How Many Landing Pages Do I Need On My Website? (Updated 2021)
First off, if you're not familiar with landing pages, check out our article, "What is a landing page?"
Do you have a landing page on your website? Of course you do.
Landing pages increase conversions, generating leads and sales for your business. But do you need more landing pages?
Studies have shown that business websites with 10-15 landing pages tend to increase conversions by 55% over business websites with less than 10 landing pages. And those with more than 40 landing pages increase conversions by over 500%.
Do you have the right number of landing pages for your website? Or are your marketing campaigns missing out because of your landing page count?
Here’s why you need more landing pages, as well as eight ways to make them work for you.
1. More Conversion Opportunities
It’s pretty obvious, but the more landing pages you have, the more opportunities you are giving your website visitors to convert.
Let’s say you have lead generation landing pages that:
- Are optimized for SEO (and don’t have a “NoFollow”)
- Have links from your other website pages (for example from your blog or “About” section)
- Are on your website navigation bar directing traffic to your landing pages…
You can easily get more leads even without an active online marketing campaign. The more of these lead generation landing pages you have, the more likely it is that customers are going to find your pages (through Google search and your website funnels), and convert.
Some of the highest converting landing pages include:
- How-to guides
- Free trials
- Free appraisals
- Newsletter sign-ups
You have loads of landing page potential here, and so many opportunities to use your landing pages to increase conversion rates. So, try to make the most of every landing page possibility to convert more visitors. If you have a reason to create a landing page, then go for it. You will certainly notice a difference in your conversion rates.
Need more long-standing lead-gen marketing ideas? Check out: 21 Ways to Generate Leads From Your Landing Pages.
2. Optimize Your PPC (Google) and Facebook Ads
Landing pages have traditionally been associated with PPC ads - that is Google AdWords PPC.
When you are building a landing page for online advertising, you should be testing and tweaking your pages to make the most cohesive and highest converting campaigns.
Most good marketers will create a number of landing pages for each of their Google AdWords campaigns, A/B testing each landing page, and use the highest performing ads/ landing page combinations.
When you test your pages, check things like your call to action (CTA) or headline. Each test will reveal which headline or CTA perfroms better for your audience. You can then apply the best performing CTA or headline to get better campaign results from your audience.
The same is true for Facebook ads. Check out these four essentials to creating landing page/ Facebook Ads that convert.
3. More Inbound Marketing Opportunities
If you’re like me, your social media marketing team is always asking you to create more content. And your sales team is always asking you for more leads.
What’s a happy solution? You guessed it - landing pages.
Well-written, optimally designed landing pages can give you a variety of marketing content. Your landing pages can then be shared on social sites, and get your business more leads (and even sales).
The more variety of landing pages you have, the more social posts and updates your team can create for them. The more social links you share, the more traffic you’ll drive to your landing pages. The more traffic your pages get, the more conversions you get for future sales.
This makes your social media people and your sales team happy. Which in turn, makes you happy.
Some of the best landing pages for inbound marketing posts include interactive, engaging content like:
- Vote contests
- Photo contests
- Photo caption contests
- Sweepstakes (hey, who doesn’t like to win!)
Here’s an example of an engaging vote contest, to get consumers interested in your business and products (made with Wishpond’s landing page builder:
Each of these landing page engagement tactics can be hosted directly on your website. By creating appealing posts for your Facebook, Twitter, Instagram, and other popular social media sites, you can both get more cool content for your social sites and drive traffic to increase your lead generation.
Yes, landing pages can make you popular with both your social media team and your eager sales group.
4. Segment for Your Traffic Sources
Not every customer ends up on your landing page from the same source. You benefit by designing more landing pages to appeal to each of your different traffic sources.
A good landing page builder (like Wishpond) makes it very easy to duplicate your landing pages. That way you can create a number of very similar conversion landing pages, with the same offer. You can tweak and hone your page copy and design to appeal more directly to each of your inbound traffic sources.
I’ll show you what I mean. Let’s say you have an ebook available for download. You can make a cool landing page like this one using the Wishpond landing page builder tool:
If you link to it from your blog posts and blog - where people are already reading what you’re writing - create a unique landing page just for your blog site links. Tweak your ebook landing page copy to include mention of your blog such as:
“Thanks for being a valued reader of our blog. If you’ve liked our articles, you’ll love our free ebook just for you…”
If you link it from your Facebook Page, you could try out different copy variations, such as:
“Get the book. We know you’ll like it….”
Use the specific landing pages to make a more personal connection, to show that you ‘get’ your market (at least a little bit!). As you know, the better you can build that prospect relationship, the more likely you’ll gain brand loyalty and increased sales.
So there is an excellent opportunity for your brand to use landing pages to create stronger customer relationships and improve your brand perception.
5. Segment Your Offers and Market
Online marketers know that customers respond to offers differently. What might appeal to one customer will not resonate with another.
For example, you might have a demographic that prefers to use a coupon to shop online and one that prefers mobile coupons to make a purchase in-store. How can you attract both consumer types to convert on your offer?
Build two separate landing pages and drive your traffic to where they prefer and exactly where you want. One landing page gives visitors online shopping discounts and the other landing page gives visitors mobile coupons to encourage them to visit you in person.
Your market isn’t generic either. You likely have a whole bunch of specific consumer segments that respond better to different messages. Your offer might be the exact same, but by using targeted copywriting and design, you can create landing pages that resonate with each of your demographic bases.
Let’s say you have a pizza restaurant, and you have two main markets: college-aged students and young families. You can easily make two distinct landing pages: one to reach the college crowd and one for family buyers.
Though the discount is the same for both groups, the two tailored, optimized landing pages attract diverse demographics to convert. Each landing page will offer a better chance of turning visitors into customers.
Segmented landing pages are probably one of my favorite content marketing tactics. As a marketer, I just love the creative campaigns you can run. As a results-oriented business strategist, I also love the results you can get from a segmented landing page strategy.
6. Improve Your Mobile Campaigns
Each landing page you have gives you an opportunity to improve any mobile campaign. Marketers need to pay attention to the fact that a massive amount (potentially most) of their traffic comes from mobile devices. This means marketers need to reach those visitors where they’re spending most of their time.
There are many different ways that visitors might come across a businesses site. It could be through a Google search, it could be from ads, social media, or other sources. Whatever source your visitors use to find your site, you should have a mobile-friendly landing page for each one.
Creating very specific landing page options for specific moments is also important. For example, someone might Google coffee businesses in your area from their mobile phone if they are new in town.
If the visitor chooses your coffee shop’s website, you want them to go straight to a specific landing page advertising your early bird special (for example). Now they’ve found exactly what they’re looking for by landing on the right landing page straight away.
This is just one example, but the more landing page options you create for specific mobile use cases, the more landing page traffic you will get. You will also get your visitors ending up on the exact landing page they’re searching for - getting you more conversions and sales.
7. Each Landing Page Can Help You Rank Better With SEO
You can also use your landing pages to help boost your SEO. For example, every landing page you have can be optimized with the right keywords for your company. Don’t create many pages that all have the same landing page content - each landing page should be unique.
By having many different pages, your company will become more recognized by Google. This means you can make a better impression in search results.
When it comes to search engine rankings, we know the importance of having many links from external sources. So, link to your landing page from ads, and blog posts. You’ll be able to promote each landing page more effectively, as well as point more links towards each landing page. This should mean better search engine rankings for more free clicks.
8. Test Your Pages
We briefly mentioned A/B testing pages for better campaign results. Well, if you create two landing page options for each page you need, you will be able to tweak each element of those pages for better results.
The example we used earlier was for your call to action (CTA) or headline. However, any element, such as images or web copy can be tested.
See which page your audience prefers, and use that page for better results. Testing landing pages can also help with things like your companies PPC advertising campaigns. By knowing which call to action (CTA) or headline your audience prefers, you can focus on that same headline or CTA in your ads.
Businesses can use test results to help point them in the right direction for other areas of their marketing. Something as simple as having the right call to action for your business can make a big difference.
Can You Have Too Many Landing Pages?
So what exactly is the best landing page amount to have? Does my site have one landing page too many? Can too many landing page options decrease conversions? These are all valid questions.
The short answer is probably not, your site does not have too many landing page options. However, if you go landing page crazy, you might get bad results. If each landing page is not really helpful to your audience, then it won't necessarily help your conversion rates.
To get a good idea of how many landing pages you need, you should understand the number of:
- Different marketing promotions
- Email campaigns
- Individual products
- Geographical locations
- Marketing resources (such as ebooks)
You are running. This is one way to get a basic idea for many many landing page options your site should have. If you will be testing your pages for better conversion rates, then you can double this number for each test.
However, this is just one approach, and your site can certainly have more landing pages. Of course, focus on the specific features of each page, and make sure that they are all unique and optimized for converting their related visitors.
Bonus: Clever Segmented Email Marketing Campaigns
I’ll let you in on a little secret of mine. I like you. You read my articles and hopefully, you go and act on them too for better results. So, I’m going to show you how to effectively implement an email marketing campaign to increase sales conversions…
Start by using marketing smarts to create multiple pages targeting distinct demographics, as I wrote about above. But, take these unique, segmented pages further by implementing clever email marketing strategies for each landing page.
I don’t know about you, but one of the only consistent paper mail I get these days is food delivery menus. You know, the ones you pick up as you’re entering the door to your home. They’re effective. It’s just at the moment when you’ve come home from work and are thinking about what to eat for dinner.
Well, with landing pages and a good email list, that pizza company can get the same marketing impact - without spending a whole lot on printing and mailing costs. Oh, and your marketing campaigns can be a whole lot more personal and made specifically for each segmented market.
Use the two unique landing pages in #5. Then send out personalized, segmented automated emails at just the right times.
- Send out emails to your college demographic at around 3pm, 6pm, or 8pm on Fridays when college students are most likely to be thinking about your delicious cheesy goodness.
- Send out emails to your family-centric list, linking to your family-centric landing page at around 3:30 or 5 - when your market is still at work and checking their emails, but thinking about getting home and feeding their young ones.
(You could even make it easier for your customers by linking your email to an easy online ordering page, where the customer can set the approximate time they’d like their dinner delivered.)
Try it out and let me know how you do!
So, how many landing pages do you need on your website? Probably a lot more pages than you have right now! Each landing page your site has provides an opportunity to convert more visitors into customers.
I hope this article has inspired you to create more landing pages and to build your online marketing strategies.
Read more about landing pages: