What’s the Point of Landing Pages? Why Not Drive Traffic to Your Home Page?


Want to grow your list, fast? Interested in high conversion rates? Then you need to use landing pages. A landing page is a single-purpose page, typically separate from your website. It’s the first page that visitors should see after clicking on your banner ad, PPC ad, or a link in a promotional email.

Landing pages are designed to direct visitors in order to take a single specific action, such as getting people to subscribe to your mailing list.

Here’s why they’re so effective: there’s a single goal (e.g. get people to opt in), and everything that is not directly related to people taking that action (like the navigation menu) is removed in order to minimize any distractions.

Your landing page pretty much determines the success of your ad campaign. Good landing page = good ROI. Poor landing page, and you have just (needlessly) wasted your money.

Here’s what a typical landing page looks like:

landing page creator

Too many companies are wasting their money by sending traffic from an ad to the home page. Don’t do that.


Why not drive traffic to your homepage?

You should never drive traffic from your promotional campaigns, whatever they are, onto your website’s home page. Home pages are usually cluttered with information, there are many possible actions a visitor can take, and the most important one might be missed. There’s a lack of focus. Hence you want to drive traffic from your promotional campaigns to a page that is aimed at only one thing – getting them to take the action that is the goal of your campaign.

An effective landing page is a crucial component to helping you convert visits into subscribers.


Key insights about landing pages

Clarity and relevancy will make it or break it. Visitors spend just seconds looking at a landing page before determining its usefulness and relevance to their needs. If they can’t find what they’re looking for, or if your site has functional or usability problems, they will abandon the page.

Rather than let that happen, make the few seconds you have their attention count and answer the questions that are on their mind:

  • Does this place have what I am looking for?
  • Do I understand and what what’s being offered?
  • Can I trust this page?
  • How long will this all take?

Your landing page must entice visitors to stay and complete the desired action for conversion, like subscribing to your email list. A good lead magnet will make the world of difference. A lead magnet is the (free) offer you make to get visitors’ email addresses.

Getting their email is a transaction. You want their email, so you have to offer something they want in return. Your job is to sell the idea of subscribing to your list, and you need an attractive offer to do it. If what you offer is something people want and it seems to be worth going through the hassle (typing the email address, worrying about spam etc), you will get their email.


What are lead magnets?

The speed of your list building depends mostly on the lead magnet. Lousy, unattractive lead magnet = very few sign-ups. Attractive lead magnet = tons of sign-ups. Yes, the design, location and usability of the email capture form all matter – but the lead magnet is what makes the biggest difference.

This is NOT a lead magnet:

not a lead magnet

Nothing magnetic about it. No reason whatsoever given for joining. Probably a good indicator that they don’t take email marketing seriously.

This is a lead magnet:

magnetic lead

There’s a clear offer in place and its communicating the value subscriber will receive. It has a somewhat spammy feel to it (a bit much hype), but all in all it’s pretty good.


Summing up all the insight

Naturally you need to deliver on your promise of value. Under delivering will result in useless emails – money is not just in the list, but in the relationship with your list. You want to have an impressive start.

Start building a landing page!

You can now easily build your list with the all new GetResponse Landing Page Creator.


Become a marketing PRO!

Join more than 15,000 SMB marketers who get our top marketing articles straight into their inbox