A landing page is a page that a user ends up on when they click through from an advertisement or an email. It’s also known as a destination page, and usually isn’t the website’s homepage. The point of a landing page is to get a user to take a particular action.
A great landing page is able to convey the point of the page to the user in an instant. A person could glance at it and know what they are going to get from it and how to get there. Why is it such a great marketing tool? Let’s take a look.
It’s a great way to build local content
Search engine algorithms like websites that have been noticed by people in the local community. What better way to get them to notice than to produce local content? With landing pages that are catered right down to the neighborhood, you can get people from your locality to visit, which helps you take steps to appear in the local search index and even increasing foot traffic.
It allows you to deepen your connection with your social media community
The people on your Facebook, Twitter, or Instagram pages may have not visited your website. By creating landing pages that are specifically for each platform, you can encourage engagement and build more of a connection with the people there. Link those landing pages to the social media channels they are intended for. You’re sure to see engagement rise as the people on these platforms see that they are recognized by you.
It allows you to target a particular group of people with particular content
Consumers of today like their content to be personalized. Guess what? You can do that with landing pages. You can create several landing pages that are meant for specific groups of people sorted by demographic, product segments, or even location. That way, you can use tools to ensure that your target segments are being reached with the landing pages that are most likely to be appealing to them.
It allows you to generate leads
Landing pages are fantastic for lead generation. Do you have an eBook you are willing to give away for free, or a local meet up? Use these things to your advantage by presenting it in a way that is attractive and beneficial for your audience. When they land on such a page, you’ll definitely get their attention.
It encourages conversion
Advertisements are immediately seen as more reliable when they are supported by all the content on the landing page that is linked to the ad. The more relevant the content is to the ad, the more effective it is. When you optimize your advertisements and landing pages with keywords, you may see great results when it is combined with PPC advertising.
Waveguide has a large database of landing page examples with accurate metrics that can help you with your own landing page strategy. If you're looking for landing page inspiration make sure to check the landing page section of Waveguide and explore the semantic analysis for each page.
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