Oct 1, 2021
Landing pages explained
A must in your digital marketing – landing pages are great for converting visitors to leads.
Maybe it’s a term you’ve heard before in passing or people have recommended it to you mentioning how great of an addition it is to your marketing strategy.
First things first, what is a landing page?
A landing page is a single web page that is also known as a ‘lead capture page’ or ‘destination page’. A visitor lands on this page by clicking on a link – this could have been through social media, an email or ads on Google.
The aim of a landing page is to convert the visitor to a lead so you will generally find no navigation bar and a form that the visitor can fill out. It could be to sign up for an event, receive an ebook or register interest for the weekly newsletter.
Once the information is filled out, their details will be in your database and you can now market to them. After, they should be led to a ‘thank you’ page.
What is on a landing page?
On a typical landing page, you’ll find:
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A heading
Tell your visitor what the landing page is about and mention with a brief description what you are offering.
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The content
Don’t overload your visitor with tonnes of information. Your content should be straight to the point.
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Optional: trust elements
To backup your financial company use trust-building elements like testimonials or logos that verify your company.
In addition, make sure that the look and message of your landing page are consistent with where the visitor came from. You want to reassure them they are in the right place so they don’t click the back button.
Reasons to use a landing page
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Targeting
A landing page is great for targeting your audience, the content will be direct, making it very relevant to them.
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It improves SEO
By having specific keywords and using the best practices for SEO on your landing page, you are increasing the chance of organic traffic to your financial website.
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It is direct
On your landing page there will be no disturbance or diversion from the form as there won’t be a navigation bar, visitors won’t go click onto a different page.
The goal of a landing page is to gain leads. It is very likely that those who are visiting your landing page are a step closer to becoming a customer, therefore, are qualified leads.
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Perfect for PPC strategy
Since the information on a landing page is focused, it’ll be very fitting for the person searching.
