The landing page is an important part of any digital campaign. It is all about the destination, not the journey, in 
this case. With so much investment in traffic, many forget the second part of lead generation – conversions. A landing page can make the difference between converting prospects to clients or not. If your prospects are being filtered to a convoluted destination, your results will suffer. Here’s why landing pages are a critical element of digital marketing.
Landing pages are an extension of your digital marketing strategy
Unlike most marketing strategies, landing pages are most effective when they’re kept simple. Less is more when it comes to design and content of a landing page. With a sings focus on converting visitor into leads, landing pages are all about positive ROI. Remember that landing pages are not a chance to get into great detail about how great your products/services are, rather they should be used to provide the user with exactly what they’re looking for – immediately.
Great landing pages are about continuity, relevance, and reinforcement. They are central to your online marketing presence. At the heart of a good landing page is a persuasive value proposition, simply presented.
An inexpensive way to focus on conversion with good metrics
Landing pages actually help reduce the cost on advertising. With more conversions through focused pages, you can generate more leads and, ultimately, more sales revenue.
Landing pages focus on one thing and that’s converting visitors into leads. Whether you are offering a free demo download of an e-book in exchange for contact details, a targeted landing page will convert visitors more than just sending them to your website.
While there are many metrics you can use to measure the efficacy of your website, with a targeted landing page you can concentrate on what’s working and what’s not. Since a homepage is littered with links and distractions, it will be more difficult to find areas of improvement versus a landing page.
Landing pages work!
Creating a landing page that converts high rates of traffic comes down to knowing what you want to achieve, who is your target audience and what they want. Once you’ve done that, it’s a matter of trying things out until you’ve found the right page for your business. It’s important to target an audience that needs what you offer.
Using landing pages is all about maximizing your ROI for each customer. The more specific, simple and streamlined a page is, the more likely the user will take the desired action. Your landing page not only serves as a “welcome mat” that draws visitors into the rest of your site, it actually opens the door and ushers them into your next call of action.
Prospects have many ideas when they land on your page, and they want answers to all of these things in an immediate, easy-to-navigate and user-friendly environment. By having a quality landing page as your starting point for customers, you’ve created a non-intrusive way to say…welcome.
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