes a free “thank you” present (a giveaway, free resource, or an offer) and a promise of a free gift or premium content.
In other words, a landing page is a page designed to be the first page that someone sees when they visit your website.
It is usually the landing page on the website that leads them to a page that will take them through the whole process of purchasing or signing up for your product or service.
You create a landing page if you want to get visitors to a certain page with one of your products. The landing page is the page that you are trying to direct users to, so the page must be optimized for the product.
With that said, let us look at the purpose of a landing page.
What is a landing page used for?
Landing pages are used for three main reasons:
- To collect information about the visitor
- To provide the visitor with information about the visitor’s next step, or
- To give the visitor a reason to act.
More often than not, a landing page is used to promote a specific action: a new product, a new service, a new page, or whatever purpose it is you wish to achieve.
You can use a landing page to drive traffic to any page on your site. If you have a product that is in the early stages of launch, or an event coming up, creating a custom landing page is a great way to drive your visitors to a page that will be more engaging than a typical home page or blog page.
Here are the common types of landing page offers
What does this section seek to answer?
Well, as we have established, the role of a landing page is to convert a visitor into a lead, right?
Turns out, there are different types of content you can use on a landing page to target the visitor.
And we have a list of some of the most popular ones.
1). Ebooks
Using ebooks on a landing page can be a great way to connect with visitors and convert them into leads.
The possibilities with ebook content are endless. If you are looking to connect with students, or if you are looking to connect with a specific audience, then ebooks are a great way to connect them with your content.
A well-constructed ebook can be used to teach your readers, to answer a question, or even to just provide a bit of entertainment.
2). Email Newsletter Subscription
If you have an Ebook or a white paper to offer your visitors, that’ll be great. At the same time, you can just offer them a subscription to your exclusive email newsletter.
I bet you have seen on a majority of blogs inviting their readers to subscribe to their email newsletter.
3). Free Trial
Another type of content you can put on a landing page is offering a free trial.
Many visitors have trouble deciding whether or not to try a product, so offering a free trial is an effective way to help them decide. Another example is a newsletter sign-up form.
If prospective buyers see the free trial, it is easier for them to buy than for them to ignore it. Because the trial is free, this offers a way to gain the attention of a prospective buyer without having to make a big investment.
4). Event Registration
You can also use a landing page to promote event registrations.
For example, if you are having a grand opening, you can create a landing page with a form that visitors can enter their email address to receive a special offer or discount.
What are the benefits of a landing page?
Besides what we have already talked about, there are other perks that come with using a landing page.
a). Landing pages help increase conversions
The goal of a landing page is to get visitors to take a specific action. This could be to sign up for an email list or make an online purchase.
This could be an important goal, especially if the visitors aren’t coming to the site because of a particular product or service.
And the conversion can be anything from filling out a form, subscribing to a newsletter, or buying a product. A landing page is only effective if the visitor does the desired action. The visitor must act.
b). Helps you better understand your target audience
Landing pages can provide additional insights into your target audience.
For example, many landing pages are created to identify the demographics, behavior, and interests of visitors to the landing page.
In other words, landing pages can be used as a way to gather information about your target market, which is extremely important in order to optimize an online marketing campaign.
Using landing pages to better understand your target audience will put you in a better position to determine the optimal message to send.
For example, if you have a lead generation page, you may find that people who are most interested in your company are more likely to sign up for your newsletter.
c). Landing pages help grow your email subscriber list
A landing page can be an effective tool for growing your email list and getting people to sign up for your list.
This is because people want to be entertained and you can use a landing page to deliver that entertainment to them.
When a visitor lands on your landing page, it is likely that your site is the last thing they will want to see so you need to provide them with something else that they can find entertaining so that they will stay and not bounce away.
This usually means you need to offer a discount, free sample, or some other type of incentive to get them to take action.
d). Increase brand value and puts up an impressive first impression
Landing pages are a great way to create a brand identity and make a good first impression.
They are also a great opportunity to use visual design elements to set the atmosphere of your company and reflect your personality.
For example, if your company is a design firm, you can use a landing page to show off your portfolio of work.
If your company is based in New York City, you can use a New York City landing page to reflect the city’s culture and give people a feel for what your company is all about.
What to consider when building a landing page
With that said, there are some things that you need to consider when creating a landing page.
One of the major things that you need to consider when creating a landing page is that you need to make sure that the information and landing page are properly integrated.
It needs to be completely seamless so that when someone lands on your landing page it feels like they are always on your web page.
Another thing you need to consider is how you will promote your landing page. You need to remember that people will not take the time to create a landing page unless they are interested or attracted to your content.
Therefore, you need to make sure that your landing page provides a clear message and a strong call to action.
For example, if your landing page is about a discount, you need to make sure that the landing page has the main promotion for the discount and that it’s in a prominent place so that people can see it without having to scroll.
Take Away
Landing pages are very useful in building awareness and brand recognition for your business. A landing page can help you increase brand awareness by providing a way for customers to find out about your company.
This could be a simple lead-generation page that has a form on it where customers can put their contact information in exchange for a free ebook or a giveaway.
A landing page allows you to build brand recognition, which in turn allows you to build brand loyalty.