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Many businesses are commonly confused by the difference between a homepage and a landing page. A website's homepage objective is to allow users to complete a variety of goals, whereas a landing page wants to accomplish a specific goal. Although the look and feel may be the same, the goals are entirely different!

Landing pages are a critical part of a digital marketing campaign. If you want your users to take a specific action, a landing page is your business's best opportunity. Keep reading below to learn the importance of utilizing a landing page and how it will help with your next marketing campaign.

What are the Benefits of a Landing Page?

Landing pages provide a vital touchpoint with you and potential customers, serving as the initial brand interaction through engaging content with an opportunity to generate a lead through a form fill. Here are some key benefits to creating an audience-specific landing page for your next marketing campaign:

  • Generate leads and conversions
  • Provide valuable insights into your target audience(s)
  • Help grow your newsletter subscriber list
  • They support your business goals through measurable metrics
  • Increase brand value

What types of content does a landing page offer?

A good landing page should have a clear message, nurture leads with appropriate content, and the most important, have a call-to-action awareness or consideration form. Here are a few types of content offers you can add to your landing page to convert users into leads:

  • eBooks and whitepapers
  • Event Registration and Webinars
  • Email Newsletter subscriptions
  • Free trials

As you begin exploring a landing page for your business, there are a few additional things to consider. Don't distract your user from the end goal. Limit any unnecessary content that would shift focus from filling your form out. And most importantly, think about how valuable your offer is. The more valuable, the more engaging it will be for the user.

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Importance of Landing Pages for Marketing Campaigns