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What is a landing page, and why is it important?

Updated: Jul 27, 2022

If you’ve spent a little time around the marketing world, you’ve probably come across the phrase “landing page” and wondered to yourself what it’s referring to.

This phrase can be a little confusing, especially if you’re completely new to the small business game. After all, what is a landing page? How does it get you more business? Also, why do you need a landing page if you already have a homepage? The truth is that a landing page is the best way to drive traffic to the website, improve your SEO ranking, and ultimately build your brand.

Don’t worry if you don’t have one yet, because we have decided to give you a little cheat sheet on what a landing page actually is, why you need one, and what you need to include to make a landing page that converts.

What is a landing page?

While a landing page is technically any page that your customer ends up on, marketers use “landing page” to refer to a standalone page that’s entirely different from any other page on your website. It’s a highly targeted, deliberate page that brings your customer one step closer to making a purchase or joining your mailing list.

Your customer might reach your landing page through various sources—search engines, a paid ad, a link in your email, and even via a story on Instagram.

Many people wonder why they need a landing page at all. You’ve already got a homepage with all the information your customer could possibly need. Why do you need to add another dedicated page to the mix?

This is because most homepages can be a little busy. There’s a lot of information being shared, which can muddy the waters. On the other hand, a landing page makes it very clear from the get-go.

Sign-up for our mailing list? Boom, done. Register your interest in an upcoming product? Easy done. Get your free gardening guide? It’s on the way.

By creating a landing page, you’re not only ensuring you’re getting the most bang for your buck on any PPC spend, but you’re also making sure that your audience and customers don’t get lost on your website.

Why is a landing page important?

You’ve already done all the hard work building your brand, creating a website, and carefully planning out your marketing strategy. Now, it’s time to leverage all that work to convert some sales.

Landing pages are the most effective lead generation tool on the market. They take your potential customer straight to a specific product, offer, or form and then encourage them to take action. No-fuss, no-mess, and no getting lost in the woods on their way to what they want.

What makes a good landing page?

A good landing page should have:

  • A headline and a subheading

  • A brief description of what is being offered to the customer

  • At least one image

To take your landing page game to the next level, try using these pro-tips:

  • Focus on the offer, not your brand: your potential customers are clicking on your link for a reason, so make sure you don’t try to give them something else. A landing page is not a good place to tell them about your brand's history. Instead, give them what they came looking for – a solution to their problem!

  • Keep it clean and free from clutter: the content on your landing page should be minimal. As tempting as adding animations or lots of fancy text, keeping it clean is better.

  • Make sure your form is short: no one wants to fill out a 76-question form. You’ll entice more customers with a fast, concise form with minimal questions. For most people, asking for their email addresses is enough.

  • Always say thank you: gratitude goes a long way! Always follow up with a thank-you email or message. Not only will this help your customers to feel welcome, but it also assures them that their registration went through.

So where are you at with your landing page copy? Do you need to take a step back and fix your website home page? If so, why not take my high converting website copy template. Download here.

Or perhaps you're ready to get some professional help with your own landing page?

Book in a complimentary 15-minute brand chat here to discuss your business needs. We can give you some insight into our approach to writing the high-converting landing page of your dreams!

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