Landing Pages: The Importance of a Marketing Lead Generation Page

27 Jul
Landing Pages

As you dive into the world of digital marketing, you’ll likely encounter a whole new vocabulary and set of concepts. If you haven’t already, you’re bound to have questions about how landing pages fit into your digital marketing strategy.

Developing a landing page sounds like a simple task, and it can be, but it’s vitally important to lead conversion.


What is a Landing Page?

A landing page is any web page that a consumer can land on, but in the marketing realm, it’s usually a standalone page, distinct from your homepage or any other page, that serves a single and focused purpose. A landing page is a follow up to any promises that you’ve made in your content. Essentially, it’s the next step toward a visitor becoming a customer. Your landing page lets you make a trade, some sort of special offer, piece of information or a deal, in return for providing contact information.

Landing pages can be click through, leading to another page such as your e-commerce site, or lead generation based. Lead generation landing pages typically offer items like an eBook, free trial, contest entry or webinar registration in return for the submission of contact information. A good landing page will do its job by convincing a potential customer that it’s worth it to provide personal details in return in exchange for whatever you have to offer.

Landing pages can be found through a general search or via your company website, increasing the likelihood that a potential customer will end up there.

There’s no need to have just one landing page, or even just one landing page at a time. In fact, experts in the marketing would probably suggest that you maintain multiple landing pages, targeted toward segmented customer populations.



Why Use Landing Pages?

You’ve done a great job building your brand and creating a website that represents it. Now you have to make sure that all of that hard work translates into sales. If you are looking for an effective lead conversion tool, landing pages are definitely the way to go.

A landing page is a great way to drive traffic, improve your SEO and build your brand. Approximately 68% of B2B businesses use landing pages to generate leads for future conversion. Fortunately for you, 44% of these clicks are directed toward home pages, which, as we’ll discuss, is not a good strategy. Landing pages lead customers to a specific product, service or offer and encourage them to take action. This is your opportunity to create conversions and build your customer base.

If landing pages are so important, why isn’t every business using them? Well, there is a misconception that they are hard to create and maintain. Fortunately, that simply isn’t true. Building an effective landing page is less about flashiness and more about getting the consumer what they’re after.


Landing Pages: The Importance of a Marketing Lead Generation Page PART 2

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Dolapo Esho

Dolapo Esho is a search and social marketing specialist who has earned certification through WSI's Advanced Internet Marketing Program as well as the WSI Adaptive Search Engine Academy. She works with clients in the areas of marketing strategy, search engine optimization, pay-per-click marketing, and social media technology, such as blogging.

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