What Are Landing Pages and How Can They Help Your Clients

News / 02 Jul 2021

Landing pages have a special role in your client’s sales funnel, and the writing on these pages isn’t like other styles of copywriting.

Finding the time to perfect the copywriting on your landing page isn’t easy, but it’s a great way for you to drive more traffic to your client’s site and turn cold prospects into warm leads. And with 68% of B2B businesses using them, your clients can’t afford to be left behind.

Whether you’re a landing page novice, or just want some extra tips to improve your client’s conversion rate, we’ve got you covered. Here’s our complete guide to landing pages.

What’s a landing page you ask?

A landing page is a stand-alone webpage designed to convert people into leads. Once visitors ‘land’, they’re encouraged to take a very clear call to action. This could be sharing their contact details, downloading an e-book, or making a purchase.

44% of clicks for B2B companies are directed to a company’s homepage. While it’s great to drive traffic to your client’s site, they are much less likely to convert into customers on the homepage than through a dedicated landing page. That’s because, unlike a homepage, a landing page uses optimised copy to evoke a strong, emotional response to convert.

Emotional Marketing

Emotion is a major force in digital marketing and sales. We’d like to think that all of the decisions we make are a result of rational analysis but in reality, emotions massively influence and determine our choices. A good landing page understands this and plays to a customer’s needs, desires, and pain points. It then offers a  solution to this pain that’s just one click, purchase or form away.

Landing pages also use the power of urgency to push customers to take action quickly. Urgency is known to produce more conversions because it plays on a customer’s fear of missing out (FOMO). FOMO occurs when someone feels like they might not experience something fun or valuable. Put simply, a landing page with a countdown timer or limited-time-only deal gives your client’s customers more of an incentive to purchase right away. Instead of thinking they could get this deal at any time, they believe they could miss out if they’re not timely.

Types of landing pages your client could benefit from

Squeeze Page: This page’s main goal is to capture the user’s email address. Once you have that, you can begin to nurture that lead with relevant content and offers.

Splash Page: This landing page doesn’t always have lead capture as the main goal. It’s often used when someone clicks a content link. Instead of being sent directly to the article or destination, the user is sent to an intermediary page. This might share an announcement or ad and will almost always have a countdown to the end.

Lead Capture Page: Very similar to a squeeze page, a lead page also asks visitors to fill out their details. Unlike the squeeze page though, this requires people to fill out more than just their email. It may ask for a business name, job title, phone number, etc.

So there you have it, our complete guide to landing pages and how they can help your clients’ business.