Why use a landing page?

What is a landing page?

A landing page is a targeted ‘website’ page with a single focus or call to action, without any additional distractions to deter the user from fulfilling your goal! For example, a landing page that is designed to get people booked onto an event will simply contain details about that event and several prompts throughout the page to do just that.

So, why should you use a landing page?

The short answer is that they can help to increase the conversion rate of any marketing campaign; especially online marketing campaigns.

Picture this. You are running a social media campaign all about the launch of your series of new and exciting workshops. Scrolling through my Facebook feed, your workshop piques my interest so I click on your post. I am taken to your (awesome) website that states in big letters at the top ‘Welcome to ABC Company Limited’. Unfortunately I’m on the train, 2 minutes from my stop and I don’t have much time. I have a brief read through your homepage before clicking on ‘Services’ on the mobile menu. I can’t see anything specifically about the new workshop, or how to book, and I hear the train announcing that we’ve arrived into Paddington. I put my phone back in my pocket and step out onto the platform. Next morning I’m on the same train having forgotten all about your awesome new workshop.

So what if you had been using a landing page? You are running a social media campaign all about the launch of your series of new and exciting workshops. Scrolling through my Facebook feed, your workshop piques my interest so I click on your post. I am taken to a web page that states in big letter at the top ‘Want to make a difference in 2017? Come to our exciting new business workshop.’ Great! I think to myself. This is exactly what I was just looking at on Facebook… Unfortunately I’m on the train, 2 minutes from my stop and I don’t have much time. Fortunately, your landing page gives me all the details of your workshop, and there’s a handy link that lets me book straight on! Fill out my name and email… done! I hear the train announcing that we’ve arrived into Paddington. I put my phone back in my pocket and step out onto the platform. Next morning I’m on the same train and my phone pings an email reminder… “Don’t forget our awesome workshop tomorrow evening at 6pm.”

So, why should you use a landing page?

• It matches the message contained in your marketing campaign.
• It gives all relevant details quickly and easily on any device.
• There are no distractions to take people away from that service/product you’re marketing.
• It contains a single purpose… to get your potential customers to do what you want them to do.