The Benefits of Landing Pages

by Kyle O’Hare

Mortgage-Landing-ScreensThe goal of your online marketing efforts is to convert site visitors into customers. Landing pages are an absolute must for achieving the best conversion rates and getting the most out of your marketing investments.

Your website is an all-encompassing resource that offers information on your company and the various products and services that you offer. While this information is important, your visitors are not directed to just one specific location which can lead to more browsing and fewer conversions.

Landing pages increase conversions by targeting specific audiences and encouraging them to complete an action, such as filling out a lead-capture form. Traffic from an e-blast with a promotional offer, or a pay-per-click campaign highlighting a specific product or service, should always be directed to a landing page rather than your homepage. The landing page should provide information directly related to the offer or product being promoted and be free of distractions, allowing you to convert more visitors into quality leads.

How a Landing Page Works

Let’s say you are running a pay-per-click campaign promoting FHA loans to first-time home buyers. Information on FHA loans is abundant so to encourage users to click your ad, you are offering free FHA mortgage consultations to first-time home buyers. Your landing page should highlight the benefits of FHA loans for first-time homebuyers and provide a lead-capture form where visitors can submit their information to receive their free consultation. If your ad directs users to your homepage, they can become discouraged and leave your site if they do not immediately see information on your offer. Sending visitors to your homepage almost always results in lost leads.

Landing Pages Offer Many Benefits

LP-blogIn addition to increased lead generation and conversion, landing pages offer several other benefits. If you are running multiple pay-per-click campaigns, having unique landing pages allows you to determine which of your ads is generating the most traffic, converting at the highest rate, and offering the highest return on your investment. Similarly, if you are running ads for the same product in various locations such as pay-per-click and social media ad campaigns, you can determine which source is generating the largest number of quality leads. Demographic information collected through your landing pages lets you see what types of visitors are converting at the highest rate, allowing you to adjust or refocus your campaign toward specific visitors. The insight that landing pages can offer into your marketing efforts is endless.

Landing pages are one of the most valuable tools you have in online marketing. Don’t throw away leads by not taking advantage of all that they offer. Contact us today at 619-758-9696 x2 or to schedule a marketing appointment to learn more about landing pages and how they can help you convert more visitors into leads!