Businesses right across Australia continually look for ways to increase their client base, leading to growth and profitability.

It’s not much use having products of great quality to sell if hardly anyone knows about them.

While many building their operation might try to make inroads by creating pages on Facebook and putting together their own website from a template, they are relying on limited knowledge and a fair amount of guesswork.

Those who want to make serious advances must take their digital marketing operations seriously and look for outside professional help if they do not have the budget to recruit for a specialist department. Those who contact King Kong, one of the world’s most successful digital marketing agencies, are making a smart move as they will quickly explain the importance of a landing page.

Unlike a homepage on a website, which has many navigation paths, a landing page concentrates and guides visitors towards taking one clear action, which might be to purchase the latest product or get involved in an event or promotion. It is a way to sell clearly and directly, with no ambiguity.

Having the focus provided by a landing page significantly improves user experience and conversion rates, especially when left in the hands of a leading agency that uses advanced tools to use the latest keywords which have proven success, making a strategy cost-effective.

One of the reasons that many in-house digital marketing campaigns are unsuccessful is their scattergun approach. An agency, meanwhile, will isolate traffic sources and measure campaign performance with precision. Metrics like bounce rate, click-through rate, form submissions, and the time spent on a landing page all become measurable.

A good landing page will include features like clear calls to action, as credibility is established and trust is built, which can lead to loyal customers beginning a long-lasting allegiance. A high-quality, optimised landing page improves Quality Scores with platforms like Google Ads and Facebook Ads, rewarding relevance and user satisfaction.

A good landing page also has the benefit of reducing cost-per-click and boosting ad visibility. Those who neglect the importance of not having a strong landing page can see even the best ad campaigns underperform, leading to resources, time and money being wasted.

Any business looking to boost a digital marketing campaign should speak to a professional agency that will create a strong landing page, enticing customers and leading to direct purchases being made.