What is a Landing Page and Why Do You Need Them?
If you're here, you've probably heard of landing pages, but have no real clue what they are, what they do, or why you need them. Chances are, you've spent quite a bit of time on landing pages without even realizing that was the case.
What is a landing page?
In a nutshell, a landing page a specific page of web content created for people coming from a certain outside source or with particular interests. It is a way of reaching a more refined, vetted population of potential customers or clients by providing all the information they'd need on a certain topic.
Here's an example of the Walnut World Landing Page. (Photo credit: mdurwin2)
How do I make a landing page?
Well, this can be achieved through a few different methods. One, you could create a uniquely engaging and converting page of web copy to make the sale, or two, you could hire a writer to do that work for you.
Are there different types of landing pages?
Yes! Depending on the website, products or services sold or provided, and the individual writer, each landing page takes on a life of its own.
Smart bloggers might create a landing page for people coming to their website from another, specific website. For example, people linked to your blog, We Love Internet Marketing, from a guest post you published on Internet Marketing 101, would be the perfect audience for a specifically tuned landing page. You already know they like internet marketing, may be in the market for a special service (like social media management), and are shopping around.
With this knowledge, you can make a specific web page for that targeted audience. Instead of linking to your regular homepage (probably www.weloveinternetmarketing.com), you could link to www.weloveinternetmarketing.com/welcome-internet-marketing-101-readers. Then, whenever those links are clicked, your targeted audience is shown a refined page with information on who you are, how you're different from the rest, and a strong call-to-action.
But, you could also focus creating on landing pages that match highly specific and competitive keywords. Let's say you want to increase traffic to your website with people looking for social media help for their own small business. By creating a landing page called "101 Tips for Effective Facebook Marketing for Your Small Business," you'll generate search engine traffic regarding this particular inquiries. Then, the people who reach your website will be there for that information, but you now also know more about your new audience than random search traffic might offer. Now, the people on your site are there for very specific help. You can cater your text to meet these needs, pair it with a strong call-to-action, and either make the sale or professional connection.
How many landing pages do I need?
Research is starting to show evidence that the more landing pages you have, the higher your traffic conversion rates are. Try to start with 1-5 landing pages on highly relevant topics to your ideal audience, and then move up to 6-10.
Do you use landing pages? Why? Have they increased you business?