You might be wondering why you need to create separate, distinct pages that web visitors will be redirected to when they click on calls to action. After all, landing pages are time consuming to create, and you need a lot of them. You might be hoping that you can get away with not using them.
But the fact is the landing page is an indispensable part of inbound marketing, and specifically, of your lead generation efforts.
Good landing pages are a maintenance zone with no navigation menu, sidebars, or footers. The goal is to put website visitors first. A good landing page is clear, concise and contains the hands of the visitors to place points.
Why is a landing page important? Here are a few reasons that you should consider.
At its core, your website only has two purposes: to generate traffic and to convert. Landing pages are critical in helping you to generate leads and convert them into prospects and customers.
Too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to the targeted landing pages.
Collect Prospect Demographics
Every time a lead completes a conversion form on a landing page, your sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out.
Data from landing pages can be tracked, and this can help you understand just how engaged your prospects are. You can track and analyze landing page data to better understand how well your marketing plan performing. You can compare data from various pages to see what’s working and what isn’t, so you can optimize your marketing.
Why is a landing page important? Because it inspires specific consumer action. If you were to send your visitors to your website’s home page, they could take a wide variety of actions, from checking out your blog to reading about your history. Though this engagement is also good, it’s not what you actually wanted to happen. And it can delay consumer action.
A landing page removes all the distractions, such as the site map, links, and navigation options, so your visitors can focus on the one thing you want them to do: convert.
Follow Up with Thank You
Your landing page should always be followed up with a thank you. This is not only polite but assures the consumer that they have completed the registration process.
Test and Optimize
Just like landing page data can be tracked and analyzed for your benefit, the landing pages themselves can also be tested and optimized. You can test different colours, images, headlines, copy, and form fields to see what’s getting people to convert and what’s stopping them from doing so. Then, you can improve your landing pages based on what visitors respond to the most.
Landing pages are not optional. It’s not like you have an option when it comes to landing pages. What you think about landing pages is immaterial.
Don’t underestimate the power and importance of landing pages.