A landing page is a way to create a relationship. More specifically, it’s creating a relationship between your company or business and a potential customer.
But there’s more to a landing page than meets the eye – much more – and it’s worthy of a more in-depth look at what they are and how they work.
1. Landing Page – defined
A Landing Page is a relationship but, when it comes to digital marketing, it’s a standalone page created for marketing or advertising campaigns.
You could also say, it’s a way to convert website visitors into sales leads. It’s one of the most powerful lead generation tools handy.
The most common types of landing pages are lead generation and click-through pages:
- A lead generation page lets a company collect lead data, including names and addresses.
- Click-through landing pages generally feature a simple button for a Call to Action and work best for e-commerce.
But it’s different from a website because it has far fewer links on it. Studies show that fewer links mean higher conversion rates for paid advertising.
A typical website page includes navigation links for an “About” page, services, company information (such as contact information), a blog, and more.
A landing page looks much different and it’s not meant for general use but meant to build traffic, such as for a specific campaign goal. The rest of your website is geared to introduce people to your company while educating them about your products and services.
2. How it works
An essential element for any landing page is an offer (or Call to Action) of some sort. Your company offers something to a website visitor, whether it’s essential information, an ebook, an email newsletter, a free product trial, online courses, or whatever you think your reader will value.
3. The importance of landing pages
Some companies send their ad visitors, email readers, and social media traffic to their homepage. But you can increase your chances of converting that traffic by using a targeted landing page where the page invites them to take action.
In other words, a landing page gives potential customers a place to land after they click on an advertisement or post. Additional links, like a navigation menu, can distract customers from providing their contact information or making a purchase.
4. What goes into making a useful landing page?
You want to guarantee that your landing page is working hard for you at all times. Here are some things to keep in mind to maximize its use:
- Limit the number of exits from your page. You want customers to remain focused on the desired action.
Always deliver value
- Give your visitors something they think is valuable to compel them to exchange their contact information for your offer.
The shorter, the better
- Always keep your lead form short and straightforward, usually just email address and maybe a first name. The more information you ask for the fewer people will fill out the form.
5. Critical components of a landing page
Your page must look professional and stand out in a crowd. These are some essential components of a landing page:
- An attention-grabbing headline that sets the stage for the rest of your content. The headline should be <h1> and the largest font on your page.
- You may want to use sub-text under your main headline that further explains the headline and encourages visitors to convert.
- Your copy – or main text – should be short yet still explain the benefits of your product or service.
- A call to action that’s bold and catchy.
- The page should include a form visitors fill out and provide you with the necessary information about them.
Always include a logo, images or video. Also, always make sure that your page keeps the feel of your branding.
A landing page is a crucial component in your strategy to capture leads. Creating an effective page for each of your distinct audiences will increase their effectiveness.