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In the era of personalization, consumers demand more than websites. Landing pages offer customized experiences in context, increasing conversions in the process. Like all personalization tactics, though, poorly built landing pages do more harm than good.

Part of the problem for small business leaders, of course, is that they’re used to having control over most of the “branding” aspects of their companies — and landing pages are often beyond their reach when they need to rely on builders. When they’re wearing multiple hats — CEO, COO, CMO, CFO — they don’t often have the bandwidth to dive deep into 

these tools, meaning they have to locate platforms they trust.

That’s not as impossible as it seems.

Landing pages serve several important functions that websites alone cannot. For instance, landing pages allow entrepreneurs to create multi-step campaigns. An email might attract a customer’s attention, but if that email simply links to the company’s homepage, it won’t generate many sales. By designing landing pages that follow the context of earlier communications, leaders can create personalized journeys that make customers feel more valued.

These tools aren’t just sales-based or transactional, though. Landing pages also capture lead information, which companies can turn around and use to make future campaigns more effective. If email prospects are more likely to buy add-on products, but visitors from social media exhibit different behaviors, brands can use that information to assess the effectiveness of different ads and adjust their landing pages to maximize conversions.

Landing pages are invaluable tools when used correctly. Unfortunately, not all landing page builders are created equal, so many companies struggle to make even the simplest adjustments. Only by combining the right strategy with the right builder can brands get the most value from their pages.

Introducing Unicorn Platform

Build a glorious landing page. The simplest drag & drop landing page builder for startups, mobile apps, and SaaS. No code.