The Landing Page vs. The Web Page
Knowing the difference between your Landing Pages and your website's other pages is a critical part of your inbound marketing success. These pages serve very different, yet very important functions, and getting it right can make your conversion rate soar.
Your Website's Pages
Not every page that a reader lands on is going to be a Landing Page. Your Home page, for example, will probably be one of the least visited pages on your site and is not a landing page. Your products and services pages are all there to give lots of information about what you do, but are not landing pages. Your blog is the hub of your inbound marketing campaign, and you want lots of people visiting your posts. But they aren't landing pages either.
What is a Landing Page then?
A Landing Page is not actually any page where a reader may organically land. A Landing Page is where a reader ends up after visiting one of your pages or ads and clicks a call-to-action. Its purpose is to collect visitor information and deliver a product: a subscription to your newsletter or blog, an ebook to download, a purchased product, etc. That's it. That's all that it does.
Why Are Landing Pages Crucial?
With all the jibber-jabber about content, why is a page that is so void of content so crucial?
Eliminate Distractions. You've worked so hard to guide your valuable reader this far, to lose them at the last second to a distraction that YOU created is devastating.
Fulfill the Promise. A reader lands on your landing page because they clicked on something you asked them to. Click here to subscribe. Click here to buy now. Click here to download the ebook. A landing page fulfills; it doesn't bring them somewhere that they need to read, look around, or make any additional choices.
Undiluted Focus. Yes, that's really just another way to say that landing pages eliminate distractions while fulfilling the promise you gave. It's worth repeating.
What Makes a Good Landing Page
Having lots of them. Having a landing page for every need your customer could possibly have is what makes them good. Having enough landing pages means each and every one that you have created is clean, focused, free from distractions, and targeted to a specific product or service. It also means that you have a wide variety of offers so your readers can find what they are looking for.
A 2012 report published by Hubspot indicates that the number of landing pages directly influences the number of leads that a website generates. Increasing the number of landing pages on a company's website from 10 to 15 can increase the number of leads by 55%. Their reasoning for this increase? More pages mean more conversion opportunities, more variety, and more opportunities for inbound marketing by creating content that points back to the Landing Pages.
Let's Rephrase: What Goes On a Good Landing Page?
Your landing page should only contain two key things:
A form to fill out.
Confirmation that the reader is in the right place so they will, in fact, fill out the form. If it is a subscription to your newsletter, have a few bullet points highlighting what you may include in your newsletter. If it is an ebook to download, add a few topics they are about to be blown away by—nothing else.
You don't need a bunch of fancy redirects or navigational tools on the page. Simply have your landing page open in a new tab or window and offer some follow-up guidance once the form has been submitted. Either direct the reader back to similar information or offer another Call to Action for related products.
Remember: keep it simple and keep it targeted. Generate as many as you need to fulfill each offer and you'll see success.