The importance of dedicated landing pages

Landing pages are specific web pages that have one goal in mind – to encourage visitors to perform a specific action.

Although your home page may be a landing page of sorts, specific pages are often necessary for generating better results, especially if you run an insurance website.

Here are some of the main ways you can benefit from publishing individual pages dedicated to converting customers.

Generate more leads

The whole purpose of landing pages is to generate leads rather than encouraging people to browse your website by providing general information about your company.

You can use these targeted pages to get visitors to take a specific action without leaving the page, and you can optimise them for this goal alone.

Target your pages for specific visitors

With a landing page, you know where your visitors are coming from. They may be directed to it from:

  • a PPC advert;
  • an email;
  • a social media post;
  • a guest blog on another website.

Depending on where they arrive from, you can (and should) create a page specifically for these visitors.

For example, at the end of a guest post on a specific insurance-related topic, provide a link in your biography stating that visitors can find a special offer on your site. On the page they land on, welcome them by making a reference to the guest blog, and they will instantly feel rewarded for taking the action.

For more information and tips on guest posts, emails and other forms of marketing specifically for the insurance industry, have a nose around the site a bit more.

The ideal place for special offers

The homepage is not always the best place for special offers and discounts. You may be more concerned with welcoming visitors, providing information about your company, and encouraging them to browse the site.

However, on a dedicated landing page, you can use special offers to encourage visitors to sign up to your list or perform another specific action, making such pages the ideal place to put your offers.

Better use of metrics

You can compare the results of your landing pages with greater ease to find out what is working and what isn’t. This allows you to test multiple landing pages and find out which is working best and which factors generate more leads, and then optimise your other pages accordingly. You can use tools such as unbounce to split test different landing pages for your campaigns to better optimise your traffic.

Gain valuable insight into customers

You can also use them to find out where your most valuable visitors are coming from. Are the pages more popular with people visiting from emails, social media, guest blogs, PPC ads, etc?

Perhaps fewer visitors land on a page compared to another, but then more of these visitors turn into leads. This sort of information can be invaluable and can help you to fine-tune your marketing and lead generation.

Start experimenting

If you have not yet made use of landing pages, start today by creating your first one. The good thing about them is that that they are quick to create and publish, so set up a number of pages with different offers and use them to find out which work best for your business. Then optimise them accordingly based on your findings, and start generating more leads.

 

About the Author Jason Hulott

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.

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