A landing page is the page a visitor arrives at on a website after clicking on any advertisement. It is the page on a website where one offers a resource from the business in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead-capture form, where visitors can fill the details like their name, email address, job title.
Landing page carries branded content including ebooks, blogs, newsletters, online courses, industry events, free product trials, community memberships, and company apps. This page has one main purpose to generate leads for the business in a number of ways and offer more than one type of content or experience through this page.
A homepage could also be a landing page if it appears more in search results or pops up as an AdWords advertisement.
Some important points which one must keep in mind while developing landing page are:
- Create a catchy headline
- Convey the value of your offer
- Insert visuals
- Create a form
- Limit navigation
- Add social sharing icons
- Make sure your instructions are clear for further steps
Landing Page Benefits
- Landing pages increases the quantity of conversions.
A landing page can help to increase conversions while providing a better user experience. It can help you determine which types of content to serve certain visitors for faster and more effective impact. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
- Landing pages can provide additional insights into your target audience.
By creating multifarious landing pages with segmentation, you can track which topic develops the highest rate. This can give you valuable insights into your audience’s interests.
You can use the earlier collected data from your landing pages to create more targeted and personalized marketing strategy. It doesn’t just tell you which content your audience likes best but also tells which way of channel you should prefer. This can enable your marketing team to refine your strategy further, promoting content and engaging with your audience on the channels.
- Landing pages can grow your subscription list.
In exchange for the content offered on your landing page, you’ll basically ask users to provide their email and name. This can help you quickly grow your email subscriber list, and segment that list to provide more personalized follow-up emails.
People who’ve filled out a form in exchange for content or information on your product or service, have shown an interest in what you have to offer, which ensures your subscriber list is filled with potentially high-quality leads.
- Landing pages could be judged.
A landing page is oftentimes a good opportunity to get creative and test out various designs to determine which visuals and text perform best for your target audience. It often lower risk to test out a new landing page, rather than making major design changes to your entire blog or website infrastructure which is already there.
- Landing pages allow you to measure metrics that are directly tied to business goals.
If you have created a specific landing page to showcase your new product or service, you can use that landing page to measure metrics directly tied to your business goals.
You can measure conversion metrics on that landing page to determine how well your campaign is performing, whether you need to make tweaks to communicate the true value of your new product. You can measure which sites drive the highest conversions to your landing page and put more resources into marketing.
- Landing pages increase brand value and help to get a good impression.
A landing page is a space you can use to tell your visitors what you’re offering, providing and how it can positively impact them directly or indirectly. Even if a viewer doesn’t immediately place their orders, a well-designed landing page can increase brand recognition and help to nurture leads for future sales.
A landing page doesn’t have to be boring. Take the time to create an engaging, interactive, interesting landing page that convinces visitors in the value of your brand and services.
Landing Page Tools
Landing page tools allow you to build and even host your landing pages using a third-party service.
Unbounce was one of the first landing page building and testing services that allowed marketers to create landing pages without involving the technical work. Over the years, it has become one of the most robust landing page development and optimization options out there.
Unbounce is a great option for most businesses that really want to get the most out of their landing pages. I’ll admit to a little personal bias here, but it really is a great platform.
If you don’t have the time to learn a robust system like Unbounce, Instapage is an excellent option. Their templates are incredibly easy to use for a competitive world. Going with a template means you won’t have the flexibility to really get the most out of your landing pages, but it also simplifies the design process substantially. Instapage does offer some A/B testing options, so you still have the ability to figure out which template and content works best for your audience.
If you’re really looking to get the most out of your A/B testing, you must consider Webflow. Unlike the other landing page platforms listed here, Webflow is primarily designed for building websites rather than creating landing pages.
Although Webflow isn’t a classic landing page design tool because it’s easy enough to use and implement that you can readily design pages on your site for use as landing pages.
Here are some of the most important elements to make sure, your landing page is impactful:
- Limit the navigation
You’ve brought your targeted traffic to a page where they have to make a desired action. Don’t distract them. Limit the number of exits from your landing page so that your visitors are focused on filling out your form till the end. A key part of this is to remove the website navigation elements on landing pages. This helps put the focus back on the content you’re offering.
- Enable Sharing
Tap into a huge community of your best marketers: your audience. Add shared links to your landing page to encourage your website visitors to share your content with their audiences.
- Deliver Offers
If you have a valuable offer, your visitors will give their contact information in exchange for your offer. Ask yourself if your offer is compelling to your audience and make sure your landing page demonstrates that value.
One way to ensure your landing page adds value is to show your audience the content directly on the page.
- Keep it Short and Simple
The longer the landing page and form, the more attractive elements you have to add to the lead-generation process. Keeping your lead form short and straightforward will result in increasing your conversion rate.
Here are some of the ways you can use a landing page to start a relationship with your future customers:
- EBooks and Whitepapers
If you write a blog post that introduces a topic relevant to your audience, you can satisfy deeper interests in that topic by enlightening and elaborating on the subject in an eBook or whitepaper. Using a landing page, you can “gate” this resource behind a lead-capture form for people to download and read.
- Email Newsletter Subscription
You can develop an eBook or whitepaper that elaborates on specific details, but you can also offer your readers a newsletter via email. They can subscribe to the latest content around your industry regularly. On various blog posts, use a call-to-action (CTA) to invite readers to subscribe to your blog. It can link to a separate landing page where they enter their contact information for addition to your email list.
- Online Course Enrollment
Whether you belong to any field and provide any service, your online courses should have their own landing pages, too. Using these pages, you can invite new students to sign up for your offer and capture information on them that can lead to a customer relationship that goes beyond the courses they take with you.
- Event Registration
Similar to online courses, events require you to collect information on your audience so they can receive updates prior to the event every time. An event, its schedule as well as its various sessions and keynotes, can have their own individual landing pages to turn event goers into event attendees and business leads.
- Free Trials of a Product
Offering people a free demo could make people use the landing page. Bring users to a page where they can sign up for a free trial for your services, using their name, email address, job title, and any other information you deem necessary to give them the best customer experience.
- Community Membership
If your business thrives on conversation among your audience, you have a website dedicated to dialogue between users, there’s no harm in making it invitation-only. In fact, it’s a great way to generate leads through the people who want to become members of your community. Create a landing page that lets website visitor’s sign up to become a bigger part of your business.
- App Download
Developing a mobile app by software for your product doesn’t just improve your customer experience. It also gives you another avenue to capture leads from your audience. A lead-optimized landing page that invites users to download an app is quite common in the app-maker community.