What are landing pages?
Landing pages are one-page websites used to convert traffic into performing a specific action. Often this will be either making a purchase, signing up for a free trial, or leaving contact details in exchange for some kind of download.
Landing pages have a higher conversion rate than your standard website when processing traffic. They are specifically designed to increase the likelihood of the visitor accomplishing whatever action you wish them to take.
Whether the visitor has arrived through an online advertisement for a specific offer, product, or service, or the promise of a free download, Landing Pages are designed to converts leads without the visitor getting distracted and leaving the page. This is done by offering high quality content offered as a download, examples include; white papers, industry reports, eBook’s, and How to Guides.
Leads established in this way can later be re-marketed to over the course of several weeks and months, and warmed up as relationship is built before making an approach for a direct sale.
Specific landing page software exists that make creating landing pages simple and easier without the need of learning code. Because of their ease of use and positive effect in digital marketing, many of these service providers charge a premium.
A landing page should be created in conjunction with any inbound marketing campaign. If you are running a paid ads campaign or an email marketing campaign. Depending on what part of your consumer journey you are focusing on, traffic should usually be directed to a landing page specifically tailored for that content.
This is especially true in the case of running paid ad campaigns, as without achieving conversions you can start running into high costs and a low ROI.