Landing Pages: What Are They & How Should Your Business Use Them?

What Are Landing Pages & How Should Your Business Use Them?

Landing pages are specific web pages that serve as the entry point for visitors who arrive on a website by clicking on a link or an advertisement. Their primary purpose is to convert visitors into leads or customers by encouraging them to take a specific action, such as purchasing products, signing up for a newsletter, downloading a resource, filling out a form, or contacting the business.

Landing Pages From a Technical Standpoint

From a technical standpoint, a “landing page” is similar to any other web page on a website. What defines it as a landing page is how it’s used and the content added to it. Landing pages have a focused and singular objective, often aligned with a marketing or promotional campaign. They are crafted to deliver a clear and compelling message with persuasive visuals to guide visitors toward a specific desired action. Effective landing pages typically have minimal distractions, concise copy, a strong call-to-action (CTA), and optimization for user experience and conversion.

How Are They Used?

Landing pages are commonly used in online advertising and digital marketing efforts to improve conversion rates and track the success of a particular campaign. Businesses can better tailor the user experience and improve their chances of achieving the intended conversion goal by directing traffic to a dedicated landing page rather than a website’s homepage. They can also measure website traffic and user interactions for that specific campaign.

Use example: a food company with a new brand of potato chips can create a landing page for the chips. The page can feature links to different flavors to gauge which are most popular among users in various locations.

Do They Need to Be Permanent Pages?

Landing pages don’t necessarily need to be permanent website pages. For example, use them to advertise and register attendees for a specific event. Remove them from the website when the event is over. Or use them to encourage customers to pre-order items until the items become available. Then remove the landing page.

Do They Need to Be A Part of Your Site’s Navigation?

Landing pages don’t need to be included in the main site navigation. You can use a landing page to present information or an offer for only a specific group of users. Provide those users with a direct link to the landing page in your marketing materials. Your website developer can prevent search engines from crawling the page. Doing so would prevent other users who are browsing your site or the internet from finding the page unless they had the direct link.

Use example: a company sponsoring a YouTube video can provide the video’s viewers a special offer. They create a landing page and the video host provides his or her users a link. The link will take them directly to that page to take advantage of the offer.

Examples of Landing Pages Versus Traditional Website Pages

Here are some sample use cases for both landing pages and regular web pages to help illustrate the differences:

Regular Webpage Use Cases

1. Homepage: The main entry point of a website that provides an overview of the company, its offerings, and navigation to different sections.
2. About Us: A webpage dedicated to information about the company’s history, values, team, and mission.
3. Product or Service Pages: Pages that provide detailed information about specific products or services, including features, benefits, pricing, and specifications.
4. Contact Us: A webpage with contact information, including a contact form, phone number, email, and possibly a physical address.
5. Blog: A section of the website containing articles, posts, and resources related to the industry, company updates, or informational content.
6. FAQ: A webpage dedicated to frequently asked questions about the company, products, services, or policies.
7. Portfolio or Gallery: A webpage showcasing the company’s past projects, work, or accomplishments.
8. Testimonials or Reviews: A page featuring customer testimonials, reviews, and success stories that help build trust and credibility.
9. Resources: A section containing downloadable resources, guides, templates, or tools visitors can access for free.
10. News or Press Releases: A page with company news, updates, and press releases to inform visitors about recent developments.

Landing Page Use Cases

1. Product or Service Promotion: Create a landing page to promote a new product or service and encourage visitors to make a purchase or sign up for more information.
2. Lead Generation: Design a landing page with a form to collect visitor information in exchange for a downloadable resource, such as an e-book or white paper.
3. Webinar or Event Registration: Use a landing page to promote a webinar or event and capture registrations by highlighting the event details and benefits.
4. Discount or Offer Promotion: Create a landing page to showcase limited-time offers or discounts and drive immediate conversions.
5. Contest or Giveaway Entry: Create a landing page to promote a contest or giveaway and collect entries in exchange for a chance to win.
6. E-book or Course Sales: Develop a landing page to promote and sell digital products like e-books, online courses, or workshops.
7. Consultation or Demo Request: Design a landing page to encourage visitors to request a consultation, demo, or free trial of your product or service.

Contact Us for Help With Landing Pages & Small Business Websites

Are you a small business owner looking to boost your online presence without blowing your entire marketing budget for the year? Then contact Ark Business Services! We specialize in crafting tailored landing pages and websites designed to drive success for small businesses. Contact us today to get your products, services, events, and specials online at a price you can afford.