Landing Pages: What Are They and Why They Matter

A landing page is one of the means of promotion which highlights the product from the best sides, eliminates doubts and gradually guides a person to a particular action.

Why a landing page matters

• Brands that increase the number of their landing pages from 10 to 15 experience a 55% increase in leads.
• 68% of B2B organizations use landing pages to attract new customers.
• Videos on a single-page site increase conversion rates by 86%.

How a landing page works

A landing page functions as follows: the consumer clicks the link and goes to a one-page site. At the top of it there is the headline with a certain offer. If users are interested in it, they scroll on to get more details. Each following module increases the interest of the visitor and eliminates all doubts. At the end of it the CTA (call-to-action) button or a form of subscription is placed. It is the essential element of a landing page. To receive a special offer they're interested in, the visitors should leave their contact information. Thus, they become leads.

Usually the form has a couple of boxes that ask for email and username. This information is enough to expand the customer base and solve marketing problems. After filling out the subscription form, the person receives a thank-you email.

Advantages of a landing page

Let's look at what are the pros of using a landing page:

• Easy lead generation. A relevant landing page with thoroughly worked out content can quickly attract a visitor and convince him to perform a targeted action.

• Collection of personal data for the customer base. A landing page collects the necessary information about potential customers. So the company gets to know its audience better, understands its desires and interests. As a result, brand advertising campaigns get better and more personalized.

• Improving search traffic. A landing page is developed to match specific search phrases. This is done for free promotion by natural means or through special paid services, such as Google Adwords. The landing will significantly increase your search ranking, making you stand out among other firms.

• Effective promotion of new products. You can leave a link to the landing page for potential customers when you come up with new products. This way customers pay attention to the product offered and show activity on the web page.

• Easy process of making a decision. Only the most relevant information is included on the landing page. This makes it easier for consumers to make a decision. They can quickly figure out whether to buy a product/service or not.

The common types of landing pages

• Product/service landing page

• A landing page for services

• A subscription offer landing page

This type of landing page aims to get agreement to send a newsletter. Through it, the organization gathers a client database more quickly. It is easier for a user of the site to subscribe to topical news than to buy something right away. But keep in mind that intrusive advertising is not appreciated by consumers. Tell them what kind of emails you plan to send. It can be a series of helpful articles or something of a kind.

• A branding landing page

A home page vs a landing page: the difference

The aim of the home page is to convert users into buyers. A landing page contains only basic product information and a subscription form to collect visitors' personal data.

Also, home pages are designed for a wide audience, while landing pages are designed for highly specialized segments that are more likely to convert.

How to come up with a landing page

So, what do we need to design a landing page that really converts?

Specify the targeted action

Figure out why you need a landing page and what would be the visitor's action. needs to do, e.g., to buy a product, or to subscribe to a newsletter, or to download a manual.

Structure the page

The main blocks in a landing page are the brand logo, headline, relevant text, CTA, and a subscription form. You don't have to come up with your own structure: for popular business spheres, there are many free ready-made samples. Or you can look for examples from other companies.

Create a clear headline

The headline is a very important element of your landing page, because customers pay attention to it in the first place. Come up with a brief, clear and catchy headline that will convince the reader to view the web page and push a CTA button.

Provide the relevant information

The text after the headline should effectively complement it and be informative to visitors. Use this element as another method of attracting customers. Briefly explain your headline and emphasize the merits of your brand.

Think over creative visualization

Pictures and photos reflect the general message you're conveying through the landing page. Interesting and appropriate images attract consumers, motivating them to leave their contact information.

Characteristic features and advantages

These aspects complement each other perfectly. The best way to gently lead a customer to a purchase is to demonstrate product features with a detailed description and explain the benefits of buying the product/service. Analyze offers from your competitors, find your own exclusive features and mention them on your landing page.

Subscription form

The subscription form is an important aspect of the landing page. Thanks to it there is a possibility to add new clients to the database. The form can be short (email and user name) or long (email, full name, phone number, location, etc.).

A clear CTA button

Developing and analysis

Launching ads

Use the main sources of traffic for advertising the landing page: contextual advertising, publications in social networks, email marketing. We'll talk more about the promotion methods below.

Ways to promote a landing page

• Organic search

It involves adding keywords and phrases to make it easy for your audience to find your site. If the landing page is relevant to search engines, the likelihood of visitors leaving contact information increases. The search results are below the ads, and the keys are in bold, as you can see in the example below.

• A PPC model

A Pay-Per-Click model is an advertisement model offering payment for the clicks of the clients. You should properly choose the segment of consumers as well as thoroughly plan your budget.

• Emailing

Newsletters are one of the most effective promotional ways which converts leads to consumers. You should send emails to your subscribers with a link to your landing page, attracting them to your one-page site. This method is most appropriate for new products/services or to promote an upcoming event.

• Ads in social networks

This is a great way for promotion because you are running ads on one of the sites where you already have your audience. To increase conversions, study targeting and take into account more personal details about your customers (gender, age, place of residence, status, hobbies, etc.). It is important to create a catchy headline and choose relevant images that highlight the merits of your products.

An example of an ad in social network

• Guest blogging

Get in touch with these people, tell them about your products, ask them to test the product/service for free and write a review about it for subscribers. Then create a guest post on their page with a link to the landing page.

Conclusion

A landing page is an effective way for promoting products and developing the brand. This tool contributes to replenishing the customer base, increasing company recognition, generating leads and increasing sales. It is worth bearing in mind that the landing page has a narrow focus and promotes a certain product. Pay special attention to the design of the landing page, the headline, the meaningful text, the CTA and the application form. Follow the advice of this article to create an effective and original landing page, with which you can easily attract your potential customers.