We live in the digital age, which means any company looking to succeed needs to have a relevant online presence. You can dive into an SEO service, content campaigns, and pay-per-click advertising, but a lot of these efforts will end up being moot if you don’t have a proper landing page. 

What is a Landing Page?

As the name suggests, this refers to the standalone web page where a user “lands.” Basically, if they are clicking a link, ad, or search result, the page they are led to is considered the landing page. You can have multiple landing pages that cater to different audiences and keywords.

A landing page is more than just a destination, however. In digital marketing, it’s a key tool in lead generation and capture. The purpose of this page is to take the attention of the consumer and convince them to take action. This can be anything from subscribing to a newsletter to buying one of your goods. 

How it differs from other web pages is that it has a streamlined focus and function. Other web pages are meant to be expansive, have different features, and encourage the exploration of an entire website. A landing page is all about conversion.

Why Are Landing Pages So Important?

It’s so easy for people just to click away from a web page. This is what makes it so important to have a good landing page. In general, landing pages are responsible for generating a lot of traffic on your business and platforms. You want people to end up there because it’s the gateway to a transaction.

On top of generating traffic, it actually translates to lead conversion. Users turn to active consumers that are more likely to visit again. More importantly, it is the extra push that a user needs to take the action you want them to take. 

If they clicked through to get to the page, they are already interested in what you have to offer. The landing page is the final factor that convinces them to go ahead and interact with your business.

What Should a Good Landing Page Have?

The common mistake that businesses make is using their homepage as their landing page. This is not going to work because it is often an overview of everything and offers too many things at once. The best kind of landing page focuses on one thing and pushes a specific action. So, what exactly should your landing page have?

• A clear voice. You want your audience to know exactly what your brand is and what you can offer them. It’s important to know your target demographic and cater your messaging to them.
• A specific function. Figure out what you want the user to do. This is your asset for lead conversion. Then, you need to get the right information from users to actually have insightful data. This informs you how best to move forward with prospects.
• User-friendly forms. The last thing you want is to drive users away because you ended up with an overly complicated system. Make sure everything is easy to navigate and fill in.
• A clean and concise layout. Avoid distractions and a messy design so that your users can easily find what they need.
• Relevant links. The next step is to make sure consumers stay connected with you. Include links to your social media profiles and email lists that they can join.

Conclusion

Make sure you maximize your marketing strategy by being mindful of how you create your landing pages. If you’re going to tap into web design services, you need to pay extra attention to this aspect. It’s a great starting point for the rest of your digital strategy.

For businesses that need a full-service digital marketing agency, reach out to Social Cali and talk to an expert now. We offer SEO, Google Ads, social media marketing, and web design in Austin.