There are many benefits to having an awesome landing page.
Some of these benefits include increased website traffic, higher conversion rates, and more customers.
We’ll cover all of the benefits of landing pages in this article.
If you want to learn how to create an awesome landing page from scratch, check out our landing page guide over here.
What is a landing page?
A landing page is a standalone web page created specifically for the purpose of generating leads or starting the sales process. It’s generally used in online marketing campaigns, such as pay-per-click (PPC) ads or email broadcasts, to drive visitors where they can take action and convert into customers.
Check out our Traffic Secrets page to see an example of a landing page we’ve created here at ClickFunnels.
Notice there’s no navigation, no mention of our ClickFunnels software, and no other offers on that page?
That’s because landing pages have a single-minded focus (this is largely what makes them so effective).
They only try to promote one thing (whether it be a lead magnet or a product) at a time.
Now let’s talk about the 15 reasons you definitely should be using landing pages in your online business.
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1. They Are High-Converting
The problem with websites and home pages are that they are too general.
They don’t have specific goals, and as a result, they generally have lower conversion rates than landing pages.
If you drive paid traffic to the front page of your website, for instance, you’re very likely going to regret it.
But when you create a dedicated page that drives visitors to take one action (e.g. sign up for your email list), then you can increase the chances of them taking that action by a significant amount.
That’s exactly what a landing page is… and why it’s so powerful.
Instapage tested a website experience up against a landing page experience and found the following results…
- The landing page had nearly 3x the conversion rate despite a lower CTR.
- Total conversions for the landing page ad were more than double the website ad
- The landing page had a lower CPC.
- The total spend on the landing page is $800 less.
- The landing page’s cost/conversion was about ⅓ less than the website ad.
2. They Are Goal Oriented
Websites are often filled with distractions.
They generally have multiple calls to action and lots of different links that can take the user on a wild journey away from doing what you wanted them to do in the first place. Think about your average eCommerce site, for instance…
You arrive, you browse completely of your own volition, maybe you buy… maybe you don’t…
That experience is great for returning customers who already know your brand and love your products — but it leaves a lot to be desired for people who’ve never heard of you before.
That’s where landing pages come in.
They are designed around one specific goal—getting a visitor to complete your desired action (either opting in, buying or signing up).
By removing all unnecessary distractions, you can significantly increase conversions.
People don’t have to guess at what they want when they land on your website — with a landing page, you can guide them exactly where you want them to go.
3. They Remove Navigation
Websites usually have navigation at the top, bottom, and maybe even the side of the page.
This can be a great user experience for people who already know your website, but it can be a nightmare for new visitors who are trying to figure out where to get started with your brand.
One of the major benefits of having an awesome landing page is that it removes all navigation from the page.
This ensures that visitors stay focused on your goal and don’t get distracted by clicking around to other parts of your website.
It also helps you control the flow of traffic between pages, so you can keep visitors where they need to be for optimal conversions.
For example, imagine you have a landing page promoting your lead magnet in order to grow your email list.
Someone visits and they are interested, but then they notice the navigation bar and click it to explore your website.
That’s not what you want them to do.
By removing the navigation from the landing page, you can make sure visitors stay put and complete your desired action (that is, opt-in for your lead magnet).
In fact, in one test by VWO, conversions increased by 100% when they removed the navigation bar from a landing page.
4. They Use Urgency & Scarcity
People are procrastinators.
We all know that if we can put something off, chances are we will.
As Elon Musk has said, “If you give yourself 30 days to clean your home, it will take you 30 days. But if you give yourself 3 hours, it will take 3 hours. The same applies to your goals, ambitions, and potential.”
In other words, if we think we’ve got time to spare, spare it we shall.
And this is especially true when it comes to online shopping.
That’s why many landing page creators use urgency and scarcity tactics to convince visitors to take action now instead of later.
One common tactic is using an expiration date on a coupon or discount code.
For example, if you have a 10% off coupon for the next 48 hours — with a countdown timer on the page — visitors are more likely to take action quickly rather than wait it out and hope that the offer is still available tomorrow.
Moreover, scarcity tactics can also be used to create a sense of exclusivity and urgency.
If you have a limited quantity of something or a special offer that’s only available to the first 50 people who take action, it can encourage visitors to act quickly in order to not miss out.
In one test by ConversionXL, they A/B tested the two variations of the same landing page…
One without urgency…
And one with urgency…
The second version converted three times better than the first.
5. They Leverage Social Proof
No matter how great your offer or product is, people want to know what other people think of it.
They don’t want to be your test guinea pig.
That’s why social proof works so well in marketing and why you should include it on your landing page.
Social proof can be anything from customer reviews, case studies, testimonials, and even awards that your product or company has won.
It makes visitors feel more comfortable taking action because they can see that others have already tried it and had success with it.
Moreover, it also builds trust in your product, which is essential if you want visitors to convert.
This type of proof works best when presented prominently on the landing page, ideally near the call-to-action button.
And when it comes to customer reviews and testimonials, try to use real names (or initials) along with a photo of the person if possible.
This helps establish an even stronger connection between the visitor and your product or service.
Don’t take our word for it, check out some of these stats…
- The average consumer reads 10 online reviews before making a purchase decision.
- 88% of consumers trust user reviews as much as personal recommendations.
- 82% of Americans say they seek recommendations from friends and family before making a purchase.
6. They Are Testable
No matter how great your landing page is, it’s not going to work perfectly on the first try.
(Trust us… we’ve made a lot of them)
That’s why it’s important to have a process in place for testing and optimizing your landing page.
Whether you use A/B testing or multivariate testing, having an iterative process helps you constantly tweak and refine your page in order to improve conversions.
This is much harder to do with a website — where you have dozens of pages and thousands of visitors each month — but with a landing page, it’s much easier.
It’s also important to have a set of goals that you want to achieve with each test.
For example, do you want to increase the time on page, decrease the bounce rate, or optimize for the highest number of conversions?
By having specific tests and objectives, you can more easily measure the success (or failure) of your landing page.
And by testing and optimizing on an ongoing basis, you can constantly improve the performance of your landing page over time.
7. They Are Crawlable By Search Engines
It’s no secret that search engines are the lifeblood of many websites.
The traffic provided by Google to websites ranking for high-value phrases is immense. I personally have helped many different businesses get their websites ranked in Google in order to drive traffic passively every single month.
But the key to increasing traffic through search engines… is having more content and pages that can rank for various keyword phrases.
Landing pages are one such asset you can use to rank in Google.
Because they are single web pages, they are easy to optimize for a target keyword phrase.
You can use SEO techniques such as ensuring that your landing page has the right meta tags and titles, including relevant keyword phrases in the content, and linking internally to related pages on your site.
All of these things will help search engines identify what your landing page is about, and will also make it easier to rank higher in the search results.
And when you do start to rank for a keyword phrase, all of the traffic coming from search engines will be directed straight to your landing page — making them an invaluable asset for increasing website traffic and for getting conversions.
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8. They Can Drive Lead Generation
One of the most powerful uses for landing pages is in lead generation.
Many companies use them to capture email addresses from visitors who are interested in their product or service.
By including an opt-in form on the page — or by outright promoting your lead magnet — you can collect valuable contacts from your audience and add them to your email list.
With the right incentives, such as a free ebook or exclusive discount code, you can make it more likely for visitors to convert and become part of your email list.
By having an email list full of contacts who are interested in what you have to offer, you can use the list to send out helpful content that will drive more sales and generate more leads for your business.
Having an effective landing page is an essential part of a successful lead generation campaign, so it’s worth investing the time and effort in making sure yours is up to scratch.
9. They Can Drive Sales
Sometimes, the goal of a landing page is more ambitious than just generating leads.
Sometimes, you’ll want to make sales.
By taking visitors through the purchasing process — from providing the information they need and answering their questions to making it easy for them to buy — you can increase conversions from your landing page.
You can also use upsells and related products to drive more sales per visitor.
This is why it’s so important to have an awesome landing page — because it can be the difference between making a sale or losing out on a potential customer.
A well-crafted landing page, with an effective sales funnel and the right call to action, can help you make more money from your website visitors.
By having a well-thought-out sales process and an effective landing page, you can increase your bottom line and make more money from each visitor that visits your website.
10. You Can Learn About Your Target Market
When it comes to marketing and understanding your target market, there are few better ways to gain insight than by studying the visitors of your landing page.
By looking at the behavior of your visitors and what they do on your website (we recommend using Google Analytics and/or a tool like HotJar) you can learn valuable information about how they interact with your content.
Analyzing data such as how many people visit your landing page, what links they click on, and how much time they spend reading the content can give you valuable insights into who your target audience is and which tactics work best to convert them.
You can also view heatmap data to see how far down the page people are scrolling on average.
By understanding the behavior of your visitors, you’ll be able to create an even better experience for them — making it more likely that they’ll take the desired action on your landing page.
The insights you can gain from studying visitors to your landing page are invaluable, and they can help you refine your marketing strategy and create better experiences for your customers.
11. They Give You Access To Critical Metrics
Landing pages are a great way to track performance.
With a website, it’s much more difficult. There are too many variables to track, and it can be hard to determine which elements did or didn’t affect the user’s experience.
With a landing page, however, everything is focused on one goal — converting the visitor into a customer, lead, or subscriber.
By setting up tracking codes such as Google Analytics on your landing page, you can gain access to important metrics such as how many people visit your page, their bounce rate (how quickly they leave), and their conversion rate.
These stats are essential if you want to optimize the performance of your landing page — so be sure to track them closely.
By looking at these metrics regularly, you can make adjustments to optimize your page and improve conversion rates.
12. They Provide Context For Your Offer
A landing page allows you to provide context for your offer.
When a visitor lands on your website, they may not know much about your product or service — and it’s up to you to educate them and explain why what you have is better than the competition.
The landing page gives you the time you need to do that.
Your landing page should be focused on conveying the benefits of your offer, as well as providing the visitor with answers to any questions they might have.
By doing this, you can make sure that visitors have all the information they need to make an informed decision — thus increasing their likelihood of converting into a customer.
With an effective landing page, you can tell a story, answer the customer’s questions, address common objections, and make sure your offer stands out from the competition.
It’s sort of like the difference between a salesperson shoving their product in your face and saying, “Buy this!”… and them taking their time to get to know you, understand your needs, and guide you toward the perfect solution.
13. They Meet People Where They Are
A well-crafted landing page will meet visitors where they are.
By understanding the context of their search and the questions they might have, you can create a page that is laser-focused on providing them with exactly what they need.
You can do that because you’re not just customizing the landing page — you’re also customizing the ad that drives to the landing page, the targeting of that ad, and what happens after they click or opt in.
In other words, you control the entire experience.
And you can craft that experience to meet people right where they are… and to take them exactly where they want to go.
This is essential if you want to maximize the performance of your landing page — and get the best possible results. So make sure to take full advantage of it!
14. You Can Create Different Landing Page For Different Stages
Another benefit of having an awesome landing page is that you can create different pages for different stages of the funnel.
For example, if someone just clicked on your ad, they may not be ready to make a purchase yet — so instead of sending them to a sales page, you could create a “warm-up” page that educates them more about your product and provides them with additional information.
On the other hand, if someone is further down the funnel — such as a returning customer or someone who has already opted-in to receive emails — you could create an entirely different page that speaks directly to their needs and offers them special discounts or deals.
This allows you to customize the experience for each type of visitor and ensure that they get the most relevant message possible — thus increasing your chances of converting them into a paying customer or subscriber.
15. They Improve Paid Campaigns
An awesome landing page can also help improve your paid campaigns.
By having a well-crafted page that speaks to the needs of your visitors and answers their questions, you can make sure that people who click on your ads are more likely to convert into customers.
It’s sort of like a “qualifying” process: you make sure that only people who are truly interested in your product or service reach the point of conversion.
This will reduce your cost per click and also increase your overall return on investment (ROI).
So if you’re running any kind of paid campaign, having an awesome landing page should be a top priority!
Final Thoughts
As you can see, there are many benefits to having an awesome landing page.
It’s a powerful tool for driving conversions and understanding the behavior of your visitors — so make sure to create one that reflects your brand and allows people to take action quickly and easily.
With the right approach, you’ll be able to get more leads and convert more visitors into customers. Click below to get started!
