A landing page is an important tool
that is much more than just a “place holder” in your online
empire. If you do not have a landing page, you may be missing out on
the opportunity to engage your audience. Here are a few of the more
important reasons why you should be using a landing page in your
Lead capture – if you are not
gathering names and email addresses, you are losing out on the chance
to interact with targeted customers in the future. They came to your
page for a reason, but they may never return. If they are required
to provide their email address to you in order to enter your site or
obtain something of value for free, you can use that information to
contact them in the future with new offers or information that may
If you are not building a list from day
one, then you are missing out on an important opportunity to send
information to people who you know are already interested in what you
have to say. It is important to communicate in the right way, so be
sure that you let subscribers know how many emails they can expect to
receive from you as well as what kind of content you will be sending.
If people do not receive related and targeted content as they
expect, they will quickly unsubscribe from your mailing list.
Campaign effectiveness – you
simply have no idea how your campaigns are doing unless you are using
landing pages. Each campaign you run should have its own landing
page which is set up with the appropriate analytical tools.
Analytical tools allow you to check the strength of each campaign and
to make changes as necessary. Analytical tools can gauge every
aspect of your page from which pictures people look at, to what
content they spend time reading. First impressions are important
with landing pages, so it is important to decide on a single message
and then concentrate on its most effective delivery.
Headquarters for each Campaign –
your campaign needs a place to “reside” and you are providing
that by using a separate landing page for each campaign that you run.
If you are using pay per click to drive traffic to your landing
page, you want to ensure that the landing page is directly relevant
to the ad that you are using in your pay per click campaign. The
address of the page, the content of the page and the keywords on that
same page all need to be linked inextricably, all delivering the same
message for a single campaign. Relevance and good content are the
two most important ways to engage your audience. People do not want
to look for information regarding one topic and then be directed to a
page that does not contain even a single paragraph regarding that
A landing page
does not have to be complicated or extravagant, but it does need to
convey some very basic information. Do not make people hunt for your
contact information or wonder why they have arrived on your page.
Make it abundantly clear that you are the authority on the topic that
they are seeking information on and you will have a dedicated
audience who want to hear more of what you have to say.