Website Growth Strategy: Landing Pages
A landing page is a marketing tactic often incorporated into a company’s website growth strategy. However, the definition has been muddled over the years, specifically defining the difference between a ‘service or product landing page’ versus a ‘marketing-specific landing page.’
Service or Product Landing Page
A service or product landing page is part of your website’s core structure and can have multiple calls to action (CTAs). Users can always visit the page through your website’s main navigation. While the service or product page is tailored to your target customers, it offers multiple audience journeys.
Marketing-Specific Landing Page
A marketing-specific landing page is a standalone page on your website created for a single, strategic purpose and optimized for lead conversion. Targeted users will “land” on the page when they click a campaign’s link. The landing page will only be live for the duration of the campaign. Marketing-specific landing pages are often referred to as lead generation landing pages.
In summary:
- A product or service landing page has multiple purposes and drives different actions based on the target customer
- A marketing-specific landing page has one purpose, often focusing on generating leads
Your website needs to evolve alongside your business, and an essential tactic is landing pages. Let’s explore how lead generation landing pages help grow your website and business.
How Landing Pages Improve Lead Generation
As your business scales, so do your digital needs — primarily your website. Your website needs flexibility and scalability to support your business goals, and landing pages are a useful and dynamic way to do so.
Faster Marketing Execution
Lead generating landing pages permit flexibility to develop single pages without reworking your website’s core structure or pages. A landing page is a standalone page, meaning it’s not interconnected with your website’s architecture; you can only access it when it’s linked. You can create a landing page without the additional strategy of changing your existing site.
For example, if you’re running a marketing campaign for a limited-time special offer, your marketing tactics (emails, social media, etc.) will link to the unique landing page. You can construct the landing page with the special offer’s content for the target audience, providing a streamlined way to support your marketing campaign.
Execute new, campaign-specific pages quicker with lead generation landing pages.
Higher Conversion Rates
Since a landing page is developed for a single purpose, its messaging is solely centered on that goal. Therefore, it removes unnecessary distractions and leads to higher conversions.
Developing a landing page for your campaign allows you to control the messaging from start to finish. From the customer’s initial touchpoint with your business (such as a social media post) to the final destination (the landing page), the messaging is cohesive and clear.
Optimize messaging to increase conversions with lead generation landing pages.
Better Lead Segmentation
A large part of cultivating the messaging is tailoring the content to the target audience. Provide precise touchpoints for your different audiences with the flexibility of landing pages.
Based on your audience’s personas, their needs vary; therefore, the content or messaging you provide should be altered to each audience. You can control their sales funnel with landing page optimization, leading to higher conversion rates.
Segment and target your audience with lead generation landing pages.
Improved Data and Tracking
When a campaign’s traffic is being funneled through the single landing page, you can capture pertinent data such as:
- Traffic sources: What campaign channels (paid ads, email, social, etc.) are driving the most users to your landing page
- User engagement: How much time are users on the landing page or how far down are they scrolling
- Conversion metrics: How many users that visited the landing page completed the desired action
Landing pages provide clear insight into what’s working and what’s not. Using this insight, you can analyze and apply for improved results.
Gather and analyze key data with lead-generating landing pages.
Now that we understand how landing pages scale your website and support your business, let’s explore when it’s best to implement landing pages.
Optimizing Your Landing Page for Lead Generation
At its core, a landing page is created to convert leads. There are many ways a landing page can be useful for your business.
Support New Campaigns
This is the most common use of landing pages. Whether you are running marketing campaigns or launching a new service or product, landing pages are crucial for capturing leads. Just like your website acts as your digital headquarters, your landing page is your campaign’s main hub.
Examples of campaign landing pages:
- Service or product launches: Special offers, upsell opportunities
- Event promotions: Trade shows, webinars, celebrations
- Downloads: Tools, case studies, whitepapers
- Sign-ups: Newsletters, loyalty programs
Boost Search Engine Optimization (SEO)
Landing pages can be optimized for targeted keywords to effectively compete for top search rankings. Organic search visibility is a key component of a company’s website growth strategy, and each campaign’s SEO landing page allows optimization for campaign-specific keywords.
The better your landing page is enhanced for SEO, the higher it will rank and drive qualified traffic to your page. A high-converting landing page is the result of your ideal customers organically finding your page.
Boost Paid Search Performance
Paid search ads, such as Google ads or pay-per-click (PPC) campaigns, can have significant returns for your business; however, they are often a higher investment compared to other marketing tactics.
While content, visuals, ad spend, and keywords are critical to a successful campaign, it’s just as important to control the user’s journey after they click on the ad. This is where your landing page comes into play.
Developing a highly relevant landing page that speaks directly to the paid search campaign’s benefits and goals will keep your customer engaged and increase the chances of conversion. Improve your paid search’s ROI with landing pages.
Scale Your Lead Generation Strategy
Whether your campaign is running search ads, improving organic traffic, or everything in between, landing pages present more opportunities to capture more leads.
Lead generation landing pages improve your ability to:
- Customize the messaging and content to the target audience
- Create a seamless page to “land” on your website
- Promote a single action based on the campaign’s goal
- Convert more qualified leads!
Improve Website Organization
You can customize your website without redesigning or restructuring your website’s core structure with landing pages. There is such a thing as too much!
Landing pages are a fantastic tool to support your campaigns without changing or complicating your website, but adding too many landing pages without a strategy can cause unnecessary depth. Before you create a landing page, ask yourself:
- Does this campaign or initiative require a landing page?
- Does this landing page or website page already exist?
- Does the landing page’s expected ROI support your overall website growth strategy?
Let’s Build Your Lead Generation Landing Page
As your business scales, your website needs to adapt too – that’s where landing pages come into play!
If you’re running a campaign that’s gaining traffic but losing conversions, or you want to implement a campaign from the ground-up, we can help!
At Evolve Systems, our full-service marketing team can help optimize your current campaign or help you plan and implement a new one. Strategically grow your website (and business!) with Evolve Systems.
