In online marketing, a landing page is kind of like a solo web page – a single page that is intentionally for marketing purposes. Unlike other web pages that are developed to engage visitors and promote exploring your site and other pages, a landing page serves a specific marketing goal. In most cases, your audience reaches a landing page through an advertising link found in an email, through search engine results and advertisements, or through social media pages.
Landing pages feature a focused message and a call to action and are ultimately designed to generate quality leads and boost conversion rates. The focused nature of a landing page makes it an incredibly powerful tool in your online marketing strategy. Let’s take a look at 4 critical reasons you need a landing page.
Unique Reflection of your Brand and Target Audience
Because landing pages are focused for a particular marketing message, they offer a unique opportunity to reflect your brand and target audience. In most cases, visitors are coming to your landing page through an advertising link. This link should already be targeted to a specific audience and the landing page allows you to communicate directly to that audience. More importantly, the landing page allows you to promote your brand by building stronger connections with your audience. Landing page copy is simple, direct, and clear and should communicate a benefit to your visitor that simultaneously allows you to reinforce your brand identity in the minds of your visitors.
4 Critical Reasons you Need a Landing Page
Enhanced User Experience for High Conversion Rates
Landing pages can be a very effective tool for capturing leads. As we know, landing pages are highly focused and should deliver an enhanced user experience because they offer inherent value. Regardless of the type of business you run and the services or products you offer, landing pages reflect a very specific marketing purpose. Visitors are likely already motivated to engage with your business by the time they reach your landing page – they’re intrigued by an advertisement, blog, social media post, or other marketing tool, they click on a link, and they arrive at your landing page. With that in mind, your landing page gives you an opportunity to deliver on your visitors’ expectations. Your landing page features persuasive copy that encourages visitors to engage with your call-to-action for higher conversion rates. Because landing page messages are direct and there are fewer distractions, users are funneled to your conversion form.
Added Search Engine Ranking Opportunities
A landing page represents an additional opportunity for search engine results. Landing pages are optimized to your main keyword and feature quality content for improved conversion and click-through rates. Like any web pages, landing pages can be optimized for search engines – this means that using landing pages gives you added exposure on search engine results pages (SERPs). In order to maintain your brand integrity, your landing page should follow your overall keyword strategy. Landing page copy should utilize keywords naturally while compelling users to engage with your page. Likewise, landing pages utilizes title tags, alt tags, meta descriptions, internal links, and images and videos in their structure to further enhance search engine rankings. All this to say, a well-developed and effectively structured landing page represents your ticket to higher search engine rankings.
A More Professional Look
Finally, the simplicity of the landing page gives your business a more professional look. A quality landing page directly relates to the source link whether that’s an advertisement, blog, social media post, email, etc. The landing page also represents a snapshot of your brand and business while showcasing the value of a particular product or service. It should quickly capture your visitors’ attention and compel them to engage with your business. Because landing pages are simple and direct, they are often a sophisticated representation of your business that ultimately allows you to deliver a more professional look.
For more information about landing pages and how you can harness their potential, contact our team at 99 Digital today.