Is your landing page utilising its potential and can it become the powerhouse of your content marketing strategy?
A landing page is a destination visitors arrive at after clicking on a link to your site. The main purpose of a landing page is to be an intentional standalone page, bypassing the homepage, that is accessed via a direct link. For example, an organic search driven by well-structured content marketing, PPC ads, paid social media ads, email marketing, promotional content, etc. The content and link you put out can be personalised to target the intended demographic.
The difference between a homepage and a landing page
The difference is that a homepage encourages users to explore the site and learn more about what your business offers vs the main purpose of a landing page, which instead focuses on the objective and encourages users to take action. The landing page must make it clear what your business offers, as well as funnelling the users into taking the desired action. Landing pages also play a major role within the wider marketing funnel, helping move visitors from initial interest towards meaningful action and conversion.
By having limited or no navigational abilities away from the landing page itself, you reduce the user’s options and allow the focus of the page to be on your desired objective. The aim of the page is for users to take action. Therefore, you want to reduce any potential distraction from this. That is why you don’t want to have any additional links that the user may be interested in clicking onto.
If the user clicks onto one of these links and visits other areas of your site, they have now left the landing page which was specifically targeting them into taking action. The content of your landing page should all relate to and support the desired objective, not take away from it.
What does a landing page look like?
On your landing page, what you are offering, and why the visitor should engage with this, must be very clear and easy to understand. There should be no questions unanswered or information left out that may cause the visitor to have to take further measures to find out the necessary information about your company, or what you are offering.
This objective is a CTA (call to action). Your call to action should be what stands out the most and should be prominent within the content of the landing page. You can feature the CTA more than once to ensure it keeps the visitor’s attention, and it is often valuable to also add the CTA at the bottom of the landing page; therefore the final destination or point of contact within the page is the action itself. The user is then given somewhere else to go and doesn’t leave the page on their own accord.
Most often the desired action will be either sales, or lead generation, with the aim to convert visitors from a user to a client.
Therefore, the two main types of landing page are click-through pages and lead generation. Click-through pages will take the user to the next action, typically being a sales, checkout or pricing page. On the other hand, a lead generation will aim to gain a lead, by capturing user information such as an email address, which allows you to directly communicate and build rapport to these new leads, which then expands your customer prospects.
Of course, generating leads is only effective if you have a clear strategy behind it. We explored this further in our guide on conducting effective lead generation.
Multiple landing pages
Multiple landing pages often turn the best results for a business. If you have a variety of demographics that can benefit from your business, then there are a variety of demographics that can be of benefit to your business.
Studies from HubSpot have shown that companies with over 10 landing pages drastically increase their conversion rate by 55%. More landing pages means more opportunities to reach prospects. If there are a variety of pages being put out, you are reaching a greater array of audiences than if you were to simply target one persona. Being able to personalise your different landing pages, by using appealing content that fits the needs and benefits of the individual or business, means you can market specifically towards each demographic of potential leads.
This page should have all the necessary information to entice visitors to take action, and the advertisement or post containing this landing page link must also be relevant to the content within the page itself, allowing for a synonymous flow. If the messaging between your advert, content and landing page feels disconnected, it can quickly reduce trust and conversions. This is often why marketing campaigns fail to land with their intended audience.
The six steps to a successful landing page
- Create personalised content targeting one specific demographic audience.
- Put out an organic or paid post containing the link to your landing page.
- Provide all necessary information to funnel visitors into taking the desired action.
- Reduce navigational abilities to drive focus.
- Gain new leads by users taking action.
- Convert users to client.
In short, the main purpose of a landing page, is to provide necessary information, limit navigational abilities, and entice visitors into taking a desired action.
Need a steadier flow of the right enquiries coming into your business? Find out more in our complete guide to B2B lead generation, or discover KAYBE’s lead generation & campaign services. Not sure where to start with your marketing? Speak to KAYBE today.
