When you begin developing your brand’s online presence, you encounter a range of marketing buzzwords and technical jargon. We’re positive “landing page” was one of those terms you kept coming across, which led you here — a blog post all about landing pages and their importance for businesses.
Landing pages are masterful conversion magnets, but before you can create a converting landing page, you need to understand what it is and how you can use it to your advantage.
So without further ado, let’s start exploring what a landing page is.
- What is a Landing Page?
- Types of Landing Pages
- The Benefits of a Landing Page
- 7 Landing Page Best Practices
- How to Create a Landing Page
What is a Landing Page?
A landing page is a single web page designed for a specific campaign to achieve a distinct goal. It’s where a user lands when they click on an online ad, button, or link— hence, the name “landing page.”
A landing page has a pre-defined purpose and is designed to guide visitors to take a particular action. This is precisely why landing pages are so effective in driving conversion — they focus on one specific target that’s clear, well-explained, and achievable.
While a regular website page might have a few calls to action to propel users to visit other pages, sign up for a newsletter, follow social media profiles, and so on, a landing page chooses just one call to action. The more choices people are presented with, the more reluctant they are to act. And landing pages solve this issue by eliminating the need to make a choice.
How to differentiate a landing page from other pages? A landing usually doesn’t have complex navigation or links to multiple pages, stands out with a clear-cut visual hierarchy and linear content that leads to a single call to action. You’ll often see lead capture forms on landing pages that collect contact information from the user, thus generating leads for the business.
Difference Between a Landing Page and a Website Home Page
A website’s home page serves as a directory that introduces the brand and points to all the high-priority pages the site contains. A home page reveals the whole range of resources the website offers, such as product information, benefits, subscription plans, a blog, etc.
As you can tell, the width of a home page distinctly sets it apart from a landing page. The latter is always more narrow, promotes a single product or service, and is optimized to draw conversions.
Have a look at the Renderforest website: the home page on the left gives a brief preview of what Renderforest offers as an all-in-one branding platform. In contrast, the landing page on the right solely introduces the user to Renderforest Cartoon Maker — a specific product among dozens of others Renderforest provides.
Types of Landing Pages
There are no strict rules or limits to landing pages, but to understand their functionality a bit better, it’s useful to know the two main types of landings. Let’s explore them.
Lead Generation Landing Page
As the name implies, lead generation, lead gen, or lead capture page is designed to attract leads. To achieve its purpose of collecting lead data, lead-generation landing pages typically feature a form for visitors to fill out.
Companies usually offer something of value in exchange for the visitors’ contact information. It can be a free e-book, template, whitepaper, course, a discount on a product, or some other reward.
The data collected through lead-capture pages will not only solidify your business’s connection with the contacts but also provide helpful insights into who your audience is. With a more refined understanding of the demographic your business deals with, you can tailor your value proposition to match their needs and expectations.
For this reason, brands often include lead gen landing pages in their marketing strategies. This type of landing can be suitable for any business that strives to build or grow its potential client list.
Click-Through Landing Page
If lead generation pages use contact forms as their main CTA, click-through landings concentrate on CTA buttons. These buttons are strategically placed and preceded by compelling content to lead the user to a dedicated page where they’ll complete the desired transaction.
Again, most click-through landings select one page to link to, which could be the website’s products page, pricing page, shopping cart, appointment scheduling page, etc. These landing pages are common among sites that prioritize making sales as opposed to growing brand awareness or collecting prospects.
The Benefits of a Landing Page
With a clear idea of what landing pages are, let’s see what exactly they can do for your company.
More Conversions and Sales
A landing page closes the gap between a potential client who’s interested in a product/service and a converted customer. That’s because landing pages contain all the necessary elements to prompt the visitor to take action — persuasive copy, power words, structured content, well-placed CTAs, balanced visuals, and so on.
Web pages with a lot of detailed information and several calls to action leading to different destinations tend to confuse the user and are less effective in getting them to make a specific move. Landing pages do the exact opposite, which is why they are compelling conversion drivers, as they only focus on convincing the prospect to take the final step toward becoming a customer.
Effective Marketing Campaigns
As a potent bottom-of-the-funnel tool, landing pages elevate marketing or advertising campaigns by leading them to their final goal — conversion. This increases campaign effectiveness and allows for accurate measurement of how well the campaign is performing.
For example, if you aim for a specific milestone with your sales, you can track the analytics of your landing page to determine where you stand in relation to your goal. If you find any gaps that stand in the way of converting visitors, you can develop a strategy to eliminate them.
Another advantage of a landing page is that it’s highly testable. Whether it’s the page’s layout, the color of the call to action buttons, the introductory paragraph, or anything else you wish to change around to see how it’ll affect the page, you can do it through A/B testing. In fact, it’s always recommended to A/B test your pages to find new ways to improve their performance.
As you drive more conversions and optimize your marketing campaign, the outcome will inevitably be a higher return on investment (ROI). When you test out different strategies for your landing pages and find what works better for your target audience, you’ll be able to capitalize on those strong points, cutting any unnecessary expenses that don’t return the value you expected. This means fewer resources wasted, and increased profit.
Clear Picture of Target Audience
Landing pages are highly targeted and can give you laser-focused insights into your audience. If your business has multiple products/services to offer, you’ll need a separate landing page for each.
By tracking the performance of your landing pages, you can see whether visitors are interested in the offers, which offers receive the most attention, what demographic your pages attract, etc. You can compare and contrast the results of several landing pages to segregate your audience into distinct groups and shape strategies to connect to each segment. The data will help you create buyer personas to represent each group and determine the best way to approach them.
Enhanced Brand Credibility
A landing page gives more depth and validity not only to the specific product it promotes but also to the brand as a whole. Landing pages present your business in a professional, straightforward, and attractive light, helping to build trust with your audience.
Regardless of whether a user decides to make a purchase or not, landing pages raise brand awareness and give your audience a clearer idea about your products in accessible, simple language.
Put yourself in consumers’ shoes; if you were trying to make up your mind about buying a product, would you rather go for a brand that shares nothing more than a vague description or one that has a dedicated page telling you all you need to know about the given item? The answer seems almost too obvious: Products with landing pages always inspire more trust.
7 Landing Page Best Practices
To make sure your landing pages achieve the goals you’ve set for yourself, it’s crucial to know what makes a good landing page. Landings are different from other types of web pages in their structure and purpose and thus require a slightly different approach. We’ll unveil it below!
Build With Search Engines in Mind
Landing pages are usually search-engine oriented to draw in organic traffic and fulfill their mission of spreading brand awareness. The process of optimizing a landing page for search engines includes a few key elements: keywords, backlinks, load time, content hierarchy, and visual components.
Descriptive keywords that are relevant to your brand and products should be smartly distributed throughout your landing copy. Be careful not to go the extreme and artificially stuff keywords, as it’ll only damage your page’s authority. Instead, concentrate on the right phrases and use them naturally in your content.
It’s also a good practice to use long-tail keywords that are more specific than broader ones like “e-commerce,” “business,” or “website.” This way, you’ll narrow down your target and have a higher chance of ranking on search engine results pages (SERPs).
Also, remove any unnecessary data that might slow down your page’s load time. Visitors are quick to lose patience when a web page takes a while to load. You can use free tools like Google PageSpeed Insights to test your site’s loading time and receive suggestions on how you can minimize it.
Craft Compelling Headlines
A headline is the first thing visitors look for and read on a web page, which gives it a lot of influence over the first impression your landing page leaves. A good headline finds a balance between being exciting and truthful at the same time.
For example, if you go for super intriguing headlines that sound enticing but don’t deliver on their promise, you’re sacrificing your credibility. On the other hand, accurate but bland titles that don’t arouse interest in the reader will likely have visitors clicking away without considering the offer.
Strategize CTA Placement
Your landing page should be structured in a way to smoothly guide visitors to the call to action. Call-to-action buttons should be easy to find on your site, as they’ll lose their effectiveness if they’re hidden among distractions. However, putting your CTAs right after the headline without giving the user any context about your page or product is not wise either.
The placement of CTA buttons can make all the difference in the click-through rate of your page. Think beforehand about where to place the buttons so the user sees them and is prepared to follow their instructions.
Social proof plays a big role in facilitating sales, which is not surprising given the fact that people trust other people more than brands. So, whenever you have positive interactions with clients, ask them to leave a review and display it on your landing page. As clichéd as it may sound, your existing customers can really become your greatest marketers.
Make it Easy to Contact You
Even with the most convincing copy, visitors may still have questions or need further clarification on certain issues. Show your contact details to allow them to get in touch with you as quickly and easily as possible. It’s best to provide them with multiple options for contacting you, like email, phone number, social media profiles, etc.
You can also have an FAQ section or a message form users can fill out right on the page. If you choose to include the latter, try to keep it simple, as forms with too many fields can overwhelm the user. A quick tip here is to have fewer lines in your contact form to shorten it vertically.
Receiving information through video is nearly always more convenient than reading long text. Video is the perfect solution, especially for detailed, complicated information that might be harder to explain without visual and auditory aid. Videos are also very entertaining and can hold the viewer’s attention for longer periods of time.
These are just a few of the many reasons for the continuous spike of video content on the web. You can use customizable video templates to create high-quality video projects with minimal input. Here’s an example:
Keep A/B Testing
We briefly touched on the need to keep A/B testing your website and your landing pages in particular. A/B testing is the process of comparing two variants of the same page to determine which one performs better.
It’s never guaranteed that you’ll get every single detail right with your landing page — whether it’s your first time creating one or 50th. A/B tests let you tweak certain elements, play around with words and colors to find the most successful solution that takes you closer to your set goals.
How to Create a Landing Page
Now, when it comes to the technical part of creating a landing page, there are a few details we’d like to clarify. A common question people ask is whether they need a website for a landing page. The quick answer is no, a landing page can be a standalone web page with its unique domain name.
But of course, if you have an existing website, your landing can become a part of it to bring more authority to your site. It’s also important to link to your landing page from your other web pages to connect the different parts of your website.
If you’re not very technically skilled and need a quick and efficient way of creating a landing page, you can go for website builders. They offer pre-designed templates that you can edit online in under an hour. All you’re required to do is customize the text, add your images, videos, and colors, and publish.
To Sum Up
Landing pages are an essential part of the customer journey, as they’re designed to guide the visitor to take a specific action. These pages represent a single product or service and are dedicated to one campaign.
A landing page can help your brand get more recognition, improve conversion rate, generate leads, and build trust with the audience. These are the primary reasons why businesses include landing pages in their marketing strategies.
Want to create your landing page online? Give Renderforest Landing Page Builder a try to build your project with minimal time and effort!