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Why Landing Pages Should Be At The Heart Of Your Marketing Campaigns

30 Aug 2017
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A powerful yet straightforward marketing tool, Landing Pages are often misunderstood and overlooked. Let us help clarify what they are and how they can benefit your company.

WHAT ARE LANDING PAGES AND WHEN ARE THEY USED?

A landing page is a dedicated web page, built especially for a targeted audience you have reached via AdWords, social media and email marketing campaigns; or a call to action (CTA) elsewhere on your site.

Your visitor follows a link in one of these channels and instead of being taken to a homepage with countless distractions, they ‘land’ on a page focusing solely on the campaign’s topic. This more targeted landing page results in a higher conversion rate as the visitor is less distracted and more likely to take the desired action.

Quick and easy to build, landing pages are also indispensable in lead generation. A landing page with a simple lead-capture form – filled in to receive an offer like a newsletter subscription, an eBook or a free trial – can quickly give you information about the visitor (i.e. email address, demographic etc.) and what they converted on.


An example of a Google AdWords ad and it's corresponding landing page.

WHAT ARE THE BENEFITS OF LANDING PAGES?

  1. Higher conversion rates and lead generation go hand in hand with landing pages. Directing campaign traffic to landing pages results in a 25% increase in conversion rates according to statistical research by Omniture, a reputable web analytics company. The message of a campaign and its landing page match to a tee, meaning visitors will stay ‘on message’ and follow through with their intent. Conversely, linking to a busy home page throws multiple messages at site visitors, tempting them to wander ‘off message’, potentially forget why they were there in the first place and worse yet, leave.
  2. Can be linked to from multiple channels: A landing page created for a promotion outlined in an email campaign needn’t stop there – it can also be linked to from other channels such as Facebook, Twitter and AdWords search results.
  3. Or, divide and conquer  for better testing: Alternatively, a unique landing page can be built for each and every platform. This makes it easier to gather precise analytics, perform A/B testing to optimise and tailor each landing page to its audience, and judge the campaign and landing page’s success over time.
  4. Quick and easy to build with fewer design restraints: Limelight Online can build landing pages to support their clients’ campaigns quickly and easily. Because they exist outside of a website’s usual sitemap, landing pages don’t require a new site build, nor do they need to follow the design so strictly. Changes won’t have knock-on effects for the rest of site, and in the case of larger companies, they won’t need sign-off from multiple departments. 

HOW TO START USING YOUR OWN LANDING PAGES

We’re huge proponents of landing pages here at Limelight Online. We like to offer them to our clients as part of our wider digital marketing services. Speak to our marketing team to find out more about landing pages and how they can be applied to your website to ramp up your conversion rates and lead generation.

Written by
Mark is our Digital Marketing Manager and has worked in the online marketing space since 2005. Before joining us he plied his trade in various traditional marketing roles abroad and in New Zealand, yet nowadays much prefers the highly measurable and transparent nature of online marketing.

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