Straight to the point, the answer is yes! Every website should have a targeted landing page for every campaign.
What is a landing page?
Now, lets discuss why, but before we do lets look at the a definition of a landing page. Hub Spot defines landing pages as "a web page that allows you to capture a visitor's information through a lead-capture form (AKA a conversion form).
When do I use a landing page?
A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar. You can build landing pages that allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they've converted on."
Why are landing pages important?
Landing pages are the best way to get customers to to convert after reaching your website. Hello, LANDING PAGES! Any marketer would tell you that landing pages are what "gets" you conversions, better known as emails or what ever action your trying to have your customers do when they get to your website.
Landing pages, are the bread and butter, how about icing on the cake of lead generation efforts from social media campaigns, ads, and email marketing. So why are they still so underutilized? Small business owners usually don't know how to use them or never have heard of them. Landing pages are are instrumental to the success of your lead generation efforts, so don't just sweep this under the rug and miss out on leads.
How Landing Pages Work
We have talked about the importance of a landing page, now lets discuss how they work. So in this scenario, lets say that a young women was scrolling through Facebook and saw your post about lip gloss. In that post you have a link to your website right? Wrong, you should have that link go directly to a LANDING PAGE for that specific lip gloss. So the person clicks on your link and goes to your custom LANDING PAGE and it is packed with information about that specific lip gloss with available deals and product variations. Which directs her to purchase that product, join your email list and more. So instead of sending them to your website home page that may have a conglomerate of information where they can get overwhelmed or even leave your site because it was too difficult to find the item that they were looking for; you send them to a specifically made landing page.
To wrap this all up, the landing page is an important business tool that provides the additional information and details about a product and should be utilized to capture customers information within your conversion form in order to add them to your email marketing list, to follow up with them with additional deals and more.