What is a Landing Page?
You’ve heard the term ‘landing page’ several times throughout casual digital marketing conversations, but you’re not entirely sure what it means for you and your business. If you’re a company who relies on inbound as a main source of lead generation, it’s critical to understand the role of landing pages and when to use them.
The landing page is a place where conversions happen. Having an effective landing page can turn your website into a money-making machine.
According to Marketing Sherpa, 68% of B2B businesses use landing pages to get new leads for conversions in the future.
A business that makes $1000/day could be losing over $25K per annum if the landing page responds slowly, says internet marketing guru, Neil Patel.
Here is an example that is old by now, but which still demonstrates the importance of building a landing page well. In the year 2010, President Obama was able to raise an additional $60 million JUST by A/B testing the landing page that was created for a particular campaign.
Remember: you have just a couple of seconds to make or break the deal.
How is a Landing Page Used for Inbound Lead Generation
A landing page is built to generate leads for a business. Typically, it’s designed to receive traffic from a specific paid campaign from sources such as: Adwords, Twitter Ads, Facebook Ads, LinkedIn Ads, and so on. However, it can also be a static page that lives within your website designed to capture leads information. (ie., a contact or request a consultation form) It prompts website visitors to take a single action with succinct text and an easy-to-fill form.