You may be wondering about the difference between a website and a landing page.  Doesn’t your business website drive leads to your business?  Well, yes, but a website has other purposes as well such as providing detailed product information, getting your business found online, and sharing case studies.  A good business website is designed around actions you want your visitors to take, and that’s where websites differ from landing pages.

Landing pages have specific benefits that set them apart from a business website and make them an effective lead generating and marketing tool.  

Your business website accommodates various paths to take, while landing pages accommodate a more specific action. This specificity is the driving force behind landing pages.

One of the main benefits of landing pages is that they directly support your business goals such reaching a new niche market, promoting a new product, getting new customers, or closing more sales. 

Landing pages benefit your business because they can be catered to the specific audience or goal you are targeting, and allow you to measure success with relation to that goal.

Designed around specific actions that can be tailored to meet your business goals, landing pages can encourage people to take action such as sign up for your mailing list, provide contact information, subscribe to a newsletter, make a purchase, or request a consultation.

Just as your website contains information that influences a visitor’s decision to take action, a good landing page will do the same. 

A landing page sets up a clear action for users to take and makes it as easy as possible for them to take that action. This is known as your call to action. As a result, you will see more of that action being taken (also known as conversion). 

Landing pages benefit your business because more conversions typically leads to more customers and more money for your business.

When you link a landing page to a specific campaign, piece of content, action, or source, you can see which channels are bringing in the most leads, which topics and offerings are of most interest, or which campaigns are the highest performing. Tracking user behavior is one of the best practices for landing pages that can produce valuable insights. These types of insights can help you refine your knowledge of your target audience and your campaign strategies, and improve your effectiveness overall.

In addition, if your landing page contains a form, you can use the information requested in the form to learn more about your visitors, such as their specific challenges, preferred date and time for a consultation, or specific information they want you to know.

Landing pages are commonly used for lead generation, meaning that a business gets telephone calls or form submissions from interested people who then turn into potential leads.  As such, a landing page may contain or link to a form that asks for a user’s information, such as name, email address, phone number, or company. If you use a form on your landing page that asks for email, your landing page can then benefit your business by growing your email list.

A landing page with consistent branding is an extra way to improve brand awareness in marketing. This will benefit your business by enhancing the consistency of your branding across multiple forms of media, and giving users more opportunities to recognize and engage with your brand. When someone lands on your landing page, they’ll be more familiar with your business’s branding and more likely to recognize your business again. Since customers are more likely to make a purchase or use a service from a business they know, it’s important to make sure they remember you.