The short answer is because they help increase your conversion rates.
But first, what is a landing page again?
A landing page is not the home page on your website. A landing page is a web page created specifically for the purposes of a particular marketing campaign. It’s where a visitor “lands” when they have clicked on an ad in Google for example.
Landing pages are designed with a single focused objective – known as a Call to Action – to get a phone call or to get a form submission.
If you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
A landing page is focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
ONCE YOU CLICK ON THIS AD IT TAKES YOU TO THIS TARGETED LANDING PAGE
RATHER THAN TO THE HOME PAGE WHICH IS MORE GENERAL IN NATURE
Components of a Solid Landing Page
- Headline: The headline is the first thing visitors will likely see when they ‘land’ on a landing page. A great landing page headline is as clear and concise as possible.
- Copy: The text on a landing page should explain the value of the offer clearly, simply, and in a compelling way.
- Keywords: Keywords should be used in the page title, headers, and text on a landing page to optimize it for search engines.
- Call-To-Action / Click-to-Call / Form Submission: The Call-To-Action(s) are links where visitors call your office or fields to submit their information.
- Image: The secret sauce here to contain a highly relevant image to match the intent of the search.