What is a Landing Page, and How can it be Used to Grow Your Business?
Landing pages are a type of website page that is used to collect information from potential customers.
The purpose of landing pages is to convert visitors into buyers or customers and use bait offers, contests, persuasive content, and other tactics to achieve this goal.
Landing pages are often designed with the intent of persuading people who have just landed on them to take some sort of action.
A landing page should be focused on one single offer rather than trying to sell multiple things at once.
So how do you create a landing page? We will bring you there!
What is a Landing Page?
How do landing pages work in digital marketing?
In digital marketing, landing pages can also be used as conversion points for various types of advertising: retargeting, conversion rate optimization (CRO), direct response marketing, and many more.
What are some examples of landing pages?
As mentioned above, landing pages are used in a variety of ways and for various types of campaigns so there is no set formula or template to build one.
There are many examples of landing pages that can be found online such as:
- Coupon landing pages in eCommerce stores.
- Lead gen(eration) landing pages for bloggers, businesses, and marketers to get more email leads. The lead gen landing page is part of well-defined email marketing campaigns
- Affiliate marketing landing pages used by influencers to promote affiliate products. These are especially popular on YouTube.
What does a landing page normally have?
There is no set formula or template to build a landing page.
A great example of this can be seen on our own website where we offer users three different types of landing pages:
- A lead-generation page
- A blog subscription landing page
- A YouTube video landing page
Our different types of landing pages demonstrate how a landing page can vary greatly in appearance and functionality.
However, all three examples have some core features:
- Headline that catches the attention of readers
- Call to action (CTA) button to direct users where you want them to go
- Text that explains the offer or the reason why someone should click on your Call-To-Action (CTA) button
- An image, video, infographic, or other types of media to support your message.
How do you create a landing page?
Now that we have discussed what a landing page is and examples of them in action, it's time to find out how you can create one yourself.
To design a landing page, we need to establish an offer that will entice users and persuade them to take up the offer.
This is done through persuasive words or imagery within the copy of your landing page as well as a CTA button that reassures people that taking the action you are requesting will lead them to a positive result.
Two key elements when creating a landing page:
- Create your headline
- Create your copy and CTA button
1. Create your headline
The first stage of creating a landing page is to create the headline that will be used as the title for your page.
Your headline needs to have a very specific function: it must convince people to read further down the page.
If you are using paid advertising campaigns where people tend to skim the titles and descriptions, it's especially important to have a headline that really attracts people.
In these cases, your title needs to be bold and direct to ensure you get clicks as well as any media-rich design that can help attract attention.
Your headline should answer the following questions:
- What is this page about?
- What's in it for me?
- Why should I care?
Here are some great examples of headlines used on landing pages:
- Landing page headline: "What you need to know about the GDPR"
- Landing page headline: "6 easy ways to fix bad posture"
2. Create your copy and CTA button
The next stage is the copy that will be used throughout your landing page.
The copy is important as it helps to support the headline and CTA button you have created, persuading users to take up your offer.
To write effective copy for your landing page, always aim to address a problem or pain point that visitors might have.
You can then include a solution to this problem in your landing page and, if you really want to go the extra mile, provide proof that your solution actually works.
Finally, include a great CTA button that reassures users by telling them exactly where they will be taken once they click on it.
Many people make the mistake of creating an untrustworthy-sounding button that makes it unclear where they will be taken and the nature of the offer.
Homepage vs. Landing Page
A landing page is a web page that is used to collect information for a specific offer from potential customers.
A homepage is the front page of your website, typically displaying a collection of different content pieces like blog posts and products.
Generally speaking, landing pages should focus on one specific topic or offer while also providing valuable information before asking for any interaction.
Whereas, homepages are designed to be more immersive and gather reader attention through various methods including new blog posts or social media feeds.
Homepage: Direct visitor to relevant content based on-page content and past browsing behavior
Landing Page: Direct visitor to call-to-action (CTA) or offer, usually through forms, downloads, or white papers
Another factor that affects how your CTA button is perceived is the color you choose for it.
When users are undecided about taking an action on a web page, they generally look at the buttons involved to see if they are of a similar color or that contrast the page enough for them to be able to click on it easily.
It's also good practice to avoid putting your CTA button at the top-right corner of your landing page, as generally speaking this is an area where users do not expect to find a call-to-action button.
When a visitor responds in the desired way, it's called conversion, or a conversion goal. Conversions are important because they help you to measure the success of your landing page and CTA.
The main benefit in having conversions is that it helps you to achieve your marketing goals, so knowing what these goals are will help you to set yourself an accurate target for how many conversions you want to receive from each landing page.
A landing page is a web page that is used to collect information for a specific offer from potential customers.
What kind of Landing Page Shall I Use?
There are four main types of landing pages, each with its own distinctive features and uses.
- Squeeze Page: Used to gather email addresses in exchange for valuable content such as an eBook or another free resource
- Splash Page: Used to gather website visitors' information, as well as increase brand awareness
- Lead Capture Page: Similar to a splash page, but more in-depth and usually results in the visitor signing up for an email list
- Sales Page: Usually has a large amount of copy and focuses on selling the product or service
How Many Landing Pages Should You Have?
According to Taboola, Having 10 to 15 landing pages on a website will result in 55% increase in conversions.
In general, around four landing pages will be enough to help you achieve your goals and cover all the essential parts of your website. It is important not to have too few landing pages though, as this will make it difficult for users to find relevant information they are looking for.
How Often Should You Create Landing Pages?
Landing pages should be created according to your business needs, as well as the purpose of your website.
For example, if you run an e-commerce store that sells a variety of different products and services, you will need landing pages that focus on each specific product or service.
This is because the aim of these landing pages is to help users find the products or services they are looking for, as well as increasing conversions by getting them to sign up for your email list (if you offer one).
It is not a good idea to create landing pages based on single topics if you have a large website with different sectors, such as an e-commerce store. Doing so will make it difficult for users to find information, as well as making your website appear unprofessional.
This is why creating landing pages according to the different sections and sectors of your online presence will help you achieve more conversion goals. Doing so will also help you cover all your marketing bases by directing users to relevant content they might have missed otherwise.
To maximize conversions, landing pages should contain a persuasive and personalized copy.
You want to encourage users to take the desired action you have set for them (i.e. sign up for your newsletter, purchase a product, etc.) by giving them an incentive and presenting it in a personal way that focuses on their needs/wants.
Where to Put Your Landing Page: Do I Need a Website?
Instapage provides a one-stop solution for creating landing pages. You can either do this by using their built-in landing page templates or you can create your own custom landing pages.
You can also choose to embed the Instapage editor onto your website, which means that you won't need a dedicated landing page and users will be able to find the content they are looking for within the overall website design.
Instapage offers the following features:
- Drag and drop editor - customizable landing pages
- A/B testing available - for improved conversion rates
- Professional templates that will improve user experience
The Instapage platform is affordable, which means you can start using it instead of creating a landing page from scratch. If you are a novice then the template-based editor is also user-friendly and easy to use.
It is important to keep in mind that you might not be able to customize your landing page with Instapage.
If you need personalized copy or content that will fit with your brand's overall marketing goals, it is better to create a custom landing page from scratch instead of using a template.
It is important to note that converting visitors into leads or customers does not only depend on how persuasive your landing pages are but also on the site's design and usability.
This means that you should check whether your website has a good user experience (UX) and whether it can convert visitors into leads or customers.
If not, you might want to consider investing in a landing page service like Instapage that will allow you to create a better online presence and improve conversions with a more personalized copy.
How to create an effective landing page? (Best practices)
1. Define your objective
What are you trying to achieve with your landing page?
Increasing the number of subscribers to your newsletter might be one reason, but it’s not the only one. You can promote a product or an affiliate offer on your own website (although this is not recommended). In any case, it is essential that you clearly define what you want from people who visit your landing page.
Here are some examples of possible objectives:
- Show prospects how good you are for their business and win more customers
- Have them subscribe to download a resource
- Get people interested in your sales proposal and ask them for a callback
People often think that creating an objective is obvious and don’t consider how important it really is. The stronger your objective, the more likely you are to achieve it.
2. Define your target audience
Based on your objective, define the profile of your potential customer (personas) or lead:
- What industry are they working in?
- Are they Decision Maker or junior executive?
- Are they marketing-oriented or focused on their daily job?
In CopyArt, we have grouped all companies in 15 sectors and 24 job markets with more than 3000 keywords associated with them
- Age group (younger managers, older managers...)
- Education level
- Social class
- How many times per day do they visit social networks like Facebook and LinkedIn?
- Which blogging sites do they visit regularly?
- Which search engines are they using?
Defining your target audience is the key to writing a headline that converts. If you don't know who you're talking to, how can you write an effective message for them?
3. Planning the structure of your landing page and writing your headline
You have now defined your objective and your target audience. It's time to think about the layout of your landing page. You can either use Webflow’s ready-to-go templates or create a new one by defining its dimensions and selecting its color and template, as shown below:
Once saved, you can edit the basic information such as:
- Title & Subtitle
- Background image (the website where you want people to be redirected after clicking on your call to action button)
- Footer details
And from there build up all the components of your landing page giving it great structure which will make it easy for visitors to read and take action. Your page must first establish credibility with prospects before asking them to do anything.
The layout of every template is controlled by variables that you can customize in the Design Editor.
Display your blog posts at some point through your landing page in order to boost traffic from social networks:
- Navigation sidebar: Customize the size and position of your sidebar if you wish
- Button: Select an image for your button or let Webflow automatically generate one for you.
- Call To Action Button: Choose the button type to display on your landing page (see below). Button text size and color can also be customized.
4. Add content to the page, including text, images, videos, and links
Now that you have defined your target audience and the layout of your landing page, it’s time to fill out the content.
The text on your landing page should be written in a straightforward manner without any cliches or over-optimization. It shouldn’t require people to read between the lines because if they don’t get it right away, they won’t stay long enough for further explanations
Include high-resolution images throughout your copy and use them as links (by adding a URL link within the “alt” attribute)
Video is one of the best ways to present your message and engage with prospects when trying to sell them something. With Webflow, you can embed a video from Vimeo or Youtube.
Link building is also critical for any SEO strategy because search engine bots crawl and index link text along with the content of a site in order to rank it. So you should always place links throughout your landing pages, preferably within your main copy rather than the sidebar.
5. Publish the landing page so that people can see it on their browsers when they visit a certain website or search engine result pages (SERPs)
Make sure you have an analytics tracking code installed on your site first!
To publish your landing page, go to the Pages panel in Webflow and select Publish.
6. Get people to visit your landing page by submitting it to one of the many website directories or social networks.
If you have a budget for search engine ads (SEA), consider using pay-per-click advertising, such as Google Adwords, on a large number of keywords that are related to your business.
Create an email campaign where recipients are directed to your landing page; upload it onto different social bookmarking websites.
Tracking & Analytics
You can track how often customers click on particular sections of your landing pages.
This is important because the goal of each section should be clear and help move visitors closer to taking action.
In order for you to track clicks, you need to import the Google Analytics tracking code into your landing page.
You can also analyze how many visitors have reached different sections of a multi-page landing page. This shows you which pages are visited most often and allows you to make any improvements for conversion optimization.
Landing pages are the perfect way to capture a customer’s attention with your brand message.
It gets visitors clicking on bait offers, contests, persuasive content, or other tactics designed to convert them into leads or sales.
Landing page is an essential component of digital marketing strategy because it captures website visitor's information such as name and email address so they can be contacted later via marketing email campaign.
With this in mind - how do you think about what your customers want more than anything else?
What would make them click on something like this offer from YOU?
Well if one thing is true then that is to: "meet their expectations." Everything you do should be about meeting their expectations. The only way to do that is by planning, understanding, listening.
If you're able to convince them before they even think about it, then you know you are on the right track. If not, just have a simple question for yourself: "does my landing page meet customers' expectations?" if not? You better fix it.