A landing page plays an essential role in digital marketing specifically created as a part of an advertising campaign. These are a page connected with the website that provides you resources in exchange for visitor’s information details such as email address, occupation, name, and phone numbers.

Purpose of Landing Pages
These pages’ work as a follow-up to any kind of claims made by you on your website. In simpler terms it's a step where a visitor or an audience becomes your customer.
It can be a special offer, deal, or any other information related to your service which visitor can have access to in exchange for their information.

Landing Page versus Website
Websitesare designed in such a way that visitors have to explore the page for the information related to the services offered by a company whereas the landing page comes with a specific offer or deal that directs the visitors to take an action.

The landing page is meant for conversions.

The importance of landing page in digital marketing and branding
The landing page is all about serving one purpose, conveys a message, and prompts to take action. Let us discuss why landing pages’ matter and should be part of your digital marketing.

It helps in generating leads
The landing page plays three basic functions, first, it has to convey a story that is compelling and appealing to your potential audience so that they can easily relate to the service you are offering.

Secondly, it works towards attracting new customers to avail of your service, and third, it helps in converting potential customers into leads.

For converting your visitors into leads it is essential that landing pages should be to the point, related to advertisements, and should have in-depth knowledge about your service.

Since the landing page can only convey one message, therefore, the specifications that you use should be appropriate and appealing.

It helps in creating a bridge between advertisements and the band
Advertisements do not provide a full story about your brand and your services this is where landing pages can help in guiding visitors about your brand and provides an effective experience.

The landing pages should be effective in such a way that it assures your customers that they are on the right platform. It helps in building trust among the customers, which helps in bringing loyalty.

User Demographics
When you sell your service in the market there is a set of audiences that you want to attract. A landing page helps in gathering information related to the user demographic which helps in understanding the kind of audience that is attracted to your service.

Different ways by which you can optimize landing pages’ design
• Make use of copywriting to add some message into your advertisement, this enables building trust among your customers.
• Add some attractive and appealing call-for-action buttons to encourage customers to click on them.
• Make use of a header that focuses on the main motto of your service to gather attention.
• Add some direction cues to help the customer understand which element to go for.
• Make your website user-friendly to ease up the navigation process.
• Ensure that your message is effective and strong
• Add testimony to reflect some credibility with honest reviews, feedbacks, and pictures.

In conclusion with
An effective marketing landing page plays an important role. It helps in engaging and attracting your potential audience to become your customer. When you attract the attention of your customers it helps in gaining better revenues. The landing page helps in convincing your users to choose your service by attracting them with appealing offers and deals.

It is advisable to hire a web developer in Dubai or a freelance web designer in Dubai, for all your marketing needs.

Author's Bio: 

Rajat Sahoo, is a blogger and have years of experience of the domain. I love to read and write about latest and useful tips for technology, fashion and lifestyle.