How to Use Landing Pages
In this blog post, we’ll address an essential question of how to use landing pages, and when you should consider using landing pages instead of your website.
In this blog post, we’ll address an essential question of how to use landing pages. You may also want to check out an article about what a landing page is and landing page best practices to learn more about how to build high converting landing pages.
The answer to the question of how to use landing pages is straightforward – landing pages are typically used by B2B or B2C lead generation teams to direct the traffic from online advertising campaigns, email marketing campaigns, social media, nurturing, and other programs. Most of the time, landing pages are used by businesses and entrepreneurs when they’re selling their products and services directly from the website, offering trial versions of their products online, etc.
When should you use landing pages instead of your website?
First of all, using your website for lead generation is totally OK, regardless of what other landing page solution providers say. There’s nothing wrong with running your advertising campaigns and directing the traffic to the website. As long as your product or service is showcased well and you’re using accurate targeting, and your ad copy, as well as the website content, are compelling, you should see great results even when the traffic is hitting your website, not landing pages.
IMPORTANT: Landing pages are only useful for tactical online programs and online advertising. We do not recommend replacing your existing website pages with landing pages.
But, landing pages will help you achieve far more excellent results, and your click-to-lead conversion rate, number of leads, and return on ad spend will be significantly higher compared to the results that you see from your website.
Top 3 reasons why landing pages convert better than websites
- Most websites are educational and not optimized for conversion
- Websites have too many elements distracting users and reduce the conversion rate
- Messaging on your ads and your website may not be matching
How to use landing pages for your business
The general rule is – landing pages should be used when you’re scaling your lead generation programs and keen on reaching the ever-increasing lead goals.
- Drive traffic to your landing pages from online advertising (PPC, retargeting, social media, etc.)
- Drive people to your online events (webinars) and physical events (trade shows)
- Use landing pages to promote eBooks, data sheets, and videos
NEXT: Top 5 Landing Page Best Practices