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What is a Landing Page, and why should you create them? Landing Pages are one of the most crucial elements of any digital marketing campaign. They are designed to signpost your reader toward taking a specific action. , such as buying a product or signing up to a newsletter.

Some businesses have a Landing Page. Others have dozens. If you are wondering what a Landing Page is right now then you are behind your competition. But never fear, your friends here at Big Gun Digital are here for you!

Your company or brand already has a website. You have filled this website with all the information your potential customers need to choose you. There’s every chance you have a homepage, an about us page, a contact page and maybe even a blog. With the best will in the world, some pages find themselves outside of the primary navigation.

This is the point of a Landing Page – it is not designed to sit within the main content of your website. It is designed to draw attention to a very specific cause or to communicate something of high importance to your audience. Let’s go through the process…

What is a Landing Page?

A Landing Page is a page either on your website or separate from it that directs your users to take one specific action. It’s called this because people generally land it from other digital destinations.

Let’s say, for example, that you are running a Facebook Ad to promote that latest product. After months of toil, your new product is available to buy and you want to shout about it. You set up the Ad on Facebook screaming about how great the product is. Where do you send them? Your company homepage? The product page? Or do you need a page that contains ONLY high-resolution images of the product with a breakdown of its advantages and a form asking you to buy it? This is a Landing Page.

Landing Pages vs The Homepage

In some ways, Landing Pages and the homepage work in a similar way. Both pages are designed to drive website traffic. However, a Landing Page is created to be more specific. If you run an e-commerce store, for example, you will have many products for sale. Therefore, shouting about your new product as Facebook Ad and driving traffic to the homepage will take people to products they did not click through to look at.

Your homepage is designed to cater to a wider audience than just the audience you have gained from your promoted Facebook Advert. In order for people to purchase a particular product, you need to draw people to THAT product, not al the products you sell.

There is no right or wrong answer to this, for the record. If your homepage has all the details of the product you are promoting, there’s no harm is sending traffic there. Some businesses have just one product and in this case, the homepage can act as a Landing Page. Others have a very small or niche target audience, and this shouldn’t be narrowed further with additional pages.

How are Landing Pages used to Generate Conversions?

Landing Pages generate conversions by focussing the attention of visitors toward one action and one action only. To the CTA. The best examples of this are pages that make the offer so appealing, the target audience feel like they must make a purchase.

There is a general rule in digital marketing. The more you ask your audience to do, the less likely they are to convert. The harder you have to work to get people to respond, the less likely they are to confirm. For instance, asking people to sign up to a newsletter is generally easier to convert that gaining a purchase. This is because no money is asked for, and is usually just an email address.

Types of Landing Pages

There are two types of Landing Pages that you can use:

  • To attract people at the top of the sales funnel
  • To convert people who are already interested

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