In this blog, we will discuss the importance of a landing page and how it has the power to make or break your advertiser’s advertising campaign.
Before we get started, let’s clear up what a landing page is.
What is a landing page?
A landing page is a specific page of a website people are brought to after they click on a digital ad or hear a specific URL on the radio. Many landing pages are separate from the client’s actual website and are only accessible through paid advertising. Often this page is designed for specific marketing/advertising objectives. The main objective of a landing page is to have a user perform some sort of action such as buying a product, filling out a contact form, signup for a newsletter, etc.
Chances are you have knowingly (or unknowingly) clicked on some form of an ad when browsing online. The page you were brought to is a landing page. Have you ever heard a commercial on the radio that says, “Visit example.com/promo to learn more about this promotion?” The “example.com/promo” would be the landing page. Next time you are online, click on a few ads to get the gist of how other companies are utilizing landing pages. Pretend you are the end user and how you think the company wants you to act on their page.
Why does a landing page matter and how does it affect my advertiser?
In the marketing world, the end user’s experience is what really matters. Have you ever heard the saying, “You can lead a horse to water, but you can’t force them to drink?” Well, a great marketing strategy will roll out a red carpet for the horse, maybe provide some fancy purified water garnished with sliced cucumbers and a promise to give the horse a sugar cube after he/she has drank. In this analogy, the red carpet is the ad in which the user clicks on. The fancy purified water garnished with sliced cucumbers is the engaging content on the landing page. And the sugar cube is the benefit the end user receives after performing the action you want them to complete. We’ll let your imagination run wild when we ask, “What would the horse do if he/she was brought to a frozen-over mud infested water hole?” (or a bad landing page).
If your advertiser is paying for a digital advertising campaign, they should ensure the end user is brought to a great landing page that makes it easy for them to perform the desired action. Without a great landing page, really the only benefits of the ad campaign is brand awareness and to get some traffic to the website.
How do I make sure my advertiser is utilizing a great landing page?
Thankfully, the answer to this question is short and sweet. 44i Digital can handle that entire process for your advertiser! Do you have a client that can benefit from a landing page? Fill out our contact form for a free demo!