Getting a business up and running can be (to put it lightly) a lot of work. And on top of perfecting your product or service, you have to actually get it in front of your potential customers. But how?
There are a handful of effective ways to reach your prospects, including pay-per-click advertising, social media and content marketing. But once you’ve caught their attention, where do you send them? Your website home page? A checkout page? Sure, if you want to kill your conversions.
Instead, breathe life into your marketing efforts using targeted landing pages for your campaigns.
A landing page as a dedicated web page designed with one specific objective in mind. It has no ties to your website, like global navigation. In essence, it floats alone, only accessible from the link you’re providing in your marketing campaign.
Compare a homepage to a landing page.
You’ll notice the home page has dozens of links going to other pages, and is designed to encourage exploration, whereas the landing page has only two buttons, with the same call to action.
There are two types of landing pages:
- Lead generation (commonly referred to as lead gen or lead capture): To capture leads that enable you to market to people in the future. As such, a lead capture page will contain a form along with a description of what the visitor will get in return for submitting their personal data.There are many incentives for a user to give up their personal information, such as an ebook or whitepaper, webinar registration, consultation for professional services, contest entry, coupon, free trial, gift or notification of a future product launch.
- Click through: To “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.