A landing page is a website page, usually a single page or form that allows you to capture a visitor’s information through a lead form. A good landing page will be targeted to a particular stream of traffic – say from an email campaign advertising a particular whitepaper – and, because it is targeted, and because it has an interesting offer behind a lead capture form, you will convert visitors into leads.
Why are landing pages so important?
Too many companies send their advertising, email, or social media traffic to their homepage. This is a huge missed opportunity. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
“Marketers spend so much time crafting the right subject lines and email copy that they may neglect something that’s equally important: the landing page. Marketers really need to start focusing more on developing unique landing pages.” -Christina Galbornetti, director-creative services at V12 Group, a marketing technologies and services company.
Think of your website as a store. If a customer comes into the store in response to an ad they’ve seen, you would direct them exactly where the product was, wouldn’t you? Sure, you want them to browse around the store and potentially buy more than they intended, but you also don’t want to frustrate them into not buying what they came for originally. That’s how it is with the landing page. A web user is responding to something specific, whether it’s an email or a web ad. Make sure that web user gets to where they want to go, quickly and easily.
At Bobit Business Media, we recommend that new landing pages be created in responsive design, which is a simple web design technique that allows a page or site to work effectively on both desktop browsers and the myriad of mobile devices on the market. Responsive design gives the best quality user experience – whether on a smartphone, tablet, netbook or e-reader, and regardless of the operating system.
Click here for a live sample of a landing page created in responsive design.
Interested in knowing more about RESPONSIVE DESIGN? Read these excellent articles:
Why 2013 Is the Year of Responsive Design (mashable.com)