What are the benefits of a landing page?
A website contains numerous different pages, each with a different goal. This starts with the homepage, but it also includes things like product pages, informational pages, contact pages and much more. Although web design is constantly evolving, most websites are still created with this inherent design. Ideally, the site should be intuitive and guide the user from page to page so they can find the relevant information that they’re searching for.
A landing page is different, starting with the fact that it is a standalone webpage. This often makes it much simpler than a homepage, even though it links to the main site like a funnel. Why would you use a landing page and what are the benefits over other traditional page designs?
A landing page drives direct traffic
The big advantage of a landing page is that it can be connected to an advertising campaign. For instance, perhaps you are running an email marketing campaign. At the end of the email promoting your products or services, you include a link to the landing page where readers can find more information.
It’s not just email marketing where this is beneficial. Landing pages can also be used with ads, which may be posted on social media sites like Facebook or Instagram, or which may simply come up on search engines like Google or Bing. When someone clicks on the ad, they are taken to the landing page. Many companies will use multiple landing pages with different keywords and a different focus.
Landing pages increase conversion rates
The reason to use landing pages is that they often have higher conversion rates. And much of this has to do with their focus and simplicity.
For instance, consider a landing page that is specifically focused around one type of product, such as a bicycle or a television. This is the product that was included in the advertisement or the email link, and the landing page addresses it immediately. That landing page is focused and direct, it is easy to understand, it provides an incredible amount of useful information, and then it helps to funnel the reader on toward a product page where they can make a purchase.
By contrast, a homepage has much more to do. It may contain multiple different products for consumers to consider. It’s also going to have a lot of branding elements, as it may be the first interaction that a reader has with your company. A homepage will often have menus on the top or on the side to direct people to all of those other pages that were discussed above, such as contact pages or other product pages.
In other words, since so much more is going on on the homepage, it can be more confusing to the reader. Confusion often leads to higher bounce rates. A focused landing page makes it easier to get a conversion by working directly toward that singular goal.
Your online campaign
As you can see, a landing page is just one part of an online campaign. It can be very valuable, though, in helping your ad campaign pay off with a higher conversion rate. Contact us at Content Customs if you’d like to learn more.