A landing page is the page on your website a visitor will "land" on when they click on a hyperlink. This link can come from a variety of sources, including social media posts or links from outside sites. This means you really need to put your best foot forward when designing these landing pages.
First things first: a landing page is different from your regular content pages (like your "About Us" page, for example). A custom landing page takes your visitors beyond your homepage; it is taking them inside your site and asking them to take a certain action (also known as a CTA, or "Call to Action"). Instead of just dropping off all of your visitors on your homepage and expecting them to find what you want them to do, a custom landing page gives them explicit instructions on next steps and, most importantly, makes it easy for them to perform these steps. If you are looking to convert your leads into sales, a custom landing page is exactly what you need to be doing.
Don't fret - an effective landing page doesn't have to be complicated. A single, enticing image with a clear and concise CTA is usually all it takes to start seeing conversions. However, you'll want to monitor the response to your landing page through a tool like Google Analytics to see how people are responding. Do they bounce (leave the site) as soon as they get there? Do they make a purchase - but not the one you are pushing on the page? Keep monitoring your results and make changes as needed.
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