What is the role of a landing page in lead generation?
Well, most people are thinking that what is the difference between a home page and a landing page also they are thinking of a home page as a landing page. But it’s completely wrong. Both have different purposes.
A home page is for Broder audience and it’s represented the brand. Random people who come to visit will land on the home page first.
However, a landing page should have a specific target audience for a specific purpose. There will be only one call to action. Mostly we use landing pages for capturing leads for the business.
A landing page is a single standalone page where the people will come from a specific ad source for a specific goal.
Let me tell you more about a landing page:
Specific target audience: A landing page will target a specific audience. Mostly it’s coming from ads or some paid source.
Specific Purpose: A landing page should not focus on multiple purposes. It should be a single purpose. Maybe you are selling a specific product, or you are collecting leads for a specific service or whatever.
Sales/Lead capture: As I mentioned before, it’s mostly used for selling a specific product or a specific service to a specific target group. Also we drive traffic for capturing leads for the business.
Specific target Goal: It should have a specific target goal. You will never find multiple calls to action on a landing page.
Optimised conversion: A landing page is optimised for lead generation. It should focus on a clean, user-friendly design with some essential information.
Strong social proof: It comes with strong social proof like testimonials, Case studies, and Informative videos that can build trust for the potential customers.
A/B Testing: When we run a paid campaign, we have to do A/B testing. So, we build multiple landing pages to test which campaign can generate better Roi.
Increase traffic: Even if lead generation is not your target, you can also increase your website traffic by using a landing page.
Traffic segmentation: You can use multiple landing pages for multiple target groups. If you want to show different content to different audiences, then you have to maintain segmentation. It’s not possible with a home page.
Measurable ROI: For a landing page, we can measure the ROI. We can easily calculate how much we spend and how much we get. It will be a cost-effective approach because we have clear data that shows which target group is performing better. So we can increase our marketing budget on that particular landing page.
Now let me tell you why it’s different from a home page:
Distraction: A home page will have multiple links and some more features like a bot, contact form, etc, for engaging people. But in a landing page, there will be no distractions only a specific Call to action for a specific goal.
Broder call to actions: On a homepage, we use multiple calls to action like schedule a meeting or book a strategy call or download an eBook, etc. We can use it for multiple purposes for different types of people.
Finally, I must say that a landing page is essential for lead generation purposes. If you are running a service-based business or a consultancy, then you should use a landing page. If needed you can connect with us just by scheduling a free consultation.
