Landing Pages 101: What is It and Why You Need It as Part of Your Marketing Endeavours

Simply put, a landing page is a web page that lets you gather your visitor's information by means of a conversion form. Not all landing pages are built the same, and it is essential that you always create the best version you can make when crafting for your marketing endeavours.

A good landing page should:

·         Target a particular audience. A landing page is not effective if it is not tailored to a particular audience. Ask yourself  who  is your target audience. Is it small business owners? Solo tradesmen? Cafe owners? Medium-sized entrepreneurs? You need to be very specific about the demographics of your target audience to get the best results out of your landing page. 

·         Have engaging content. The headline must be strong and the sales copy must be able to put your product or service at a very good light. It is suggested that when writing a sales copy, it should be able to identify the concerns of the target audience and it should be able to explain why the product or service at hand is the ultimate solution to these concerns.

·         Contain compelling product or service info. A landing page is just one page, hence it should be able to contain all product or service info that will be compelling enough to convert into a sale. It should have product photos, testimonials, guarantees, take aways (a free gift like a free downloadable e-book, coupons, promos, etc.) an offer and a call to action.

Even without any form of convincing, a landing page is an essential ingredient in any online marketing endeavour. It completes the whole marketing package. 

·         A landing page is an easy way to generate leads. Instead of sending your potential leads to your homepage, your social media or email, capture them using landing pages instead. A landing page has the capacity to capture leads at a higher rate. You decrease the chances of sending them away by means of a landing page. 

·         A landing page lets you know your audience better. It is a great and straight forward tool to get the demographic details of your leads. It can be used or referenced by your sales team. The demographic information that will be generated can be used in understanding what kinds of visitors your website receives and will likely convert. It will also help you understand which among your prospective leads are more engaged than the rest.

·         A landing page tells you if your marketing endeavour is successful or not. By analysing the metrics that are associated with your landing page, you will identify whether your landing page undertaking has been successful or not. Is throwing a free e-book an effective bait to generate leads? Is a 7-day free trial promo an effective means to introduce your new virtual receptionist service? The results will readily provide you insight on your marketing performance, such that the next time you engage in other online marketing endeavors, you will know what to do and what not to do, what to adjust and so on.

Complete your online marketing strategy by coming up with a great landing page. If it does not go well, revise and devise and new one until you get the results you require.