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What is a landing page and why do all businesses need them?

14/01/2022
Elizabeth De Leon

Landing pages are a key element to successful search engine optimization (SEO) and digital marketing campaigns. Whether you're expanding your market reach or promoting a new product or service, an easy-to-use, SEO-optimized landing page can help you achieve your business goals.

But what is a landing page and why is it important that you master how to create a landing page to support your online marketing efforts? In many cases, a landing page gives site visitors an initial idea of ​​what your brand stands for and influences their decision-making process.

A landing page is a quick and easy way for Internet users to communicate with or buy from a business. It should also allow users to identify the brand and the services or products it offers.

A strong landing page is an indispensable asset that can be tailored to fit your brand goals and marketing demands. Landing pages help you attract leads and prospects and get them on the path to conversion. Landing page design and development, however, are not simple tasks. You need to create the right landing page SEO content and landing page design that align with your business goals and your prospects' intent to take advantage of conversion opportunities.

Here, we discuss everything you need to know about landing page conversion and answer your most pressing questions on the subject. We explore 1) what a landing page is and 2) why landing page optimization is important for businesses. Our pay-per-click (PPC) web design and marketing experts also list landing page tips to improve your digital marketing and conversion rate optimization (CRO) strategy.

What is a landing page and how is it different from other web pages?

A landing page is a section of a website that users "land" on when they click pay-per-click or social media ads, email links, or a call-to-action (CTA) button on a page. different page.

Landing pages are designed to be concise and drive a specific action rather than a place to go for research and information gathering. The highlights of a business or service will reside on a landing page.

Landing pages nurture leads from the upper CRO funnel and guide them toward goal achievement. Once prospects learn about your business and click a call-to-action button or link at the top of your CRO funnel, it's easier to strengthen their brand engagement through your landing page and Convert them into paying customers.

Take a look at this illustration to better understand where landing pages fit in your conversion funnel:

The main difference between a landing page and other web pages, such as the home page, the "About Us" page, and the service page, is that landing pages target segmented customer populations. They are disconnected from the navigation of a site and are created primarily to convince online users to take action (ie sign up for an event, sign up for weekly newsletters, download an e-book, schedule an appointment, etc.).

Why your business needs a landing page

Some marketers don't incorporate landing page design and development into their digital marketing strategy because they see it as an expensive and time-consuming process. However, not considering the SEO benefits of the landing page on your website can sabotage your conversion rate optimization results.

Still not convinced how important landing page conversion is to your business? Here are the top reasons why landing page optimization should be one of your top priorities:

1. Expand leads

Landing page optimization is a great way to increase your brand awareness, generate qualified leads and traffic to your website, and improve your SEO and CRO.

It's clear that knowing how to create a landing page is critical to acquiring more leads and increasing your chances of conversion. If you're not sure how to get started with optimizing your landing page or which calls to action effectively attract qualified leads, you can always take advantage of the expertise of your local web design agency or content writing service provider.

2. Generate valuable data and useful information

Persuasive landing pages allow you to collect the prospect demographics needed to contact potential customers and move them through your conversion rate optimization funnel. The most common landing page examples, such as lead capture landing pages and welcome landing pages, contain a short form that asks visitors for relevant information, such as their name, email address, and other information. contact.

Landing page forms are among the most important components of landing pages, but many marketers often get it wrong. Be sure to only ask for the information you need. Don't ask for too much personal information because this can leave a negative impression on your potential customers and drive them away from your landing page.

Here are some great examples of landing page forms that our web design agency has created for our clients:

As you can see from the examples above, our website design agency only included limited form fields on clients' landing pages. We identify the critical information that our clients need to connect with their prospects and we focus on them.

As you can see above, our content writing services team has crafted smart calls-to-action and descriptions to reassure visitors and entice them to sign up. And what is a call to action if it's not an efficient way to remove friction when moving your prospects through the conversion rate optimization funnel?

A similar approach to your landing page templates increases your chances of acquiring useful information and improving your landing page conversion rates.

3. Provide a better user experience (UX)

SEO rankings mean little if internet users click on the website and cannot easily understand it or complete the business goal. Alternatively, if a user intends to contact a business, make an appointment, or make a purchase, but the process is too difficult or doesn't make sense, the opportunity will be lost due to poor CRO."

This can lead to low conversions, high bounce rates, and low site life. Employing landing page SEO best practices allows you to make a good first impression on your potential customers and build brand credibility.

Let's take a look at this landing page example we've developed and optimized for a local educational institution:

Our web design agency was chosen to promote the client's homeschooling program and improve their clicks, leads, and signups.

A landing page that highlights the customer's Unique Value Proposition (UVP) and allows potential enrollees to easily enroll in the program they are interested in. We also leverage our content writing agency expertise to create compelling calls-to-action and landing page SEO content that clearly responds to visitors' information needs, such as institution background and history, course components and unique offerings.

Creating a digestible and navigable WordPress homepage allows you to create positive brand experiences and make it easier for online users to achieve their goals.

4. Maximize your search campaigns

Technical SEO and paid advertising efforts are only half the battle. You need a conversion-focused landing page to inspire targeted user actions and maximize the results of your digital marketing campaigns.

Landing pages are not only used to support SEO and PPC campaigns; They are also effective platforms for email marketing, social media advertising, search engine marketing (SEM), and e-commerce optimization.

In 2019, our CRO agency took over digital marketing campaigns for a multi-location property restoration company to enhance their digital presence and customer acquisition strategy. Channels included PPC, SEO, online reputation management (ORM), and web design and development.

To facilitate better and sustainable online growth, our CRO agency performed the landing page redesign and optimization. We revamped client landing page templates to include localized call-to-action buttons and create a sense of urgency in the landing page SEO content.

5. Generate higher conversion rates

Although landing page conversion rates vary by industry, many web design experts and content writing service providers agree that the more goal-oriented landing pages you have, the better your chances of driving conversions. higher.

According to a 2019 study, the average landing page conversion rate is 26 percent, while most landing pages have a conversion rate of 10 percent or less. These landing page conversion rates may seem pretty low to non-experts, but an experienced CRO agency knows that they are more than enough evidence to use landing page conversion as a sustainable strategy.

Can I have more than one landing page?

Yes. With the help of a reputable website design agency, you can create various landing pages based on your goal. Here are the most common landing page examples used by web design experts to support various online marketing and conversion rate optimization campaigns:

<br>•  Destination Click Landing Page
<br>•  sales landing page
<br>•  Product details landing page
<br>•    landing page squeeze
<br>•    viral landing page
<br>•    “Unsubscribe” landing page

How to create a landing page

Are you maximizing the benefits of landing page SEO for your business? Follow these landing page tips from web design experts and harness the power of landing pages as lead generation tools and conversion machines:

1. Know your audience

Audience analytics and segmentation are critical to landing page conversion. To achieve the highest possible landing page conversion rates, you need to identify your ideal audience, understand their information needs and online behavior, and figure out what landing page SEO content, calls-to-action, and landing page design destiny work best for them.

Don't have the tools and resources to perform audience analysis? A reputable content writing agency that specializes in landing page optimization can help you build your buyer persona and create an effective landing page SEO strategy that aligns with the needs and demands of your audience. objective.

2. Identify your goals

What do you want to achieve with your landing page conversion efforts? Having a specific goal for each landing page is crucial to achieving the highest possible landing page conversion rates.

According to a study, landing pages with more than one offer reduce conversion rates by up to 266 percent. Without a doubt, your landing pages should have a clear focus to effectively guide page visitors to a specific goal.

3. Create your landing page design

The platform you use to create your landing page is vital to ensuring its quality and CRO success. Some web design experts use landing page builders or landing page design software to quickly create custom landing pages with images, forms, and funnels.

Landing page builders have built-in features like drag-and-drop interfaces, A/B testing capabilities, and a set of landing page templates, which streamline the landing page optimization process.

Several WordPress website design agencies and digital marketing companies also promote the use of content management systems (CMS), including WordPress and Joomla, to create landing pages. The right CMS platform is easy to use, customizable, secure, and cost-effective.

4. A/B testing and optimization

Since the goal of a landing page is to support your CRO efforts, you need to properly design and structure various elements on the page, including your calls to action, images, and content, to maximize their impact and deliver meaningful results.

A/B testing and landing page optimization are crucial processes to meet user expectations, tell your story, and ensure better month-over-month (MoM) conversions. A study by Invesp revealed that around 60 percent of companies consider A/B testing to be a highly valuable method of driving conversions.

Among the main landing page components you need to test and optimize are:

<br>•    Degree:
<br>•    SEO copy of the landing page
<br>•    images and videos
<br>•    Calls to action

What is the purpose of a call to action on your landing page and why is it important to optimize it? A call to action tells visitors what they need to do to achieve their goals. Strategic wording and proper placement of your CTAs on your WordPress landing page encourage more people to click and convert.

Some landing pages have unique calls to action that tell visitors what specific actions to take. By following the same approach and A/B testing your landing page elements, you facilitate a positive user experience and drive better engagement on your website.

More landing page tips:

✓  Make sure your company name is consistent throughout your landing page and your logo is recognizable.
✓  
Position your contact information (ie phone number, email address, and location, if applicable) strategically on the page, so your potential customers can easily reach your business.
✓  
Use easily discernible calls to action (i.e. sign up here, book an appointment online, schedule a meeting, contact us, etc.)
✓  
Leverage testimonials to establish social proof and showcase positive experiences that real people have had with your business.
✓  
Highlight your business differentiators and benefits: Why should potential customers choose your business over similar advertisers, and what makes you special?
✓  
EMake sure your landing page is easy to navigate, contains readable fonts, and is generally visually pleasing.
✓  
Avoid images and design details that are too "busy" or distracting.
✓  
Make it as easy as possible for people to contact your business through short forms and a few clicks.

To learn more about the different types of landing pages and landing page SEO best practices, check out this detailed blog post on landing page tips.

Get more leads and drive sales through landing page conversion

According to a research study from Marketing Experiments, about 75 percent of businesses struggle to find a content writing agency with the expertise to create persuasive landing pages. Without a doubt, great copywriters are essential for landing page creation and optimization. Without the help of experienced landing page SEO content specialists, you risk missing out on audience targeting and conversion opportunities.

Our process involves knowing the business, all the products and/or aspects of the services and, most importantly, the client's OBJECTIVES. We discuss this information with you and collect logos and other brand guidelines to create a landing page using high-converting elements tailored to your business goals. We also do A/B testing to show the results of your existing site compared to your new landing page.

Partner with us and let our agency convert your site visitors into qualified leads and sales!

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