Chapter 03

When to Use Landing Pages

Need more leads, customers, sales? Then you need a landing page.

Still sending traffic to your homepage and hoping for the best? You need a landing page.

A well-optimized landing page is the single best way to get the greatest possible return from any inbound marketing campaign.

Because landing pages are carefully tailored to a specific target audience and are unique to each offer, they deliver value in a way your website simply can’t. Static websites simply aren’t equipped to deliver different messages to different audience segments. That’s why a landing page is important for your marketing: it emphasizes action where other webpages don’t.

Nothing is more persuasive than a personalized experience, which is why we often recommend marketers create a landing page for every launch, product, event, signup, or piece of content that they create.

When should you use a landing page in your marketing campaigns?

Whether you’re driving traffic from a pay-per-click (PPC) ad, email, social media, or organic content, if you’re trying to move people to the next stage in your sales funnel—a landing page is likely the best tool to do the job. A good rule of thumb when to use landing pages: if you can measure the action your customers are taking, you’ll likely want a landing page to compel that action.

Think about the goal of your marketing campaign. Boil it down to a single objective or call to action. That exact moment—the moment of action—is where your landing page should come in. The strong capacity to convert for a single action is why a landing page is important for your overall marketing strategy.

Examples of when to use landing pages:

  • Generate leads
    • Offer a free ebook or other downloadable content
    • Sign up for a free consultation
    • Enroll people in an email newsletter
  • Encourage a purchase
    • Promote a new product launch
    • Share a sale or promotion for a product/service/bundle
    • Give a printable coupon or pass for in-person storefront/event
  • Nurture a relationship
    • Reserve a table or book an appointment
    • Contact you via phone or chat
    • Encourage signups for a live or digital event

Learn how to create a landing page (and see awesome landing page examples) that fits each of these key objectives.

You’ll know when to use landing pages for the right audience based on your offer (lead magnet) and initial source of traffic:

  • By offer type: Every offer won’t be right for everyone. Treat your prospects and leads to content that’s suited to their early stage of the funnel, while inviting your customers to engage in content or promotions that are exclusive to your inner-most community.
  • By traffic source: Each digital channel is distinct and the traffic you drive from your Facebook page will behave differently than the traffic you get from a Google ad. Easily tailor your message (match it to your ad) and track your return by creating a unique page for each channel source.

Even landing pages have their limits: when not to use them

By now you know that landing pages are designed with a singular call to action in mind—but what about when you have several different audience groups and several different actions? In these cases, you’ll still want to optimize your page but won’t necessarily rely on a landing page to get the job done.

Consider your ‘About’ page or ‘Contact Me’ page, for example. Rather than compelling a visitor to take action, these pages are meant to inform or educate. Your About page exists primarily to emphasize your brand’s history, mission, and team. Even if you include a call to action on these pages, the main point is the information, not the action.

Rather than turning every page into a landing page, turn the informational webpages into traffic sources. These sources can then direct visitors to key landing page websites that do promote a specific call to action and pull the visitor to the next step of your funnel.

Bottom line: You’ll know when to use a landing page whenever you are encouraging a specific action that pulls your customer through the marketing funnel.