Digital Marketing 101: Landing Page Benefits and Best Practices You Need to Know to Grow Your Business

Landing pages offer a practical and succinct way to communicate your business’ offerings to potential customers, and they can provide a solid foundation for successful digital marketing campaigns -- when crafted correctly. Keep reading to learn more about how landing pages can make a difference for your business and help you gain more customers. 

Here’s what we’ll be going over: 

• What is a Landing Page? 
• What Are Landing Pages Used For, and What Are the Benefits of Creating Landing Pages? 
• Landing Page Best Practices 
• How to Get Started 

Questions or comments? Contact us!

What is a Landing Page? 

Technically, a landing page could mean any page that a visitor “lands on” after clicking a link. This could be any existing page on your website, such as a “services” page or “locations” page. 

In the context of digital marketing, a landing page most often refers to a web page that is specifically created with the intention of triggering a specific action from visitors as a part of a digital marketing campaign. 



What Are Landing Pages Used For, and What Are the Benefits of Creating Landing Pages? 

Landing pages can be created for a number of reasons, with the primary focus being to convert consumers at the middle stage of the purchase funnel. 

Landing pages typically include form-fills, call forms, or consultation forms to encourage visitors to take next steps or inquire about additional information about a particular product or service. 

Learn more about the many uses and benefits that landing pages have to offer below! 

Narrow Your Target Audience’s Focus by Highlighting Specific Offers

Say you’re an auto dealership offering a limited-time offer during the holidays, or an attorney providing new online consultation services. Your digital marketing campaign has generated awareness, and now it’s time for your target audience to learn more about taking next steps. 

This is when a dedicated landing page can make all the difference. By creating and promoting a page focused on your particular offering, your business can provide consumers with all of the relevant information they need to know in one convenient location. 

Since landing pages usually include a form-fill or use other methods of collecting potential customer information, you can also gain insights as to who exactly is interested in your products or services -- which can allow you to gain further audience insights and the option to retarget these prospective customers in the future if you choose. 

Convert Consumers

Arguably the greatest benefit of an expertly-crafted landing page is its potential to convert consumers. Reaching your target market at the right time to provide relevant information about your products and services can be the difference between an influx of new customers and a lack of enthusiasm for your latest offerings. 

Improve Your SEO Efforts 

Because landing pages are a part of the larger online ecosystem, they can also play a key role in boosting your SEO efforts and raising your business’ Google search rankings. 

Make sure your landing pages use relevant keywords to attract more visitors and capture more Google search traffic! 

Reach Multicultural and Hispanic Audiences 

When crafting your landing pages, be sure to keep multicultural consumers in mind, especially if your particular geographic location or industry has a large multicultural consumer base. 

For instance, if you’re an immigration attorney and only include English-language landing pages, you’re likely missing out on a massive portion of your potential clientele. 

For examples of the impact Spanish-language digital marketing can have, be sure to view our success stories or check out our previous post about the power of Spanish-language within Hispanic digital marketing campaigns. 

Hispanic marketing and multicultural marketing as a whole can be daunting to take on, but have no fear. Contact us to learn how our expert digital marketing consultants can take your Hispanic digital marketing campaigns to the next level.

Landing Page Best Practices

Like any digital marketing method, landing pages that follow best practices are much more effective and more likely to get you the measurable results you’re looking for. 

Read on to learn the most important strategies and best practices to follow to make your landing pages a success. For best practices put into use, check out this landing page example from a coding company called the Code Academy: 

Develop a Strategic SEO Marketing Strategy 

While landing pages are perfect for honing in on a particular service or promotion, treating them as a one-off can put your business at a disadvantage. 

Roughly 48% of the top landing pages are ranked in maps and organic listings. Since most business landing pages have the intention of reaching local consumers in the area, optimizing your landing pages makes it easy for local consumers to find your business via Google maps. 

Plus, most landing pages are ranked in organic listings within organic search (aka Google search results). Since landing pages can contribute to your overall search engine optimization, inputting the right keywords can help your business gain exposure thanks to higher Google search rankings. 

Leverage Ratings and Client Testimonials 

Would you trust a business with zero reviews or one that features positive client reviews and testimonials? It’s a no-brainer -- businesses that have social proof of being helpful and useful for their clients stand a much better chance at attracting new clients. 

Landing pages are meant to be short and sweet, so there’s no need to post every single review your business has received. Instead, focusing on the top reviews that highlight your business and your unique value will provide an extra incentive for consumers to choose you over the competition. 

Wondering how you can get more reviews in the first place? Be sure to set up your business’ profile on Google My Business, Yelp, and any other review sites relevant to your industry to increase your chance of receiving more reviews from customers. 

Going the extra mile to respond to reviews shows that your business goes above and beyond -- which is exactly what your potential customers want to see! 

Optimize for Mobile 

Year after year, smartphone usage continues to skyrocket. If you aren’t optimizing your landing pages for mobile users, you could easily be missing out on converting them to customers if your landing page isn’t properly optimized. 

A landing page that looks great on a desktop might look clunky or be missing important elements if it isn’t properly optimized. For this reason, it makes total sense that 86% of the top landing pages are mobile-friendly. Although this step often gets overlooked, it can make a huge difference! 

Ensure Fast Page Load Speeds 

A two second delay in a webpage’s load time can increase your bounce rate by 103%. Why is that? 

We’ve all become accustomed to speed. If your landing page takes too long to load, users are going to leave -- it’s as simple as that. 

Put your Landing Pages to the Test With A/B Testing to Maximize your Return on Investment

Who doesn’t love saving money? A/B testing allows you to try out your options as you go to learn which strategies work best for your business. 

Experimenting with how different features affect your conversion rates can help you build better landing pages each time -- which saves you money during the process. From web design, copy, reviews, video, and more, you’ll gain key insights to optimize your landing pages for future digital marketing campaigns. 

Pro tip: Try testing one feature at a time to get the most accurate insights. 

Get Personal with Personalized Calls to Action

Personalized calls to action can convert at a rate that is 202% better than an average generic call to action. 

Put yourself in your customer’s shoes. Would you rather just “sign up” for a generic consultation or “Sign up for a free consultation”? Whether it’s a discount or unique promotion, personalized calls to action crafted specifically for your target audience will get more customers through your door in the long run. 

The More Landing Pages the Merrier 

Ideally, you should create a new landing page for every digital marketing campaign. From seasonal holiday promotions to exclusive limited time only offerings, dedicating landing pages to their respective campaigns can help your business stay organized and gain a better understanding of each campaign’s metrics. 

When it comes to your business’ overall website, sites with 40 or more landing pages generate 12x more leads. This doesn’t mean you should create them all at once and without a clear purpose, but over time, building up your landing pages offers more opportunities for consumers to find you online -- which can boost your overall search engine rankings and raise more awareness for your offerings. 

How to Get Started with Digital Marketing 

While landing pages are meant to be simple and direct to convert potential customers, there’s a lot more than meets the eye when it comes to implementing successful landing pages to grow your business. 

Luckily, you don’t have to go it alone. Feel free to contact one of our expert digital marketing consultants to see what our digital marketing campaigns can do for you --  or find a location near you to learn more. 

General questions or comments? Don’t hesitate to contact us -- we look forward to hearing from you!