A landing page is designed to receive visitors - it receives visitors from all over the internet. Visitors can come from emails, social media posts, facebook advertisement campaigns, direct mail or pay-per-click ads. Landing pages convert these visitors into inbound sales enquiries by encouraging them to complete a contact form or call the sales team.
You may wonder about the difference between a website and a landing page? Your business website drives leads to your business - so what's the difference? Well, your website has other purposes as well such as providing product information, getting your business found online and sharing case studies. A good business website is designed around actions you want your visitors to take - a landing page is different.
Landing pages will have slightly different benefits which set them apart and make them a valuable tool for small businesses. Your website will provide visitors with multiple paths to take or decisions to make, whilst a landing page will give only one or two. It's far more targeted on the outcome.
Let's go over a few benefits of a landing page for your small business below..
1. Landing pages target specific business goals
One of the main benefits of a landing page is that they directly support your business goals such as reaching a new niche market, promoting a new product, getting customers or closing more sales. Landing page benefit your business because they can be catered to the specific audience or goal you are targeting and allow you to measure success with relation to that goal.
The design around specific actions can be tailored to meet your business goals, landing pages can encourage people to take action such as sign up for your mailing list, provide contact information and subscribe to a newsletter or request a telephone call.
2. Landing Pages Increase Conversions
Your landing page will influence a visitors decision to take action, a little like your website. A good landing page sets up a clear action for users to take and makes it as easy as possible for them to take that action. This is known as a CTA or 'Call To Action'.
As a result, you will see more of that action being taken (known as a Conversion). Landing pages benefit your business because more conversions typically leads to more customers and more money for your business.
3. Landing Pages Generate Important Data and Insights
When you link a landing page to a specific campaign, piece of content, action, or source, you can see which channels are bringing in the most leads, which topics and offerings are of most interest, or which campaigns are the highest performing. Tracking user behavior is one of the best practices for landing pages that can produce valuable insights. These types of insights can help you refine your knowledge of your target audience and your campaign strategies, and improve your effectiveness.
Also, if your landing page contains a form, you can use the information requested in the form to learn more about your visitors, such as their specific challenges, preferred date and time for a consultation, or specific information they want you to know.
One last way that landing pages benefit your business through data and insights involves A/B testing. A/B testing is an effective tools for campaign success. With data and analytics available for your landing pages, you can test out different landing page elements to see what’s most effective. You may compare the effectiveness of a video versus a picture, try out different tones, styles, and vocabulary, or tweak button colors and copy.