Why Is A Website Landing Page Important?

A website’s landing page can determine how well your business does on the web. Improve your web landing page with these hacks

As the name suggests, a landing page is where people land up once they click a link that takes them to your site, or once they browse through the web and come across your website or even when they happen to click on an ad of your business and are directed to the site.

It is the first impression that people have of your business and as we know, first impressions stick on.

Why is this a major criterion that determines the performance of businesses?

The reason these are so crucial is that they are in your control. Take for instance a person who comes across your campaign for a product on social media. When they are enthused by it, they click on it and are transported to the page in question.

Now, this needs to be designed with this in mind. The person who has just landed on your page does not know about your venture, has no clue about the action that they really wish to take, and does not know how to proceed forward.

It is a beacon that guides people to take precise action if they are interested in what your site has to offer.

What makes a landing page different from the homepage? 

A doubt that crops up among many is that the two are the same. This is not always the case.

The two are different. Here’s why:

• A landing page is not something that people usually find on your websites, like the ‘ABOUT US’ page or the ‘CONTACT US’ page. It is one that people are directed to.
• This page has one motive in mind: lead generation. Since, as mentioned, this page is one that you are directed to and not one that you voluntarily check out, it cannot afford to be vague. It needs to be precise in the information it conveys, helping you to stay on as a customer.
• CTA: A ‘call to action’, works wonders. To ensure that a person who has clicked on your ad or campaign link and been transported to the page, stays on, you could ask them to fill out a form, subscribe to your emailers, download the book that you spoke of in your campaign, or buy a product

A landing page’s role in lead generation

The most usual thing to note is that they are asked to fill in a form. What does this do?

It gives the website owner an idea of:

• The age group of the majority of people who visit your website
• The country
• The number of people who are interested in your product or service
• How well the product or service will perform once it is out in the mainstream market
• Your email id for future emailers

Thus, this is crucial for businesses to understand whether the audience is actually interested in what they see. A landing page does not have site-wide navigation.

Here’s why.

When the objective is lead generation, enabling people to navigate through the website and explore it does not make much sense. This would cause their attention to get diverted from the preliminary objective which is to avail the product or service. Thus the page should not be distracting. No social media buttons, or anything that would compel a user to lose focus.

The page is an important data tracker. While to the user, it may appear much simpler than the other web pages, it is a pool of information to the web developer and the agency.

It offers insights into whether the audience liked what they saw or not. This is measured by:

• Number of downloads
• Number of purchases
• Time spent
• The conversion rate
• Performance metrics

These give the business owner a view into whether they need to change something or whether it works just fine.

Psychology works. Users get their first impression of the business here and where they also decide if this is a business they wish to avail themselves of. Thus having reviews of other customers can work wonders as people always believe what they see and hear from others.

A rating here, a review there, pictures work well as they boost what people think of the success of the business.

The form is important. The form in question here is the one that you ask customers to fill up. This form shouldn’t be copied from other businesses but rather should be tailor-made depending on what you are seeking from your audience.

Do not ask for unnecessary information. Remember no one likes long forms that are too inquisitive. Shorter landing pages have chances of succeeding more.

While landing pages are great for getting leads, they have other purposes too.

What are the advantages?

A great first impression: What is better than a website that appeals to your audience? Landing pages fulfil the quote ‘first impression is the last impression’. What your audience sees is what they will believe.

They make you stand out: They do not simply always have to be a form or describe your services. Take for instance if you are launching something amazing and exciting. Having one dedicated to the purpose is just fab marketing.

Core brand message: While a website has navigation that enables consumers to look around, these are direct. This is what makes them a favourite among the audience. These days, no one loves marketing that does not have an end goal.

Helps with the algorithm: When keywords are used wisely, they greatly help with the SEO score and this helps the website rank higher. Thus the landing page needs to be curated with the intent of having it have a high SEO score.

Are you aware of the different kinds of landing pages? 

These are of many types. Yours could fall into any of these categories:

Splash landing page

These are image-focused with very little copy that the user needs to read. It could be an announcement, or a ‘Coming Soon’ teaser, or asking people to confirm their age or their preference or announcing a show.

Referral landing pages

These are when your audience achieves a target and you wish to give them a coupon code or a win. These can get as creative as you wish to. You could have a hamper opening on their click or something as creative! Once again, it does not have much copy.

Squeeze page

This has one end goal: to get the user’s email address. Once this is achieved then relevant content can be sent to them, emailers, constant reminders, updates etc can be sent.

Click-through landing page

This is where you offer your customers a free trial and ask them if they would like it. If they would then they click on it and can enter their payment details.

Get started landing page

This has content as it aims to tell the consumer what they are in for. Whether it is a product, a service, or an opportunity for them to get something. There is a description that is provided and customers can read it before they get started with whatever it is the business has to offer

What makes a great landing page?

Landing pages work well in cases of email marketing, online stores, etc. to attract potential customers. Wondering how you can make a great first impression? Here’s how. 

Be direct

If there is a lot of information or false promises, no customer would ever wish to waste their time on it. A clear concise message with a call to action is what is needed.

Nothing extra

An HD quality picture is probably all you should think of inserting. Having extra graphics and animated items will only distract your customer from the actual task on hand.

Speak to your audience

Have a conversation with your client base through the language used. This gives the customer the impression that you are directing the message to them.

Be polite

This goes a long way when attracting new customers. Adding a thank you message can do wonders for you!

Get in touch with a premier landing page design agency

For premier services, there is Quint Digital – a digital marketing agency in Melbourne that you can reach out to. While making the choice of who should be in charge of your design and digital marketing needs, choose wisely as this is the place that will build your presence on the web.

Quint Digital offers you:

• Packages that are customised to suit your requirements
• Affordable deals
• Landing pages that are able to convey what you wish to the consumer
• SEO optimised content that makes you rank higher in searches
• Websites with fast page-loading time
• Social media advertising

Are you prepared to build a brand name with Melbourne’s premier agency? A team that has helped countless businesses grow, is now ready to help yours.

Make the landing page one that is the next big thing on the web. Here is your chance.

Harpreet Singh

Harpreet has over 14 years of experience in direct sales and marketing, a promising track record of churning out revenue for businesses and a headstrong attitude to pursue success.