Inbound Marketing is widely touted to be one of the most effective marketing methodologies online. Purely from a marketers point of views inbound is placed in high regard due to it’s high return on investment. While details about inbound are too vast to explain in any one article, this one tries to highlight the definition and need of a Landing Page.
What is a Landing Page?
A landing is a website. A lot of people seem to confuse this quite easily (probably because it’s being called something different, it’s easy to infer that it could be something different). A better way to describe landing pages would be to call them very ‘brief’ websites. It’s called a Landing page because it’s where users end up ‘landing’ – they visit this page from other points in social media or the internet. The main purpose of this landing page is to quickly and completely explain it’s purpose.
Take for example the above landing page. It’s a type that let’s you scroll and in the contents of one page alone, explains what the company is and can do for you.
Properties of a Landing Page
1. A landing page quickly puts out the point that it wants to make. A visitor has no need to actually dive deeper to get his questions answered.
2. Sometimes a doesn’t necessarily have questions and could be just browsing through. A landing page, through the user of clever iconography can capture the users attention and ultimately give you something you didn’t know you needed.
3. While landing pages are often misconstrued for catalogs, the addition of Call To Action buttons across the page negates this point.
The button in grey is a great example of CTA’s. It has been conveniently placed to allow the user to go into a more detailed research if you choose to.
4. Specificity. This has got to be one of the best reasons to have multiple landing pages. If you business is catering to a wide variety of audiences, which it probably is, it makes perfect sense to assume that one landing page is not going to apply to all of them. I mean, you’ll try but, it’s just going to end up in a clusterfudge (for lack of a better term). So to make things more specific, you can easily cater to that demographics particular needs.
This section address the mindset of the demographic that is likely visiting the page. It’s specific and probably makes the sale for those looking for these exact options.
5. A landing page may also be used to acquire essential user information that applies to your business. When a user enters their details, that gives you something much more valuable than the data itself. It gives you intent.
Why is intent so important?
The internet is full of ads. Nobody really likes ads. Except maybe marketers. But that’s an occupational hazard.
This basically infers a few things. People have become desensitised to a lot of the so-called information being thrown at them. But when they actually send you a message (an email form) it’s a clear sign that the user is looking for something in particular and has not treated you content as advertising. Of course, this isn’t so cut and dry. A lot of time, content needs to really make an impact and consistently so. Read Gary V’s Jab Jab Jab, Right Hook.
So this intent is almost like an invitation to give the user a great experience while fulfilling his/her wishes. This not only helps you convert efficiently, but it also brings about longer retention.