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Usage of Landing Page and Landing Page Design
Every site has a homepage. One question most business advertisers face is why to create a separate landing page when they have a good website. Why not use home page as a landing page rather than creating a specific page. In current dynamic scenario when your brand or product is fighting a war in cyber space doest it need armor like landing page or not. Here we shall understand why one needs to have separate landing page and under which conditions different landing page is to be used.
Entire online and off page marketing revolve around getting more and more traffic to your site. Once the client reaches desired page, he should be totally involved on the page. He should get a clear indication what this page is all about. Now what happens if the first page he reaches is your home page and not differently designed landing page. Chances are the homepage designed by you is too generic. It speaks more about your company, your brand and might be the market you work in. But the client has not come to read about that. He is on your page with one specific goal which can be purchase of goods or subscribing to any service. At this point, it is always better to design a page which specifically talks about visitor’s interest and drives him to the point where he takes a decision to execute the order.
Matching the AD, from where client has reached your page, with the actual message on the page is also very important. The landing page needs to be in line with advertisement given by you. If the client has been attracted by an offer given by you then the first thing he should get on the landing page is more information about the offer and how can he get benefitted by the same. Landing page needs to convey the essence of the AD and cerate and urge for him to place an order.
The landing page design varies with different needs. Prospective client who is coming to your page through a small tweet will not have much idea about the product and hence will need different page design compared to client reaching your page after reading an article posted by you. Thus, you need to have separate pages for people coming from separate sources. This differentiation also helps in measuring effectiveness of each source.
Thus to conclude landing page is always a better option compared to normal home page. It has to be designed with the sole aim of converting all the prospective visitors into customers. From the copy on the page to designing of the page has to be done keeping in mind client’s visit and his requirement.
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