Have you ever approached a search engine with a query and landed on a page that had exactly what you were looking for? Surprisingly, this is not a mere coincidence, but a strategy implemented by the business to serve you a web page that is as relevant as possible to your search query. After reading this article, you too can have this effect on users!
Websites are the portal to client reach. They give business owners the ability to tell the world about the purpose of their company and how they can help consumers improve the quality of their lives.
But the term ‘website’ is quite broad. What many business owners don’t know is that a website can fall under several different categories, each serving a specific purpose to fulfill a goal and drive results.
What is a Landing Page?
Most websites we generally we see provide an overview of your products and services, as well as your company’s purpose – these are called ‘Brochure websites’ . However, this diluted message lacks focus and detail.
A landing page has a focus. Consisting of a standalone web page, they are marketing campaigns targeted at leading users to reach a specific action such as selling a product or service, but just the same it could be to generate an enquiry or a sign-up.
Instead of being accessible through the navigation of a website, they are generally discovered through ads or links found in websites, email marketing or social media posts.
Why a Landing Page?
Lead generation pages focus on collecting information about your customers to contact leads and garner interest in your business. Forms are the main CTA strategy used to ask users for personal data like their names, email addresses and phone numbers.
You can also learn more about the demographics of your target audience so you can precisely advertise towards people who are more likely to act upon your company’s product or service offerings – something Site Clicks focuses on during the planning phase of advertising setup, to ensure data driven decision are always made for increased success.
Some other reasons why a business may set up a landing page:
- Increase product sales
- Selling a service
- Generating leads and enquiries
- Increasing Sign ups
- Driving memberships
Landing pages are the least popular type of signup form, but they have the highest conversion rate (23%)
– Hubspot
Relevancy of a Landing Page
If advertised correctly, your landing page can appear at the top of search results after a user searches for a keyword related to your product or service offering. When prompted to land on your page, instant relevancy is created as they find exactly what they are looking for.
How you maintain that relevancy and lead the user to act lies in the user journey. Brochure websites can be overwhelming for users who are looking for one thing; the overload of information and various pathways that can be taken risks the user leaving your page for a more efficient solution. Landing pages are designed with a specific goal in mind to create a user journey that increases user engagement and conversion rates.
How Can We Help?
Site Clicks is a digital marketing agency committed to improving the online presence of businesses by boosting results. Our strategy takes your business objectives into account for a personalised approach. We create landing pages that turn visitors into returning customers based on your specific goals and industry.
