What is a landing page?
A landing page is a page on your site that is designed to convert visitors into leads. On this page, you offer a resource from your business in exchange for a visitor’s contact information, which can include their name, email address, and job title. Below is an example of what a landing page looks like:
It is important to note that landing pages exist outside the regular navigation of your business website; it is a standalone webpage. A landing page is free of distractions. What does this mean? It means that when visitors land on the page they are encouraged to take only one action, such as download an ebook or join a mailing list.
Imagine as a business owner you develop a landing page offering an ebook as well as inviting visitors to follow your social media profiles and also showing other products or services you may offer. Your primary objective may have been to have the visitor download your ebook, but the other offers you displayed will likely have distracted the visitor from completing that objective.
What are landing pages used for?
As mentioned before landing pages are used to capture the information of website visitors in exchange for what your business is offering. This includes ebooks, email newsletters, online courses, industry events, free product trials, community memberships, and company mobile apps.
It may be helpful to know the two main types of landing pages:
Lead generation landing pages
Lead generation landing pages are also known as “lead gen” and “lead capture” pages. This landing page focuses on gathering information on customers, collecting lead data. In exchange for a product or service, this landing page asks users for information like their names, email addresses, and phone numbers.
The information collected on this page will also help to get to know and understand your customers. This can help with your business’s marketing efforts making it more efficient. It allows you to tailor your ads to your audience so that you won’t spend money advertising to people who aren’t likely to convert.
Click-through landing pages
Unlike lead gen pages, which uses forms, a click-through landing page uses CTA buttons. Clicking the button redirects users to a page where they can complete your desired action. These types of landing pages are used by e-commerce websites or businesses that have a focus on making sales. Besides a CTA button, these landing pages generally include persuasive information like product details or user testimonials to further encourage prospective customers.
Importance of Landing Pages
Landing pages offer and focus on specific, short term goals that you want your visitors to act on. Once you figure out what action you want a visitor to take, make it easier for them to do just that by sending them to a landing page that prompts them to complete that action. You’ll see the effectiveness of your online marketing improve dramatically.
Landing pages can also benefit your company in that they:
Boost your credibility
Visitors typically appreciate clear and simple messaging that explains the value of what you’re offering. A well-planned landing page shows your customers that you have their best interests in mind. They’re also places where you can insert testimonials about your product or service, which are an element of social proof, which has been shown to increase conversions.
Reinforce your brand
This is the result of maintaining consistency in your website’s appearance, tone, style, and copy. Having a clear and strong brand has several benefits. When your users don’t convert immediately, a strong brand identity can help them remember you in the future, respond to your remarketing efforts, or recommend you to their friends.
Landing pages are designed with a single focused objective – known as a CTA or a Call To Action. But what exactly is a call to action?
What is a Call To Action?
A call-to-action, also known as CTA, is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.” It is typically written as a command or action phrase, such as ‘Sign Up’ or ‘Buy Now’ and generally takes the form of a button or hyperlink.
The action you want people to take could be anything from downloading an ebook to signing up for a webinar. A CTA can be placed anywhere in your marketing — on your website, in an ebook, in an email, or even at the end of a blog post.