A landing page is a web page that encourages the user to perform the action you have planned. Most often, a landing page is created specifically for a marketing or advertising campaign. This is the page where the user “lands” (from the English “land”) after clicking on a link in an email, social networks or other sites.
What is a landing page for?
Any page may look like a landing page, but there is a significant difference in their functions. A landing page is needed for a narrow audience and a specific purpose.
Its main task is not just to inform or attract attention, but to convert users into leads, sell a product or collect contacts. If you have exactly this task, then you need to create a landing page, or as it is also called, a “landing page”.
A landing page describes a service, product, event, or any other company offering, followed by a call to action and the tools to perform that action. There is no need to talk about the company's history or other services here. There are other pages on the site or other landing pages for that.
A simple example of such a need is a conference, about developing landing pages, for example. The page will indicate the name of the event, time and date, there will be an interesting description and a button - “Buy a ticket” or “Register”.
Users who want to learn how to create landing pages want to hear about the opportunities they will receive after visiting and about the pain points you will help them solve. They will be interested in learning about the speakers and reading reviews from other visitors. Information about your company, services, the “order landing page” button, etc. are secondary in this case, which means that all these elements will be superfluous on the landing page.
Who needs landing pages?
Let's start with how a landing page works.
The visitor sees a call to action. Then he fills out the form (buys a product, orders a service), because he found the right solution to his problem. You get an email address (if it's a contact collection) or profit (if it's a sale). As you can see, this scenario is used for two main purposes - lead generation or purchase/subscription .
If we talk about the areas of application of landing pages, there are many of them. Here are some examples of content and situations for which a landing page may be needed:
author's e-books, brochures and other materials in exchange for an e-mail address;
Subscription to a blog, website or regular mailing of any useful content;
registration for an online course;
registration and/or purchase of a ticket for an event;
sign up for a free trial of the product;
download mobile application;
any personalized consulting services and calculations;
selling one or more similar products from the same category.
Key components of landing pages
First, you need an offer – a commercial proposal . This could be an item from the list above or something else. Then you select the components that will make the offer interesting and relevant for the user and allow it to be used.
A compelling headline. This is the first thing a user will see on a page and decide whether to scroll further or not.
The simplest navigation. The page focuses entirely on your offer. If there is a lot of information, you can add a menu. This is your maximum, no other links or pages.
Offer description. A good description is not about semi-mythical “sales texts” and other cliches that don’t really work. A good text is informative, without fluff, about the value of your offer, preferably without exaggerations about “the best” and “exclusive”, unless it’s true and you can prove it.
Photos, graphics, illustrations. It is not necessary to use pictures, but they dilute the text and make the page more visually attractive.
Benefits. Again, not empty words or 25 symbolic icons with abstract explanations. Try to add specifics - who are the speakers, how your offer differs from others, what are the benefits for clients, etc., briefly and to the point.
Reviews. The reviews block increases the level of trust of visitors. Just remember that the reviews must be real. If this is your first conference or sales launch, there is no need to make anything up. Add this block later.
Form. We already know that the task of the landing page is to make the user perform a specific action. This is done with the help of a registration form (subscription, purchase). The minimum form consists of one line - email address or phone number. If you need to know more, add additional fields - name, profession, age, company name, how they learned about the offer, what interested them, etc.
Thank you page. After the user has completed the action required of them, thank them for their time and help. This can be either a full page or just a message on the landing page that appears after submitting the form.
How is a landing page different from a regular website?
Technically, any page can resemble a landing page in structure. The main page or site in general has several goals and encourages user “research”. They most often have an informative function - to tell about the company, describe services, show examples, and if something important does not fit, here is a link to another page.
Landing works differently: there is nothing to distract you from.
The purpose of the landing page is to keep the user from leaving until they have performed the expected action here. The landing page does not focus on the company's services, but on one specific service. You can present several packages or tariff plans to choose from, but in no case different services. In the best case, the user will order something else, in the worst case, they will wander through the pages of the site and leave.
When creating a landing page, remember three main criteria:
It has one task - to convert visitors into leads or buyers.
This task is formulated as a call to action.
There should be a tool for collecting contacts, registration, or purchase or order.
How to promote a landing page
Since the page is initially created for promotion, organic traffic will not be the main source of visits.
Paid Search Traffic
Most search engines include paid advertising. Your landing page will appear at the top of the results for a related query with the “advertisement” tag. You may have noticed that these links often lead to the home page of the site, but often linking to a target page will be more effective.
Affiliate promotion in social networks
Advertising on Instagram, Facebook, and LinkedIn is a great way to reach an audience that will be particularly interested in what you have to offer. The beauty is that you can reach customers before they even search for your product (or before they want to search).
Targeted advertising
You can set up targeting based on demographic data, location, interests, etc. Ads of this type will be visible in the feed or on other sites to everyone who fits the specified description.
Email newsletters
With its huge reach and low cost compared to other platforms, email newsletters have become one of the most effective marketing channels. Once you have built a list of contacts, your carefully crafted email with a landing page link will likely engage readers and send them to the landing page.
Landing: examples
If you search for “landing examples,” you’ll likely find beautiful designs for the main pages of a website. But that’s not quite what you need – you already know that.
So here are some real landing page designs. All of these landing pages were made on the free website builder Weblium .
Mushroom : landing page example
landing page example
A laconic, bright and simple landing page made on Weblium. Briefly paraguay phone number library and clearly about the service, cost, company and a contact form at the end. The button at the top of the page sends directly to the contact form - useful for those who do not hesitate and immediately place an order.
How to survive : how to survive a business during quarantine (landing page)
landing page example 2
Another landing page from Weblium, which is very different from the previous one both in design and content. Landing pages do not necessarily have to be short and concise. Sometimes there is a lot of information, but if you add original illustrations, the user will scroll down and click the button at the end.
Advanced Telecom Landing: Example
landing 3
With Weblium, you can create a more serious landing page, like this one. Classic block structure, consistent dark color scheme, abstract niche images, contacts and a form at the end – a popular option for company landing pages.
