Landing pages are any standalone web page that a customer can land on and they allow you to use a lead-capture form or conversion form to gather information about the visiting customer.
If you launch an email campaign promoting your ebook or a pay-per-click ad promoting your webinar, your landing page will attract and target a specific audience. This is a quality of a good landing page.
In addition to targeting a specific audience, the creation of landing pages gives you the opportunity to offer your audience something of value. This is done by using your landing pages to allow visitors to download your content like ebooks, webinars, and whitepapers, or redeem marketing offers like free trials, demos, or coupons.
You can also convert a higher percentage of visitors to leads through a landing page and also capture information about who they are and what they have been converted on.
If you are wondering about the purpose of landing pages, there are several that are important to any business. As mentioned above, you can easily generate and convert leads, while also displaying offers and collecting demographic information about your prospects.
You can also use a landing page to understand which of your prospects are more engaged and use a landing page to help other marketing channels.
Depending on what you wish to gain from it, there are different types of landing pages. These include lead generation landing pages, click-through landing pages, squeeze pages, sales pages, infomercials, and splash pages.
Regardless of the type of landing page, there are certain features they all share. A headline, content, and keywords are some of the key features, along with social sharing buttons and links, hidden navigation, lead-capture or conversion forms, and CTAs. A landing page may also have images, thank you pages, and email responders.
While these features are important, a business will show more interest in the benefits of landing pages. There are several benefits to these pages, starting with direct support for business goals. Landing pages also increase conversion, which is one of the key reasons businesses create them.
You can also use a landing page to generate data and insights, improve your paid search campaigns, and grow your email list.
Credibility and brand awareness are two vital elements when building trust in customers and familiarising them with your brand and products. Businesses can use landing pages to achieve this as a landing page can be used to increase the credibility of a business and improve brand awareness.
These key benefits are the main reason businesses maintain landing pages for their brands and products.