If you’re a business owner with a website, it’s essential that you know about landing pages and how they work. Landing pages can be a key way your website generates leads and converts leads into customers. Creating dedicated landing pages can make a big difference in the overall success of your enterprise. They are distinct from home pages, and easy to confuse. Here are some important considerations that will help you use landing pages effectively.

Landing Pages vs. Homepages

First of all, how do landing pages differ from homepages? Usually, a homepage occupies the root doman (www.mywebsite.com), provides visitors with a way to contact you, has links to important pages of your website, and provides an overview of the services and goods you provide. Landing pages are quite different. They’re designed to encourage a single action, whether that be signing up for your mailing list, making a purchase, booking a consultation, or creating an account. As a tracking tool, landing pages are powerful, helping you to get to know your customers better at a granular level. Having your visitors share information in exchange for service, access, or data gives you a chance to best set up your targeting method for your subsequent marketing campaigns.

Landing Page Optimization

Landing page optimization (LPO) is a marketing strategy; your ultimate goal should be improving the percentage of website visitors that convert into paying customers or take some other desired action. A best practice is to include a bright, clear CTA (call-to-action) button that’s positioned in the center of the landing page — keep in mind that users tend to spend 80% of their time viewing information above the page fold, though there is some demographic variation. Supporting the CTA with video content, testimonials, screenshots, and images will give potential customers good reasons to respond. If possible, create several landing pages that meet the expectations and needs of specific segments of your audience.

Landing Page Evaluation

Evaluating and tweaking your landing page content will help you refine your efforts. Many tools are available to track effectiveness, including Google Analytics. Note the average time spent on a page, bounce rates, and number of visitors. Come up with a few solutions and try some A/B testing (a simultaneous process testing two or more pages at once).

High-converting landing pages can significantly boost your leads, helping you serve your audience better. Keep these considerations in mind as you plan.