Why Your Business Needs Landing Pages?

All businesses regardless of size, location, years in existence, and number of investors seek one purpose — growth.

The Key Performance Indicators you track, the many metrics you pour over to measure revenue and performance are in the end all measuring growth — just under fancy acronyms.

So, whether you’re looking to increase subscribers, webinar signups, free trial users, conversions on specific pages, or ebook downloads — you’re actually just looking to increase business growth.

The question then arises, how do you instigate growth, how do you get your ideal audience to come in through your digital doors?

Yes, I know you think you know the answer to this question. Countless posts, articles, ebooks, webinars, whitepapers, reports have all talked about this topic. Anybody who spends a mere hour researching ‘how to make money online’ knows the answer to this question.

You start by creating campaigns, then you create ads, then you promote those ads, then you get traffic on your website/homepage/landing page, and then you convert your audience.

This answer is true to some extent, but, there’s still a major part of it that most marketers simply overlook— the post-ad phase of the user journey, specifically the landing page.

What’s a landing page?

Contrary to what paid ad platforms such as Google Ads and Facebook Ads will tell you, a landing page is not simply a ‘destination page/link’ where you send the audience who have clicked your ads.

That’s such a boring way to describe the true potential of landing pages.

A landing page is a dedicated(dedicated to the offer in the ad), standalone (it is not connected to your website’s main navigation) page that guides users to the yellow brick road that leads to your business’ growth.

Imagine clicking an ad that looks promising only to be horribly disappointed by the landing page.

Actually, let’s not imagine at all because the web is full of real examples of this situation.

The Act banner ad looks promising, visually appealing with a compelling headline:

Where do you expect this ad to take you? I’m thinking probably to a page that offers more on how to get a flexible CRM for $1 a day, that’ll help me grow my business easily.

Well, this is the landing page you actually end up on:

Act’s landing page

The page headline is horribly flat, it doesn’t have the persuasion the ad headline did. The copy is plopped on the page in boring paragraphs that are a bit too wordy and not at all visually appealing. The explainer video could be the saving grace of the page, but the footer littered with navigation links changes everything.

When you put navigation links on your landing page you invite the user to leave the landing page before they convert — basically wasting the money you just spent on the ad click.

HelloFresh does exactly what Act does when it comes to wasting a conversion opportunity with a ‘landing page’ that’s not actually a landing page.

Look at the ad — so fresh, vibrant, and making me feel hungry for tacos:

HelloFresh display ad

Look at the landing page you end up on after the ad click:

HelloFresh landing page

Not fresh, vibrant, and where are those tacos I was salivating over?

The array of navigation links are a huge disappointment again.

What do these two examples show us? Marketers tend to focus on the ad — the pre-click phase and don’t put so much effort on the landing page — the post-click phase.

What’s the purpose of landing pages?

Landing pages came into existence specifically for ads. They are meant to be connected to ads so they can optimize the post-click phase of the user’s journey. Simply connected any page littered with navigation links to your ads doesn’t make that page a landing page.

Stop wasting your precious advertising dollars and start connecting your ads with true optimized landing pages, that pages that have:

A persuasive headline that matches the ad offer
Easy to digest and beautifully arranged conversion copy
Engaging, relevant videos, gifs, images, or animations
A contrasting and action-packed CTA button
A non-invasive and easy to fill out lead capture form
Absolutely no navigation links
Yes, even a hyperlinked logo is a no-go on true landing pages

Creating landing pages for your business seems like a no-brainer, more marketers than even are creating landing pages for their offers. The question you need to ask yourself is:

Are the landing pages I’m connecting to my paid ads actually landing pages, or just destination pages I’m directing traffic to?

If the answer to this question is a no. Then my friend you need to go back to the landing page drawing board.

Your business needs true landing pages for growth, not destination pages/links.

Have any questions about creating true landing pages? Leave a comment below.

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