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What Is a Landing Page, and How Can It Help You Boost Sales?
Reading Time: 7 minutes
If you are in the process of building a digital marketing strategy for your business, then you’ve probably stumbled across the term “landing page.” But, what is a landing page, and how does it work? And most importantly, how can it benefit your business?
With so many questions popping into your head, it’s time to get some answers! Luckily, you’ve come to the right place to discover the purpose of a landing page.
Ready to get all the scoop on this useful online marketing tactic? Keep reading to unveil the 5 key benefits of a landing page and learn how you can create one that inspires your audience to take action.
What is a Landing Page?
First and foremost, let’s discuss the overall purpose of a landing page.
In simple terms, a landing page is a single online page that specifically intends to engage and convert your audience.
In fact, most landing pages are designed to obtain the contact information of potential leads that are interested in your brand and usher them down to the next step of your marketing funnel.
Sounds great, right? Here’s how it all works.
Exchange a Desirable Incentive for Their Contact Information
Typically, a landing page offers insightful information or an incentive that inspires each visitor to take action. For instance, a landing page may provide a free, downloadable e-book, a special discount, a complimentary consultation – you name it!
However, in order to receive the incentive, the lead will have to type in their name and email address in exchange for the freebie. And just like that, the lead has entered the front door!
Once the contact information is acquired, you can add them to your email list and gradually engage them with your brand.
Landing Page vs Website: What’s the Difference?
Unlike a website, a landing page is just one, singular page. Interestingly enough, you don’t even need a full website to have a landing page for your business!
However, you can internally link your website to the landing page itself so visitors can quickly and easily access your online domain. This is particularly useful if your audience wants to learn more about you and your brand as a whole, and it can even build credibility for your business.
How Landing Page Copywriting Differs From Other Web Copy
Next, since the main purpose of a landing page is to convert leads, the key difference between a landing page and an ordinary web page is the use of tailored copy (and oftentimes, imagery) that centers around the audience’s desire for more information.
Consequently, this desired information is provided in the “free, downloadable e-book” or the “complimentary consultation” incentive that the audience is encouraged to click on!
Furthermore, landing page copywriting is usually more targeted and upfront, and it encourages the audience to take the plunge. BUT, it is NOT salesy or pushy! Skillful landing page copywriting simply wets their mouths and leaves them hungry for more.
Now that you know the purpose of a landing page, let’s move on to the 5 key benefits of a landing page!
5 Valuable Benefits of a Landing Page
When it comes to a fool-proof digital marketing strategy, landing pages are a fantastic tool to add to the mix. But, don’t take our word for it!
Here are 5 amazing benefits of a landing page that are sure to take your campaign to the next level.
1. Motivate Your Audience To Take the Next Step
As you know by now, the purpose of a landing page is to inspire, incentivize, and invite visitors to take action.
This is usually done through the use of desirable incentives, such as:
- Free guides and ebooks
- Downloadable templates
- Exclusive webinars
- Free trial (for a subscription service, for example)
- Special coupons
- Discounted rates
- Newsletter subscriptions
- Any other materials that provide value to the person
However, you can also inspire someone to act by providing them with valuable information that is followed by a strong call-to-action (CTA).
For example, a real-life case study that highlights one of your satisfied customers and concludes with a powerful CTA is a great way to get people excited about your products or services and leave them yearning for more!
All in all, a landing page serves to create a desire to take the next step to start a relationship with your brand! This leads to the next benefit of a landing page.
2. Boost Conversion Rates & Sales
Once you get your leads through the door, then you can send them to the next level in your marketing funnel. More often than not, this is done via an email campaign or an actual phone call (i.e. a complimentary consultation).
In this phase, you will begin to cultivate a relationship with your leads. This is a huge step in the conversion process, especially for businesses that have a tight-knit niche market.
For instance, on the landing page itself, you can skillfully use landing page copywriting techniques to pinpoint your niche market and, once they take the bait, you can guide them to the products or services that will meet their unique needs.
This ultimately converts leads into paying customers and boosts sales.
3. Provide a Positive User Experience (UX)
Here’s a fact: everyone loves free stuff!
Here’s another fact: most people want direct, to-the-point information that will lead them straight to a solution for their problem. And since a landing page combines these two beloved ingredients into one easy-to-read format, it sets up the perfect UX recipe for conversion success!
That’s right, landing pages put valuable information right upfront so visitors don’t have to navigate an entire website to get the answers they need. This rapidly improves user experience and makes your business more credible.
Intertwined with a powerful incentive or CTA, and your leads will be more than happy to connect with your brand! Speaking of your brand…
4. Increase Brand Awareness
A landing page really is a great medium for your audience to quickly understand what your business is all about, which is precisely the next benefit on the list: landing pages increase brand awareness!
Just like web pages, you can also SEO-proof your landing page. With an optimized page ready to go, your landing page will help you stand out from the crowd and even build trust with your leads.
Not to mention, since you already know that the purpose of a landing page is to encourage your audience to take action, you can set up your page to strategically pinpoint the needs and desires of your target market.
When done correctly, you can feel certain that this digital marketing tactic will have a quality first impression on your audience and leave them wanting to know more about your brand.
5. Encourage Audience Engagement
Last but not least, one of the major benefits of a landing page is the impact it has on audience engagement.
Picture this: you set up an SEO-proof landing page that offers your audience valuable information and contains beautifully crafted solutions to their problems.
Sprinkled throughout the landing page are internal links, downloadable assets, exciting graphics, and maybe even a captivating video that your visitors can click on and interact with. These features attract your audience and keep their eyes glued to the page.
Obtain Leads That Are Ready To Convert
Here’s the best news: landing pages tend to cull only the most qualified leads and weed out the rest. This is because the page specifically targets people that are in your niche and those that have a strong need for your incentive.
In the end, this desire leads to their engagement, which then gives you the opportunity to nurture a relationship with them and help them take the next step as a paying customer.
Now that you know the phenomenal benefits of a landing page, are you ready to load a landing page into your arsenal of digital marketing tools? If so, then you definitely don’t want to miss this next bit!
Create a Powerful Landing Page That Converts
So, what does it take to design a landing page that inspires your audience to take action? It’s pretty simple actually.
First, you should research your target market and outline their pain points. Then, you need to come up with some kind of incentive or CTA that your audience will find valuable. Depending on your audience, this may be in the form of an e-book, a specialized guide, a webinar series, or discounted rates.
Now that you have your ducks in a row, it’s time to make the landing page itself!
After you have the proper landing page creator set up (such as MailChimp, Wix, or WordPress), then all you have to do is design a template and fill in the blanks with skillful landing page copywriting, graphics, and links to the incentive.
Once a visitor lands on this specialized page, they will instantly have access to easy-to-digest, insightful information that inspires them to take action.
Take Your Digital Marketing Strategy to the Next Level
Congratulations! You finally understand the ins-and-outs of a landing page. Now, you have all of the answers you need to fully integrate this tactic into your digital marketing strategy.
Speaking of digital marketing strategies, if you really want to convert leads, boost sales, and grow your business, Chatter Buzz Media is here to help!
Our award-winning digital marketing agency will show you how to fortify your strategy, navigate the ever-changing world of digital marketing, and deliver results that you can rely on. We can even help you build a landing page!
Contact us to take your business to the next level.
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