How to Benefit from Using Landing Pages for Your Website
What Are Landing Pages?Landing pages may be defined as standalone web pages distinct from your main website that have been designed for a single focused objective. They generally fall within the purview of marketing and advertising for your company directly via your website. A landing page is where a visitor “lands” when they have clicked on a pay per click ad, or by searching for a specific keyword or keyword phrase in the organic search.
Landing pages are designed with a single focused objective – a Call to Action or CTA. This simple purpose is what makes landing pages the best option for increasing the conversion rates of your website traffic. To fully appreciate the difference between a landing page, and the other pages on your website, such as your homepage, it’s important to consider the differences between organic search traffic and paid search traffic.
Landing Pages and Organic vs. Paid Search Traffic
When discussing landing pages, you need to clearly understand that they are pages that have been designed for paid traffic like Google Adwords of Bing Ads.
There are four main areas in which Landing Pages are Used:
1. Paid Search Results: Google AdWords | Bing Ads
2. Paid Search Results: Bing Shopping Ads | Google Shopping Ads
3. Google Featured Snippets | Bing Featured Snippets
4. Organic Search Results
The organic search results (under the paid advertising) are the links to your website that Google, Bing, Yahoo and any other search engines, have positioned in response to the search query. The importance of being found through organic search cannot be underestimated.
The paid search results are the opposite of the organic search. For paid advertising, you get to choose where the link takes your visitors. You could choose to send them to your website’s homepage, or to the desired option, a standalone landing page created specifically for that ad campaign.
Differences between a Home Page and a Landing Page
The primary difference is that a Homepage can have any number of links, including all of the navigation links, linked photos, linked headlines and linked content. On the other hand, the landing page has a limited number of links with the primary link being the CTA.
Having fewer links on targeted landing pages has been proven to increase conversion rates when it comes to paid advertising, as there are fewer linked distractions. This is why companies paying for advertising obviously use a dedicated standalone landing page for the destination of the ad’s traffic, and/or for specific keywords or keyword phrases in the organic search.
There Are Different Types of Landing Pages
Lead Generation landing pages (sometimes referred to as lead gen or lead capture pages). These pages generally use a web form as the Call to Action. The form is created for the purpose of collecting lead data such as names and email addresses. This is the most popular type of landing page used for marketing.
Click-Through landing pages are typically used for e-commerce and have a simple button as the Call to Action. The CTA is typically a button related to an offer on the Landing Page which serves an enticement to the visitor. The offer may include a coupon code, a discount, or free shipping for example.
Many other things accompany the Landing Page such as correct coding behind the scenes to ensure that you are optimally positioned in the organic search.
How do you convince visitors to take the plunge via the Landing Page
There are many elements that high quality landing pages need, and making those elements the most effective often depends on what the Landing Page goals are.
One example when building a Landing Page to include a form CTA concerns the length of the form. That is just one aspect that should be optimized. Interestingly, best practices indicate that both short and long forms work well. Short forms generally generate higher numbers of (potentially) lower quality form submissions, while long forms generate a smaller number of more highly qualified submissions. So you see that it is essential to know what your goals are for your landing pages. For more information call us at 561-656-2011..