Business websites and landing pages are frequently confused, but they are not the same thing. Unlike a website which is a digital storefront, so to speak, a landing page is a stand-alone webpage designed to serve a specific purpose and target a specific audience.
A website is like a clothing store where you can buy a range of things, whereas a landing page is a shelf in one of the aisles offering a single product like shoes or jewelry.
Websites are designed and sourced for exploration, but landing pages are customized to specific marketing campaigns that offer and guide visitors towards a single call to action.
Consider a website a collection of different “landing pages” and sections that helps users find what they’re looking for. This is completely different from an ad on another site or social channel, so it should serve a separate purpose to garner more lead conversions.
Table of Contents
- Why Have a Landing Page on Your Website
- Why Have Multiple Landing Pages?
- What You Need to Know Before Having Multiple Landing Pages
- How TruVISIBILITY Can Help Build Your Landing Page
- What's Next?
Why Have a Landing Page on Your Website?
Landings pages are a huge part of digital marketing. As valuable marketing tools, they can help you reach short-term goals in your potential customer's journey. Every website should have at least one landing page, but multiple pages on your site could help your rate of landing page conversion. This means getting more leads!
Every unique landing page is an opportunity to lead visitors down the sales funnel and convert them into customers. A great landing page is built to serve one of two functions: generate leads or direct users to the next step.
Importance of Websites for Marketing
Websites are great marketing in themselves, especially for small or growing businesses. Aside from apps that appeal to customers and leads (making it easy to navigate your service or product option) and SEO tactics (search engine optimization), the website can send one message or multiple messages about who and what your brand is.
Usually, your site is a navigable place where visitors should explore to see what they can do, such as:
- Buy products
- Book appointments or services
- Login to view account information
- View past purchases
- Track purchases
- View FAQs
- View contact information and respond with questions
But what should your site do for your marketing goals that may or may not show up on your landing pages?
- Use wording surrounding many products and/ or services
- Use funny, cute, or clever imagery and words (see above image)
- Have specific prices listed for items
- Have options to purchase or inquire about purchasing
- No place to input email a visitor's email address other than signing up for newsletters (if you don't have a landing page)
Ultimately, you should get a landing page on your site if you have not already because a landing page can lead people to your website in the first place. Remember: your site should display a lot of information while landing pages should display enough information to make a visitor input their name and other contact information.
Landing Pages Increase Lead Generation
Also called “lead gen” and “lead capture” pages, these types of landing pages focus on collecting customer information with a form that should have at least a question or field for the visitor to input their name and email address. Phone number and other information can be asked, but should be optional for the visitor to input depending on what the product or service is that your business is marketing.
The distinguishing feature of lead capture pages is a form, which serves as a CTA. As mentioned before, it asks for a visitor’s email address, phone number, and more in exchange for a product or service.
Depending on your landing page campaign goals, you can ask for specifics like age ranges, hobbies and professions. Acquiring this information helps personalize marketing campaigns and guides accurate target audience segmentation.
For example, if you’re a sports-related store, selling gym clothes and equipment, it’s useful to know whether a lead practices yoga or HIT training. Armed with this info, you can send marketing campaigns that match their needs, increasing conversion chances.
Lead-generation landing pages are a valuable marketing tool because they offer insight into whom your target audience is, as well as the best channels to reach them.
Why Have Multiple Landing Pages?
Successful marketing campaigns need more landing pages. Different channels require unique landing pages because they cater to varying stages of the marketing funnel.
And to think that, according to startupbonsai.com, most landing pages have a conversion rate of 10% while the overall average conversion rate for landing pages stand at 26%. That makes a huge difference for a business searching to bring in new customers daily, weekly, and monthly.
A visitor who comes to your site from an email is in a separate stage of their journey and already knows far more about your business than someone who has only seen a 30-character Google Ad. These channels need distinct landing page designs that cater to their audience and provide the audience relevant information for their stage in the customer journey.
But it’s not enough to create a landing page for each marketing channel. you will need landing pages for every distinct ad within each campaign. You’ll then want to refine the target audience. This means creating landing pages that cater to your target customer segments.
When you drill down into your consumer data, you’ll find many other variables, such as location, purchasing history, demographics, online behavior, and search intent. You should also consider whether users view your landing page on desktop or mobile and how that will impact your design and messaging.
Can You Have Too Many Landing Pages?
It’s natural to wonder if you’ve got too many landing pages or if your workflow would be more straightforward by creating only one or two. Less can often be more—but not with landing pages. The more landing pages you have, the better! Every landing page is an opportunity to convert visitors.
PPC ads often direct visitors to landing pages, but you should also be using specific landing pages for all your marketing channels, including email, social, organic, or referral.
PPC is a form of online advertising where advertisers only pay when users click on their ads. Advertisers bid on the perceived value of a click in relation to the keywords and platforms in which it originates.
PPC campaigns work best when focused on selling specific services and products, and landing pages are just the same. For example, a user types in “buy dog food” into Google. A row of ads will appear at the top of the search engine results page with a link to the business websites, which are the PPC ads.
Creating more landing pages may seem like more work upfront, but they drive efficiencies by converting customers at higher rates.
So, no. You can't have too many landing pages. However, you should make sure you or your team has the capacity to manage all of the landing pages you have out there. From managing the software to keeping track of the landing page statistics, you'll need to make time and have the bandwidth to continue improving to make the best landing pages possible. Some data to keep track of include:
- Conversions
- Clicks on the call-to-action button
- Clicks on an ad that lead people to your landing page
- Demographic or region of leads gathered from landing pages
- And so much more.
Generally, the software you choose to build your landing page will provide the most vital data needed to improve your pages for a higher conversion in the future.
Landing Page vs Microsite
Something businesses like to do is build a microsite. They think it will bring in more customers in the long run. But what are the benefits of making a landing page vs a microsite?
Microsite
A microsite is a type of branded content site that is rooted in a subdomain of your company's main site (i.e. micrositename.yourwebsite.com), or it has its own independent URL that is distinct to the main site. Essentially, it is a site within a website.
They often have multiple pages and may or may not have a unique design and different navigation menu than the main site. The general purpose of a microsite is to improve brand awareness and generate engagement.
A microsite is not intended to close a sale necessarily. Microsites serve to raise awareness at the top of the funnel, position your brand as an authority and educate. This is why it is common for microsites to have a video or document to educate about a service or product. See XBOX's microsite below. Also view this example here.
A microsite will not generally gather a person's information. You can have many microsites if you wish. However, this is not as common. Whereas, depending on your goals and type of business, you should consider having multiple landing pages.
To sum up, a microsite is used to:
- Target audiences with a new message
- Showcase a new product or launch a countdown
- Educate and entertain on a specific topic
- Generate interest in an event
Landing Page
A landing page is an individual web page that is rooted to the domain of the main website (i.e. website.com/landingpage). They are pages designed to encourage the user to complete a Call to Action (CTA), which can be signing up to be on a mailing list, purchasing a product or registering interest.
The goal of a landing page is to convert a website visitor into a lead (by gathering their information for marketing purposes) and because of this, they often don't have navigation menus. They simply have a form to fill out with some information about the product or service.
So, the web pages you have connecting to one landing page can be endless. You should have a few hyperlinks connecting to landing pages to gather leads. Luckily, landing pages are not meant to educate. So, you will need more language about what the visitor will get by signing up with your company or by agreeing to get communication from your business.
This is what makes the most effective landing pages - good landing page content. Let's go over what you need next to make a unique landing page that will capture attention. And learn why landing pages convert better if you have more than a single landing page.
What You Need to Know Before Having Multiple Landing Pages
How many landing pages do you need? Before answering that, you should understand how much you need to do and learn before diving into many landing pages. Especially three or more landing pages.
More Landing Pages Give More Opportunities for Conversion
Once you launch your first single landing page, you should look at the conversion rate it gives. Landing pages increase traffic, sure, but you need to be gathering contacts from people who fill out the forms, sign up for stuff, and then (hopefully) buy from your business.
As mentioned before, the average for landing page conversion is about 26%. Even if your business sees slightly less than 10%, you will have a positive return on investment from building the landing page.
More Inbound Marketing Opportunities
Is your sales team is always asking you for more leads?
Well-written, optimally designed landing pages can give you a variety of marketing content. Your landing pages can then be shared on social sites, and get your business more leads and possibly more sales.
The more variety of landing pages you have, the more social posts and updates your team can create for them. The more social links you share, the more traffic you’ll drive to your landing pages. The more traffic your pages get, the more conversions you get for future sales.
This makes your social media people and your sales team happy. Which in turn, makes you happy.
Some of the best landing pages for inbound marketing posts include interactive, engaging content like:
- Vote contests
- Photo contests
- Photo caption contests
- Coupons
- Sweepstakes
Here’s an example of an engaging contest where customers can make a decision on the next design for a product, which gets consumers interested in the business and products:
Image credit: Wishpond
Optimizing Your Facebook and Google Ads
A landing page with precise SEO copy will rank higher on Google’s search engine results pages (SERPs). When you create specific landing pages with varied copy, your site’s traffic will originate from multiple external sources, signalling credibility and popularity, which Google rates highly.
Due to their concise nature, landing pages can only incorporate a few keywords. Still, the more pages you have, the more keywords you can utilize, increasing your website’s overall visibility on SERPs.
You can also use your landing pages to help boost your SEO. For example, every landing page you have can be optimized with the right keywords for your company. Don’t create many pages that all have the same landing page content – each landing page should be unique.
By having many different pages, your company will become more recognized by Google. This means you can make a better impression in search results.
Segment Market and Traffic Sources
An accurate understanding of each segment of a business’s target market is vital to execute tailored strategies that produce sales. Having a single great landing page doesn’t enable effective customer segmentation, especially if everyone fills in their details on the same page.
The better your customer segmentation, the stronger and more effective your marketing becomes. Having multiple landing pages that different users respond to provide a clearer idea of what types of offers work for different buyer personas. You can leverage this data to improve ads, keeping your target audience information updated.
Scale Landing Pages
Post-Click Automation (PCA) allows you to scale and personalize your landing pages. PCA automatically creates and optimizes personalized post-click landing pages for each of your audience segments. PCA automates the process by taking over ad mapping, landing page creation, personalization, and optimization.
Automation helps decrease the time spent on landing page production to be more agile and launch campaigns faster. Prioritization and personalization are essential when implementing your hyper-segmentation strategy. To get started, focus on seeking out the best buyers for your product or service.
Create landing pages for those high-priority users, then automate the landing page creation process so you can scale and adapt to different customer segments.
How TruVISIBILITY Can Help Build Your Landing Page
TruVISIBILITY has a plethora of templates for all kinds of businesses that should consider creating a website landing page. Even many landing pages!
With cookies options, customization and marketing tips in each landing page template, TruVISIBILITY can help make a specific landing page based on the industry of the business. Have a restaurant? Are you a realtor? There are templates for:
- Real estate
- Salons
- Event invitation
- Medical clinic
- Video boot camp (educational video)
- Retail sales deal
- Offering an ebook or other downloadable content and more!
Some tips to make your landing pages effective:
- Headline: This sums up your offer in a clear and compelling way.
- Copy: Landing page text should explain the value of your offer in a simple manner. Using bullet points keeps it brief and succinct.
- Keywords: Like any other digital marketing campaign, keywords should be utilized in the page title, header, and text to boost SEO.
- Social sharing buttons/links: Links to your Facebook Page, LinkedIn profile, and other social media accounts extend the reach of your landing page to a wider audience.
- Images: Landing pages with real and relatable images make your marketing offers more appealing.
TruVISIBILITY also offers other elements you may need for your site and/ or landing page, such as cookie settings, a custom url, and more.
If you need help creating a strong landing page, you can always ask a digital agency to design landing page templates for your business, or alternatively, just download them online.
What's Next?
Landing pages are powerful promotional tools when correctly utilized to improve lead generation and help gather important customer data (often leading to higher conversion). Perfecting landing page best practices requires skill and time, and relies on constant testing and tweaking.
We know multiple pages generate more data and provide increased opportunities to improve the targeting of existing customers while also reaching new ones. Optimized landing pages are guaranteed to improve conversion rates and grow your ROI.
But is there an exact number of pages you should definitively have? No. Every business is different, but the answer is that you are better off having more than one!
Don't forget that you can direct people to your landing page from an app or mobile web browser. To learn more about making a landing page more mobile, check out another source article here.
Rather have simple templates or have consultation on creating multiple landing pages instead? Take action today with TruVISIBILITY to get the personalized attention most businesses don't receive with other standard platforms.
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