Landing Pages, Explained
Landing Pages are an important part of a marketing strategy and SEO Analysis. A landing page is unique from other pages on a website. It is focused and can be related to a certain ad campaign as a way to funnel traffic and track response rates to the campaign. Landing pages are where your website visitor lands when you click on an ad from a search engine, from social media, or even if they see a link typed out on an out of home ad. Many landing pages include a form for the visitor to fill out so that the landing page owner can capture a lead, this is known as a lead generation landing page (Baldwin, 2020).
Landing pages are typically short and concise, with a call to action and fewer links included. This is all by design, of course, to increase conversions or to capture a lead (What is a Landing Page? n.d.).
Examples of Landing Pages
Where I work, ACE Adventure Resort, we use the landing page FallRafting.com to direct traffic for our Gauley Season guests. Gauley Season happens every fall when a local lake is drained by the Army Corp of Engineers, creating some of the best whitewater in the world. Because the rafting experience is not for beginners, we use this landing page so that we can have different content than our main website, ACEraft.com. Here, visitors are encouraged to book a rafting trip on the Gauley, our many other trips and lodging opportunities are not mentioned. Because the trips on the Gauley are more gung ho, the tone and imagery that we use are different. This is the link that we post on our social media ads, Google ads, and print pieces for Gauley Season. The name is catchy and easy to remember.
Another great example of a landing page is from Visible, a Verizon owned phone company providing unlimited data, messages, and minutes for their users at a low rate. The company recently had a spot starring Dan Levy, of Schitt’s Creek notoriety. The spot plays on Dan’s eyebrows, a distinctive feature of the actor. At the end of the commercial, viewers are given the link to a landing page: unlimitedeyebrowsing.com. As a company that is focusing on millennials as a target demographic, the use of Dan Levy in the ad and the play on his eyebrows is particularly memorable. Memorable enough that when I began to research for this post, this was the first example that came to mind. This catchy campaign is coupled with a website that looks much different than its Verizon parent site, and the integration does not go unnoticed. This strategy seeks to separate Visible from a cluttered market, where people are frustrated with high rates and data limits (The Future of Phone Service, n.d). The landing page does not direct visitors to a lead generation form but instead uses fun and silly games to start a conversation.
I think your example of the Visible commercial and landing page is perfect!
ReplyDeleteI did not know much about the logistics of landing pages so your explanation of your workplaces strategy has allowed me to connect the two and its importance to reach an specific audience. According to Baldwin (2020), landing pages lead customers to a specific product, service or offer and encourage them to take action. This is their opportunity to create conversions and build a customer base. For a small business who is trying to target a new audience or returning audience a landing page could help traffic.
This reminded me of Instagrams ad promotions options; when running an ad you can choose the link to navigate a visitor to your business Instagram page (to possibly gain followers) or to you website (to possible increase sales). Whichever option the business chooses would depend on the goal they are want to reach, awareness or sales.
Baldwin, C. (2020, July 16). What is a Landing Page & Why is it Important? WsiWorld. https://www.wsiworld.com/blog/the-importance-of-landing-pages#:%7E:text=A%20landing%20page%20is%20a%20great%20way%20to%20drive%20traffic,of%20an%20effective%20PPC%20strategy.&text=Landing%20pages%20lead%20customers%20to,and%20build%20your%20customer%20base.
Hi there!
ReplyDeleteI love how you formatted your blog. Additionally, your examples of landing pages needing to be rememberable is big hot button for me. Landing pages should not be composed of a bunch of symbols. FallRafting.com is easy to remember and simple. Great example with Visible, too! That ad is pure gold. Thank you so much for sharing!