If you already have a website but are wondering if you also need a landing page, or remain baffled by what landing pages are exactly, then read on to find out why landing pages can boost your traffic and your sales.
What’s the difference between a website and a landing page?
It’s all about marketing with a specific goal in mind. Put simply, a website is for browsers to browse, find out more about you, and yes, hopefully buy from you in smooth, irresistible online experience. And a landing page is for browsers to land on and do something specific, with none of the distractions of a full website.
If you sell haberdashery, for instance, but you particularly want to launch a mass sale of, say, embroidery kits, that would be a very good reason to have a separate landing page for this exact purpose – to attract, call to action and sell your embroidery kits.
Landing pages are for specific marketing goals
There’s no reason why a landing page wouldn’t have all the branding, tone of voice and hallmarks of your main brand. In fact, these attributes will only strengthen your main brand and online presence, not to mention increase your SEO as a sign of authenticity and trust. But it’s the marketing goal that’s the main job of the landing page.
One landing page - one option
For a landing page to achieve its marketing goal, there should only be one option for browsers. The goal maybe to buy the embroidery kits we talked about, or any other product, but it must be a specific product.
Or a landing page’s job might be to get browsers to sign up to a newsletter, or leave their email address to receive a discount code.
Whatever the job of the landing page there should be no other option to click through to any other function.
How do you get people to your landing page?
Your landing page is only part of the strategy. To get people to your landing page you need targeted messaging and signposting – advertising in other words – to attract your customer and prospective customer communities to compel them to visit. For instance, from:
- Your main website
- Your social media channels
- Print advertising
- Paid ads
- Referral schemes
- Newsletters and email marketing
Aligning your ad and your landing page
It’s essential that your ad and your landing page are as perfectly aligned as possible. Google will reward you for this, since if browsers click on the ad, click through to your landing page, then go on to click through to the CTA (call to action) – your CTR (click through rate) will be high; signalling a big indicator for trust and quality with the search engines.
Make sure your ad and your landing page feature:
- Targeted messaging that harnesses the customer interest
- Cohesive design so your customer knows it’s you for the whole journey from ad to landing page
- Gives what it promises – the ad is true to what the landing page promises and delivers exactly what it says it will
Landing pages achieve higher conversion than websites
With just one job to do, it stands to reason that a good landing page will convert more visitors than websites. That’s why they’re so successful as part of a cohesive marketing strategy, but like any other online experience you provide, they are subject to the quality of design and content.
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