A landing page is a standalone website page often used as part of advertising campaigns to drive traffic to specific pages, usually to encourage conversions or generate leads. Landing pages can also help you fine-tune your marketing efforts. Experts at Saba SEO, a leading San Diego web design company, discuss the importance of landing pages for businesses.
Encourage Higher Conversion Rates
An effective landing page is targeted to specific traffic. For instance, you can direct visitors to a landing page from an email campaign or a paid ad campaign. Because searchers coming to a landing page are highly targeted and usually enticed by a special offer, these pages often have higher conversion rates.
Capture User Information
A landing page has the ability to capture information from visitors in lead forms, which can be done with an ad promotion or paid and organic search results. The lead forms you use can collect usernames and email contact info in exchange for several different possible incentives for a visitor, including:
- An e-book download
- A newsletter subscription
- A specific purchase
- Registration for a webinar
- Access to a software download
Enhance Your Homepage
Landing pages can be just as beneficial as your homepages, as long as you know the differences and the purposes of each type of webpage. Your homepage is a general introduction to your business, which is primarily aimed at searchers who are gathering information before making a decision. Visitors coming to your homepage can discover details such as:
- A summary of what you offer
- What sets you apart from your competitors
- Some of your notable accomplishments
A landing page, on the other hand, is an enhancement to your homepage that targets searchers ready to make some type of commitment or decision. It’s a conversion-focused page with features such as:
- Call-to-action buttons
- Contact forms
- A bare-bones design to keep the focus on the intended action
Test Engagement/Conversion Potential
An appealing use for landing pages is the ability to test two different designs or types of content with A/B testing, a process that involves two versions of the same landing page and using the results each page gets to determine which one is more likely to generate more conversions. Landing pages are a valuable marketing tool since you can test specific elements of your landing page. For instance, you could do an A/B test where you keep all content the same except for the wording of the call to action.
Landing pages are designed to encourage actions, so content on these pages needs to be as clutter-free and direct as possible. You should also minimize navigation options to avoid unnecessary distractions or opportunities to leave the landing page before the preferred action is taken. When traffic is strategically directed to these pages, you could benefit from more conversions, useful visitor data you can use for follow-up engagement, and equally beneficial data you can use to improve your content and SEO efforts.
If you need an effective landing page for your business, turn to Saba SEO. As one of the best digital marketing companies San Diego has to offer, we provide customized web design services to a wide variety of businesses. Our expert web developers work closely with you to create a unique website that connects well with your target audience and converts visitors to customers. We make sure your website looks amazing and helps you increase your online revenues and subscribers. To talk to one of our professional web developers, call us at 858-951-1717 today.