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What is a Landing Page and Why You Need One in 2023

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For both bloggers and businesses big or small, landing pages are an essential component of any internet marketing plan. However, if you’re new to internet marketing, you could be confused about the purpose and necessity of a landing page.

What is a Landing Page?

A landing page is a single web page made especially for the purposes of a marketing or advertising campaign, according to Unbounce’s definition. The Call to Action, or CTA, is the sole goal for which a landing page is created, according to Unbounce. Various phases of the inbound marketing cycle involve the usage of landing pages. Landing pages may assist you in achieving your objectives at every point of the purchasing process, from exposing a user in your target market to your brand to turning a lead into a paying client.

Types of Landing Pages

Landing pages help marketers achieve a variety of objectives. As a result of numerous marketing goals, there are multiple types of landing pages one can use in their marketing campaigns.

Lead Generating Landing Pages

Lead generation landing pages seek to turn a targeted website visitor into a lead for your business by capturing personal information such as:

  • Name
  • Company Name
  • Email Address
  • Phone Number
  • Job Title
  • Company Size
  • Social Media Profile
  • And More

With this information, your company can work to convert that lead into a customer. This type of landing page can be used to build email subscriber lists, funnel users through the inbound marketing cycle, or increase the number of sales for a given time period.

Click-Through Landing Pages

Click-through landing pages present information about a discount, promotion, or offer with the intent of convincing the user to purchase right away. These landing pages tend to be simple in nature and are used later in the buying cycle.

Explainer Landing Pages

Also known as infomercial or long-form landing pages, this type of landing page relies on heavy amounts of content to entice users to take an action or next step. Rather than leaning on flashy sales copy or graphics to attract a user, these landing pages act much like an infomercial by presenting a multitude of benefits, features, and convincing copy to educate the user. These landing pages are ideal for campaigns requiring users to give detailed personal information or make a large purchase, such as promoting an educational course or expensive product/service.

Product Detail Landing Pages

Often used in the retail industry, product detail landing pages provide visitors with every bit of information about a product. Many retailers simply direct their marketing efforts to these regular pages of their website, while others will create campaign-specific pages with limited navigation and distractions. The intent of these pages is to drive interested users directly to the product and convince them to make an on-the-spot purchase. Of course, these are only a handful of the landing page formats available to marketers. Deciding which type of landing page to use is based on the marketing tactic(s) used and the overall goal of the campaign.

How to Use Landing Pages

Marketers aim to drive visitors to landing pages from other areas of the Internet to these pages using several tactics. The intent and type of landing page chosen is determined by the tactics used, such as:

Pay-Per-Click Advertising

Pay-per-click advertising, or PPC, refers to when marketers pay each time their advertisement is clicked on. PPC ads are commonly used on search engines such as Google and Bing. If your brand or business is investing in pay-per-click advertising on search engines or display marketing on related websites, you need optimized landing pages. For example, if you are running a PPC ad campaign for your latest product, you wouldn’t send clicks to the homepage of your website. Instead, you’d create a single page (landing page) designed to entice users to buy your new product right away. Similarly, you can invest in pay-per-click advertising on social media channels such as Facebook, Instagram, and Twitter.

Social Media Marketing

Landing pages can be used in online marketing strategies which focus on organic traction on social media, as well. A good example would be the promotion of an eBook for the purpose of lead generation. From an organic social media post, push visitors to a landing page where they can submit their information in exchange for the exclusive content. Other landing page uses on social media can include:

  • Event information and RSVPs
  • Email newsletter signups
  • Coupons
  • Contests and giveaways

Content Marketing

As the Content Marketing Institute states, “content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” With this definition in mind, landing pages can be used to introduce content to a target market, capture their attention and information, and convince them to become a customer later in the process. For instance, your brand could create a library of useful resources as part of a larger content marketing plan. Naturally, you’d want your market to take advantage of these resources. To gain access to this exclusive content, require users to submit their email address in a landing page form. You’ve then transformed a visitor into a lead and can now continue providing useful content as part of the buying cycle.

Email Marketing

Once you’ve captured a visitor’s email address, you can send them relevant content, offers, and information via email marketing. Landing pages are incredibly useful tools for these messages as well. If you’re sending subscribers an exclusive offer, use a landing page!

Landing Page Best Practices

To make the most out of your landing pages, follow these best practices from Unbounce and Hubspot.

  1. Limit Page Navigation: You want your visitor focused on the CTA, not other content on your website.
  2. Keep It Short and Sweet: (With the exception of the Explainer Landing Page.) Again, you want your visitor to consume your information and take an action. Don’t distract with unnecessary copy, functionality, or designs. Keep it simple. Offer Value:  If visitors are going to be taking an action, you better deliver value in return. Identify what value your audience wants and needs and give it to them on your landing page.
  3. Test, Test, and Test Some More:  Landing page optimization requires significant testing. Everything from where to put the inquiry form to which headline works better can be A/B tested to generate the greatest results for your campaign.
  4. Use Video Using video on a landing page is shown to increase conversions by 86%!
  5. Keep CTA Above the Fold: While long-form copy pages have been shown to increase conversions by 220% if used properly, this might not be the case for your campaign. If so, keep your CTA above the fold to instantly present it to new visitors. Do you use landing pages as part of your marketing strategy? If so, share your experiences in the comments below. Credit: Bluehost

Great Landing Page Examples You’ll Want to Copy in 2022

1. AirBnB

This AirBnB landing page is a one-stop shop for visitors curious about hosting. It features testimonials from current hosts, articles offering advice, and even a calculator to estimate your weekly average earnings based on your location.

If all this info convinces you to start hosting, the vibrant pink CTA in the header makes it easy to convert on the spot.

Get more landing page inspirations 

Now you know you need a landing page for your business.

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November 21, 2022

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