Importance of a Landing Page for your Business

Enterprise Monkey
Jul 25, 2017 · 5 min read

A Landing page is a web page; a visitor lands on to. It captures your target audience, from your promotional campaigns or pay-per-click ad campaigns.

Are you wondering how it can benefit your business?

Here are some of the benefits of using landing pages.

Increase in Conversion Rate

A landing page is action oriented. It leads your target audience to land on a specific page of your product, offer or service, and encourages them to take actions accordingly. Unlike other pages of your website, which provide complete details about your venture, these pages are precise, accurate and provide relevant information that your potential customers are looking for.

Provides a Space to Your Promotional Campaigns

A website serves as the primary source of information about your business; you can’t direct everyone from your ad campaigns to your website homepage if your target is to promote a specific service. Prospects who click on ads are interested in your service and hoping to find something helpful and promising on your landing page. Landing pages provide a medium for your ad campaigns to succeed, which subsequently helps in building credibility among your customers.

Understand Your Audience Better

Landing pages come with a conversion form. Every time a new prospect fills the conversion form, it helps you build your email list which further helps you in your promotional campaigns.

Even if they don’t buy from you, you must nurture them with quality content and offers.

Different Landing Pages for Different Products

Websites are same for all, but not the landing pages. Landing pages help you to attract audiences with different taste by building different pages for all. You can create different landing pages, with different CTAs ( Call-to-Action ) for different services.

For example, if you provide mobile app development services, you can build a landing page for Android app development, iOS app development or both. It will help you easily target customers interested in a specific service only.

So, How can you create a landing page that converts?

Use Catchy Headlines

What first takes away your prospect’s attention is the headline. It has the limelight, with all the eyes on it. You need to make sure that it is persuasive and self-explanatory. Do not make it too lengthy, try to keep it short.

For example, here, the headline, “I’m tired of being awkward”, clearly states what is the problem and connects with the reader, in a very straightforward manner.

Source

Add Images

“An image is worth a thousand words.”

According to research by UKessays, a human can recall images more than words. Adding images to your landing pages which match perfectly with your content can do wonders for you. Also, make sure that the pictures that you use should be high in quality. They should be relevant to the products and services that you are offering. You can even add screenshots showing the functionalities and processes of your services.

Mixpanel, a web analytics company, used images on their landing pages, that define their services perfectly.

Source

Be Descriptive

Your landing pages should describe and explain your product. It should state the purpose you are serving.

Taster’s club on their landing page defines how their services work.

Source

In Customer’s Interest

The visitors on your landing page become your customers, only when they see getting benefited from your product. Therefore, it’s very crucial that you list all the benefits users will be getting from your product.

Breather clearly describes how a user can be benefited from their services. How they can help them with arranging work spaces for their team and client meetings or small events.

Source

Flow in The Structure

Your landing pages should have a logical flow in their structure. Start with an eye catching headline, plausible explanation, images, value proposition and at last, end with a call-to-action button. You can use multiple CTA on your landing page for each separate section.

You can divide your page into small sections. Long landing pages are preferred over the shorter ones, so do not be afraid to make one.

For example, Lyft has a well-structured landing page with multiple CTAs.

Source

Add Testimonials

Nothing can be better than adding testimonials on your page to build trust among your users. Testimonials from celebrities and experts are good. Try to get testimonials from your existing user base.

You can also add success stories of your users.

Source

Add Videos

Adding videos to your landing pages, makes it appear more dynamic. According to a stat on Impact, adding videos on your landing pages increases the conversion rate by 86%.

Codecademy has added a video to its landing page, answering one of the most common questions, “How can coding help you?”

Source

So, in all, having a landing page for your business, can help you capture new leads, increase brand awareness, and generate revenue. There isn’t any predefined manual for building good landing pages, all that’s required is the art of persuasion. The one who does well, wins.

Enterprise Monkey

Written by

An app & web development company in Melbourne, Australia; helping startup founders, owners, CEOs & CFOs with smarter solutions. https://enterprisemonkey.com.au

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