What is a Landing Page?

Landing pages are the first page your visitors will see after they click on your ad or any link for the website. They are also known as the marketer’s best friend. Latest statistics show that it is one of the best methods of capturing a lead, utilised by more than 300,000 websites to capture leads. 

Landing pages have been proven to be an asset which has brought in more business than expected for different websites, including media agencies, marketing services, restaurants, and educational institutions. Mostly, their efficiency grows with more targeted landing pages which are created for different prospective customers. For best lead generation, most businesses have created more than 10 landing pages catering to different categories of users. 

Today, we will learn about WordPress landing pages, how they work, and how to set up landing pages which will ease the lead capturing process for your business. 

What is a Landing Page?

Landing page serves a single purpose – capture new leads and help them to convert them into customers. Efficiency of landing pages are dependent only on niche, but they have proven to be 10-12% effective. It translates to 1 in 10 people who actually convert. It might not seem a lot for some people, but it is actually very impressive for startups and small businesses. When considered for big businesses, it is a significant improvement in the ROI and revenue for the business. 

They are a very integral part of any marketing campaign. Consider yourself as a user, you see a lucrative ad or offer, you will consider clicking on the ad to know more about the offer. When you click on the ad, you land at a webpage, a landing page. If you like the offer, you will consider leaving your details for the company to call you back and discuss more about the offer.  

A clearly visible and enticing call to action button should be used, where people are compelled to click and view the landing page. 

You can use a button, hyperlink it, or even redirect the customer to checkout. You visitors should get a clear understanding of where they are going, so it will be easier for them to take the next course of action. 

Benefits of a Landing Page

Landing pages are beneficial in many ways. WordPress makes it very easy to use them in your website and even master building landing pages. 

Some of the top advantages of landing pages are: 

• It will help increase the number of conversions thus resulting in high revenue generation
• It will help in increase the ROI
• It will help in building and increasing the number of recipients in your email list
• It will help increase brand awareness and awareness about your website 
• It will support your business goals
• It will help build credibility about your brand with a bigger audience
• It will help grow your business and achieve maximum benefits with minimum efforts

One important thing to remember is that always do an A/B test for your landing pages. A/B testing is where you generate two landing pages which are identical in terms of design and layout but have minor differences in them.Colour, content, or visuals can be changed and the user experience can be checked which one they like better. It will help you in the future when you are designing more landing pages, as to which design to choose to get more consumers attracted.  

How does Homepage differ from Landing Page?

What we can infer from our learning so far is that many of the advantages of a landing page can be the same as the goals of having a homepage on your website. 

So how exactly do these differ?

Goals

Landing page is designed and set up with a single goal in mind. It can differ from landing page to landing page, but a single landing page will serve a single goal. It might be to capture leads, generate sales, increase awareness about the brand. However, your website and its homepage will serve many goals. It will provide information, it will be engaging the audience, and also it will display the offers and discount and value added services about your brand. A homepage is the first page that the user lands on when opening the website, so it has to be informative and engaging to keep the user interested so that they spend time on the website and browse more and more. 

Links

Because a landing page will serve only one goal at any given point in time, it often needs a single link, which will redirect the user to the desired action. Putting more than one link will mellow down the effect of the landing page and the visitor will get confused resulting in the loss of a potential lead. This logic also applies to the homepage, more links will cause confusion and loss of visitors and leads. A homepage is designed to let your visitors know about your business, your products, your offers and other such things, to keep the visitor interested in your website. Hence, interlinking is key to keep the visitor interested and make them visit different sections of your website.

Navigation

Landing pages are designed to be very simple and easy to navigate, usually containing a top-bottom scroll to capture information. They are designed in such a manner that they capture the visitor’s attention instantly. It is designed to deliver a to-the-point message with a clearly defined call-to-action. Homepages on the other hand are the first page of your website, exactly like a reception of a 7-Star hotel. You should have the homepage designed with a different strategy than landing pages. Its main motive is to keep the user/visitor engrossed in the content so they increase the website visitor and usage.  A complete freehand of using sliders, scrolls, widgets, pop-ups and other tools should be given to the designer, as long as it does not interfere with the user experience. 

Traffic Source

Landing pages are often linked to bigger campaigns and paid ads, to get more traffic from them. But landing pages do so much more such as collect email data, show offers to visitors and much more. But landing pages are temporary and serve a temporary purpose, as no user would come from organic searches. However, visitors for homepages are mostly organic visitors. Thus homepages need extensive SEO efforts and strategies which will result in it ending in the top results on Google and other search engines. 

Conclusion

Landing pages are a must have for your brand website to serve multiple purposes. Multiple landing pages can be used by a single website which performs multiple roles. From capturing leads and information, to increasing ROI and revenue, landing pages helps in each and every step of the business.