Why And When To Use Landing Pages
‘Why Use Landing Pages?’ is a question every business owner asks marketers. According to stats, the average conversion rate of a landing page is 9.7%, whereas the global average conversion for websites is 4.31%. It showcases that if a brand wants to generate leads in a more effective manner then a landing page is the way to go.
A landing page is a page on your site designed to direct your website visitors to take a specific action. The action could either be that you want to convert a visitor into a lead or warm them up to click through to another page.
If you’re just getting started with building your landing pages, this blog will explain the benefits of why use landing pages for your next marketing campaign.
Why Use Landing Pages Instead of Homepage
I like this quote from Andy Wen (“A homepage is for everybody, and so, it converts nobody.” – Andy Nguyen)
A landing page is not the homepage. Often times many of my clients confuse homepages with landing pages. Check out the landing page vs website blog in which I discuss all the differences.
When to Use Landing Page?
As a rule, I would recommend 3 cases when you should always use landing pages:
- When you run any paid campaign. So whether it’s Google ads or Facebook ads.
- When you want to generate leads via email campaigns, webinar signups, giveaways, quizzes, etc.
- And finally, when you want to sell a high-ticket item.
There are of course, other objectives when you might want to use landing pages. I have a list of 13 types of landing pages that might help you to see which page is right for you.
How long should the landing page be?
So I will start by saying it depends on:
- The intent
- The value of the product/service
When to Use Short Landing Pages?
Say, you run a Google ad campaign. When visitors perform Google Search where they type in their problem and want a solution, they are already problem aware. Depending on whether they know there is a solution that exists, chances are if they like what they see they will more likely work with you. So in this instance, a landing page could be relatively short.
When to Use Long Landing Pages?
However, on the other hand, if we run a Facebook ad campaign and point visitors to a landing page, chances are they might not be even aware that they have a problem. So in this instance, the page could be long because it needs to educate the visitors before trying to present a solution or sell to them.
A similar strategy could apply if you are advertising on native advertising platforms like Taboola or Outbrain. Next up is value. If you are selling a $5 digital downloadable product, then you don’t need a long-form page to go through all the benefits / social proof etc.
As it doesn’t require too much selling. But compare that to a £5000 consulting service. On this page, you would need to build up your credibility and trust so visitors can realise the value of your service.
So, in summary, if you have a low ticket item, you can get away with short and sweet landing pages but for selling high ticket items you need long-form sales landing pages with all the bells and whistles. As there are 13 types of different landing pages, it is also crucial to understand what caters to your marketing campaign.
I would recommend checking out this blog to know more:
13 Types of Landing Pages: How and When to Use Them
How to Get a Landing Page?
If you already have a website, then you can use WordPress, and there are quite a lot of plugins like ThriveThemes, and SeedProd which have landing page capabilities.
However, If you are starting out I would recommend a landing page builder tool like Unbounce or SwipePages. Overall I recommend using a landing page tool as it keeps your landing page separate from your main website, which helps in better maintainability.
These tables are ready to use with some customisation. In case you want a custom landing page, you can find freelancers on Upwork or reach out to agencies like Apexure.
I hope your doubts regarding ‘why use landing pages’ are gone with this blog. Whether you are aiming to get more traction or conversions, achieving it with the help of a landing page becomes easier.
Long and short landing pages work like magic when used for the right campaign. But, just attaching a random landing page to your ad campaigns won’t work. Business owners must keep in mind that a landing page needs to have impactful elements to attract audiences and motivate them to convert.
I recommend downloading our landing page checklist to help you optimize your landing pages to increase conversions and drive leads through them.
Suggested Read: Essential Principles of Landing Page Design