So, you've planned everything perfectly for your next marketing campaign, right from the brilliant ad to creative and witty call-to-actions (CTAs)? However, no one is converting.

Well, the first question you need to ask yourself is, what journey does a user go through on your website to become a qualified lead? Are you, by any chance, sending them on a long, confusing quest starting from the home page and winding up on some mysterious contact page? 

Well, first impressions are crucial as they typically have a lasting impact. This is just as true for business websites as it is for physical meetings. How you engage with first-time visitors on your site could either start a successful customer journey or turn away a possible sale.

In various cases, landing pages give website visitors an initial peek into what your company is all about. When performed well, landing pages can provide valuable information, offer the next steps for engagement opportunities, and give customers an insight into your brand. 

If you’re interested in finding out more, then read on to discover what landing pages are and how they can benefit your organization’s website. 

What is a Landing Page?

Simply put, a landing page is the first point of contact between your website and a visitor. Perhaps they clicked on an ad or reached your site through search engine results. Either way, that first point of entry to your page is a landing page. 

A landing page can either be a dedicated page with a specific goal or, in some cases, could simply be the homepage of your site. Many landing pages have filled forms for users to submit their contact information in exchange for a monthly newsletter. But that doesn’t mean they have to.

If you want to know more about landing pages and how to create them, then Wix has laid out the steps here to help you and save you time and effort. 

Do I Need a Landing Page? 

For many business owners, websites are a complicated mystery. It’s all very well and good to learn about their makeup, but now you need to consider whether you need every aspect. Some parts of websites, such as e-commerce functions, will depend on the type of business you run and the function of your site.

However, other parts of your website will be essential if you want it to engage readers and convert potential leads into paying customers. 

Landing pages are essential to your website, as they create an initial interaction between your website and a potential client. If you are still unaware of whether you need to create a landing page, then see the ways that you can use a landing page to your advantage below.  

1. Make a Good First Impression

A landing page is like a front door to your business, and as we stated earlier, a first impression is crucial. There is a very high chance that the first experience of customer experience is with your website, and a large percentage of those customers will have found you through an online search engine such as Google. 

If you create a useful landing page that brings value to the reader and offers links or content to the rest of your site, then there is a higher chance of that visitor using your website again and again. 

When they first visit your site, new visitors will view your landing page and make an initial reaction as to whether they will continue to use your website or look elsewhere.

2. Promote Products and Services

A landing page is a great place to promote products and services. For example, if your company has just finished creating a new product. One of the best ways to advertise this new product or service without having to pay advertising fees to the platform is on your website. 

Creating a dedicated landing page that promotes a new feature or product puts the spotlight on that product, adding value and showing your customers the benefits and value of this solution. 

3. Have Direct Contact with Website Visitors 

A high-quality landing page is concise clear, and lays out the value your brand can offer to customers. Being direct with customers is refreshing and will lead to new visitors being more engaged in the website. 

Landing pages are perfect for communicating your core brand message to customers and presenting them in the most efficient way possible. Nowadays, that is what customers want to see first: a clear, direct message about what the brand does or provides to them. 

4. Add Credibility

You can choose whatever you want to put on a landing page. Depending on your products and services, a landing page can make or break whether you will get a new client. Placing reviews from previous customers or company logos of former clients can help build up your credibility with sales. 

A quote from a happy customer adds a personalized touch to the brand experience and shows potential customers the benefits that working with your brand can have. 

5. Raise Brand Awareness  

Much like showing off products and reviews, you can use your landing page to increase your brand awareness, either by promoting a new webinar that you host or a new available download. 

Landing pages allow potential customers a glimpse into your website. They'll remember your logo and branding even if they click off quickly. If they encounter it again, then you can hook them in and put them into your sales funnel. 

You could also use a spider tool to crawl the internet and follow any landing page visitors around the internet, allowing you to reinforce your message.

You could also try to convert them into a lead by earning contact details such as their email address or phone number. Once you have their contact details, you can create targeted marketing materials that help you to convert them into a paying customer. 

6. Support Visitors 

No matter your current business goals, a well-crafted landing page will support those objectives. The beauty of a landing page is the content; you choose what to display, and it can be edited at any point. You can use it to provide them with free resources, such as an article on your company’s niche or industry.

Alternatively, you could offer an FAQ page to answer all of their questions. There are various ways that you can support your website visitors and show them that your business is committed to providing clients with more than just products and services; you also offer support and advice

Conclusion

Building an engaging website is a challenging practice for many businesses, with so many different platforms to choose from and factors to consider.

One factor that is crucial for any company is a landing page. Landing pages, as this article shows, offer you a variety of benefits and can help you streamline your sales and marketing processes. 

If you have an engaging landing page on your website, then you will encourage search traffic, increase conversions, and gather more qualified leads. As well as bring more credibility to your business. 

Therefore, a landing page is an excellent business tool to invest in, and there are many online services that can help provide you with inspiration or tools to create a landing page. When you create a landing page, make sure that you understand its purpose and work with dedicated creatives to build landing page security that helps you achieve your business goals. 

Overall, a landing page offers a myriad of benefits to your business. This article highlights a small selection of these benefits and shows you why you should create one for your organization’s website.

Frequently Asked Questions

A landing page typically encompasses a headline, a brief description, an image or video, a call to action, and a form to collect user information.

To create a landing page in HTML:

  • Plan your page content and design.
  • Write HTML for structure.
  • Apply CSS for styling.
  • Add a form if needed.
  • Ensure mobile responsiveness.
  • Test in different browsers.
  • Host on a web server.
  • Promote your web page.

The significant purpose of a landing page is to convert users into leads by encouraging a certain action, such as buying something, signing a newsletter, or filling out a contact form.

The two major types of landing pages are:

  • Click-Through Landing Pages: These pages are created to anticipate visitors to click through to another page, often used for e-commerce and product promotions.
  • Lead Generation Landing Pages: These pages are aimed at collecting visitor information, typically through forms, for purposes like email list building or lead generation.