Chapter 02

Why do I Need Landing Pages?

In today’s competitive digital landscape, it’s not enough just to have a website and wait for ‘your people’ to find you. You need to attract the right audience and craft a compelling journey to carry a visitor from initial awareness to raving fan.

Sending your hard-won web traffic to an under-optimized, generic, static page is one of the best ways to waste your time and money. That’s where an optimized landing page comes in. The purpose of a landing page is to attract and engage the right audience and bring them to a defined call to action.

Why do you need landing pages for your marketing?

Because landing pages are designed to convert, one of the key advantages of landing pages is their ability to bring traffic to the next stage of the sales funnel. No other webpage has this kind of targeted approach, which means landing pages can truly be your digital marketing lifesaver.

What are the advantages of using landing pages in your marketing strategy?

1. Use landing pages to reach your goals

As a business owner, you likely have specific goals that you’re trying to achieve with certain measurements (metrics) that indicate whether or not you’re on track. Perhaps you need to generate a certain number of new customers in the next month, or launch a new product and reach your sales targets.

By dedicating a landing page to a specific conversion goal with a laser-focused call to action, you’re able to easily concentrate your efforts, channel your traffic, and track your conversion rate.

Because landing pages are designed to convert, one of the key advantages of landing pages is their ability to bring traffic to the next stage of the sales funnel. No other webpage has this kind of targeted approach, which means landing pages can truly be your digital marketing lifesaver.

Need to generate more qualified leads? Your landing page will focus on email collection as your point of conversion. Selling a product or service online? Use a sales page to close the deal.

The landing page meaning and objective should directly align with your business’s goals to help you achieve the business growth you deserve.

2. Get more bang for your paid ad buck

Because landing pages strategically pair a targeted audience with a customized offer and message, they pack a persuasive punch that pays off in a big way. One of the key advantages of landing pages is that you’re employing paid-for traffic in the most impactful way.

Whether you’re spending 5 hours a day on content marketing, $15 a day on Facebook ads, or $500 a day on Google advertising, you’re making an investment in your small business marketing—and you deserve the greatest possible return.

Directing your inbound web traffic to a static webpage is like putting on a blindfold and throwing darts at a wall, hoping that one will find its way to the bullseye. You’re throwing the darts in the right direction, but you’re not utilizing all of your resources to get the best possible result.

Landing pages—especially those that stem from professionally-architected landing page templates—are designed to convert, which means they’ll be a much more efficient and effective use of your paid traffic.

3. Personalizing and progressing your customer relationships

Because landing pages are versatile enough to be used at various touchpoints along a customer journey—from offering an initial lead magnet to selling your highest priced service package—they are essential elements of your marketing and sales strategy. But they work even better when they’re personalized. The purpose of a landing page is to connect with your audience on a deeper level and customized landing pages do a stellar job building this connection.

When properly customized to a specific target audience and relevant offer (which is one of the most important landing pages best practices), landing pages meet a visitor wherever he or she is within your customer journey. With the help of customized landing page design and copywriting, you can progress your customer relationships effectively and at scale.

Not to mention that they’re also excellent at positioning and building your brand equity. A well-crafted landing page with consistent art and copy exhibits professionalism. Include a little social proof in the form of testimonials and reviews, and you begin to build credibility in the eyes of your community.

Bottom line: The purpose of a landing page is to transform traffic into leads and leads into customers. Consider using a landing page builder like Leadpages to get the most out of your paid advertising and advance your audience along their customer journey.