Due to the popularity of the internet, the majority of companies are now promoting their services using online methods. This is not only to increase brand promotion, but also, to reach a greater target audience who are potentially searching for their goods or services. While this is beneficial for the client being exposed to a plethora of options; it can be positive and negative for the company. You may be exposed on a global level but the number of competitors has increased dramatically. To ensure your business leaves a lasting impression on visitors, it is necessary to create an effective website. This article will discuss the website landing page and why this page is important for online success.
What Is A Website Landing Page?
A website landing page is the website page a visitor is redirected to upon clicking on the relevant URL in an online search or advertisement. The type of landing page typically depends on the type of website you will be visiting. An affiliate marketing website will have a redirection to an affiliate advertisement where there is promotion of a product for sale; whereas, a URL redirecting to a blog will land on a page with a list of blog posts. Internet entrepreneurs, however, will more often than not, use the website homepage as their landing page. A homepage will include information on the website or contact details about the company. This may seem a beneficial choice, but it is not always the best option.
Why Is The Website Landing Page Important?
1. An Affiliate Marketing Technique
As is mentioned above, one of the methods use for affiliate marketing promotion is to redirect potential customers to the advertiser’s advertisement immediately. Affiliate marketing operates through something known as conversions or a pay per click system, which means when an individual clicks on your affiliate link you will receive a set amount for it from the advertiser. The more visitors that are directed to the affiliate marketing page based on it being your landing page, the more you will make as compensation. In addition, if the visitor opts to purchase the product sold the greater the compensation dependent on the affiliate marketing system.
By performing a quick online search for any service you will soon see that most website landing pages are home or contact pages. This is useful if you are interested in reading about the company; however, it can be problematic as many people do not have the patience to search for information or continue with hyperlinks which may not work. The more successful option is always to place your landing page as a redirect to information of services; for example, direct access to content. By allowing an individual to redirect to content of services, it is highly likely the visitor will review different articles and possibly request a service.
Final Words On The Matter
The importance of a website landing page cannot be stressed enough. It is the initial aspect that defines continued use of the site by the visitor or a high bounce rate.
Any savvy inbound marketer “gets” that once you’ve done all that hard work to get visitors to your website, the next big step is to convert them into leads for your business. But what’s the best way to get them to convert? Landing pages , that’s what!
Unfortunately, there seems to be a major disconnect between the importance of landing pages and their use by marketers. According to MarketingSherpa’s Landing Page Handbook (2nd edition), 44% of clicks for B2B companies are directed to the business’ homepage, not a special landing page . Furthermore, of the B2B companies that are using landing pages, 62% have six or fewer total landing pages .
Landing pages are the heart and soul of an inbound marketer’s lead generation efforts, so why are they still so underutilized? MarketingSherpa cites that the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded.
But let’s put a stop to this, shall we, marketers? Landing pages are much too critical to the success of your lead generation efforts to sweep under the rug, and here’s why.
What is a Landing Page?
First, let’s start with a simple definition:
A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form (AKA a conversion form).
A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar. You can build landing pages that allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on.
How Landing Pages Work
For a more complete understanding of how landing pages make visitor-to-lead conversions (and reconversions) possible, let’s talk through a hypothetical scenario that will help demonstrate the simple pathway of a visitor into a lead through a landing page.
Let’s say you own a professional painting business, and your services include a variety of professional indoor and outdoor paint jobs. You’re a savvy inbound marketer, so you maintain a business blog that features articles about painting tips and tricks. You also have several more premium marketing offers like free educational ebooks on painting and free, no-obligation painting consultations.
Now let’s say a mother was looking for a professional painter to paint her new baby-to-be’s nursery but was first doing some research into color schemes. She comes across your blog post entitled “10 Popular Nursery Room Color Schemes for 2012” as a result of a Google search, and she clicks through to read it. When she reaches the bottom of the article, she notices a call-to-action (CTA), which is essentially an ad, for one of your offers — a free painting consultation to help her decide which color scheme would work best with the size and type of nursery she’s working with. “That would be valuable,” she thinks, clicking on the CTA and visiting the landing page where she can sign up for her free consultation.
The landing page provides some additional information and details about what she will get out of the free consultation, convincing her it’s worth providing her contact information on the landing page’s conversion form in order to take advantage of the offer. She submits her information, and voila! — she’s now a viable lead for your painting business with whom you can easily follow up! What’s more, she wants you to follow up with her. How fantastic does that sound?
And this isn’t the only pathway through which a visitor can travel to convert into a lead. In addition to search, visitors can find your site and its landing pages through a number of marketing channels including email, social media, PPC, direct traffic, or referral traffic. Furthermore, they can find your landing pages through calls-to-action you place throughout your website, or directly as a result of you sharing the link to those landing pages in these other marketing channels.
They key, as a marketer, is to create these landing pages in the first place, and make it easy for potential customers to find them in your various marketing efforts.
6 Reasons You Need Landing Pages
Still not convinced that landing pages can make your marketing and lead generation efforts more effective? Here are 6 more compelling reasons: