A great friend of mine recently shared a metaphor that beautifully illustrates the importance of a marketing landing page in converting leads into customers. I wholeheartedly agree with her comparison. It’s simple, easy to understand, and one I hope will benefit you as well:
Building a marketing landing page is like fishing. You carefully select the right bait and cast your line, hoping to catch the attention of your audience. Just as a skilled angler knows when to reel in the fish, you need to create compelling content that engages visitors.
However, if you hook that fish—meaning you capture your audience’s interest—but fail to put it in the cooler by not converting them into leads or customers, it’s like wasting a perfectly good fishing trip. The effort was there, but without the follow-through, you miss out on the rewards of your hard work.
Let’s dive into landing pages a bit more.
“In the vast ocean of customers, marketing is the line that connects your offer to their needs.”
Informational vs Persuasive Content
There are two primary types of website pages:
- Informational: As the name suggests, these pages provide general information. They allow users to absorb content at their own pace and freely browse the website.
- Persuasive: These pages are focused on getting users to take action. Their content is strategically crafted to guide visitors toward specific actions, such as buying a product, scheduling a meeting, or completing a form to request more information.
General vs Campaign Landing Pages
With this distinction, we can identify two types of “landing” pages:
- Landing Page: In web analytics, this refers to any page where a user “lands” on your site. These are public pages within the website’s navigation menu, making them easy for users to find. Typically, these are informational pages.
- “Campaign” Landing Page: This is a standalone web page not linked to the website’s navigation menu. It’s like a lone ranger, created specifically to convert leads through a desired call-to-action (CTA). You’ll often find the CTA button repeated throughout the page to encourage users to make a decision. These are persuasive pages.
Let’s summarize this in a comparison table:
| Type | Landing Page | Campaign Landing Page |
|---|---|---|
| Purpose | To inform | To persuade |
| Audience | Broader audience, potentially varied interests | Specific audience segment aligned with the campaign |
| Content Focus | General information and resources | Targeted messaging tailored to the campaign |
| User Behavior | Browse content | Make a decision |
| Call-to-Action Button | Not present | Present repeatedly on the page |
| Lead Capture | May include forms for general inquiries | Often features forms specifically for lead generation and sequenced messaging |
| Design Elements | More static and consistent branding | Dynamic, often with eye-catching visuals |
| Searchability | Linked in the website navigation | Not connected to the website |
| Publishing Longevity | Long-term | Short-term specific for campaign windows only |
| Analytics Tracking | Standard metrics for overall site performance | Detailed tracking for campaign-specific goals |
| SEO Optimization | Optimized for search engines | May prioritize conversion over SEO |
Put the Fish in the Cooler
A common mistake in creating marketing ads, particularly digital ones, is neglecting to strategically consider what happens after a user clicks on an ad. This oversight can lead to wasted opportunities if the destination page fails to align with the user’s expectations and the intent behind their click.
Going back to our fishing analogy: when an ad directs a user to a general landing page, it’s like catching a fish but not putting it in the cooler. Instead, you’re simply sending them back into the water, where they might swim away without taking any further action.
In contrast, when you direct users to a campaign-specific landing page designed with their needs in mind, you increase your chances of conversion significantly. A well-crafted landing page is strategic in how it presents information and features a persuasive call-to-action (CTA). This targeted approach ensures that visitors are met with relevant content that resonates with their interests and motivations.
For example, if someone clicks on an ad promoting a special discount, directing them to a page that reiterates that offer, highlights key benefits, and includes a clear call-to-action (CTA) will likely lead to higher conversion rates. This approach creates a seamless transition from the ad to the landing page, maintaining the user’s momentum and reinforcing their decision to engage with your brand.
Campaign landing pages are not pushy; rather quite the opposite. It’s a courteous way to guide your audience into helping them make a decision that can help them solve their problem. By providing clear direction, you enhance their experience instead of leaving them to navigate a vague, general page without any guidance.
Ultimately, sending users to a dedicated campaign landing page is like putting the fish in the cooler—you’re capitalizing on the catch and maximizing the return on your marketing efforts. When the messaging aligns and the CTA is compelling, your “cooler” is sure to fill up with leads and customers eager to take the next step.
