What Is a Landing Page and Why You Need One

Website Design

For marketers, businesses, and non-profits alike, having an effective landing page can make or break your business. Landing pages are often the first thing that potential customers will see before signing up to your newsletter or filling out a lead form, so it’s important to make sure they’re well-designed and designed to convert visitors into leads. Today I'll breaks down what you need to know about landing pages and why they’re so important in the first place.

What is a landing page?

A landing page is a web page where visitors land after clicking one one of your ads or searching on search engines. The goal of your landing page should be to encourage visitors to take action, such as signing up for your email newsletter, making a purchase or filling out an online form. High-converting landing pages must do two things: present an offer that resonates with your audience, and make it easy for people to find what they need, take action and complete their goal.

What do you do with a landing page?

It’s what you do with a landing page that really matters. When you have an optimised landing page, you can run digital marketing campaigns to attract new leads and retain existing customers. A landing page is usually based around a specific offer or something actionable like an ebook or download. These pages can be designed to funnel readers through various steps such as entering their email address, filling out a form, or clicking on a call to action.

Measuring your marketing campaigns is essential to understanding what works and what doesn’t. Each channel has its own metrics, so spend some time researching key performance indicators (KPIs) for whatever marketing platform or channel you choose. It might be something as simple as open rates for emails or more complex like bounce rates on Facebook ads.

This also applies to landing pages. By having a dedicated offer page, you can measure performance and see what's working.

What should a landing page look like?

Your landing page should have one very specific purpose—converting website visitors into email subscribers or customers. The pages themselves should be clear, uncluttered, and easy to navigate, with simple CTAs for conversion at every step of your sales funnel. A website agency can help you design it properly to make sure users reach your end goal as quickly as possible.

More on how to design a landing page in this article.

Landing Page Performance

A crucial factor in landing page performance is page load speed. The faster your pages load, the more likely visitors are to stick around. And, as you might have guessed, conversion rates are higher for visitors who stick around. If your pages take longer than three seconds to load, you could be losing money. 

The good news? There are plenty of tools out there that can help you optimise your site’s performance and you can find out more information about them on our websites blog. 

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