27 Apr Why Landing Pages Are an Indispensable Part of Marketing
Posted on April 4, 2012
in Other by Jennifer Yim
Today’s article by Hubspot is an excellent place to start to understand the importance and value of landing pages. Landing pages are a very targeted way of communicating an offer and set of value points to your customers and then capturing the lead.
A landing page must be strategically crafted with the right offer and call to action, the right layout and the right lead capture form to maximize the number of customers who will click the button and take you up on your offer, giving you access to their information and the ability to stay in touch, in the process.
Landing pages are not just another page in your website. They should not include your usual navigation menus or other distractions on the page, as they are meant to focus the user on the specific offer and call to action on the page. Different versions can also be created in order to test different offers, messaging, calls to action, forms and
This article provides a full overview, from what a landing page is, to how a landing page works to reasons to use landing pages to the 7 key components of an effective landing page (our favorite part!). As Hubspot expertly points out, there are a lot of good reasons a landing page makes sense. The first three they highlight are:
“1) Easily Generate Leads! If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website. As we mentioned earlier, too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads for your sales team that you can then easily segment, nurture, or distribute to your sales team.
2) Give Your Offers a Place to Live: Marketing offers and landing pages go hand in hand. Just think back to our painting business example. Without being gated behind landing pages, your offers will do nothing to support your lead generation efforts. The idea is to require your website visitors to ‘pay’ you in contact information for something valuable like an offer, and your landing page is the collections tool.
3) Collect Demographic Information About Your Prospects: Every time a lead completes a conversion form on a landing page, your marketing and sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out.”
Click here to check out the full article from Hubspot, including the other 3 top reasons and the 7 key components to an effective landing page.