What is a landing page - The Digital Studios

You might have heard the term before, but if you aren’t entirely sure what they are, landing pages are web pages that are acutely focussed on specific topics that help to bring in more visitors or convert visitors into leads and sales.

A landing page is any web page that someone can “land” on. But, in the context of your small business marketing campaigns, we can narrow this definition down considerably.

For example, a landing page is a single website page that is designed with a narrow purpose compared to a standard web page. The main goal is to limit the options a visitor to your landing page has, therefore directing them to a clear objective on the page. They will appear as standalone pages on your site.

The purpose of a landing page is to expand your marketing or increase sales goals.

Examples include:

Click-through landing pages that engage with your users and then direct them to your E-Commerce products or services to then make a purchase.
A lead generation landing page which have the main goal of directing your users to sign up for a newsletter, downloading a freebie to their email address or filling in a form all of which will capture their data for future marketing purposes. Often a sign- up will be in exchange for a free consultation or trial of your services or software.

If you are running PPC campaigns you can direct your online ads and marketing links to a landing page. Landing pages are optimized for conversions, meaning the leads you send to these pages give you a better return. Higher conversions mean more sign-ups which ultimately leads to more sales for your business.

Landing pages should form part of your online marketing strategy and they will play an important part. Take a look at this stat for Hubspot “who increase landing pages from 10 to just 15 see a 55% increase in lead generation” It’s a scalable strategy. But keep in mind, these landing pages shouldn’t exist by themselves. They need to be a cog in the wheel of your whole system that all work together.

How Do Landing Pages Work?

Landing pages have several processes. The potential client will arrive on the page having seen a call-to-action. After reading some captivating information on the landing page, the person will fill out a form with their details, often in exchange for something like a free download (this is called a lead magnet). The information about the person is saved to your database and becomes a lead. You can target these leads with email marketing campaigns with the ideal outcome being that they become a client or customers.

Some landing pages aim to convert a lead to a customer there and then and often feature lot’s of information about the product or service, the benefits of it and testimonials from previous customers (always good to throw in some social proof for good measure). There will sometimes be a sense of urgency such as limited spaces, one-time or time-limited offer prices or limited purchases available. The buying process will be quick and simple to make sales or sign-ups easy for the customer, who will not want to miss out on this must-have product.

Benefits of Landing Pages

Landing pages provide the opportunity to increase ‘content specificity’, which can also help increase your organic search (or SEO) performance, becoming a highly sought after resource for niche or ‘long-tail’ topics.

Pay Per Click (PPC) performance can also improve because you’re able to accurately match an ad’s value proposition and messaging directly with what visitors are seeing on your page. Also, users are getting value by going to a specific, concise page and you are getting a lead or sale.

Last but not least, dedicated landing pages also give you the ability for experimentation. You can test messaging to see which performs best with your audience, or you can test product demos and even ways to position your services against competitors.