What are Landing Pages and Why You Need Them?

Online success is measured by how well businesses can generate leads and establish a solid online presence.

Many marketers rely solely on building and growing their online presence through websites. However, it is not an ideal platform to generate leads because of the additional navigation and a large amount of available information. As a result, experienced marketers are now shifting to landing pages to accomplish their lead generation goal. Read on to discover what a landing page is and how to make the most of it.

A landing page is an independent web page designed specifically for marketing campaigns. When someone clicks on a link in an email or an ad, they "land" on the landing page. Unlike websites, which often have many goals and promote research, landing pages are designed to have a single objective known as Call to Action or CTA. Landing pages are used in a variety of ways during different stages of the buyer’s journey. They serve as an introduction to your brand, a tool to capture leads, and a page where customers can make purchases. To simply put it, a landing page is the best way to capture a prospect’s attention and push them to take action.

With pay-per-click advertising, companies only have to pay when someone clicks on the advertisement. This is commonly used by Internet marketers on search engines like Google and Bing.

A landing page is a must-have if your business invests in pay-per-click advertising on search engines or display marketing on related websites. Why? As you're running a Pay Per Click ad for your special offer or newest products or services, you wouldn't send users straight to the homepage of your website; instead, you'd write a one-page "landing page" with just the information they need to take the next step.

See this example from Rive Centre – a real estate brand, utilize landing page to showcase there latest house designs.

After capturing a visitor's email address, you can use email marketing to send relevant content, offers, and information. Landing pages are also handy for this kind of message. Use a landing page if you're sending a special offer to your subscribers. Here’s what they did. They created a compelling email, like the one below from Le Mer.

The goal: to learn more about their Blue Heart moisturizing cream. When a subscriber clicks on the call to action (the white “Learn More” button), he or she is taken to a specific landing page that highlights the company’s entire Blue Heart Collection.

Landing pages can be used to present content to a target market, attract their interest, provide them with information, and eventually entice them to become customers. For example, your business can create a library of valuable content, and obviously, you'd want your market to benefit from these resources. To gain access to this exclusive content, users must fill out a landing page form with their email addresses. You've now converted a visitor into a lead and can continue to provide valuable content. Like what IBM Marketing cloud did, who compiled data from different industries and created an annual report of email marketing benchmark.