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Posted by: Brandon Moore

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Why is a landing page important? You might be wondering why you need to create separate, distinct pages that web visitors will be redirected to when they click on calls to action. After all, landing pages are time consuming to create, and you need a lot of them. You might be hoping that you can get away with not using them.

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But the fact is the landing page is an indispensable part of inbound marketing, and specifically, of your lead generation efforts.

Why is a landing page important? We’ve detailed a few reasons that you should consider.

1. Generate Leads

At its core, your website really only has two purposes: to generate traffic and to convert. Landing pages are critical in helping you to generate leads and convert them into prospects and customers.

Studies show that marketers capture leads at a higher rate by sending them to dedicated landing pages, rather than sending traffic to the home page. The landing page is the simplest, most effective way to generate more leads for your sales team.

2. Collect Prospect Demographics

The idea of the landing page is that your visitors must “pay” you in information in order to get access to an offer. On the landing page, visitors must fill out a form. Though the information you request will vary, most of it will encompass contact information and demographics. Of course, contact information gives you the info you need to start contacting leads.

But the demographics information is just as important. It gives you the data you need to understand your new leads and segment them more effectively in order to better target their needs, desires, and pain points. It also helps your sales team have more valuable conversations. And ultimately, this will improve sales.

3. Track Data

Data from landing pages can be tracked, and this can help you understand just how engaged your prospects are. You’ll get to know if a prospect has downloaded multiple offers and signed up for several webinars, for example. This indicates the prospect is highly engaged and ready to purchase soon.

In addition, you can track and analyze landing page data to better understand how well your marketing offers are performing. You can compare data from various offers to see what’s working and what isn’t, so you can optimize your marketing.

4. Remove Distractions

Why is a landing page important? Because it inspires specific consumer action. If you were to send your visitors to your website’s home page, they could take a wide variety of actions, from checking out your blog to reading about your history. Though this engagement is also good, it’s not what you actually wanted to happen. And it can delay consumer action.

A landing page removes all of the distractions, such as the site map, links, and navigation options, so your visitors can focus on the one thing you want them to do: convert.

5. Offer Clarity and Purpose

Landing pages are short—one page in length. That’s because they are created for focus and clarity. If you want your web visitors to take a specific action, you can’t expect them to have to figure out what that is. The landing page makes it clear that you want them to purchase, to contact you, to sign up, or to download.

6. Force Visitors to Make a Decision

Lots of people are indecisive. And that doesn’t help your business one bit. An effective landing page will force your web visitors to make a decision by eliminating all distractions to help them focus, having a clear message, and having an obvious call to action. You’ll know once and for all if that web visitor will turn into a lead or not so you won’t be chasing your tail.

7. Test and Optimize

Just like landing page data can be tracked and analyzed for your benefit, the landing pages themselves can also be tested and optimized. You can test different colours, images, headlines, copy, and form fields to see what’s getting people to convert and what’s stopping them from doing so. Then, you can improve your landing pages based on what visitors respond to the most.

Why is a landing page important? Hopefully, these seven reasons have made its importance to the conversion process crystal clear.

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