Landing pages should be a valuable part of your organization\u2019s online marketing efforts. If you\u2019re not already using them, you may be wondering what they are and what purpose they serve. They\u2019re standalone web pages created for a specific campaign and are designed to encourage the user to take a single, specific action after clicking through from an email, ad or other online location. Whether you\u2019re interested in lead generation or encouraging visitors to complete a call to action (CTA), landing pages can help you get the conversion results you want.<\/p>\n
But my organization already has a homepage, do I really need a landing page?<\/strong> Your homepage usually provides an overview of your business and probably offers visitors a variety of different options. A good landing page, on the other hand, encourages visitors to take one action \u2014\u00a0an action that you\u2019ve selected and designed for conversion \u2014\u00a0with very specific content and links.<\/p>\n There are different types of landing pages, but the most commonly used ones are designed for lead generation. When done well, these targeted pages can be a valuable asset in your marketing toolkit. They provide upfront value to a visitor and allow you to collect information about your customers, or potential customers, usually through a form. Visitors complete a form that captures contact information and other details that will help you learn more about them and segment them for future campaigns. In return, they receive some type of branded content, product, or service \u2014 an e-book, newsletters, whitepapers, etc.<\/p>\n Other landing pages that convert tend to focus on a specific CTA button, redirecting visitors to a page where they can complete your desired action. The CTA could be to schedule a demo, click to call, order this product now \u2014\u00a0the possibilities are endless. You should use this type of landing page when you\u2019re more focused on a visitor taking a specific action rather than collecting information.<\/p>\n
\nThe answer is simple \u2014\u00a0yes, you do.<\/p>\n