Why You Need Landing Pages for Your Products and Services
When you need to tell someone about a specific product or service your business offers, where do you send them online? If you’re sending them to your homepage that focuses on more than one thing, you might be sending them to the wrong place. In this post, we’re going to look at why you need landing pages for your products and services.
Many modern website platforms support the creation of landing pages, which makes the job easier for you. And for consistency, you can link to these pages even from the statements generated by your online invoicing software.
What Are Landing Pages?
Landing pages are simply pages on your website that focus on one specific product, service, or goal. For example, you have the Apple homepage.
Then you have a landing page for the iPhone.
Where the homepage promotes a variety of Apple’s products, the iPhone landing page promotes only the iPhone and related accessories.
The goal of the landing page is to keep someone focused on a conversion goal. If you know that someone is interested in the iPhone, you don’t want to send them to the homepage, make them find it, and allow them to possibly get distracted by other products. You send them to the iPhone page.
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Note that many landing page designers will take this a step further and remove the main menu from the landing page. That way, there is literally nothing else to do on the page except learn about iPhones.
Landing pages can focus on selling one specific product or service. They can focus on getting people to do one specific thing, such as subscribe to your email list, watch a video, connect with you on social media, or another objective.
Where to Use Landing Pages Landing pages can be used in a variety of situations to increase your chances of conversion. For example…
- Use landing pages in search and social media ads when advertising a specific product or service.
- Share landing pages in your author bios when contributing to other blogs in your industry so that visitors go to a product or service in line with the post they just read.
- Optimize landing pages for organic search so visitors who want something specific find it immediately when they click through to your website.
- Add landing page URLs to offline marketing collateral, such as print ads, business cards, flyers, brochures, and direct mail to send people the right part of your website.
- Include landing page URLs in your social media profiles so people find your featured product or service.
Effectively, anywhere that you want to ensure someone goes from point A to a specific point B for a specific purpose, whether it’s lead generation or a sale, landing pages are a must.
How to Create Landing Pages
You don’t have to have landing page software in order to create a great landing page. If you’re a designer, all you have to do is create a page that focuses on one specific product, service, or goal and removes any additional distractions. This means that the page will likely not have a header menu to take visitors back to your main website or a sidebar with content unrelated to the one specific goal of the page.
You can get inspiration by visiting other websites in your industry to see the pages they create for specific purposes. Or you can do a Google search for landing page inspiration plus a specific keyword to find other examples.
If you’re not a designer and you have a HTML website outside of a platform, you can download landing page templates from marketplaces like Themeforest. If you use WordPress, you should see if your theme includes a landing page template like the ones StudioPress has to offer with most of their theme designs.
Then, of course, there are landing page tools that work anywhere like Unbounce, LeadPages, and Instapage. These platforms allow you to create and launch landing pages inside their platform or on your own website.
If you want to increase conversion rates for lead generation and sales, landing pages are the way to do it. Once you have created your first landing page, be sure to promote it using one or more of the ways listed above for landing page use to get traffic and get results.
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