Landing Page FAQ: Can Every Industry Use Landing Pages?
The short answer to this question is an emphatic yes, but this article will break down 7 use-cases to give you a bit of insight into how, exactly it can work for your business.
A landing page is simply a page within your website optimized for a single conversion goal. If your business is looking to achieve anything online, (which should be everybody…) you can use landing pages.
For the complete answer to "Can every industry and sector use landing pages?" check out our article 17 Landing Page Examples Reviewed with A/B Testing Ideas.
Wishpond is a SaaS company, and we use landing pages most frequently for lead generation. To access one of our valuable guides, visitors have to provide lead information within a landing page form.
We generate about 500 new leads every month from email-gated content (including content upgrades on the blog, but that's a different story).
The hospitality industry should be using landing pages for every one of their PPC campaigns. If your hotel is running advertisements for multiple keywords, every one of those keywords needs its own LP.
You also run different promotions (seasonal, holiday, etc) and they also need their own independent landing pages. Also consider using landing pages for specific traffic, such as social media traffic, review-sites, etc.
Different traffic sources yield a different type of prospective customer. Treating them all with the same brush will result in a lower ROI than if you consider what they're looking for, how much they know, and what part of your business will appeal the most to each.
Marketing for the fitness industry is all about promotions, and each one of them needs a landing page. Your classes/one-on-ones and consultation pages should all be optimized with a single conversion goal in mind. That makes them a landing page, and don't forget it!
You might think that restaurants and cafes don't need landing pages, but you'd be wrong. Do you accept online reservations? Do you rely on your online reputation to drive people to your restaurant?
Both of those are online conversion objectives, and, as such, both need a landing page.
For the "online reputation" page, I'd recommend you have a separate page of your website where you publish reviews. While it's illegal to incentivize business reviews/testimonials, you can appeal to your traffic's love of your restaurant with a headline like "Do you love Sorrento Cafe's cheesecake? Or perhaps it's our fairtrade, made-to-order banana splits which make your mouth water? We'd love to hear from you!"
Every ecommerce site should have individual product pages. Each of these product pages is a landing page with the conversion goal of "Add to Cart." Each product/landing page should consider the information which hasn't been communicated on the previous, grid display, page of products.
For instance, check out this ecommerce landing page template from Wishpond's template library:
If you want to dive into using this landing page template to create a campaign, get rolling here
The business-to-business industry is all about turning traffic into sales prospects. There's no better way to collect and qualify prospective customers than with landing pages.
Consider creating email-gated content pages, VIP-Demo pages or "Request a Quote" pages.
Particularly relevant to the B2B industry is the need to work closely with your sales associates to determine what information is crucial for them to know prior to going into a call. Should your landing pages collect size of business, job title, budget and more, or just a name and an email address?
7. Real Estate:
Real estate agents and realtors rely on lead generation as much as any SaaS company does.
- Create a subscriber list landing page page: "Be the first to receive updates about this property by subscribing!"
- Email-gated content landing page: "Download the 2016 Real Estate Market Guide for San Diego by providing your email address here!".
Even your property pages are landing pages. Consider that every one of your pages should have a single conversion objective ("Book a Viewing" or "Request a Call").