Importance
of landing page in digital marketing is something that online business
marketers should definitely care about. But, what is a landing page? A landing
page is essentially a page on your website where customers land when they click
through something. These clicks typically come through a pay-per-click ad, but
they can also come from email. In a nutshell, just remember that a landing page
is where a customer lands when they come from somewhere else.
Why landing pages
Quite
simply, because they work. Landing pages are great because they allow you to
segment or cater your message to various campaigns. For example, if you have a
paid search campaign that has a specific discount, you’ll want to have that
landing page tied directly to that so the messaging is the same. Same idea for an
email: if you have a specific landing page, you’ll want the design and
messaging to be consistent with the corresponding marketing campaign. By using
landing pages with specific activities, you’re essentially reinforcing the
message that you have, which is really important. Next, you want to make sure
that your brand is consistent with your landing pages. You do have some
flexibility, as landing pages are a bit separate from your main website.
What is Digital Marketing and Why is it Important
Difference between Landing Page and Home Page
The primary
component of a successful landing page starts with the understanding that a
landing page is not the same thing as your website’s home page. The differences
between a landing page and a home page among others area landing page is a standalone
web page that a visitor arrives on after clicking and add promotion or search result
typically there won’t be any navigation links and there will be only one, maybe
two very specific calls to action or CTAs. A great landing page will naturally
include relevant images and/or videos and a killer primary headline, always
located above the fold or positioned in the upper half of your landing page so it
is visible without scrolling down the page. Always keep in mind that an
intriguing headline plays a key role in convincing your visitors to read and
engage with the rest of your landing page, so make that headline attention
grabbing.
How to become a content writer
Another
commonality that great landing pages share is a company’s unique value
proposition. You should make up the majority of copy or the words on your
landing page and answer this question. Great landing pages use trust
indicators. Trust indicators establish your credibility with your users. Some
indicators could be statistical evidence, the logos of notable companies that
are your clients (sometimes called customer badges) glowing and detailed
customer testimonials a solid privacy policy or third-party trust seals. The
other most important elements of a successful landing page is called a CTA
button. A call to action button is appropriately named because it encourages
the user to take the action you intend on your landing page. This is the click
that delivers conversions and captures the information the visitor provides
through the lead form.
The most important component of a landing page is the
lead capture form. According to the marketing automation experts, lead capture
forms should ask questions that bucket your contacts into buyer personas. This
allows you to target those personas and provide relevant content to their
specific needs.
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