Why Landing Pages Are Important

September 13, 2016 Brandon Moore

First impressions are important. If a customer doesn’t like what they see immediately, they probably won’t try to take a deeper look at a company. As a result, businesses devote time, money, and resources to make them look as appealing as possible. Yet many of them don’t apply the same principles to their web presence, and often wonder why landing pages are important.

If your enterprise lacks a landing page, it can affect everything from your social media presence to the way you attract customers and convert leads. These four points can teach you about landing pages’ importance and help you reap their benefits.

They Can Simplify Decisions for Your Audience

When you’re designing a website, it’s tempting to try to cover every base. You want to make sure potential customers can find what they’re looking for, so you may feel like you need to cram as much information into it as possible. While this isn’t necessarily harmful for your website as a whole, it can be deadly for your landing page.

Landing pages are meant to direct your audience to commit to a given action. If you present them with too many choices, they may get distracted and fail to follow through on your chosen purpose. Landing pages are important because they limit the number of decisions a visitor can make, allowing you to lead them to the outcome you desire.

They Can Generate Leads

A good landing page doesn’t just attract visitors. It also allows you to establish contact with them and gauge whether they’re interested in your company’s services or products. You can do this by setting up a form that asks readers for their contact information in exchange for a discount or content like whitepapers and exclusive articles. Potential customers will fill out the form, giving you a lead that your sales team can later follow up on.

They’re Essential for Closed-Loop Marketing

But generating leads isn’t the only reason why landing pages are important. They can also help you maximize your website’s efficiency and learn more about your audience. All of this is possible through closed-loop marketing.

The process involves setting up tracking URLs and cookies on your website or in the social media posts you use to share your content. When visitors arrive on your site, you can use customer relationship management (CRM) software to determine which method (email, social media, search engine, etc.) directed them to which page. From there, you can track their activity and see which pages they visit. If they navigate through to your form and fill it out, the CRM software will immediately associate the client and their information with their path through your site. You can use this data to interpret who your customers are and what they need, allowing you to tailor your content and outbound marketing campaigns to appeal to the desired demographic. On the other hand, if many people exit the website when they reach a given page, it may indicate a weak spot in your web presence, and you can adjust your strategy accordingly.

They Help Your Ad Campaign Succeed

If you are paying for high search engine placement, you want to make sure that you’re getting the best value for your purchase. As a result, you need to quickly and efficiently convert visitors into leads, and leads into sales. When it comes to ads, you’re really only guaranteed one click, and redirecting a customer to another page may cause them to leave. Landing pages aren’t just important because they allow you to convert leads quickly, but also because they can reduce your bounce rate.

7 Steps to Improving Your Website’s Conversion Rates

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