A landing page basically means the web page visitors are directed to through a link/advertisement and usually contains a sales pitch for the visitor. Usually, landing pages are commercial websites promoting a product/service and are tailored to the specific needs and requirements of the business/organization. Landing pages can be part of a website or a single web page created to sell a product/service.
So why is having a landing page important?
- Since it’s the first page the visitors view, it can lead them to click onto other pages of the website.
- It’s a good source of getting details and contact information from visitors who are potential buyers. Once you have this information you have a direct link with them and a means to promote your products/services.
- Most landing pages promote products/services, so they can lead to visitors purchasing these products/services and boosting sales.
- Landing pages promote your business. Visitors landing on the page become aware of your business and learn more about it.
- Once visitors are familiar with your business, it’s more likely that they will spread the word further promoting your products/services.
The main purpose of having a landing page is to “persuade” the visitor to do something; either buy a product/service or simply sign up and give their personal details. The objective is to keep visitors interested and thus keep them on the website. For this reason it is important that the landing page is appealing to the visitors and that it keeps them engaged.
The landing page is important because it gives the visitors a first impression of your business and obviously you want to leave them with a good first impression. Ultimately, a landing page should contain relevant and useful information that engages the visitor and prompts them to purchase from, or sign up to your website. This is important as you only have a limited amount of time to convince them to stay on your website. If the landing page is not capturing, the users may not even stay on it long enough to look at the content, never mind do anything else which means failing to make potential profit.
A landing page represents the heart of all your online marketing. Simple mistakes can mean the difference between you making money and not making money! You need to pay particular attention to the design and the content of the page. It doesn’t have to be complex or too fancy, it’s best to keep it simple but make it look professional and easy on the eye. If there is too much going on it may lead to a confused and frustrated customer. It’s important that you make clear what you want the visitor to do. Web visitors tend to have a short attention span of 2-3 seconds, so it’s vital that you grab their attention. Having a landing page will definitely prove useful to your business and worth the time and effort you spend on improving it.