PW Media | Oct 24, 2022

How Can Landing Pages Boost Your Marketing Strategy?

Organic and paid marketing are two popular methods for promoting a business. Both have their benefits and drawbacks, so it's important to choose the right one for your needs.

A well-crafted landing page can be a powerful marketing tool. A landing page isn’t an ordinary webpage; it’s one that you can use to gather more information about your website visitors and convert them into paying customers more quickly and easily.


What Is a Landing Page?

In the most basic sense, a landing page is a distinct webpage that is hyper-focused with one goal or call-to-action (CTA) for the consumer. They are often used for lead generation—the next step in converting a visitor to your website into a consumer of your goods or services via a contact form or a detailed product page. Landing pages are usually linked to a pay-per-click ad or in the CTA of a blog post, but they should also be searchable. 


Landing Page vs. Homepage 

Unlike your homepage or any other web page, a landing page directs a visitor to a specific page with a particular goal. Your homepage is a general place for visitors to browse all their options. However, when you target a specific group of people looking for a specific item or service, a landing page gets them to where they want to go much faster and without extra distractions, making them more likely to convert as customers. 


Landing Pages and Digital Marketing 

Landing pages have proven time and time again their effectiveness when it comes to digital marketing, and research shows that the more targeted the page, the more likely site visitors are to convert. A recent survey found that pages with just one CTA link had a 13.5% conversion rate, whereas those with five or more only had a 10.5% conversion rate. 


What makes hyper-focused landing pages so effective? It’s because humans are easily distracted. The more links on a landing page, the more chances your visitor could fall off course. If your landing page has one goal, the visitor has no choice but to pay attention to that CTA. 


Marketers usually use two different CTAs for their strategy around landing pages: click-through and lead generation.

  • Click-through landing page
    Click-through pages serve as a middleman between your content and your product for the customer. These pages describe a product or service in more detail and offer only one link that will take the visitor directly to the eCommerce site where they can purchase the item. 
  • Lead generation landing page
    Lead generation pages are different in that they contain a form for the visitor to fill out with contact information, usually in exchange for an offer, discount, or free service. This allows you to gain information to better target a potential customer in the future. 
Lead generation of landing page for the food home delivery company,

– Freshly

Example of a Lead Generation Landing Page

Benefits of Landing Pages

If it isn’t clear yet how landing pages can boost your marketing strategy, here is a quick guide to all the benefits landing pages can bring you. 


  • Lead generation has never been easier. With landing pages, you can target specific audience segments and get their information for your sales team to follow up with. 
  • Marketing offers need a home, too. If you were planning to give consumers a special offer, why not have them “pay” you with contact information that you can use for lead generation?
  • Demographics of your consumers will be at your fingertips. As you gather contact info, you can also learn more about who is visiting your site and for what reason. This will help you build a more robust targeted strategy for these populations.
  • Your audience’s engagement activity is more accessible. With a landing page, you’ll see which visitors are most engaged with your content and coming back for more. 
  • Other marketing channels will benefit. Landing pages can be shared in various ways, including social media, email campaigns, and PPC ads. 
  • Your marketing offers can be analyzed. When you track and analyze the metrics for your landing pages, you’ll see which marketing offers do better or worse, providing you with data that can help you improve your overall strategy.
Click-through landing page for the food home delivery company,

– Purple Carrot

Example of a Click-Through Landing Page

How to Create a Successful Landing Page

Like any other part of your marketing strategy, landing pages must be strategically designed to promote the highest conversion rate. There are several items that every landing page needs to be successful.


  1. Headline — Headlines should be clear and to the point about what your visitor will receive if converted. 
  2. Copy — Any additional text on the page should give a more thorough explanation of the offer, but don’t write a book; keep it short and easy to read. Bullet points are your friends.
  3. Keywords — Like any other content, ensure your page is optimized for search engines.
  4. Hidden navigation — Don’t distract your readers with additional places to click. Hidden navigation reduces the landing page’s bounce rate.
  5. Lead-capture/conversion form — The primary purpose of your landing page is to draw out your visitors’ information in exchange for an offer. Have a contact form or link to the product on your eCommerce site to convert your visitors. 
  6. Image — An image or two will make your landing page more visually appealing and give your visitors a better idea of what you are offering.
  7. Thank you page — Following a conversion, a great landing page will have a thank you page that would offer next steps for the visitor to receive what was promised in exchange for your information. 


Bonus tip: Have multiple landing pages

Multiple landing pages allow you to target specific customers for each product or service you offer. The more pages you have, the better. 


Level Up Your Strategy By Creating an Optimized Landing Page!

If you’re ready to see how landing pages will fit into your strategy, work with our top-notch marketing professionals and website developers at PW Media. Our team will research your market, provide you with strategies and best practices specific to your needs, and can even help you design and implement landing pages that will generate leads in no time. Contact us today!

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