In digital marketing, the end goal is always to get a potential client or customer to your website to make a purchase, fill out a contact form, request a quote, or make an appointment. The page on your website where that customer lands to complete that end goal is called a landing page.
When your business is running ads, your social or search ad should already give your customer a good idea of what your business is and what they might buy from you. Whether your ad is sharing a product or even an explainer video, it should be doing all of the heavy lifting to get a customer to click through.
However, you don't want your potential lead to click from your ad and land directly on your home page and have no idea where to go to find what your ad was promoting. Instead, you want to set up a landing page that directs the user straight to the product, lead magnet, contact form, etc., to which your ad told them they should go.
There are many different types of landing pages that are based on the action you want your potential lead to take, what information you want to share with them, and more. Learn more about what these types of landing pages are and how your business should be using them.
1. Hyper-Focused Ad Landing Pages
If your business offers a multitude of different services, you're likely running ads for each different one of them. Especially when it comes to your search engine marketing, you need to have extremely relevant landing pages for your ads to score well.
This is where a hyper-focused ad landing page comes into play. It focuses on the only service that your ad promotes, instead of an overarching services page or a basic contact page. These can link to your contact form, or better yet, they can include a contact form (or sign up form) directly on the page.
2. Lead Capture Landing Pages
These types of landing pages are specifically for generating leads at the top or middle of your sales funnel. Instead of trying to bring new customers straight to the purchasing stage, lead capture landing pages allow you to collect email addresses, phone numbers, and other customer information to leverage to nurture the leads.
These typically offer some kind of lead magnet or opt-in that entices people to exchange their email address for the offer, whether it's a discount, an ebook, a checklist, etc.
3. Sales Landing Pages
If you're trying to sell a product, especially an informational product like a course, ebook, physical book, etc., a long-form sales landing page is a great way to get your audience intrigued and ready to purchase. A long-form sales landing page is just that: long.
It shares teasers, a table of contents, testimonials, FAQs, and anything else you think is important to get your customers ready to buy NOW.
4. Webinar Landing Pages
Is your company putting on a webinar soon? Putting together a landing page for it can be a great way to generate buzz, let your audience know exactly what the webinar will be about, and of course, allow people to sign up for the said webinar.
5. Get Started Landing Pages
A "Get Started" landing page is a great way to offer background information about your business to someone who has never visited your website before. It's a great place to let your new audience members know a little bit about you as a business owner, your business, your products/services, and how to best navigate your website/buying process.
This is also a great place to include links to various resources, like your company blog, a lead magnet (or two), and any webinars, video lessons, email courses, etc., that your business has put together.
6. Contest Landing Pages
If your business ever runs a contest or giveaway, putting together a landing page with entry information and all of the terms and conditions is a great idea. This is where you can collect leads/entries, embed a giveaway service, and place all of the fine print for your contest or giveaway.
7. Social Media Landing Pages
Although you can surf through Google Analytics and other website analytics services to fully understand where your website traffic is originating, sometimes it's a good idea to create a specific landing page for people coming from different social media platforms.
For example, you're allowed to place a single link in your bio on sites like Twitter and Instagram. You could create a specific landing page like yourwebsite.com/twitter and use that as your bio link and offer information that is relevant specifically to users coming from that platform and the types of content you share there (considering each platform's optimal content is different).
8. 404 Landing Pages
A 404 page occurs when a user tries to navigate to a broken link or nonexistent page on your website. Usually, these just say something like "Oops! This page doesn't exist!" alongside a button to take a user to the home page.
But that doesn't really do anything for you or your business. Instead, you should create a customized 404 landing page that actually markets your business for you. Use humor to make a joke about the broken page, include links to several other pages in your main navigation to which a user might be trying to navigate, include a call-to-action, and even include a contact form or opt-in.
The Takeaway
Landing pages are great digital marketing tools for your business. They allow you to send your website visitors to very specific pages based on the ad they clicked, the site they're coming from, and more. To learn more about how to use landing pages strategically for your business, contact Connection Model today!
Written By: Doug Milnor
