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What Is a Landing Page and Do You Need One?

If you have a business website, almost always needed today, then you may have heard of landing pages. A landing page is a simple way to generate more leads for your business. If you don’t have landing pages on your website, then you might be missing out on opportunities to turn your web visitors into customers.

What is a landing page?

A landing page is simply a page on a website where you offer information in exchange for contact information. Local businesses may use landing with a basic form so visitors can enter details to find out more about your services or make an order.

A good landing page is one that focuses on people who want your services. For example, if you own a bookstore and are marketing a newly released book, then you may have an email campaign to promote that book. This landing page is going to be targeting people who are interested in that book. Since people who are providing their information are already interested in what you’re offering, then you’ll have better luck getting leads and turning them into customers.

What is included in a landing page?

Although landing pages are going to be specific for every business, there are shared elements. All landing pages need a strong headline to start off the page. If this area doesn’t capture your potential customers, then you’ve lost them. However, your main headline should outline who you are and what you offer.

After the main headline, you will want to have a supporting headline. This is not only going to support the main headline but also add important details that make it more compelling. Not every landing page needs a supporting headline but it can help to expand on your main point so consider including it.

It is also a good idea to include what is called a “hero shot.” This is simply a picture that illustrates your point and adds credibility and interest to your site. The hero shot for a coffee shop might be a shot of a fresh cup of coffee or happy customers enjoying a drink at your shop. Make it simple but good quality.

Go on to discuss the benefits and give a call to action. This call to action is the actual form people can fill out. Determine which type of information you want to gather. Sometimes this is just an email address but you may want a few areas of information. Include a form that captures what you need but avoid asking for too much information.

You can also add additional credibility by putting testimonials and company logos on this page. This isn’t required but is a good option to establish social proof. The final part of the page should be a closing argument. Some web visitors won’t get this far on your landing page but this final paragraph should lead them to take action just incase. 

Does your local business need a landing page?

Many businesses today often send ads, email, and social media traffic to their homepage. This is understandable but also a missed opportunity for targeting specific customers. When you know that you will have a stream of targeted traffic coming to your website, you can increase the likelihood of turning visitors into customers by directing them to a tailored landing page.

For example, if you have an ad that is running for one of your keywords. Even if you advertise your company and someone clicks on that advertisement, do you want to send them to your homepage? When they land on it, they will learn more about the company but will they actually be prompted to do anything? What exactly do you want visitors to do when they visit your page?

Once you have figured out the desired action for your visitors, make it easier for them to do that action. Send them to a landing page that prompts them to complete that action. You will see the effectiveness of your online marketing improve.

This doesn’t mean that your entire website shouldn’t still be good quality but having landing pages is a simple but effective way to improve conversion from web visitors into real customers.

At Repuzen we offer Growth Websites to help convert more of your local web traffic into real customers for your business. If we think landing pages would be a good tactic for you we will help out with that too. Interested?

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