Successful landing pages are focused and objective. With careful planning from web designers, front end developers and SEO technicians required to be a successful digital marketing strategy. Landing pages can be designed to serve a number of purposes, with the most successful landing pages having a singular purpose. Be it to promote a new deal, gather customer details or quantitative data for research projects.
It’s worth noting that any page can indeed be a landing page. In layman’s terms, a landing page is a web page which serves as a point of entry website or specific area of the website. They will naturally occur of course depending on user intent. Ie, brand name search or specific service, or geo specific search if an SEO campaign is targeting multiple locations.
However, what we’re talking about today are intentionally designed landing pages. Why they’re important, what the different intentions can be and of course which factors go into creating successful landing pages.
A Few Facts To Consider About Landing Pages
- Certain landing pages are not available through the sitemap – these types of pages are only accessible by clicking a link on an email, scanning a QR code or an advert
- Don’t worry about navigation – As your page has one intention, navigation to other parts of your site aren’t necessary
- You can get really specific with target audiences – if you have data for a target market, say email addresses, set up the page to specifically appeal to them. Base that on their previous behavior, unlike your website which has to have a broader appeal offering multiple traffic routes and researched calls to actions
- There are two main types of landing pages – the first grows your mailing list, the second sells a product or service
- Remember your P’s and Q’s – if your landing page has been successful, you’ve either gained a sale or retrieved some contact details. A little message to say thanks goes a long way
A Few Facts To Consider About Landing Pages
Lead generation
Click-Through Landing Page
Squeeze Page
A squeeze page is used to collect data, although not as specific (i.e, give contact details for a specific purchase, like a new phone) as a lead generation page. These pages sit higher up in a digital sales funnel, only intended to gather email addresses or similar for a future offer which could be of interest.
Viral Landing Pages
The Benefits of a Landing Page
Where landing pages can hold the advantage over main website content, is they are free from distractions. Enabling the marketeer to deliver a specific message free from additional promotions or details on main site. It helps your audience focus and digest the information they are presented with a clear mind.
