Say for example that you wrote a guest post on a popular blog, all about how some widget or other can do amazing things for people. And of course, your business provides those widgets, should anyone be interested. All they have to do is click the link.
That link will take them to a landing page on your site specifically designed to sell that particular widget.
Why a landing page instead of your home page?
If they're reading your post, and they're interested enough to click, it means you've started the sales conversation. You want to continue that as seemlessly as possible.
Linking to your home page pauses the convo. It removes them from the specific widget they're after and presents them a bunch of info that they probably don't care about.
But the landing page picks up exactly where the blog post left off. Because you know exactly where the traffic is coming from, you can have it tailored to that audience. And the more targeted your copy, the more effective it will be.
Your sales process doesn't skip a beat.
Big bonus: Using a landing page allows you to measure the results of your marketing. With a little trial and error you can get some insight into what works for your market, and what doesn't.
Are you advertising a special offer? Link to a landing page elaborating on that special offer. In many ways, a landing page is like a digital sales letter, and they'll often look that way. Marketers do this because it works.
What makes a good landing page?
You're selling one thing, and one thing only here. You're not talking about your business, except as it relates to the particular product or service your landing page is promoting.
What's your offer? Saying “buy this” is not good enough.
Why should they buy it now, as opposed to later? Are you offering it at a discount? Are supplies limited? Are you throwing in something extra if they order now? Is it unique? Can they only get it from you?
What's your widget going to do for them?
Remember: People don't want a drill. They want the holes.
You're not selling a car, or a vacation – you're offering an experience.
Call to action
They're interested enough to hit your landing page. You've kept them reading. Now what do you want them to do? Should they 'order now'? Sign up for something? Schedule an appointment? Whatever you want them to do, tell them.
And when you tell them, find a way to repeat your offer.
Make it self-sufficient
What I mean by this is, give them all the info they need to make a purchase. Don't make them leave the page for any reason. Think of the landing page as a self contained single page website, dedicated only to that product or service.
If they click away, there's a chance they won't come back. And that's a lost opportunity.
Do you need a landing page?
Not for everything. For many things, linking to your home page will be enough.
But anytime you're selling a particular product or service, consider developing a landing page unique to that product or service.
By the way: You know who writes killer landing pages?
Give me a call today!