Originally posted on July 7, 2015; Updated on December 24, 2021
Two of the most frequent questions we hear are “what is a landing page”, and “why do I need one when I already have a website?” They’re good questions, as the term “landing page” can be confusing. Don’t visitors to your website “land” on different pages already?
Yes, but while all landing pages can technically be defined as web pages, not all of your site’s pages function as landing pages. As part of your overall digital marketing strategy, landing pages exist solely to capture visitors’ information. Contact Smart WSI Marketing to learn more about how an internet marketing company can help you create landing pages that convert.
Imagine your website and landing pages as buckets and the traffic that comes to them as water.
Put another way: Landing pages are accessible only from a link you or someone else provides, such as a call to action (CTA). They generally fall into two categories, with a third type, known as a direct sales page, used by online stores like Amazon.
To sum up: landing pages are used to sell products and services or capture leads. They give detailed information on one item, attract visitors who are most interested in the offer, and offer limited navigation. Websites are designed to explain your business. They give visitors multiple pieces of information, attract users with a general interest in your business, and make all website pages accessible.
When you optimize your website’s landing pages, you can significantly increase traffic and conversions. Successful landing pages are about relevance, continuity, reinforcement, and, most importantly, value. An integral component of your online presence, they give visitors the details they need about your products or services and reinforce the belief you offer the most relevant solution to their problem or need.
Now let’s look at all the different ways you can use landing pages in your internet marketing strategy.
When people click on the CTA link in one or more of your online ads, they expect the page they land on to give them the precise information they’re looking for. While the design and branding on your landing pages should be similar to the rest of your website, the content needs to respond to the exact need that made them click on your ad.
Landing pages are effective for all types of ad campaigns, including:
A lead magnet is a marketing term for a free item or service you give away in return for a user’s contact information. They’re an excellent way to turn visitors into qualified business leads. People simply fill out a short opt-in form with their name and email address in exchange for a freebie, usually a download or coupon.
Lead magnet landing pages are also referred to as lead capture pages. Since they’re more targeted than website pages, you can create any number of them for different offers.
Not all landing pages are about sales. They’re often used to notify people of something important, like a recent website update or change of address. These types of landing pages can also be used to collect leads.
Given that landing pages have a single focus, they’re much easier to test for things like conversion rates and results than entire websites are. Continuous testing of your landing pages ensures they’re user-friendly and doing what they were designed to do - attract new leads. Things you can test with your landing page include:
It’s an excellent question with a simple answer. Yes, you can use a landing page to create a simple website. But (and it’s a big but) that limits your marketing options and growth abilities, so you probably won’t get the results you hoped for. The bottom line is websites and landing pages serve different purposes and have different audiences. You’ll get better results with a dedicated website that describes who you are and what you do with landing pages that tie into your online marketing campaigns.
Working with a digital marketing agency is a wise decision when designing landing pages. They can help you select the perfect elements to direct attention to precisely what potential leads are looking for. The best landing pages feature:
You’ve done a terrific job building your brand and designing a website that represents it. To ensure all that hard work translates into sales, landing pages are the way to go. They drive traffic, improve SEO, and build your brand and can be part of a successful PPC strategy. Smart WSI Marketing is an Edmonton digital marketing agency that builds landing pages that make a solid first impression and grab your audience’s attention. Talk to us today about how our engaging and interactive landing pages can help you boost conversions and your bottom line!
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
What is Digital Marketing Anyway?
In today's fast-paced, digitally driven world, businesses are increasingly turning to digital marketing as a powerful tool to connect with their target audience, build brand awareness, and drive business growth. But what exactly is digital marketing? Read More…
Why Your Website and Marketing Assets Are Crucial When Selling Your Business
So, you're thinking about selling your business? That's a big move, and we're sure you've got a lot on your plate right now. Before you dive into the nitty-gritty of valuations and negotiations, let's talk about something that's often overlooked but incredibly important: your website and marketing assets. Read More…
Your Google Business Profile: What You Can Control vs. What Google Manages
If you're looking to optimize your online presence, you've likely come across the importance of your Google Business Profile (formerly known as Google My Business and even earlier Google+/Google Places). Read More…
Whether you're working with a local small business digital marketing agency or managing things in-house, you should know that two key elements can make or break your online success: User Experience (UX) and Conversion Rate Optimization (CRO). Read More…
You’re a busy business owner. You've got your website up, your social media buzzing, and your products or services are top-notch. But how do you know if your digital marketing efforts are actually paying off? Enter the world of digital marketing analytics for small businesses Read More…
An Owners Guide to Leveraging AI to DIY Your Digital Marketing Strategy for Local Small Businesses
The use of AI in digital marketing is definitely on the rise, and it’s a trend that you’ll need to get on to keep up with your competitors. Below is a list of AI tools that we have researched and tested, and how they can fit into your digital marketing strategy. Read More…
Having a well-defined and tailored digital marketing strategy is essential for the success of any small business. With the right approach, you can effectively reach your target audience, drive traffic to your website, and ultimately increase your conversions and sales. Read More…
These days small businesses rely heavily on effective marketing strategies to thrive in a competitive marketplace. To make informed decisions, it's crucial for these businesses to understand what is working and what's not when it comes to their marketing efforts. Read More…
Are you looking to enhance the online presence of your small business and gain recognition in your community? Look no further! In this in-depth guide, our local search engine optimization company will break down the process of local SEO, focusing on critical components such as Google My Business listings, local keywords, and review management. Read More…
