Landing page
What is a landing page?
A landing page is a destination page created with a specific goal; to convince visitors to act, you could create a page to get new subscribers, to download a lead magnet, to register for an event or buy a product.
Users usually reach the landing pages from many different channels, the most common are advertising campaigns, but visitors are also usually obtained through email marketing campaigns, from social media profiles, links located on our website/blog, etc.
To convince visitors to act, a landing page should be created with a good design and copywriting; only if you offer a good value proposal you will be able to get visitors to act.
1. Differences between landing pages and web pages
A landing page is a web page, but the real difference is in the reason why it was created and the elements used.
Web pages generally have a large number of elements, such as detailed information about the company, its services and products, contact forms, various sections where webmasters can provide detailed information, so users can make purchases, check the frequently asked questions section, etc.
On the other hand, a landing page is a very vertical page, where all the elements have been structured with a single mission: to make the visitor perform a specific action of our interest.
Thus, a landing page should have a description and benefit of a product or service, elements to capture interest and a call to action (CTA) for the user to do what we want them to do.
You can always include more elements, but it is not a good option. For example: placing buttons to access social media profiles is a very common mistake, it makes the visitor lose focus if they click on them and doesn’t convert.
2. Elements of a landing page
To create a landing page, you will need some basic elements. A landing page should include at least the following structure:
- Eye-catching titles. The title should be clear and explain what visitors will get if they do what is expected of them.
- Images and videos. The landing page should also include images and videos related to what you want visitors to do, here the goal is to play with their emotions so they will act.
- Form. A form is practically indispensable in a landing page, in order to obtain the user’s data and to be able to establish a subsequent contact. The form should have only a few fields, so it is easy to fill in.
- Call to action (CTA). It should also include a call to action, a button that will send the information about the lead to the company.
3. Advantages of a landing page
The use of a landing page brings substantial improvements in our digital marketing strategy, since it allows us to attract potential customers to our business and obtain their data for further commercial contacts.
Among the advantages it offers, we can find:
- It helps to boost SEO rankings
- Boost conversion rates
- It is easier to analyze the results.
- It improves the shopping experience and customer conversion.
- The design can be veryspecific and different from the main website’s layout.
- It focuses on a very specific target audience.
- It helps to advertise a product or service.
- They are a very cheap and simple method of obtaining conversions.
4. When to create a landing page
The goal of any landing page is to generate conversions, by offering enough information and vconvince visitors to act.
There are different goals for creating a landing page, but we could list some of the most important ones:
- Capture leads for a webinar.
- Get contacts through a form (for mass mailing campaigns).
- Generate downloads of an app (improve its ASO).
- Promote a free web service.
- Show the countdown of a launch (creating a sense of expectation and urgency).
- To advertise a specific product or service promotion.