What are landing pages and when should I use them?

Matt Fenn on Landing pages,


A landing page is a very specific page that is designed to convert visitors to leads by encouraging them to complete a form. But how and when should you use them to best effect?

Your website has a wide range of content pages that provide information about the products and services that you offer, but those pages aren't individually built specifically to convert a visitor into a lead that you can work with.

For that, you need a landing page.

Landing pages can be managed all together and record metrics around their individual conversion rates and allow you to experiment in order to improve their effectiveness without having to update your website.

So what makes a good landing page?

Offers and actions.

When thinking about how you might use landing pages, it's good to start with the incentives you already use to encourage potential customers to take action.

Each one of these deserves a landing page.

Then by linking through to these pages from within your website you're encouraging your visitors to take action. Much more potent than a contact form, landing pages can significantly increase your conversion rates - this is why they're so popular!

Landing pages allow you to overlay marketing incentives and offers, creating a whole new dynamic to the way you interact with your website visitors.

Focus on needs.

By keeping a keen eye on what your potential customers are looking for you can create landing pages, content and offers to engage them at any point in their purchase cycle.

Are they looking for information to make an informed decision? Offer a free super-useful guide. Are they sold on the benefits but need more persuasion? Try a special offer or a hands on trial.

Sending traffic to your landing pages.

When you're paying for traffic from pay per click (PPC) advertising campaigns it makes sense to make the most of every opportunity.

The good news is that you can be very specific about the keywords you use to attract traffic; the bad news is that if you're not creating pages that are designed to leverage these keywords - much of the opportunity is wasted.

Need more reasons to use landing pages?

  • Easily generate leads - Using landing pages allows you to capture and qualify leads in an incredibly flexible way.
  • Increase marketing opportunities - Landing pages increase the marketing opportunities both within your website and across your online advertising.
  • Control effectiveness - Landing pages allow you quickly and easily manage page content, controlling and improving the effectiveness of your offers without having to update your website.
  • Improve online advertising effectiveness - Landing pages allow you to match your page content to your advert, reinforcing your visitors' mission and giving them an action to take that moves them towards their goal.
  • Chance for a dialogue - You can also use landing pages to trigger timed email nurture sequences designed to deepen engagement by offering further offers or educational content.

I hope this quick overview helps to put the importance of landing pages within online marketing into perspective for you and gives you some inspiration!

If you've been using landing pages and you'd like to share your experiences - let me know!

A landing page is a very specific page that is designed to convert visitors to leads by encouraging them to complete a form. But how and when should you use them to best effect?

Your website has a wide range of content pages that provide information about the products and services that you offer, but those pages aren't individually built specifically to convert a visitor into a lead that you can work with.

For that, you need a landing page.

Landing pages can be managed all together and record metrics around their individual conversion rates and allow you to experiment in order to improve their effectiveness without having to update your website.

So what makes a good landing page?

Offers and actions.

When thinking about how you might use landing pages, it's good to start with the incentives you already use to encourage potential customers to take action.

Each one of these deserves a landing page.

Then by linking through to these pages from within your website you're encouraging your visitors to take action. Much more potent than a contact form, landing pages can significantly increase your conversion rates - this is why they're so popular!

Landing pages allow you to overlay marketing incentives and offers, creating a whole new dynamic to the way you interact with your website visitors.

Focus on needs.

By keeping a keen eye on what your potential customers are looking for you can create landing pages, content and offers to engage them at any point in their purchase cycle.

Are they looking for information to make an informed decision? Offer a free super-useful guide. Are they sold on the benefits but need more persuasion? Try a special offer or a hands on trial.

Sending traffic to your landing pages.

When you're paying for traffic from pay per click (PPC) advertising campaigns it makes sense to make the most of every opportunity.

The good news is that you can be very specific about the keywords you use to attract traffic; the bad news is that if you're not creating pages that are designed to leverage these keywords - much of the opportunity is wasted.

Need more reasons to use landing pages?

  • Easily generate leads - Using landing pages allows you to capture and qualify leads in an incredibly flexible way.
  • Increase marketing opportunities - Landing pages increase the marketing opportunities both within your website and across your online advertising.
  • Control effectiveness - Landing pages allow you quickly and easily manage page content, controlling and improving the effectiveness of your offers without having to update your website.
  • Improve online advertising effectiveness - Landing pages allow you to match your page content to your advert, reinforcing your visitors' mission and giving them an action to take that moves them towards their goal.
  • Chance for a dialogue - You can also use landing pages to trigger timed email nurture sequences designed to deepen engagement by offering further offers or educational content.

I hope this quick overview helps to put the importance of landing pages within online marketing into perspective for you and gives you some inspiration!

If you've been using landing pages and you'd like to share your experiences - let me know!

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