A landing page, or a post-click landing page, is a standalone page on your website, disconnected from your website’s navigation, solely created to generate leads. In simple terms, it is a specific web page on your website where users are encouraged to take action like sign-up, buy, download, preview, etc., to access free resources, like a report, ebook, or whitepaper, in exchange for their contact information. This contact information is collected using a lead-capture form or popup wherein visitors enter their details like name, email address, job title, company name, etc.
Post-click landing pages have become extremely popular amongst B2B and B2C companies for their ability to drive higher conversion rates and business ROI. Studies have shown that B2B and B2C companies that use over 40 landing pages for their lead generation programs generate 120% more leads than those with less than 5.
Lead generation is one of the essential parts of your marketing campaigns—because no leads mean no customers. There are several ways of generating marketing qualified leads, such as search engine optimization, social media, pay-per-click advertising, email marketing—the list goes on.
With each marketing campaign you run, your target audience won’t automatically convert into potential customers no matter what digital marketing channel you use. To guide this conversion, you’ll need an informative and highly-optimized landing page to convert those leads. Therefore, landing pages play a strategic role in your lead generation campaigns. If you don’t have a few quality landing pages on your website, you are missing out on opportunities to nurture leads down the sales funnel and turn them into paying customers.