When setting up your business’ online presence there is a lot to think about but one thing many businesses forget islanding pages. Learning about why your business needs landing pages will hopefully push them further up your to do list.

In its simplest terms a landing page is an entry to your website, or a particular part of your website. It is different from the home page as it can focus on a specific service or product. Many businesses, however, still use the home page as a landing page.

Landing pages are vital for your digital marketing, and if done correctly can be enough to convert a potential lead into a paying client or convince them to provide their personal details in exchange for something your business is offering.

 Different types of landing page

 A landing page often serves a particular service, which is why it’s more than simply your website home page. With the whole world online, and the noise that generates, users are more impatient than they ever were and want to find what they want quickly. With one click if possible. Landing pages provide that one-click experience which will appeal to the busy consumer. There are numerous types of landing pages which include:

 · Lead generation – This type of landing page is al about collecting data, such as an email address in exchange for a free download or five-day challenge.

· Click-through – This is often a middle page between your ad and your sales/lead generation landing page or e-shop and provides information showing the user they are on the right path.

· Squeeze – This is similar to a lead generation page but is more about gathering data and is usually at the start of a sales funnel process. A squeeze landing page is all about gathering emails for a newsletter or further information.

· Sales – A sales landing page is about closing the sale and is asking for payment in exchange for a product or service. These can be short and to the point or they can have lots of product/service information.

· Splash – This is normally a page with a simple question and very little text, which will lead the user to the next landing page. It may include a question like, “Are you ready to grow your business?” with a ‘Yes’ button.

Purpose of landing pages

A landing page is connected to your other digital marketing. You will be promoting a particular product or service and the link will take the prospective client directly to the landing page. This means they are already a warm lead by the time they are there. The information and call to action on the landing page, will make it clear what they need to do; purchase a product, provide an email, download the eBook.

If, however, the link goes to your homepage, there are other choices for them in addition to the product/service that attracted them in the first place. They may browse and if they don’t find what drew them quickly, they could leave the site. This means you have lost a potential sale.

Benefits of landing pages

You may wonder what the point is of all these landing pages in addition to the website you have beautifully crafted.

Landing pages:

· Focus on one service/product at a time.

· Focus the lead on the product and the solution it offers not the company.

· Remove the distraction of the rest of your website.

· Can help grow newsletter email lists.

· Can drive traffic to your website.

· Can improve SEO for your website.

· Can improve brand awareness.

There are no limits to the number of landing pages you can have, without the need to make your website too big and unwieldy.

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