Creating a landing page sounds like an easy task and it can be, but only if developed properly.
Our article will help you understand what is a landing page, how to create a landing page with examples of landing page for you to take inspiration from.
In pochi punti:
What is a Landing Page?
A landing page is a standalone web page that you “land” on after clicking on an ad, email or any other digital location.
A landing page is that page on your website that’s designed to convert visitors into potential leads.
smartbugmedia.com
They are different from all other pages on your website. It follows two criteria:
- It contains a form that allows you to capture the visitor’s information in exchange for an offer.
- The sole purpose of the page is to convert visitors into leads.
In simple words, it is a page that has a form in it but doesn’t have any other distractions.
How Does a Landing Page Work?
- A visitor sees a call to action (CTAA CTA is a phrase or word designed to get an immediate response from the reader. As the name suggests, it's usually something that involves a precise action performed by...) and “lands” on a page with a contact form.
- The visitor fills the form by providing their information converting them from a visitor to a potential lead.
- The visitor’s information is stored in your lead database.
- You market to the lead on the basis of the information they provided.
A marketing automation tool such as Marketo or Hubspot provides critical information about each visitor. You will be able to see when did the lead convert, what did it convert on and all the interactions they had on your website.
This information allows you to nurture the lead better. A nurtured lead moves through the marketing funnel faster and keeps your sales team happy.
The Benefits and Importance of a Landing Page
A landing page is different from other site pages as it focuses on a specific, short-term goal. Landing pages help you achieve short-term targets in an efficient manner.
Landing pages give audience insights, improve paid advertising campaigns and increase conversions. In addition, they can:
Boost Credibility
Customers appreciate simple, clear messaging that explains the value of what your brand has to offer. A well-planned landing page will show your customers that you have their best interests in mind. They’re perfect to add testimonials of your products and services as they provide social proof and build credibility.
Reinforce Your Brand
By maintaining consistency in the appearance of your website, copy, tone and style. Even if your visitors don’t convert into potential clients, your brand identity helps them remember your brand for the future. It makes it easier for them to respond to your marketing efforts and recommend you to others.
Types and Examples of Landing Pages
There are different types of landing pages that help achieve different types of end goals. You should choose a landing page that’s right for your business to increase your customer base and promote sales.
You’re putting your funds and time to launch an ad for your business. Therefore, you want a landing page that has a high conversion rate.
The following five types and examples of landing pages will help you understand which landing page is best for your business.
#1. Video Page
This type of landing page contains typically includes a sales video. The main focus of this type of landing page is the video and it is therefore placed above the fold.
A video landing page generally has a video and complementary text to encourage, engage and convert visitors into leads.
Use a video page if you want to sell:
- Photogenic products or services;
- If you’re offering courses;
- Gated content;
- Expensive products or services.
For instance, Skillshare courses.
#2. Products Details Page
The business’s main website displays product details landing page. It provides all the information about a product or a service. Potential customers get all the information they need to either purchase the product or contact the sales team to clarify doubts or get additional offers.
They may also have a website menu and outside navigation. It typically includes a few photos of the product or service, primary information about it along with the price and offers.
For instance, Apple iPhone 13’s page.
#3. Long-Form Page
Infomercials or sales letter’s main focus is to repeat the benefits, again and again, to convince the visitor to complete the purchase.
Explain each and every aspect of the product or service, address FAQ’s, highlight benefits in a simple, easy to understand manner.
The more time the visitor spends on the page, the higher the chance of a conversion.
Generally, a long-form landing page contains over 7,000 words. Organize the content into neat, short paragraphs, bullet points, pull quotes and lists.
An example of this type of landing page is Chronotek.
#4. Click-Through Page
Warm up the visitor just enough to complete the sale using a click-through landing page.
Display purposeful and limited content to the visitor to enable them to visit the transaction page.
The content focuses on the benefits and gives a crisp brief of the product and does not contain any navigation out of the page.
MozPro is the perfect example of a click-through page.
#5. Squeeze Page
It’s also known as an opt-in page or a lead capture page and is a quintessential page.
As the name suggests, this type of page ‘squeezes’ the visitor’s information.
Generally, a visitor is required to fill:
- Name
- EmailAn email (or electronic mail) is a method of exchanging communications through the internet. It is one of the most used features on the web and the number one mean... address
- Phone number
- Address
In exchange for submitting their personal information, companies offer something valuable in return such as:
- Email/Newsletter sign-up
- Downloadable content like price sheet, podcast episode, infographic, white paper, or e-book
- Free trial of the product/service
Xero’s free trial is a great example of a squeeze landing page.
How to Create a Landing Page
Once you know which type of landing page will best serve your needs, it’s time to create an effective page.
Follow these landing page best practices to get the most of your page:
- Start with a compelling headline: To capture reader’s attention and develop an interest.
- Use Purposeful Content: List benefits, offers and reasons why the visitor should purchase the product or service.
- Add Bullet Points: To make the content easier to understand.
- Build a Form: Don’t include more than 5 form fields.
- Remove Site Navigation: To eliminate the chances of the visitor of leaving the page.
- Add Images: They’re an excellent way to keep the readers hooked and convince them to make the purchase.
- Insert Social Sharing Icons: To make sharing the page with their friends and family easy.
- Add Testimonials: To increase conversions.
- Add Clear Instructions: For your visitor to follow in order to get the desired offer, product, service or free trial.
Pros and Cons of Landing Pages
Every business and website have unique goals they wish to achieve. Therefore, you need to consider the pros and cons of landing pages for your business before you dive into creating and implementing one.
Pros
Most digital marketing agencies believe landing pages are the greatest marketing invention. Let’s take a look at the top 3 benefits of using a landing page:
- Targeted Messaging: By enabling you the chance to offer personalised products and services to your customers.
- Trackable: Making it easy for you to gauge the effectiveness and monitor the results of your marketing efforts.
- Easy A/B Testing: If you have basic design and technical skills to create a landing page.
Cons
If landing pages are actually the greatest invention then why do all businesses not use one? Well, let’s look at the drawbacks to understand that:
- Hidden Page: Can only be accessed by an ad, email, social media post or a targeted marketing effort.
- Adds a Conversion Step: Acts as a barrier to purchase and a loss of interest in your product or service.
- Costly: If you don’t possess basic design and technical skills or if you want to have several different landing pages.
In Conclusion
Every landing page provides a unique opportunity. There’s no limit on the number of landing pages your website can have.
Studies have shown the higher the number of landing pages your website has, the higher the chances of conversion will be.
Ensure that your page isn’t competing for traffic and ensure that it’s targeted to a demographic where visitors will take the desired action.
Now that you have understood the concept of a landing page and how to create one, it’s time for you to get started.
Which type of landing page will you use and how will you optimise it? Tell us in the comments section below!
