What is a Landing Page?
Landing pages are a critical element in a digital marketing campaign. But what are they, exactly? In this article, we’ll cover what a landing page is and how you can use simple marketing tools to create your own landing pages.
What is a Landing Page?
A landing page is a web page users land on when clicking a link, usually on a Google AdWords Ad, social media ad, or other paid ad. It is a standalone page that encourages consumers to take action.
What sets landing pages apart from other pages on your website is that there is typically only one link. There is no navigation bar at the top of a landing page, and links are not strewn all over the page. There is one clear call to action button that users are encouraged to press.
Landing pages are so simplistic because the goal of them is to boost conversion rates. The more distractions and links on the page, the higher the chances that the consumer will leave the page and not convert. Everything on a landing page, including the headline, images, and call to action button, is meant to help the consumer take action.
Landing pages are typically designed for paid traffic and inbound ad campaigns. That means that businesses are paying money for their ads to show up rather than just hoping for organic traffic. On the Google search engine results page (SERP), the ads that link to landing pages usually sit above the organic search results.
What Are the Different Parts of a Landing Page?
Landing pages are all different, but there are some common features that are on just about every landing page. They include:
- Call to Action
- Description of the Offer/li>
- Image of the Offer
- Benefits of Taking Action
- Testimonials (or some form of social proof)
Each of these components are extremely important to the success of the landing page. The headline should be compelling enough to keep the consumer interested in reading. In the sub-headline and description of the offer, the consumer should learn more about the offer and why it is special for them.
Social proof from testimonials or logos from companies who have purchased the product or service before help seal the deal for consumers. Once they’re convinced that they want to go ahead and take action, they shouldn’t have to search to find the call to action button. Everything on the page (as well as the ad that the consumer clicked to get to the landing page) should align and point toward the call to action.
Depending on the type of landing page, a form might also be a must-have on your landing pages. Forms allow businesses to collect information from the consumer, such as their email or phone number. This type of landing page is called a lead generation or lead capture page. It gathers contact information from the consumer so the business can nurture the lead and get them to purchase a product or service.
Typically, lead capture pages offer the consumer something of value in exchange for their email. The item of value could be an e-book, white paper, brochure, or access to the company’s services. When there is a form on the landing page, there should also be a confirmation or thank you page, which pops up after the consumer hits the “submit” button.
How to Make a Landing Page
When creating a landing page, it is easiest to use a software company that has templates available. Businesses can then use the templates to create landing pages specific to their needs. To make a landing page, businesses should include all of the components listed in the previous section, such as a captivating headline, comprehensive description of the offer, and a photo or some other image of the offer.
Remember these tips when creating a landing page
- Limit the distractions as much as possible. The only links should be in the call to action buttons
- Create separate landing pages to test different audiences. Consider where they are coming from to arrive at the landing page so you know how much information they need. There is a big difference if they came from a social media post versus a long LinkedIn message, for example.
- Make sure the call to action is visible and easy to understand so consumers know exactly what they are committing to.
- When in doubt, keep your text short and simple. Cut to the chase and don’t be too repetitive.
Zampi offers clean and easy-to-use landing page templates that small businesses can use to create effective landing pages. To learn more, visit zampi.io.