Marketing campaigns are essential to showcase your product/service to your potential customers. The campaign needs to attract the ideal customers and provide lead generation. The second part is more crucial than attracting the customers and hence you need to know where to send the people who have clicked on your ad, or you will lose the leads. This is where the landing pages come in and they are designed to encourage the customers to take the next step – associate with your business. But creating new landing pages for every campaign can get costly which is not very effective for small businesses. Instead, using business profiles from local business directories as landing pages is what small business owners should consider. 

What Is a Landing Page?

Landing pages aren’t like the usual web pages since they are created to fulfil a specific purpose. The goal here is to encourage the customers to take an action like fill out a form or buy the product. When the customer performs this action, the goal of the landing page is complete. 

The customers are redirected to the landing pages when they click on the ad from your marketing campaign. The standalone landing page makes it easy for the customer to proceed further with the purchase. 

If the customers are redirected to your website, chances of the customer getting distracted are high. Instead of signing up or purchasing your product, the customer might want to check out your blog or social media page and might later forget the major objective. 

The customer might also stall or not take action because of the distraction which affects your lead generation and conversion. Thus, landing pages with a certain main objective, be it getting the customers to sign up or purchase a product, propel the customers in the right direction which in turn speeds the process. 

Types of Landing Pages

Landing pages are different from other web pages and they are classified into two types depending on their function. 

1. Lead Generation Landing Pages

The main aim of these landing pages is to collect information from your customers. These pages have a form that the customers have to fill in exchange for a service or product. 

The contact form will ask the customers for information like their name, contact number, address and more. It can even be designed to get more personal information like age, job titles, various preferences and similar things. 

The information gathered through contact forms can help businesses know more about their customers which in turn helps perfect their future marketing strategies. This can help focus future ads on the people who actually would convert rather than the ones who are less likely to convert. 

2. Click-Through Landing Pages

Click-through landing pages come with CTA buttons that redirect the user to a page where he/she can complete the desired action. The CTA button might say “Join the group” which means that it will redirect you to the page where the form for joining the group is available. If it says “order now”, it might redirect you to the checkout page. 

Click-through landing pages focus more on selling the product or service rather than collecting information from the user.  

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Also Read: What are the Possible Features you can expect in a Business Profile Site? 

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Business Profiles as Landing Pages

A landing page helps the customer maintain focus and gets the job done but landing pages might be expensive for micro and small businesses. We are talking about designing a whole new page with relevant content and SEO. For people who do not have the budget to create landing pages, business profiles provide a good alternative. 

You already know the importance of creating business profiles but you can make the maximum use of these profiles with your marketing campaign. As mentioned before, redirecting the customers to your website can distract them or your business might still not have a website. In that case, you can simply use your business profile from quality local business directories as your landing page. 

Usually, these business profiles are one-page websites that comprise important information about your business. Make sure that all the relevant information along with a contact form is available in these. 

Choosing the Right Business Profile

The business profile that you choose to use as a landing page should fulfil the original purpose properly. Hence, it is best to think about the goal that you have in mind for the marketing campaign. Is it lead generation or selling your product? 

Once you have decided on the goal, find business profiles that offer the right choices. For businesses without their own website, business profiles with relevant information about the particular business convince the customers about the credibility. 

With LocalBizNetwork, you get business profiles that help customers get in touch with you. When you get a featured listing, your business profile comes with CTA buttons and a contact form hence fulfilling both the purposes of landing pages. 

The contact form helps the businesses know more about their interested customers and the CTA buttons will establish direct contact between the customers and the business owners. 

Along with the CTA buttons and contact form, you can also include more information about your business with podcasts, videos, testimonials and more. Check out all the other features of the LBN Business Profile