Why Dedicated Landing Pages Are a Must For Every Website

The primary objective for any marketing campaign is to drive more traffic and increase sales.

But even after a visitor lands on your site, they won’t necessarily make a purchase right away. You need to convince them that your product or service is worth buying. And to do that there is only thing you need in your marketing arsenal.

Landing pages.

What Are Landing Pages?

Landing pages are specially designed pages that are used to capture user data.

If you are running an AdWords campaign, you wouldn’t send paid traffic to the homepage of your site. Instead you would send traffic to more specific pages that detail the product or service you sell. Landing pages can serve different purposes but they are perfectly suited for:

  • Free trial offers
  • Promoting goods
  • Newsletter signups
  • Lead generation
  • Free content

The sole purpose of a landing page is to push a conversion or collect user information. If someone submits their name and email address to learn more about your offer, that information is incredibly valuable. Now you have a highly targeted lead that you can market to again in the future.

Simple putting up a landing page won’t guarantee conversions though.

You still need to have the following elements on your pages:

  • Strong headlines that get visitors to read the rest of the copy
  • List of benefits and features
  • A call to action button
  • Imagery that attracts attention

Here is a simple landing page example from Lyft:

lyft-landing-page

This is only one example of many.

Regardless of your business model whether you sell products or services, landing pages can make your marketing efforts far more effective. Here we look at why dedicating landing pages are a must for every business.

1. Capture More Leads

Perhaps the biggest incentive to use landing pages is to capture more leads.

A visitor lands on your site from a search. After reading through one of your blog posts, they see a banner with an offer to download a free guide. They click through and see a landing page where they can enter in their email address for access. You now have a lead that you can sell to in the future.

Landing pages are excellent for lead generation. Data shows that companies see an increase in leads the more landing pages they have on their site:

landing-page-impact-lead

You could capture more leads for your business by sending visitors to a landing page.

2. More Targeting Opportunities

Landing pages let you easily target various segments of your market.

For example, your audience may consist of different demographics. Attempting to appeal to all with one is rather ineffective. A better approach is to create multiple landing pages, each designed with targeted offers to appeal to the interests of your market.

We have seen based on the graph above that more landing pages lead to more targeting opportunities and leads. This allows you to capture even more of your target market.

3. Offers Valuable Marketing Insight

Each landing page is a valuable asset.

In addition to driving more leads to your business, each is a data mine of information that you can track and analyse. If a landing page is converting better than other landing pages, you can take what you learn and apply it to different aspects of your marketing campaign. This is incredibly beneficial as it gives you the potential to increase your conversions even further.

Conclusion

Landing pages are specially designed pages that are perfect for increasing leads and generating more subscribers to a newsletter. They also offer more targeting opportunities and valuable marketing insight that you can apply to the rest of your campaign. Not implementing landing pages means losing out on a major competitive advantage.