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Why you need a landing page and how to create one

A landing page is an important tool in marketing; It brings awareness to specific content. It compels visitors to surrender information and get data in return which increases conversions.

Many people may confuse a web page and a landing page - but there is a big difference. Webpages form a hierarchical structure of a website and have such titles as Homepage, About etc. They are basically for website navigation and insights into the company or brand.

A landing page refers to a page on a website to which a visitor is directed via a link both external and internal. It must have specific content and functionality to achieve its goal.

There are two types of landing pages

  • Click through landing page - It's main objective is enticing visitors to click through to another page. Such landing pages are mostly on e-commerce sites.

  • Lead generation landing pages - They collect the visitor information which enables a person to engage the market throughout the buying journey. The page consists of content that you are offering and a form to collect visitor data in exchange for specific content or offer.

Landing pages are for call to action: free trials and blog sign-up, product demo, reports, podcasts, consultation service offers etc. They generate traffic to the website and increase the number of subscribers for your site.

Here are some of the many benefits of a landing page

1. Generate leads for a sales conversion funnel

A landing page is a content marketing strategy. Visitors can opt to sign-up or download the available opt-in offers. The process is automatic. It sets a clear action that makes it easy for users to take a particular action.

2. Offers instant credibility

A landing page will offer a credible impression and cultivate trust to the visitor since it is developed to capture their problems.

3. Improves SEO ranking

The stiff competition in the digital market calls for businesses to generate quality content to stay relevant. Using a landing page, the SEO rank can be leveraged on various search engines like google. A website rank in search results depends on the content authenticity.

4. Increase conversion

Landing pages provide customers with information on particular products or services. This allows visitors to submit their email addresses to reach out to the offer on your table.

5. Improve brand image

With consistent branding, they help one to improve brand image by creating brand awareness and make the brand stand apart from the competition.

6. Attain business goal

Landing pages will support your business goals and benefit a business since they are for a specific audience or goal which allows one to measure success with relation to a goal. You can design them with specific actions made to accommodate business goals.

7. Generate data and insights

When you link a landing page to a particular campaign it becomes easy to identify what channels are of the most interest. Tracking user behavior gives valuable insights that can help refine knowledge of the target audience thus improving general effectiveness.

Article sources:

  1. Lander:

  2. Unbounce:

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