Every helicopter needs a port, and assuming your web site is a helicopter (work with me), you need somewhere for your pilots to land. If not, they will just hover in midair, their productivity completely shot, until they run out of gas and fall out of the sky.
What this perhaps too graphic example indicates is that every business needs a place to call home. The customers looking to patronize a business must have some sense of comfort about the business, some sense that it will be there if needed. Especially if your business is selling products that are expected to last for a long time and may require maintenance from the manufacturer, or if you give any kind of warranty with your product, people will simply expect a landing page. This is why long term businesses do not base their web presence on free WordPress or eBlogger pages.
The purpose of a landing page and when to use a landing page is also to have a place to drive customers from many different advertising vantages. If your marketing is done right, you will have customers come in from offline advertising, word of mouth, online advertising, and the public relations that others will do for you (becuase your product or service is just that good). They need to have some place to tell people to go; that would be your landing page.
You also want a landing page for the search engine algorithms. As you drive traffic to your landing page, it creates a sense of familiarity with a search engine spider, which will then give your page popularity and seniority points, both of which raise that page in the search engine rankings.
As well, if others link to your landing page, you gain backlink points, the most important criteria for search engine rankings. If you do not have a landing page for your business, these hits which would otherwise drive search engine placement up and expose you to even more customers will be interspersed between many pages, offering you little benefit in the long run.
In short, you do your customers and the search engines a huge favor by creating and maintaining a landing page from which to base your business operations. And who doesn’t like to receive huge favors? It is the professional business which tends to its customer base like this, and this is why businesses with landing pages simply last longer and do much more business than those without.
Recent innovations have made creating landing pages easy with products such as a wordpress specific landing age plugin.
Simply put, a landing page is the web page that an Internet surfer lands on when clicking on an ad, email link or other form of advertisement. The purpose of this page is to introduce a product or service and give the reader enough information to want to discover more about it.
The landing page is usually a single page, separate from your main website. Your site may have several products or service; however, a landing page has only one theme as its focus. There are no outgoing or global links to the main website. The sole purpose of the landing page is to concentrate on one product, idea or service and guide the user in making a decision.
There are two types of landing pages.
On form of landing page is the click-through page and its purpose is to lead the reader into buying or subscribing to your product or service. The other type is the lead generating page. Its purpose is to capture the viewer’s contact information, such as name and e-mail address, generally by offering a subscription to a series of e-mail based lessons or newsletters, a contest entry, a free trial offer or discount coupon. This allows the site owner to contact the viewer with offers later.
There are two schools of thought concerning landing page design.
One is the long sales letter style that will sometimes provide a long, descriptive explanation, several testimonials that are often in video format, is formatted in both paragraphs and bulleted lists and has the call to action near the bottom of the page and sometime sprinkled in other locations as well. This type will often focus on features of the product or service.
The other style uses a shorter format. It has a primary headline, announcing the Unique Selling Proposition. Sometime a secondary, explanatory headline is used as well. The product or service description usually focuses more on benefits than features to appeal to the viewer.
Photos or videos of the product in action are often included. It will include a call to action, as well as a secondary CTA for those who are not ready to commit yet. All of these elements are “above the fold,” which means that the reader does not have to scroll to view them.
When examining the difference between a squeeze page, a basic landing page and a sales page you will want to begin by determining the basic setup and information contained on each page. A WordPress landing page, for example, if often designed to reflect a specific sale on a product and is linked through an advertisement.
The Basic Definitions
A WordPress squeeze page is similar to a landing page, but is more often linked through an email newsletter for customers who have signed up for the service. The standard squeeze page is also most often used as a way to share customer testimonials and information that promotes the product you are trying to sell by showing the product in the best way possible. Links aren’t usually incorporated into any squeeze page.
A WordPress landing page is used to provide more information for customers to use when deciding whether or not to buy the product, and also contains no links to other products or pages. Like a squeeze page, the landing page is separate from your main website. The focus is to promote a single product on both the squeeze page and the landing page, but the landing page is more factual and less of a testimonial than the squeeze page.
Landing pages are also far more common than a squeeze page. A WordPress sales page is typically longer and more detailed than a landing page or a squeeze page. In fact, a squeeze page may only ask for an email address while a sales pages gives you a large amount of information and several testimonials throughout the page.
Choosing Your Marketing Page
When you want to sell a product you will need to know the difference between a WordPress squeeze page, a basic WordPress landing page and a WordPress sales page to ensure you are using the right marketing tactic to make a sale. In many situations, a basic landing page is concise enough to maintain the customers interest while also providing enough information for the customer to make a decision on whether or not to buy your product.
A WordPress squeeze page is often chosen for the potential to build a customer database through email. If you opt for this rather than a landing page, for example, the person can opt in to receive emails. Over time, the emails may persuade the customer to buy a product even if they don’t make a purchase on their initial visit. A WordPress sales page is often less ideal because the call to action is at the bottom of the page, forcing the customer to scroll longer than necessary to make a purchase.
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