There are hundreds of things a business owner needs, but when it comes to digital advertising, you can narrow that list down to three essential items: 

1. SEO
2. Lead Generation (ads, emails, discounts, etc.)
3. Landing Pages

To make it even easier, these three things immediately impact each other. For the sake of simplicity, assume lead generation refers solely  to Google ads in the context of this blog. SEO strategy directly impacts how well or poorly your ads perform and how relevant Google deems your landing pages are. All of this amounts to one thing: getting your ads on Google’s first page, consistently. 

Why Use a Landing Page? 

It is nearly impossible for small business owners to have strong SEO and high-performing Google ads without landing pages. Before we dive into why you need to use a landing page, let’s first explain what a landing page is. 

A landing page is a micro website that customers land on once they click on an advertisement. They are highly specific toward that ad, meaning they only show the relevant product or service listed in the ad. To compare, a full website will list everything your business does or sells, while a landing page only lists part of it. 

Here is why you need to use a landing page. 

Landing Pages Leave a Good First Impression

There is a very good chance that a majority of your first-time customers will see your landing page before they see your actual website. A well-crafted landing page will not only increase your credibility and elevate brand awareness, it will provide actionable steps to make the buying process simple for customers. 

Think of it this way: imagine yourself as a customer who is researching what nail salon to go to. You click on two ads with similar content and land on two landing pages. 

Landing Page A: Hot pink background with 500 words explaining their services, two pictures, and contact information at the bottom of the page. 

Landing Page B: A white background with a gallery of nail art, 150 total words separated by headlines, and three call to action buttons spread out to schedule an appointment. 

Which is more appealing to you? It’s likely Landing Page B, because they provide multiple proofs on concept, appointment entry points, and their design isn’t overwhelming. 

As a small business owner, simplicity is essential. You want to quickly lead potential customers through the sales funnel so they buy from you and not your competition. You can do this by adding call-to-action buttons on your landing page that lead customers directly to whatever product/service/information they are looking for. 

Landing Pages Are Direct and to the Point

There’s no beating around the bush when it comes to landing pages – good ones are concise and clearly lay out the value your brand can offer site visitors. That directness can be very refreshing to people who just want to find a solution to their problem. It’s the difference between looking for acrylic nails and getting a landing page all about those, or getting a landing page all about nail polish, French manicures, gel nails, and acrylic. 

Landing pages are perfect vessels for communicating your brand in the most efficient and stripped-down fashion possible. In the right circumstances, that’s exactly what your customers need.

Landing Pages Can Be Tracked and Tested

Optimizing landing pages requires a lot of tinkering to get everything just right. Every facet of the page design, content, layout, and more impacts how people respond to your page. Testing and tracking landing pages is how you find out what works and what doesn’t 

You can track their performance, where people are scrolling, where users are clicking, how many people make it to the bottom of the page, how many people leave the page, how long they stay on the page, how well the page converts potential customers into paying customers, and so much more. 

Thankfully, you can test all of this using a method called A/B testing. This is where you publish two similar landing pages — one will have different text, images, length, or colors —  and compare the results.

This allows you to know and hone in on what works to fully optimize your ads and SEO, thus bringing in more customers, more sales, and more growth. 

Landing Pages Directly Support Your Business Goals

One of the main benefits of landing pages is that they directly support your business goals (and allow you to track your progress toward those goals) such as reaching a new market, promoting a new product, getting new customers, or closing more sales. 

Get Your Own Landing Page with Business Warrior PRO+

Business Warrior is proud to launch a new service: Pro+. With Pro+, we design and build landing pages that perfectly correlate with your Google Ads and other lead generation strategies, as well as are fully optimized for the best SEO keywords and phrases to grow your business. 

Get all of these benefits and more with Pro+, including a custom video ad campaign, A/B testing, hands-on assistance from marketing specialists, and so much more. Sign up today for Business Warrior Pro+!