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Unveiling the Power of Landing Pages for Business Growth
Episode 15 • 21st October 2024 • Business Ignite Podcast • Business Ignite Podcast
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Show Notes:

In this episode of the Business Ignite Podcast, hosts Ethan Walker and Samantha Reed delve into the concept of landing pages, exploring their purpose and benefits for businesses. Using an article from 95Visual as a guide, they discuss how landing pages serve as focused boutiques designed to generate leads and drive purchases, contrasting them with sprawling homepages. Key advantages include building targeted lists for refined audiences, offering specialized spaces for temporary promotions, serving as platforms for A/B testing, learning about audience demographics, and enhancing search engine rankings. The episode highlights the strategic use of landing pages as a versatile tool for business growth, engaging listeners to reflect on the science behind effective online marketing.

00:00 Introduction to Business Ignite Podcast

00:16 Understanding Landing Pages

02:16 Benefits of Landing Pages

04:11 Testing and Data Collection

05:42 SEO and Landing Pages

06:34 Conclusion and Final Thoughts


Resources:

  • What Is a Landing Page and How Can It Help - This article breaks down the purpose and benefits of landing pages. It explains how landing pages are focused web pages designed to capture leads or drive specific actions, such as signing up for a newsletter or purchasing a product. By removing distractions and guiding visitors toward a single call to action, landing pages can significantly improve conversion rates and help businesses meet their marketing goals. https://www.95visual.com/resources/articles/what-is-a-landing-page-and-how-can-it-help


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Transcripts

Speaker:

Welcome back to the business ignite podcast, where we light the fire

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for business growth and marketing success.

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Your hosts, Ethan Walker, Samantha Reed,

bring you the latest trends, expert

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insights, and actionable strategies

to fuel your business journey.

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Let's ignite your potential.

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Samantha Reed: All right.

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Um, imagine this.

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You're, you're online looking

for a deal on those, uh, noise

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canceling headphones you want.

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You click a link that promises a discount

but instead of the product page, you, you

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end up on this like bare bones web page.

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It's all focused on those headphones.

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Ever, ever had that happen.

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Ethan Walker: Yeah, that's a landing page.

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That's

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Samantha Reed: a landing page, okay.

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And those are what we're,

uh, diving into today.

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We've got a great article

here from, uh, 95 Visual.

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It's titled, What is a landing

page and how can it help?

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It's gonna be our, kind

of our guide today.

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Yeah.

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So, before we get, uh, lost in

the details, let me ask you.

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Okay.

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You ever clicked a link and you felt

like you went to a different website?

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Ethan Walker: That disconnect.

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That's, uh, that's intentional, actually.

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Gets at the core of a landing page.

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Samantha Reed: So it's not just me.

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It's, it's actually on purpose.

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Ethan Walker: Oh yeah, absolutely.

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See, a homepage is like a,

uh, like a department store.

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Tons of stuff.

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But if you want one

thing, maybe not the best.

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Samantha Reed: Right, right.

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A

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Ethan Walker: landing page

is like a boutique, laser

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focused on one product or goal.

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Samantha Reed: Makes sense.

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Streamlining, cutting through the clutter.

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Ethan Walker: Precisely.

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Homepage is like a fishing net.

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Okay.

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Okay, landing page.

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Precision spear.

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Straight for it.

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Samantha Reed: I like it.

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Okay, so what are we,

what are we spearing?

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What's the goal here?

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Ethan Walker: Two main targets.

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Generating leads and driving purchases.

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Samantha Reed: So lead

generation, that's getting you

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to sign up for something, right?

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Newsletter, free trial,

something to get your info.

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Ethan Walker: Exactly.

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Say you love to cook.

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Healthy stuff.

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You find a landing page, free

ebook, plant based recipes,

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you give your email in, right?

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More than just some random cooking site.

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Oh,

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Samantha Reed: for sure.

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It feels like a fair trade, right?

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They give you something and, and

they get a chance to connect later.

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Ethan Walker: That's it.

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Targeted information.

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Speaks directly to you.

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Samantha Reed: Okay.

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And then on the flip side,

you said driving purchases.

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So that's like what those, uh,

limited time offers make you

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feel like you got to get it now.

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Ethan Walker: Exactly.

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Fear of missing out, you know.

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They'll use great images,

copywriting, you'll want that product.

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Samantha Reed: So we got the, what

focused webpages for leads or sales?

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But what about the why?

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Why go through the hassle?

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What's the benefit for businesses or even

just people using these landing pages?

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Ethan Walker: That's where it gets

interesting, goes way beyond just

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those goals, actually a ripple

effect on your whole strategy.

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Samantha Reed: Okay.

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Now I'm really intrigued.

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Let's, let's get into it.

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What's, what's the first

one that comes to mind?

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Ethan Walker: Well, remember we were

talking about how important that

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targeted information is for those leads.

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Samantha Reed: Yeah.

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Ethan Walker: Ties right

into the first big benefit.

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Building super focused lists.

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Samantha Reed: Building

super focused lists.

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Okay, so we're talking about

really refining, like, honing

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in on that audience, right?

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Ethan Walker: Absolutely.

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Imagine you're launching, let's

say handcrafted leather journals.

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Samantha Reed: Ooh, nice.

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Ethan Walker: Instead of just

some big generic email blast, you

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build a landing page specifically

for, like, stationery lovers.

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Offer a free guide.

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The Art of Journaling.

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Samantha Reed: Oh, I'd sign

up for that in a heartbeat.

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I'm already there.

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Ethan Walker: Right.

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And the leads from that, those are golden.

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They're primed for your journals because

you've already got them with journaling.

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Samantha Reed: You're handpicking

your audience instead of just,

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you know, yelling into the void.

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Okay, targeted lists.

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Got it.

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What else?

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What's another perk?

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Ethan Walker: They're also perfect for

those, those gotta have it now offers.

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Samantha Reed: Oh, you mean those,

like the limited time sales, flash

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sales, those sorts of things?

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Ethan Walker: Exactly.

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The, what do we call them?

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Temporary offer home.

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Samantha Reed: That's right.

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Yeah, give them their own little space.

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Makes sense.

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Ethan Walker: Because you can

really tailor the whole page,

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just highlight that one offer.

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Plus, easier to take down when it's done

than redesign your whole site, right?

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Samantha Reed: Makes me think about

this one time I was browsing for,

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well, let's just say some really

nice shoes I couldn't resist.

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And that landing page, it was

like these shoes were flying

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off the, the digital shelves.

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Ethan Walker: And it probably were.

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That's scarcity, urgency, all at work.

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Samantha Reed: So we've got the

targeted lists, temporary offers.

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What else makes these

landing pages so special?

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Ethan Walker: This next one's a

favorite because it's all about

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how, how we adapt in marketing.

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Landing pages are a testing ground.

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Samantha Reed: A testing ground,

like a, like a lab for ideas?

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Exactly.

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Say you're

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Ethan Walker: not sure, bold

headline or something softer, right?

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Samantha Reed: Test it

out on the landing page.

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Ethan Walker: Right on it.

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Make two versions, one with each headline.

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See what people click on more.

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Samantha Reed: So, real data.

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Not just guessing.

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I like it.

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Ethan Walker: A B testing.

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But for whole pages.

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Images, calls to action, the whole layout.

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Try it all.

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Samantha Reed: It's like trying on

outfits before the big night out, right?

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Gotta see what looks good.

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Ethan Walker: Perfect analogy.

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And speaking of gathering

information, that's our next benefit.

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Samantha Reed: Oh, right.

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You mentioned before, businesses can

learn about their audience with these.

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Still not creepy, right?

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Ethan Walker: No, no, not at all.

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Ethical data use here, promise.

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Landing pages have those forms, right?

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Sign ups, downloads.

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They can also pick up some info

about your visitors along the way.

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Samantha Reed: Like,

like what kind of info?

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Ethan Walker: Demographics, interests,

even what they were looking at

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before they got to your offer.

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Samantha Reed: Okay, I guess that makes

sense, but how does that actually,

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how does knowing all that help though?

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It's not like they're emailing

every single person individually.

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No,

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Ethan Walker: no, no.

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It's all about the bigger picture.

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See, they take this data, they analyze it.

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Let's say you see most people

on your e book page, they found

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you through, I don't know,

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Samantha Reed: So then you know that's

where you need to be advertising.

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Ethan Walker: Data

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Samantha Reed: for the win.

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Okay, so targeted lists, temporary offers,

testing, and insights about our audience.

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We are on a roll here.

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Anything else these landing pages can do?

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Ethan Walker: Believe it or not,

there's one more major benefit.

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And it has to do with

search engine results.

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Samantha Reed: Wait, hold on.

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Are you saying landing pages can

boost your Ranking or something?

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Boost my rankings.

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Okay.

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Now I'm really interested.

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How's that work?

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Ethan Walker: Keywords.

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Those words and phrases

people search with.

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Samantha Reed: Yeah.

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Yeah.

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Okay.

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But where do the landing pages come in?

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Ethan Walker: Each page is a new

chance to target those keywords.

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Remember your leather journals.

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Samantha Reed: For the stationery lovers.

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Yeah.

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Ethan Walker: Right.

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Make a page just for say, best

leather journals for writers.

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Someone searches that, they'll find

that page easier than your main website.

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Samantha Reed: So it's like, more

specific signs, leading Google right

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to where people are trying to go.

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Ethan Walker: Exactly.

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More high quality pages, more ways

for people to find you naturally, uh,

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building more bridges to the same place.

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Well,

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Samantha Reed: okay, okay, I see.

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So it's not just making it easier for

the user, but for the search engines too.

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Ethan Walker: You got it.

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User intent, search algorithms,

all that good stuff.

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Samantha Reed: This has been amazing.

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We went from the, what, those focus

pages, lead gen, sales to the why, all

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those benefits, targeted lists, those

limited time offers, having a space to try

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things out, learning about our audience,

and now this, boosting those searches.

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It's like the Swiss Army

knife of the internet.

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It

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Ethan Walker: really is something else.

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Samantha Reed: This has me thinking

about, um, you know, when you're

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looking for a very particular thing,

like, I was trying to find this

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one specific tea, you know, you can

only get at those special tea shops.

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I

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Ethan Walker: think I know

where you're going with this.

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Did you end up on a page tailor

made for tea lovers like yourself?

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Samantha Reed: Right.

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Clicked an ad, and boom,

landing cage, just for that tea.

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Even had a limited time offer, free

shipping, the works, I was sold.

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Ethan Walker: Even when

we don't realize it?

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A well made landing page, it really works.

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Samantha Reed: It's like they knew

exactly what I wanted before I did.

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Ethan Walker: That's because they're

built on how people think and act online.

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Knowing what people need,

sparking interest, guiding

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them to that click here moment.

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Samantha Reed: Subtle but powerful stuff.

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Ethan Walker: For sure.

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So next time you see a

landing page that just Clicks.

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Take a second.

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See what they did.

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Maybe they'll give you some ideas.

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Samantha Reed: I love that.

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Reverse engineering the internet.

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You heard it here first, everyone.

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Thanks for, uh, thanks for exploring

landing pages with us today.

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And until next time, stay curious.

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Speaker 2: Thanks for tuning

into the Business Ignite podcast,

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where we fuel your business

growth and marketing success.

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If you enjoyed today's episode,

be sure to rate and review us.

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It does help others find the show.

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Don't forget to follow us on social

media at Business Ignite podcast and

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share this episode with a friend.

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Keep the fire burning and remember,

your success is just one strategy away.

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Until next time, stay ignited.

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