What Is a Landing Page?
In digital marketing, a landing page is referred to one page standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
A well-designed landing page can greatly increase conversions by steering users in exactly the direction you want them to go for quickly achieving campaign objectives.
Unlike normal web pages, which typically have many goals and encourage exploration, landing pages are designed with a the focus of “Call to Acion” based on a specific objective of establishing leads, sales, building brand awareness, increasing usage, product introductions and more.
Creating an effective landing pages isn’t the same as crafting a successful website or email newsletter. There are certain guidelines you should adhere to in order to maximize your page’s success.
The Key Difference Between a Homepage and a Landing Page with the main difference being the homepage has tons of links and a landing page has only one?
The homepage of a website also may have dozens of potential distractions and may show content or display of other products and services. Landing pages are focused on one offering with one “Call to Action.”
A website homepage can look amazing, shows off the brand, and gives visitors the option of choosing from a range of products and services, it extends to visitors a tour of going anywhere on the website, window shopping around, which is not the focus of a landing page.
Using an effective landing page that is paired with super slick ads that promote a single offer increases the chances of converting traffic outcomes. That’s the power of landing pages!
So where do you begin?
Landing pages, like any other part of your online marketing arsenal, must have goals. Without identifying specific goals, there’s no way you will create an effective page. There must also be specific expectations for your landing page, on which to gauge its success. This could be the total number of conversions, or the number of people who make it past your landing page, or some other number, based on your own goals.
Next define a clear ” Call to Action”. This is possibly the single most important part of any landing page. Identify a Problem or Inform of a Solution. Determine, what is the most like trigger that will make a visitor to your landing page decide to take the next step “Act”.
Finally, keep in mind attractiveness and simplicity of Landing pages are of great importance and should not include any extraneous information that can cause bounce. Content should be clear, concise, and persuasive. Landing pages are not the place to show off your creativity, unless that creativity is clear, concise, and persuasive. also only ask for vital information and avoid making it a hard sell. Once an order is placed additional information can be requested.
It’s pretty safe to assume that most of the people who visit your landing page are already interested in what you have to say, because they’ve clicked through from a PPC ad or email. However, never take this for granted because just as they arrive they can also leave.
Landing pages are one of the most effective ways to convert people to new customers. They create legitimacy for your brand and encourage people to submit contact information they otherwise wouldn’t give you. If built correctly, they can be lucrative ways to improve your ROI.