1. Leave a Good First Impression

There’s a very good chance that many of your potential customers’ first experience with your brand will be on your website. And a good chunk of those individuals will have found your site through organic search. So, in many ways, landing pages serve as the front door to your business, regardless of where they exist on your website. Well-crafted landing pages that provide value for the reader and offer tangible next steps (like, say, a call-to-action button or links to related content on the site), improve click-through rates and effectively jumpstart the customer journey. 

2. Generate Leads and Conversions

There’s no question that landing pages help create more qualified leads and result in higher conversion rates when pairing compelling downloadable assets with form fills. You want to know who’s most interested in your IT managed services? Well, it’s a fair bet that the guy willing to wade through a 2000-word white paper on network monitoring solutions is ready to talk. Swapping contact information for unique insights into the most pressing issues facing your industry is a pretty fair tradeoff. Creating dedicated pages for downloadable assets is a smart way to identify your most promising sales leads.

3. Promote New Products and Services

Let’s say your company has just put the finishing touches on an exciting new piece of software that will be incorporated into your product platform. It’s cutting-edge, and it totally changes the way your product functions and how users interact with it. How do you get the word out that you’ve just pushed the envelope on innovation in your space? Obviously, hitting up the press release distribution channels and social networks is going to be necessary. But, creating a dedicated landing page for that feature, tool or technology really shines a light on the value it adds to both your product and your customers.

4. Direct and to the Point

There’s no beating around the bush when it comes to landing pages – good ones are concise and, especially in the case of product or service pages, clearly lay out the value your brand can offer site visitors. That directness can be very refreshing for a B2B audience that just wants to find a solution to whatever problem they’re facing or is in the process of vetting different vendors and wants a clear-cut presentation of the ROI each one brings to the table. Landing pages are perfect vessels for communicating your core brand messaging and value adds in the most efficient and stripped-down fashion possible. In the right circumstances, that’s exactly what your target audience needs.

5. Build Credibility

Landing pages that take a problem/solution approach demonstrate to site visitors that your company can provide relief for whatever pain point they’re coping with. You can really hammer the point home by displaying customer testimonials or showcasing some of your former and current satisfied clients.

6. Increase Your Search Traffic

An optimized landing page that is search-friendly, uses targeted keywords and follows search engine optimization best practices will drive more organic traffic to your site. That’s a guarantee. We’ve done it countless times. However, once you’re satisfied with your landing page content, don’t get too comfy. It’s always a good idea to routinely assess your pages’ performance, identify potential execution gaps and update your landing page content accordingly.

7. Support Your Business Goals

Pretty much everything we discuss on this blog – organic search, SEO, content marketing, etc. – is just a means to an end. This is a results-oriented industry, and if all of these fancy digital marketing strategies don’t help companies achieve their broader business goals, then they really aren’t worth the trouble. Whatever your current business goals may be – increasing sales figures, growing your customer base, expanding your footprint into new markets or launching a new product or service, among others – well-crafted landing pages support those objectives. That’s kind of the beauty of landing page content: It’s eminently customizable and flexible. You can contort landing pages for any situation and bolster any campaign, strategy or initiative you have in the works.