A landing page or ‘lead capture page’ is a page that appears when a potential visitor clicks on an ad, search engine link or link sent in your email or any communication.

Generally there are two types of landing pages, reference and transactional.

A transactional landing page seeks to persuade a visitor to complete a transaction with the goal being the immediate or eventual sale of a product or service. The reference type presents information that is relevant to the readers that leads to them taking a specific action.

The primary purpose of a landing page is to generate leads for your product or business. When someone visits a landing page, their actions determine the conversion rate of the advertiser. Visitors will usually have the option to sign up for an email newsletter or purchase the product or service being advertised.

If you have at least gotten a visitor to subscribe to a newsletter, then you have converted them from a visitor into a lead. This means that your conversion rate has increased and that your advertising attempts have been effective.

So whether you’re a charity or business the end goal is still the same, to get the visitor to take a specific action. Here are seven reasons why your organisation should be using landing pages right now!

1) Track the Engagement of Your Prospects
After your landing page converts visitors into new leads, you will be able to track their level of engagement with your company from that point forward. For instance, you will be able to see which pages on your website they are visiting and most importantly, which products or services they are purchasing. Once you understand the behavior of your leads, you can adjust the sales process to better accommodate their activities. In other words, introduce new products or add features which are relevant to the interests and activities that your leads have shown in the past.

2) Lead Generation is Simple
You cannot rely on a homepage to build your lead conversion rate. Business people spend too much time marketing their company website address on search engines, email, and social media. The problem with homepages is they are too generic, and they advertise a lot of different pages and products at the same time. Landing pages are more direct in telling visitors how they are going to benefit from subscribing to a newsletter or purchasing a product. That is why they are used so much for lead generation by experienced web marketers.



Example of a charity donation landing page.


3) Landing Pages are Specific
When you introduce a new product or service, it can be a hassle to edit your entire website. The great thing about a landing page is that you can create one for each new product or service that you want to introduce to your target audience. This landing page will explain why it will benefit them and it will not talk about anything else. Best of all, you can customize the landing page’s design to precisely reflect the product or service that you are selling. This will mean more interest and lead conversions.

4) Make Visitors Decide on an Action
Another reason that homepages are weak for lead conversions is they are distracting. If you throw too much at your visitors at once, they are going to be indecisive on which action to take next. If you want them to take advantage of your call to action button, then you need to have a direct message to them on your landing page. All the content should be related to this overall message so that the visitors are thinking about nothing else. That way, they will feel more enticed to make a purchase or subscribe.


Example of a lead generating landing page.

5) Analyze and Enhance
Analytical tools are available to track the actions and other data of your landing page. But you can even go deeper by analyzing which specific design elements of your landing page are increasing or decreasing conversions. You can test design elements such as copy text, colors, forms, pictures, and headline text. Once you can see which of these elements are getting active responses, then you will know which modifications to make to your landing page.

6) Metrics are Calculable
It can be difficult to track the success of your marketing campaign if you are driving traffic to a homepage. Since a landing page is just a single page, the sales metrics are more simplified. All you’re dealing with is one call to action. Therefore, you can calculate the value of your conversions based on the time and money you have spent on your marketing campaign. If you are not getting enough conversions but you’re spending a lot of money on marketing, then you will be able to find this out a lot faster on a landing page. Then you can make the proper adjustments on the page so that you can turn this around.



Example of a sales landing page.

7) More Conversions
Finally, a landing page will earn you more sales or lead conversions. You are not depending on them to visit a separate contact page or product page that is linked to your homepage. Instead, the landing page will immediately present them with a call to action so that they can be converted. Sometimes the same call to action will be placed on the top and bottom of the landing page just to make it as easy as possible for them to convert.

Takeaway 1: Landing pages work best with Search engine marketing such as Google Ads, Facebook Marketing etc.

Takeaway 2: Landing pages are important when you want to provide a single clear message that will lead to some sort of direct and singular action/conversion. This is something your website homepage can’t do.


With our range of creative digital services we are able to tailor your landing pages to each visitor individually based on their behaviour. Our dynamic landing page service is designed to: Increase paid marketing ROI and dramatically reduce cost per acquisition. Call us today to discuss how we can build a landing page for your organisation or use our online enquiry form www.elcassociates.co.uk/contact-us See examples of clients landing pages at http://elcassociates.co.uk/portfolio-items/landing-pages-facebook-ads-twitter-headers-etc/