The Ultimate guide to landing pages
What is a landing page?
The Ultimate guide to landing pages
Landing pages are standalone web pages with one mission: to prompt visitors to take a single ‘next action.’ Here’s how they fit into your digital marketing.
Landing pages work systematically to transform cold traffic into leads, leads into customers, and customers into raving fans. How? By inviting visitors to make a decision: click (and convert) or hit the road.
That single decision can be practically anything: sign up for an email newsletter, register for an upcoming event, make a purchase, or download freebie content (known as a lead magnet). This point of decision is the point of conversion. As a result, your landing pages’ ability to convert can either catapult your business to the next level or hinder your hustle in a big way.
A landing page’s number one goal is to transform targeted web traffic into email subscribers and customers. Wherever your web traffic comes from—a social media post, a paid Facebook ad, a blog article, etc.—when people “land” on your landing page, they’re met with just the right amount of persuasive and educational information to click and convert.
Landing pages are unique to a specific audience segment and are focused on compelling that audience to take a single action or to make a specific decision. The decision can be practically anything: make a purchase, download a free ebook, sign up for an e-newsletter, register for an upcoming event—the options are limitless.
Unlike a homepage or a primary business website, a landing page is tasked with one unique and important mission: to convince a visitor to take a single, specific action (such as purchase, sign up, download, etc.).
Both pages serve different purposes and operate in unique ways. Here are a few of the notable differences:
|Highlights a broad range of content to offer an overall perspective. Multiple objectives.
|Focuses on one single objective—to deliver specifically requested content.
|Many. Full range of navigable options. A web design that includes links, images, navigation bars, etc.
|Very few. Clean-cut. Call to action, image, text.
|Entice visitors to dive deeper into the website.
|One single call to action that captures leads and drives sales.
Landing pages aren’t typically connected to other parts of your website. Instead, they’re usually situated between an ad and a thank-you page. They’re built and designed to drive traffic for a very specific marketing campaign goal.
On the other hand, a website is like a grand buffet platter for your business. It’s a set of interconnected pages that explain what your business is, what it sells, the services it offers, and more.
While every landing page is different, most pages will include the following elements:
Landing pages can be used for thousands of things—but only one thing at a time.
The one and only goal of a landing page is to convert. How you define that point of conversion is up to you. When determining how to use landing pages there’s only one thing to remember: each landing page needs a clear goal and a single call to action.
The two most common landing page goals are:
1. Lead generation landing pages
Driving anonymous web traffic to your webpage is just the first part of the equation. After you capture the name and email address of your prospective customer, you’re able to proactively reach out and nurture your new lead until he or she is ready to buy.
By building your email list and collecting qualified leads, landing pages enable you to feed your marketing funnel and grow your business.
2. Sales pages
A sales page is a particular kind of landing page that is solely dedicated to selling a product or service and collecting revenue. Ideally, sales pages are used to transform warm leads into customers and customers into repeat buyers.
The length of your sales page is typically determined by the price point, your audience’s familiarity with your offer, and the complexity of the offer itself. The more familiar your audience is with your offer and the lower the barriers to purchase, the shorter your sales page can be.
Learn more about the types of landing pages and their objectives.
The purpose of a landing page is to generate leads and nurture your audience throughout their customer journey. Those landing pages that convert most consistently are ones that use a clear, compelling call to action.
Common landing page calls to action include:
The call to action on your landing page depends on the end result you want from the funnel. Find out when to use a landing page in your marketing campaigns to reach your key business objectives.
Create a high-converting landing page in a few simple steps!
Let’s look at a basic example of how to use landing pages to generate leads.
Most small businesses begin by attracting web traffic through a social media campaign, a paid advertisement, or even a link on a guest blog post—all of which point to a landing page. Visitors click through an advertisement and land on your page, where they are then invited to take the next action.
If you’ve done your job right and used effective landing page software, the copy and design of your page will convince them of the value of your offer and compel them to click and convert.
Bottom line: Landing pages are standalone pages designed to turn traffic into leads and leads into customers.