In digital marketing, a landing page (also known as a “lead capture,” “static,” or “destination” page) is a single web page created specifically for a marketing or advertising campaign. After clicking on an outside link from an email, social media post, Google, etc., this is where your visitor will ultimately “land.”
Unlike typical web pages, a landing page is designed with a particular goal or intent in mind. For this reason, landing pages are one of the best options to utilize for increasing conversion rates of marketing campaigns while at the same time keeping the cost of acquiring a new sale or lead to a minimum.
The Difference Between a Homepage and a Landing Page
While technically, any page could be used as a landing page, the main difference lies in the number of links.
A homepage is one where you summarize and offer many different ways for a visitor to explore your site. This could include links to blog posts, social media channels, articles, merchandise, etc.
A landing page usually only has one link – a Call To Action (CTA). It is explicitly dedicated to offering one solution, one download, one ebook, one free offer, one subscription, etc.
The conversion rates increase with a landing page because it keeps the consumer focused on one thing and one thing only. Whereas a typical web page or homepage can sidetrack a visitor to click on various different links and away from the original reason they visited your page in the first place.
What Should a Landing Page Include?
There are several concepts to approach when creating your landing page. You will want to work with each and find the best combination to engage your target audience in the message you are trying to convey.
A few of these concepts include:
Your website design should not only tie into the type of offer you are making but also match your visual brand. This could be an overlay from an ad or post they clicked on to reach your landing page. Keep your design clean and simple, so they remain focused on your offer with no other visible diversions.
Your headline should pull the reader in. Be creative, but keep it short and aligned with the reader’s problem. You want them to click further to find the solution you are offering and not deflect their attention with other distractions.
Both images and video are a great way to engage the customer to keep reading further. Adding video can expand on that by offering up more information in the same time frame it might take to view an image and read the associated text.
Again, you don’t want to overwhelm your customer with web page copy that is distracting, overcomplicated, or doesn’t have a cohesive flow. Utilize a conversational tone and assure them they are in the right place for the solution to their problem.
If you are promoting an offer or using a signup form, or opt-in form, on your landing page, keep it short and easy to fill out. Extra work will create hesitation, so try to limit any type of opt-in form to as few fields as necessary. A name and email address are enough to create a new lead.
Testimonials, comments, and reviews on your landing page help to secure the trust factor with new visitors. Many people nowadays decide whether to purchase from a particular company or seek out their services based solely upon these reviews.
Call To Action (CTA)
The CTA of your page should be clearly evident. You want your audience to take that next step: sign up for a free offer, subscribe or download material. Make your CTA as short and clearly stated as possible.
Other Helpful Tips for a Successful Landing Page
After you have walked through and created the content for your landing page, you might want to keep a few of these helpful tips in mind as you review it before officially releasing it:
- Make sure the chosen image illustrates your offer and conveys a feeling to the customer.
- Remove all other navigation keys beside your CTA. You want to keep their attention focused solely on that specific offer.
- Adapt your landing page to all viewing experiences. You don’t want to lose potential leads or sales because your page is not readable or they are unable to complete a form on a mobile device.
- Create a “Thank You” page. Not only does this serve as a respectful way of thanking them for their time, but it also delivers what you had promised (usually a free instantaneous download), which can be a foundation for building trust with your brand.
A successful landing page will not only grab the reader’s attention but engage them enough to follow through with your specified Call To Action. Keep it simple and to the point, and offer the benefits your CTA will provide them.
Remember, the visitor is searching for a solution to their problem. A landing page should paint a concise picture of how your solution is exactly what they have been looking for.