What is a landing page? See how to use this resource efficiently in your digital marketing strategy
Posted: Tue Dec 24, 2024 8:20 am
Person accessing a landing page on a computer
Every digital marketing strategy involves attracting and retaining customers who have somehow come into contact with your brand and who may be ready to take the next step in the sales funnel. Therefore, at this stage it is essential to understand what a landing page is and how to make good use of this resource.
Without this consideration, all efforts to produce relevant content to attract potential new customers to your business will be in vain. In the end, a good landing page can be the difference between achieving the desired conversion or not.
After all, what is a landing page?
In a literal translation, landing page can be translated as “landing page”. And, to a cayman islands whatsapp number database extent, this is a good way to see the function of this type of material in a digital marketing strategy .
In this context, they should be seen as the destination to which the lead (i.e., a potential customer) should be sent after going through the entire sales funnel (whether captured by content on social media or through a link on search engine pages) in order for them to complete a certain action.
Therefore, after recognizing the benefits of having a health plan, the person can access the landing page and enter their contact details to receive a proposal, for example.
At the same time, the landing page does not necessarily need to involve the completion of a purchase or the interest of the lead in closing a deal immediately. Depending on the strategy, it is possible that the conversion occurs by offering more complete content on a certain topic, including to reinforce the authority of the company in its area of activity. Thus, it is possible that the proposal offered is to sign up for a newsletter or send an e-book , among other options.
However, it is always important to distinguish the characteristic structure of a landing page . It is not, for example, the company's institutional website, nor the company's e-commerce page . Therefore, a good landing page is lean, with only the essentials for navigating it and completing the expected task (filling out a form with your data, for example). This, of course, is just a first step towards using this resource effectively.
See also: What is a relationship ruler and how to use it in healthcare company marketing.
How to use landing pages intelligently?
In principle, when structuring a landing page , you need to keep in mind that the offer to be made available must be attractive enough for the consumer to be willing to take the expected action. A good way to do this is to consider how your business can meet the needs of that lead.
Therefore, the offer must be clear . Ideally, it should be right in the title of the landing page . This also takes into account that most people glance at this part of the page and often do not even continue reading. Then, it is possible to include descriptions, always trying to keep the communication brief .
In any case, after the title, the call to action button is another important element in the construction of the landing page. It must be persuasive enough to encourage the click and complete the expected action. In other words, the sentence used almost always involves imperative phrases (“download now”, “fill out the form”).
Of course, the entire text construction should not ignore the fact that the visual aspect of a landing page is equally important. In addition to making the page more attractive , they can help to clarify the lead about your offer and make the conversion process faster.
Throughout this process, it is also necessary to observe precautions regarding the General Data Protection Law (considering what data will be collected and how it will be used, which must always be communicated transparently) and the steps following the lead conversion (such as a thank you page or redirection to your website).
What are the best applications for a landing page?
Landing pages can be used in different digital marketing strategies, as already highlighted. With this in mind, examples of good uses for this resource are:
Gather subscribers for a newsletter.
Sell a certain product or propose an offer on it.
Distribute additional material with value to the consumer.
Register participants for an event.
Redirect consumers to download a sample or demo of your service.
With all this, in addition to increasing the chance of converting the leads obtained, the proper use of a landing page can be an important resource for:
Segment your contacts, directing efforts with campaigns designed according to the information collected from the public.
Better understand which offers are most effective to foster better strategies for other marketing channels.
Reduce acquisition cost, an important metric that concerns how much your company spends to attract new potential customers.
Throughout the implementation and use of landing pages , it is important to monitor the metrics obtained. Conversion rate, traffic source and average time on the landing page are some of the most relevant indicators to assess the effectiveness of the resource's use.
In short, understanding what a landing page is and how it is possible to adopt this approach within a digital marketing strategy can be an essential step for your business to have access to more opportunities and communicate with increasingly qualified potential customers . This approach can also be relevant for companies in the healthcare sector, which has some particularities that need to be addressed throughout the planning process.
Take advantage and see now how to build a truly effective inbound marketing strategy for companies in the health and wellness segment.
Every digital marketing strategy involves attracting and retaining customers who have somehow come into contact with your brand and who may be ready to take the next step in the sales funnel. Therefore, at this stage it is essential to understand what a landing page is and how to make good use of this resource.
Without this consideration, all efforts to produce relevant content to attract potential new customers to your business will be in vain. In the end, a good landing page can be the difference between achieving the desired conversion or not.
After all, what is a landing page?
In a literal translation, landing page can be translated as “landing page”. And, to a cayman islands whatsapp number database extent, this is a good way to see the function of this type of material in a digital marketing strategy .
In this context, they should be seen as the destination to which the lead (i.e., a potential customer) should be sent after going through the entire sales funnel (whether captured by content on social media or through a link on search engine pages) in order for them to complete a certain action.
Therefore, after recognizing the benefits of having a health plan, the person can access the landing page and enter their contact details to receive a proposal, for example.
At the same time, the landing page does not necessarily need to involve the completion of a purchase or the interest of the lead in closing a deal immediately. Depending on the strategy, it is possible that the conversion occurs by offering more complete content on a certain topic, including to reinforce the authority of the company in its area of activity. Thus, it is possible that the proposal offered is to sign up for a newsletter or send an e-book , among other options.
However, it is always important to distinguish the characteristic structure of a landing page . It is not, for example, the company's institutional website, nor the company's e-commerce page . Therefore, a good landing page is lean, with only the essentials for navigating it and completing the expected task (filling out a form with your data, for example). This, of course, is just a first step towards using this resource effectively.
See also: What is a relationship ruler and how to use it in healthcare company marketing.
How to use landing pages intelligently?
In principle, when structuring a landing page , you need to keep in mind that the offer to be made available must be attractive enough for the consumer to be willing to take the expected action. A good way to do this is to consider how your business can meet the needs of that lead.
Therefore, the offer must be clear . Ideally, it should be right in the title of the landing page . This also takes into account that most people glance at this part of the page and often do not even continue reading. Then, it is possible to include descriptions, always trying to keep the communication brief .
In any case, after the title, the call to action button is another important element in the construction of the landing page. It must be persuasive enough to encourage the click and complete the expected action. In other words, the sentence used almost always involves imperative phrases (“download now”, “fill out the form”).
Of course, the entire text construction should not ignore the fact that the visual aspect of a landing page is equally important. In addition to making the page more attractive , they can help to clarify the lead about your offer and make the conversion process faster.
Throughout this process, it is also necessary to observe precautions regarding the General Data Protection Law (considering what data will be collected and how it will be used, which must always be communicated transparently) and the steps following the lead conversion (such as a thank you page or redirection to your website).
What are the best applications for a landing page?
Landing pages can be used in different digital marketing strategies, as already highlighted. With this in mind, examples of good uses for this resource are:
Gather subscribers for a newsletter.
Sell a certain product or propose an offer on it.
Distribute additional material with value to the consumer.
Register participants for an event.
Redirect consumers to download a sample or demo of your service.
With all this, in addition to increasing the chance of converting the leads obtained, the proper use of a landing page can be an important resource for:
Segment your contacts, directing efforts with campaigns designed according to the information collected from the public.
Better understand which offers are most effective to foster better strategies for other marketing channels.
Reduce acquisition cost, an important metric that concerns how much your company spends to attract new potential customers.
Throughout the implementation and use of landing pages , it is important to monitor the metrics obtained. Conversion rate, traffic source and average time on the landing page are some of the most relevant indicators to assess the effectiveness of the resource's use.
In short, understanding what a landing page is and how it is possible to adopt this approach within a digital marketing strategy can be an essential step for your business to have access to more opportunities and communicate with increasingly qualified potential customers . This approach can also be relevant for companies in the healthcare sector, which has some particularities that need to be addressed throughout the planning process.
Take advantage and see now how to build a truly effective inbound marketing strategy for companies in the health and wellness segment.