A landing page is a web page a prospective client is directed to after clicking on a link, typically from an advertisement or social media post.

The purpose of a landing page is to convert visitors into leads or clients. It is a web page distinct from the main page of a website and is designed with a single focused objective, such as connecting with a specific target client demographic and getting them to take action. 

There are several ways to use landing pages to target a niche market or clients:

1. Tailor the content to the niche market: By creating content specific to the interests and needs of a niche market, the landing page can speak directly to that market and increase the chances of converting them into leads or clients. 
2. Use targeted language: The landing page can further emphasize its relevance to that market by using language and terminology specific to the niche market. Let’s say you’re looking to connect with self-employed people. You can use terminology they’d expect to hear from someone who works specifically with small-business owners. 
3. Segmented landing pages: Create landing pages for different target audience segments. This way, you can tweak and optimize the message and design calls to action for each market.
4. Use images and videos that appeal to the niche market: For example, if the niche market is older Canadians, pictures and videos should show older adults. If you’re targeting first-time home buyers, you should have images of young people moving into their first home!
5. Specific offers and incentives: Offering specific deals or incentives relevant to the niche market can entice them to convert on the landing page. Your calls to action can be different based on the client demographic you’re looking to connect with. 
6. Provide content that is niche specific: Landing pages can be populated with content that is relevant to that audience. Suppose you’re talking with clients looking to refinance a mortgage. In that case, articles should be provided that discuss why using a broker at renewal is a better idea than renewing with your bank/existing lender. 

Using these techniques, a landing page can be optimized to appeal to a specific niche market and increase the chances of converting them into leads or clients.

At Deploy, as part of our website and content subscription, we offer up to 14 different landing pages that seek to connect with the following audiences:

• Purchase
• Refinance
• Renewal
• First Time Home Buyers
• Self-Employed
• Buying your Next Home
• Investment Properties
• Older Canadians | Reverse Mortgages
• Divorce or Separation
• Private Lending
• Mortgages for people with Credit Issues
• New to Canada
• Construction Financing
• Debt Consolidation

On these landing pages, we have over 52 articles in our knowledge base (with posts being added monthly) that can be used to connect with clients in each of these target demographics. 

If you’re a Canadian mortgage professional looking to build your website with content to better connect with clients, landing pages are a great way to do this. You can get started by checking out our Website and Content packages here.