Originally published December 8, 2022 , updated on July 15, 2024

One of the main goals of many marketing strategies is to increase lead generation and conversion rates. Prospects need a vehicle that takes them from one destination to the next to jumpstart that process and help drive their decision-making. And that vehicle takes the form of a landing page. 

The beginning of the sales funnel consists of targeted content enriched with search engine optimisation techniques. Once we’ve gained a prospect’s attention, we need to provide valuable content that is either solution-driven or information-based. Then, we need to create a distinct direction they can take to find out more, connect with our business, or, better yet, make a sale. 

The link they click on to take them further should lead to a landing page. This begins the second phase of the sales funnel journey. Now, it’s a whole other ball game. 

When someone visits your website, you only have a few seconds to capture their attention and persuade them to stay. But with the help of an effective landing page, you can shorten the prospect’s journey and guide them toward your desired action. 

A landing page for marketing is a web page that allows you to capture a visitor’s information through a form or other interaction. Typically, a landing page is used in digital marketing campaigns as a way to collect leads for sales or marketing purposes. 

Landing pages need to be well-designed and relevant to the campaign they are being used for to be effective. Let’s take a deeper look into this marketing practice and how it benefits businesses. 

What is a Landing Page?

A landing page is a stand-alone web page designed for a specific purpose, such as collecting leads or driving conversions. 

While a typical website will have multiple pages with different goals, each landing page is focused on a single conversion goal. This makes landing pages an essential part of any digital marketing strategy. When done well, a landing page for marketing can be highly effective at driving conversions. 

For example, if you are running a campaign to promote a new product, your landing page creators should provide information about the product and include a form for visitors to sign up for more information. If you are running a campaign to increase brand awareness, you should design your landing page to capture attention and drive traffic to your website. 

Landing pages can differentiate between a successful campaign and one that falls flat.

The Pros of Landing Pages

A landing page for marketing limits navigation to help visitors focus on the goal rather than being distracted by multiple links. The simplicity of a landing page can be key to its success. That’s because it makes it easier for prospects to take the desired action. 

In general, landing pages convert more traffic than other web pages. It makes them an essential tool for any business looking to increase its online sales. A report published by Unbounce states that the average landing page conversion rate is just under 10%, which is considerably high compared to others. According to Adoric, a successful campaign on social media runs a conversion rate of 2%. 

Landing pages are aesthetically pleasing. They’re a marriage of striking designs and direct information with a strong call to action. If you’ve attracted and delighted a potential customer, a professional landing page design company can help them complete their venture and nudge them in the right direction. 

You must include several key elements to make a landing page successful. The page must be relevant to the target audience and the product or service you promote. The headline and copy should be clear and concise, and the page should include a strong call to action. Finally, the page should be tested frequently. 

Website Must-Haves

A website’s homepage is typically designed to be a general overview of the site’s content. It should have links to other pages where the user can find more specific information. On the other hand, landing pages are designed with a specific purpose in mind – usually to promote a product or service – and they make this purpose clear to the user right from the start. 

This can be an effective approach for businesses that want to maximise the chances of conversion, as it eliminates the need for the user to navigate through the site to find what they’re looking for. 

However, it’s important to note that landing pages should not replace a website’s homepage; rather, they should complement it by providing additional information about specific products or services.

Below are some essential pages you need to include in your website that will further aid you in your quest for conversion. 

About Us

The about us page is one of the most important pages on any website. It helps customers get to know the brand and builds trust by putting a face and a story to the name. 

The about us page should be well-written, informative, and easy to navigate. You should also update it regularly to keep customers informed about the latest news and developments at the company. 

An about us page that is neglected or outdated can damage a company’s reputation. It will discourage customers from engaging with a business. By developing a strong about us page, online retailers can create a valuable asset that will help them build relationships with customers and encourage loyalty.

Service Page

Even the best products and services won’t sell themselves. You need to have a well-crafted sales page designed to convert visitors into paying customers.

To create an effective sales page, you need to understand your customers and their needs completely. Only then can you determine what copy and design best suit their needs and position in the sales journey. 

If you sell too hard at this point, you risk turning your client away. If you undersell, you may lose the sale. The key is to strike the perfect balance between these extremes. You can create a sales page that will help you close the deal.

Contact Us for Landing Page Design Services

Having a readily available and accessible contact us page is more important than ever in today’s digitised economy. In the age of convenience, people want to get information fast. Having your customers search for your contact information or copying and pasting an email address to send you an email can be frustrating and time-consuming. By having a contact us page that is easily accessible, you are providing a valuable service. It will save your customers time and hassle. 

In addition, by making it easy for your customers to reach you, you are creating a responsive and helpful customer service environment. This type of customer service will foster loyalty and inspire repeat business. Therefore, it is in your best interest to ensure that your contact us page is up-to-date and easy to find.

A custom-crafted, simple, and informative website is crucial to the success of any business. But if you want to bolster your conversion rates and seal more deals, incorporating a landing page can elevate your efforts for certain campaigns. 

Need some assistance in building the ideal landing page? As a landing page design company, Goodman Lantern offers innovative solutions to generate leads and help turn those leads into customers. Connect with us today to learn more about our landing page design services. 

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