An effective landing page is the Holy Grail when it comes to digital marketing for lead generation. A well-written one will generate many times its initial cost in increased sales. Some writers have built their reputations and businesses by how well their pages deliver purchases to their clients. Critical elements such as a call-to-action followed immediately by a form to facilitate that call must be included. However, just like the Holy Grail, there are myths surrounding landing pages that can impede your progress and limit your ability to make sales.
Main Myth 1: Your Website’s Home Page Can be Used as a Landing Page
Landing pages and websites have very different purposes. Websites are your home on the Internet and allow you to introduce yourself to your customers. A typical conversion rate on a home page is low, typically less than 3%. Home pages are static, meaning that they don’t change depending upon where your customer is coming from. Useful landing pages should tailor content to match the content of the link they were at before clicking. Landing pages should never have links leading away from the sales conversion forms. Home pages are designed with links for simple navigation around the website. In short, home pages and landing pages should not be combined.
Main Myth 2: Only One Landing Page is Needed
Potential buyers arrive at your website from many different locations. Perhaps they have clicked on an ad or followed a link on Facebook. Each of those locations has a different look or feel and used different phrases. It is vital for a potential customer to experience a sense of continuity once they arrive at your landing page. For example, expressions used in an ad must also be used throughout the landing page. This continuity helps develop trust. For this reason, multiple forms of your landing page must be developed.
A well-composed landing page is a powerhouse when it comes to lead generation and landing sales. They should reflect your website, but not be part of it. Also, multiple versions of your landing page should be developed to ensure that each matches the link used to access the page. Doing so increases trust and makes a sale or an email capture more likely. Don’t be fooled by the myths.