What is a Landing Page?

If you have been researching about online advertising or internet marketing, you must have come across the term “landing page” in most sites. However, what exactly is a landing page? And why should you have one or a couple of them.

While there are many sites that have tried to define this term, most of them have not explained it as it should, but we will fix that today. In this guide, we will define a landing page, discuss why it is important, and also other elements of a landing page. This article will be fairly detailed, therefore, buckle up for a long read. But by the end of it all, you will have a solid understanding of landing pages and how they can help with your online marketing.

Let’s get started…

First Things First,
What Is A Landing Page?

In simple terms, a landing page is the first page your visitors “land on” after clicking a link you posted. It can be likened to a home page, a product page, a blog post, a lead capture page…such. However, in online advertising, a landing page is a page specially designed to receive and convert the traffic you get from a specific online marketing campaign. Most definitions will say that a landing page serves as the entryway for a particular section of a website. However, it should be a page that is designed to capture and convert traffic coming from a specific marketing campaign.

Some of the conversion actions a landing page is expected to accomplish include:

  • Become a lead by filling and submitting a form
  • Make a purchase
  • Subscribe to an email list or a newsletter
  • Reach out to you via messenger or chat Register for an event Etc.

These are some of the ultimate goals of most landing page- regardless of the definition you use. So, Why Is a Landing Page Important?

A landing page helps to drive traffic, build your brand, and improve your SEO. Over 68% of B2B businesses have landing pages that help them generate leads. Landing pages lead prospects to a specific product/service or encourage customers to take actions. They offer an opportunity to help increase your conversion and create your customer base.

WHY DO YOU NEED TO USE

A LANDING PAGE?

People usually go online to look for products, services, entertainment, or information. As globalization continues to take shape, consumer choices are widening. Therefore, it is easy for a consumer to get overwhelmed with the many options available. Many studies have shown that the attention span of an average person these days is 8 seconds. That’s why businesses are trying their best to come up with a customized solution to help them capture and engage their consumers as quickly as possible, especially when it comes to online platforms.

To attract more visitors to your business, you will need to customize your offers to meet the distinctive needs of your target audience. This is where a landing page comes into play. A landing page will help you display a unified message with a sole purpose and one call to action. These simple pages are effective when it comes to specific uses such as:

  • Collecting email subscribers
  • Highlighting special offers such as price reduction
  • Getting newsletter signups
  • Increasing downloads
  • Encouraging free trials or demo signups
  • Getting webinar registrations
  • And other promotional uses

Landing Pages Best Practices

There are several things you should include in your landing page in your first attempt at creating it. Later on, after A/B testing (which we will discuss in our next sub-topic) you can tweak several things to best suit your customers.

Here are a checklist of the general rules of thumb that you should apply to your landing pages:

  • Ensure that the primary headline you use matches the ad your visitors clicked to get there.
  • Have a big call to action (CTA) and position it above the fold.
  • Make use of directional cues to show your visitor the CTA button (you can have arrows point at your button.)
  • Have a single-focused message.
  • All the elements of your landing page should be in line with your topic and goal of the page
  • Use videos as they have shown to boost conversion significantly 
  • Use testimonials to show your authenticity.
  • Be succinct and remove filler content
  • Provide a free trial Provide a guarantee to make it a risk-free investment
  • Use A/B testing to see what works best for you
  • Show how your product/service is used in your content
  • Make use of bullets to simplify your copy
  • Segment your traffic.

For instance, send email, PPC, organic, banner, and social media traffic to separate landing pages for purposes of measurability and better message match.

Segment by type of uses to avoid sending offers meant for men to ladies.

Display your contact to help people who want to interact with you on a personal level.

Send your inbound traffic to your landing page, and not to your homepage (more on this later on.)

With these best practices, you will create high-converting landing pages.

So, what is A/B Testing?

It is the act of running simultaneous experiment between two pages to see which one converts or performs the best. Contrary to the name (A/B testing), you can experiment with as many pages as possible.

To give you a better idea of why A/B testing is important, look at this example; a farmer is selling oranges and has packed them in a big, green crate. Averagely, he sells 500 oranges every weekend, but now a friend advises him to try A/B testing to see if there will be any change. He advises him to stack his oranges in a pyramid shape and buy a new crate that has bright-green color. After doing that, he sold 800 oranges. The change was brought by the way the oranges were displayed as more people were attracted to the new look. This is an increment of 60%.

You now understand the importance of testing landing pages, right? Subtle color or text changes can have a huge impact on your conversion. Here are things you should test on your landing pages: 

Headlines

Unfortunately, we only have one chance to make a great first impression, and that’s why you need to have the best headline for your landing page. The headline you use can break or make your landing page. Therefore, it is good to test with different headlines.

Images

Images make your landing page to look more interesting. Also, it communicates that which your written content cannot. Therefore, make sure to choose the right type of image to use on your landing page as it can drive people off or help convert more visitors.

CTA button

How well you convert is based on how good you phrase your call to action and its location. Test with different phrases to see which one works best for your audience and test with different locations (top right, top left, bottom page, or on the edge of your page) These are the three main things you need to test on your landing pages. Make sure to go with the best combination to optimize your conversion.

Anatomy of a Landing Page

High-converting landing pages are void of distractions and drive focus on the product or service being offered. By using personal and professional touches, you can convey valuable information about a service or product to your prospects to help them make an enlightened decision. Here are components of most landing pages:

  • Attention-grabbing headline
  • Visual aids such as a relevant video or image
  • A precise and clear description of the product or service offered
  • Trust indicators such as customer testimonials, statistics, logos, contact details, etc.
  • Specific call to action
  • Lead generation forms

Besides, they should be mobile-responsive to target mobile visitors effectively rather than using a full-fledged website. Now that you are conversant with what a landing page entails, how does it differ with a homepage?

Home Page vs. Landing Page

We all agree that working on a website requires a huge deal of time. You need to create all the important pages to ensure that your homepage has several call-to-action buttons that direct your visitors to the Contact Us or Work with Me pages. Moreover, one of the pages you have has to talk about what you offer. But then, you hear and read about landing pages and how they play a pivotal role to help you convert visitors into customers which makes you wonder whether you should have created a landing page instead.

And we are here to shed more light into this to avoid confusion What is a landing page?

The focus of a landing page is to get your visitors to take action. In simpler terms, you need a landing page to generate traffic from several sources such as social media, paid advertising campaigns and email marketing.

The main feature of a landing page is it has limited or no navigation and talks about a single offer such as a service, product, lead magnet or any offer you need to sell.

What is a Homepage?

This is the first page visitors see when they click on your site. A great homepage should give an overview of what you do. It should help you earn the trust of your visitors, and more importantly drive them to take action.

When it comes to a homepage, you should use it whenever you are listing basic information on platforms that require you to share your website links. This can be when signing up for a product, when providing information to another business, and so forth.

When to use a landing page?

As mentioned earlier, a landing page is used to promote a product during marketing campaigns. Here are the common situations you can use a landing page:

  • When launching new things such as product, service or business – a landing page focuses on a single action and gets visitor to take action.
  • When running a marketing campaign – landing pages offer minimal distractions because it takes visitors on a specific page that aligns with the goal of your marketing campaign.
  • When promoting a webinar or lead magnet – the goal of promoting a webinar or magnet is to get your visitors to sign up. A landing page can easily convince them to do so.
  • In place of your social media platforms or homepage – using your homepage on your social media bio is great, but you’ll generate more leads with a dedicated landing page tailored to each social media platform.

Let’s now discuss the types of landing pages.

Different Types of Landing Page

Lead Generation Landing Pages

Here are the different kinds of landing pages that fall under this category; Lead capture page; This is used to gather prospects (visitors who have shown an interest in buying a product or service). They contain a contact form that your visitors are meant to fill out with their email address and name. They should have the incentive your visitor will get after filling in their details.

Squeeze page

This helps to gather contact information from visitors as well but in a more aggressive way. Squeeze pages prohibit your visitors from proceeding further into your website until they enter their email address. This strategy is often used when a marketer wants to grow their list first.

Sales-focused landing pages

Click-through page

This page contains information that informs a visitor about an offer and encourages them to click through to get the product or service being offered at a discount. It contains benefits of the product explained or highlighted precisely and images of the product offered.

Pitch page

This is meant to promote a product rather than generate leads. They are straightforward and list the benefits of the offering using bullet points to easily and quickly capture visitor attention.

Sales page

The sole purpose of this page is to sell a product or service. It should be persuasive to encourage a visitor/prospect to make a purchase right away.

The type of landing pages used depends on the page’s main purpose. And in our final sub-topic for the day, we will compare two types of landing pages.

Lead Generation Landing Page

vs. Click-Through Landing Page

Lead Generation Pages

For multiple leads, a lead generation page is much your alley. With these, you want to market a product but want to begin by educating them. As such, your lead generation page should feature a form where those visitors interested can learn more about your offers. This involves providing them with newsletters, perhaps a number of promotions and sales copies. In return, you gather their email addresses and hence can impress them with your wares which is crucial to get customers for your business.

Click Through Pages

As the name suggests, click through’ pages are pages which you convince a customer to click so that they can buy something. Click through pages have a single purpose which is to convert people with no “ifs, buts or ands” and works well with certain products, particularly where your aim is to sell a large number of your product without racking up numerous leads.

Final Note

A converting landing page is a very important tool for your business as it increases your conversion. Landing pages that are focused on targeted audience make it easy for your visitors to access your product or service. This encourages them to take a desired action and thus boost conversion.

If you are not using landing pages in your online business, you are missing out on great opportunities. Start building your landing pages and sell pretty much anything. You can sell your services and products, and if you do not have a product, you can sell other people’s products and make profits. In case you are wondering where to start or how to create landing pages, or you need high converting proven templates to edit, visit the link below and start free.

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