When Should You Use a Landing Page?

When Should You Use a Landing Page?

Before running client ads, we often face a difficult question: Should we build a unique landing page or select a page on the existing website? The answer is complex. We must weigh many unique factors for each campaign including budget, conversions, engagement, and existing website traffic.

Qualities of a Compelling Landing Page

1.     One Goal—All landing pages have a single goal:  to get users to take a particular action. Therefore, landing pages promote a very specific offer, good, or service.

2.     Captivating Copy—Since landing pages are focused on one goal, it’s crucial the language on the page is compelling. It takes a lot of effort to qualify someone to land on your page; you don't want to waste a valuable lead with ineffective writing. 

3.     Call to Action—Landing pages have a clear and eye-catching call to action. For example, a button with the words "Buy Now" or "Get Started Today" lets users know exactly what you want them to do. There should be no confusion about their next steps.

Qualities of a Great Website

1.     Business Establishment—Your website is one of users' first interactions with your business. Its pages, especially your homepage, must give users a solid overview of what you do in a short amount it time. It should take no more than 10 seconds for someone landing on your website to know what type of business you are. Most users expect to find information within 3 seconds.

2.     Brand Identity—Your website should immediately tell users who you are. The fonts, colors, phrasing, etc., should all scream your brand. If done correctly, anyone landing on your website will get a strong feel for your values and culture.

3.     Navigation—Website users need to easily explore your website and find information. A confusing website decreases engagement and causes users to leave right away. Our recommendation: don't hide anything and give multiple, easy access points to all information.

Main Differences Between Landing Pages and Websites

Unique landing pages can be found only through a direct URL. Essentially, you only find a landing page by clicking on the ad itself. A typical website has many pages, all of which can be navigated to through links somewhere on your website.  

Landing pages connected to ads allow marketers to know that users landing on the page are qualified—insomuch as the audience seeing the ads is qualified. We know what the user landing on the page is interested in, so long as the advertiser approaches their targeting correctly. Proper targeting is known to increase landing page conversion rates by 300%. Content on the page can be tailored towards those audiences, knowing no one else will see the page.

Landing pages help maintain user focus and keep from navigating away from the marketing content. A study from Unbounce, a top landing page creation platform, found that pages that focus a visitors attention on a single call to action see a 1.6% higher conversion rate. Other studies show that a personalized CTA convert up to 202% more frequently.

When ads connect to a page on an existing website for ads, users can learn more about your company. Keywords in the page can boost organic rankings and quality scores for paid keywords. Users may even find the page and convert without you needing to pay for a unique landing page service or ad click. Yet, the content may be distracting and less compelling. 

When to Use Landing Pages Rather Than Your Website

When you need visitors to learn about your business and brand, consider using a page on your existing website. If you have a more focused goal, consider using a unique landing page to home in on that action.

Although no formula will work every time, the choice to use a unique landing page or an existing website can make a huge difference. Luckily for you, you found us! Our expert team can help you navigate this process and achieve the results you desire in your digital advertising endeavors.

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