What is a landing page?
A landing page is a specific page of a website that Google or Bing Search engines offer as possible answers for search queries. Just like a helicopter needs a helipad to land on ground or sea, a site visitor needs to ‘land’ on a page which offers a value and that is termed as the landing page.
Why is the landing page important?
During the early days of the internet, the homepage (the first page that a visitor would see on a website) used to be the anchor page and quite often, a lot of information was packed on the homepage. This often led to bad user experience and poor conversions as there was too much information to consume and act. Subsequent to the advent of the mobile & the need for more images and videos, the amount of space required for content on the homepage also reduced drastically. These factors led businesses to create separate pages for each value proposition called landing pages which are then linked to the homepage to increase conversions.
Optimizing landing pages of a website for technical enhancements, performance and contents are key elements of Search Engine Optimization (SEO) to rank higher in the search results.
Difference between Home Page & Landing Page
The home page is offered as a window to all the landing pages on your website. Based on the keywords (search queries) that a website owner want people to be directed to by Google/Bing, the relevant landing pages are created on the site. These pages are then linked to call to action (CTA) element which is typically a form, contact us page or a number and this is the flow:
Web Designers and SEO’s (Search Engine Optimizers) had to rethink where they would have ‘park’ relevant content required to please search engines while also making it accessible and readable. This ‘forced rethink’ amongst SEO’s and smart SEO providers helped begin the rise of the landing page as an alternate to the homepage.
It would not also be wrong to surmise that the Google Panda algorithm updates with its focus on quality content has helped to push the need for webmasters to have fresh and relevant content on their pages. This is much easier to achieve on dynamic landing pages compared to static pages or the Home page. The dynamic landing pages could be any landing page describing your product and services or a blog.
Benefits of Landing Page:
Today’s good landing pages are impressive, long and have all the information that a user or a visitor to the page needs without the visitor having to visit other pages or go to the home page. This is possible due to the advent of the technology, frameworks, themes & templates that are used to build the pages of a website. A widely popular Content Management system like WordPress offers a plethora of landing page options and plugins geared towards increasing visitor engagement. Let’s take a look at a few advantages that landing pages have :
- Firstly, mapping landing pages to the right keywords accords a good chance that Google / Bing would crawl your site and index those particular pages based on the good quality content offered on that page. Even blog posts can be converted as landing pages for a particular keyword. (However this may require some additional technical work. It is also prudent to wait for the feedback from readers and also check the number of pageviews and the Google search rankings (SERPs) before tweaking a blog post to yield more results.)
- Site visitors can be directed to the particular landing page without having to navigate through the homepage. They can access the content, consume it and this will hopefully lead them to click on the strategically placed call to action buttons.
- We can now embed a call to action form, a popup or a number to call or WhatsApp directly from the particular landing page. This ensures that the user has the ability to connect with you or viceversa instantly thereby increases the chance of engagement with the site visitor.
- The final advantage of the landing page is the addition of social share buttons which allows the content to be distributed across many other channels which can produce that all-important viral effect.
Components of landing page which increase conversion
A Landing page should offer convincing answer why a solution or services needs to be implemented or used. The merits of the solution / service have to be explained in a concise language. Strong client testimonials and team profiles will also answer why you are the company that they should rely on to implement this solution or service.
In fact, the landing page should be more like sharing of knowledge without coming off as too cheesy and should be the perfect blend of knowledge sharing as well as subtle marketing and selling. The selling portion comes at the end as a call to action wherein after the visitor completely consumes the content, he or she wants to engage and so a good call to action helps them to connect with them immediately.
What not to do?
The title and the description of the page are to be attractive enough so that user would click and come to your landing page but it should not be a ‘bait and switch’. The user should get the same amount of information that he / she is seeking when he clicked on the link. If the information provided in landing page is not relevant / useful, it increases the bounce rate which in turn affects the rank of the website in search results.
How it is relevant to Indian SMB?
The definition of Small and Medium Business (SMB) companies varies based on number of employees, services provided and investments made in plant and machinery. It could be 1-500 employees (estimates vary in different countries).
SMBs are under pressure to not only generate revenue but also accomplish it with less budget and resources. They need smart solutions for their marketing & sales processes to manage their current clients and increase leads or prospects. This often means an integrated communication and marketing tool like Corefactors is required which can drive their inbound and outbound marketing campaigns and connect them with all communication channels (Email, Voice, Call, SMS, Social) at one place.
Landing pages play a critical role in scaling the sales and marketing efforts of SMBs. By creating specific landing pages targeting their audiences in each vertical, geography, language SMBs can leverage the power of web & SEO to increase their lead acquisition and sales conversions.
Corefactors has an inbuilt landing page designer tool which helps to create highly performing landing pages intuitively in short time. Landing pages comes with integrated contact forms where the leads are acquired and passed on to the CRM module of Corefactors. These contacts can be further used in marketing campaigns easily. It is an end to end solution offered as a single tool instead of managing multiple product vendors for each features which is a recipe for disaster to SMBs.
That’s why Corefactors has come up with an Integrated marketing communication solution that strongly connects voice / non-voice business needs and entire inbound and outbound marketing process in one platform. We have additional integrations built with other tools which you might be using to bring the data over to Corefactors or manage them directly from Corefactors.
For SMBs, a tool like Corefactors improves productivity and reduce dependence on a whole host of tools, improves communication with clients and enhances collaboration within the company while providing cost savings and peace of mind. We urge you to take a tour of the Corefactors product. Our technical team is always available to demo our products at short notice. Contact us today!