If your business has a digital marketing strategy, or even if you simply have a website, you’ve probably heard of a landing page. Landing pages are an important part of any business’s website. They are a great lead-generating tool and promote conversions. In order to effectively create landing pages, it’s important to know when they are best used and how they can benefit your website. We’ve broken down the basics of landing pages including what they are, why you should use them, and how to use them properly. Check it out below!

What is a Landing Page?

A landing page is a standalone web page disconnected from a website’s main navigation. This type of page is created to convince visitors to take a certain action. Some landing pages attempt to convince visitors to take actions such as clicking onto another page or downloading an ebook. Other more lead-generation focused landing pages are focused on convincing visitors to take actions that will allow the company to capture their emails, such as signing up for a newsletter, scheduling a consultation, or signing up for a free trial.

Why Should You Use a Landing Page?

Landing pages are one of the best lead generation tools available to you. Visitors gain something valuable from utilizing a landing page, such as useful information or a free trial. In return, you gain visitors’ trust and their contact information. Once you have visitors’ contact information, you have the opportunity to contact them in the future in order to build a relationship with them and turn leads into customers. Landing pages can help you generate leads and build relationships with potential customers.

When Should You Use a Landing Page?

There are different types of landing pages suited for different situations. When running a marketing campaign, it makes sense to create a landing page specific to the campaign. For example, if you’re a security company running a campaign to target owners of apartment buildings, you might create a landing page offering an ultimate guide to apartment building security.

Long-term landing pages that have more universal relevancy are equally important to ensure that your site is always generating new leads. Include free content such as an ebook or ultimate guide. Create offers such as free trials, free quotes, newsletter sign ups, or other relevant offers. Long-term landing pages that stay on your site permanently will ensure lead generation and strong relationships with customers.

How Should You Use a Landing Page Properly?

One of the most important aspects of an effective landing page is to create a strong call to action button. The button should be easy to see and enticing to click. You should use proper optimization techniques, such as writing a clear headline with a strong list of benefits. The page should be clear and concise, only including text that is completely necessary to conveying its message. Click here for a full list of tips to improve your landing page and increase its conversion rates.

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