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What Is a Landing Page and Why Are They Important?

August 15, 2022
landing page design

As a digital marketing agency, b4b know all about providing our clients with the right tools to improve their lead generation. One of the best ways to maximise the return on your marketing investment is by adopting landing pages to convert more leads.

About 1 in 10 people who visit a landing page will become potential customers or leads, according to unbounce. While that may not seem overly impressive, if 10,000 internet surfers click onto your website, you can expect about 1,000 new leads – that’s a lot of new customers.

What is a landing page?

Essentially, a landing page is any page that a consumer can land on. In marketing terms, however, it’s usually a standalone page (separate from your home page or any of your web pages) that serves a single, distinct and focused purpose. It’s a step on the way to converting a visitor into a customer.

Landing pages can lead consumers to another page like your e-commerce site, and typically offer freebies like a downloadable eBook, trials, contest entries or access to webinars in return for contact details. The key is to have a well-designed landing page that will convince a potential customer that it’s worth exchanging their contact details for what you have to offer.

What are the benefits of a landing page?

There are endless benefits to adopting landing pages as part of your digital marketing strategy, but we think these are the best ones:

Targeted landing pages aim to create more leads and more conversion

Landing pages add value, especially when providing an offer or reward to your visitors – it’s a step towards turning them into a customer.

Targeted landing pages also take into account where the visitor came from, which can help when it comes to nurturing the customer or tailoring lead generation. For example, those who visit your social media landing page have arrived from a social media platform, and to nurture these leads you should look to send personalised emails that have a social media spin.

All too often organisations send all their advertising, email and social media traffic straight to their website homepage – we think this is a mistake.

Landing pages can help understand your target audience

By investing in various landing pages (including targeted ones), you can track the topics that provide the highest conversion rate, thereby gaining valuable insights into your audience’s interests.

This allows you to create a more specific marketing strategy, focusing on the channels that your leads prefer. You can also look to promote content and engage with your audience on these preferred channels.

Landing pages increase your brand value and help make a good first impression

While landing pages need to have a lot of informative features, they should not be boring! In fact, even if a visitor doesn’t immediate convert, a well-designed landing page can increase your brand recognition for further leads and sales down the line.

Engaging, interactive and interesting landing pages that communicate the value of your brand will impress new visitors, and they will be converted to leads if you can successfully demonstrate the value your business can deliver.

Trust b4b with your landing and webpage design

b4b boasts a team of experienced web designers and user experience (UX) specialists, meaning we can build landing and website pages that are on point and help you to attract more potential customers.

We do this by understanding:

  • Your business objectives;
  • Your customer base, and
  • The purpose of your website.

We then combine all of this information with our knowledge of accessibility and UX writing, to ensure the design and functionality of your website aligns with your goals.

We can optimise the content on your landing and web pages

What’s more, with our content and technical search engine optimisation (SEO) services, we focus on getting your attractive, highly functioning website found by Google. This will drive potential customers to your website, who will then to be turned into valuable leads for your services or buyers of your products.

To chat about how we can help your business, please get in touch today by calling our friendly team on 01202 684400.

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