We’re big fans of landing pages. We often write and talk about the right way to design one or even the best practices of landing pages. But, you might still be wondering why these pages are so important for your digital marketing strategy.
It isn’t just about generating leads and offering lead magnets like ebooks and checklists. Landing pages can accomplish so much more than collecting a lead’s contact information.
Yes. You read that correctly: so much more.
Sure, generating leads is an incredible thing for your business. But, these pages have other purposes that can be just as crucial to the success of your online strategy.
Landing pages help your business generate leads
We mentioned this above, so it shouldn’t be too much of a shock, but the number one reason you need a landing page is to generate leads.
If your website isn’t generating leads, then your site isn’t living up to its potential.
A business’s website should be their most powerful marketing tool and act as a 24/7 salesperson. When you set up landing pages correctly, with the right design and best practices, you set yourself up to grow your business and increase sales.
These pages are a place for you to offer gated materials in exchange for contact information.
For example, if you’re a digital marketing agency, you might offer a Logo Design Checklist download to visitors interested in branding or rebranding. In order for a visitor to access the checklist, they’ll have to fill out a form, which turns them into a lead for the agency.
Landing pages help you gather information about customers
If you’re collecting contact information from leads, then you’re actually doing a whole lot more than you might think.
The contact forms on your landing pages provide you invaluable insights into your customers and potential customers.
If you take the time to analyze the information from the forms, you should be able to understand the demographics of your actual market compared to your target market.
Are you attracting the customers you set out to attract?
Why are the leads you are currently receiving the ones filling out the form?
Why is your target market not filling out the form?
The best way to gather this information is to ask basic questions on your landing page forms like:
- Type of industry
- Business website
- Company name
- Size of company
Just remember to keep the questions relevant to your business and your offer.
Landing pages help you track your traffic
When someone fills out a form on your landing page, you can start to track their movements on your site.
While this might sound complicated, there are some great tools that help you accomplish this.
What good does this do you?
Well, for starters it will help you establish a relationship with your leads. You’ll be able to understand their positioning and perspective better because you’ll see what pages on your site they went to.
With this information, you can start formulating their pain points before you ever talk to them, so you can help them better understand why you have the solution they are looking for.
Landing pages help match your advertisements to your website
We say this a lot: consistency is key in marketing.
If you’re running a paid advertising campaign on Facebook, Linkedin, or even Google Adwords, then you need to make sure the page the ad takes visitors to is consistent with the actual ad.
Things like messaging, images, graphics, and the offer itself need to be connected and consistent from ad to page.
You can’t redesign your home page every time you create a new ad. (Well, you could, but that wouldn’t be advisable.)
Instead, you need to create landing pages that feel like they are part of your website while also being consistent with whatever ad is driving traffic to them. It provides a better user experience, but it will also help you convert traffic.
Landing pages provide you an opportunity to segment your audience
Depending on your business, you may have several different target audiences. You don’t want to create a single landing page and expect all of your target audiences to convert on that page.
When you try to talk to everyone at once, no one will get the message.
Landing pages help you segment your audience, so you can speak directly to them
With specific and targeted messages, you’ll be able to connect with your visitors better, move them through your online sales funnel, and generate leads in a whole different way.
Bonus: when you segment your audiences to different landing pages, it’ll help you nurture them into customers more easily and accurately because you won’t have to try and identify which market they are coming from.
Landing pages let you announce new products or services
Landing pages help you make announcements and generate interest around new products and services.
If you’re rolling out a new product or service, it can be difficult to gain the attention and interest you need to make the new rollout viable.
With a landing page, you can start to test the product or service line update and collect lead information based on interest in the new rollout. While this is still a form of lead generation, it’s also a great way to understand the perception of the rollout.
If you have trouble gaining any interest or traction, then maybe you need to reconsider the rollout or your strategy.
Landing pages are about more than lead generation
We talk a lot about lead generation. It’s great for your business, but it’s not the only thing your website has going on.
Landing pages are a great tool for learning new insights, generating leads, collecting information, and gaining a new perspective on your business and audience.