I often get asked why businesses should bother with landing pages when their ads are sending people directly to their product page. It’s a valid question, but it makes me think back to a lesson I learned long ago. 

When I was first starting out in marketing, I made the mistake of sending all of my traffic to my homepage. I thought that this would be the best way to showcase all of my products and services. However, I quickly realised that this was a mistake.

Imagine you’re on a first date. Would you skip the small talk and introductions and just ask them to come home with you? Probably not. Just like in relationships, making a good first impression matters in marketing too.

Your potential customers’ first interaction with your brand is important. Don’t settle for the ordinary. Running ads that direct traffic to a product page might give you a 1% to 3% conversion rate, but you can do better. With a well-crafted landing page, you can achieve a 6% conversion rate or higher.

Landing pages are often overlooked in digital marketing, but they can be incredibly powerful tools for driving conversions. Here are a few reasons why:

Curation That Speaks Volumes

When people land on your website, they’re looking for something specific. Maybe they’re interested in learning more about your product, or maybe they’re ready to make a purchase. Whatever the case may be, you want to make sure that their experience is tailored to their needs.

That’s where landing pages come in. Landing pages are designed to be specific and targeted, so you can curate the experience based on the traffic source. 

For example, if someone arrives at your website from a paid search ad, you can create a landing page that highlights the benefits of your product that are most relevant to their search query.

Education That Matters

Product pages can be quite dry and technical. They often focus on features and benefits, but they can neglect to tell a story about why your product is special or different. 

A thoughtful landing page, on the other hand, is a chance to educate, inspire trust, and showcase what sets you apart. It’s like telling a story that draws your audience in.

Angles That Captivate

Landing pages allow you to create a tailored experience that matches the reason your audience clicked on your ad. By meeting their specific needs, you’re essentially providing a solution before they even know they need it.

I hope this has been helpful! I want to leave you with this thought: your brand deserves to shine. Landing pages are a great way to do that, but they’re about more than just boosting conversion rates. They’re about crafting a meaningful connection with your audience from the very first touchpoint.