They’re laser-focused web pages on specific topics that help to (a) bring in more visitors or (b) convert visitors into leads and sales.
Landing pages are optimized for conversions, meaning the leads you send to these pages give you a better return. Higher conversions means more signups and more sales for your business.
Companies who increase landing pages from 10 to just 15 see a 55% increase in lead generation, according to a HubSpot report that analyzed the effectiveness of marketing benchmarks for 7,000 small businesses.
Benefits of a Landing Page
- Landing pages provide the opportunity to increase ‘content specificity’, which can also help increase your organic search (or SEO) performance.
- Pay Per Click (PPC) performance can also improve because you’re able to accurately match an ad’s value proposition and messaging directly with what visitors are seeing on your page.
- Sales-focused pages get the added luxury of being able to expand on concepts, using storytelling that’s critical to persuasion. Typically that includes expanding on a value proposition or unique selling proposition. Also, providing supporting material like images or video, which can show the product or service in use. Then following up with credibility indicators like testimonials, seals of approval, and more.
- Last but not least, dedicated landing pages also give you the ability for experimentation.
Landing page effectiveness is best summed up by the top marketers in the business:
With 50 links on your homepage, your attention ratio is 2%, compared to 100% with a single CTA.