The Guide to Landing Pages
Whether you’re branching out into new audiences or engaging with your existing customers, landing pages make it possible for you to deliver the right message to the right audience so that you can get the biggest possible return on your time and money.
Still sending web traffic to your home page and hoping for the best? Stop it. Right. Now. Your hard-won web traffic is too precious to waste on an under-optimized page that points people in a dozen different directions. It’s time to create landing pages and make the most of your marketing efforts.
What is a landing page used for?
Use landing pages to transform targeted web traffic into email subscribers and customers.
Whether you’re running an ad on social media or announcing a promo on your website, we want you to be more strategic about which pages you create and how you create them.
This guide is designed to cover the ‘must-know’ fundamentals as well as the most important tips & savvy strategies that have proven to work across hundreds of thousands of businesses. We’ll start with the very basics and make our way down to the nitty-gritty of effective landing page copywriting and design.
We'll cover topics like:
Do landing pages work?
As a general rule, landing pages have conversion rates 2-10x higher than the average web page and small businesses with more than 10 landing pages are able to grow their email lists twice as fast.
How is that possible? Because landing pages have a single goal: receive web traffic and compel visitors to take a single, specific action. Unlike other webpages or websites, landing pages are unique tailors and narrowly focused on that action: signing up for a newsletter, downloading a resource, making a purchase, or registering for an event. Having a single focus (and goal action) it’s possible for a landing page to deliver the right message to the right audience—rather than talking about ‘all the things’ to ‘all the people’ and failing to persuade anyone.
What landing page means?
Landing pages are typically stand-alone web pages used to convert web traffic into leads and sales (rather than merely inform or educate). They are unique to a specific audience segment and focused on compelling that audience to take a single action.
How much are landing pages?
The cost of landing pages varies, depending on how you create them and the tools and landing page builder that you choose. Unlike other digital marketing platforms, Leadpages doesn’t limit how many landing pages you create or charge you more based on how much traffic your receive or leads you collect.
What should be in a landing page?
Our professionally-designed landing page templates take the guesswork out of effective marketing, but you should keep in mind these five essential landing page elements:
- Unique Selling Proposition (USP): Your USP should be evident throughout your page, but makes its primary debut in the headline and supporting headline.
- Your offer: The details of your offer should (ideally) combine both features and benefits such as a benefit statement, bulleted lists, and/or descriptive summaries.
- Visuals (imagery & graphics): From the hero image that headlines the page to videos and iconography, any multimedia you include should provide context and compel a visitor to take action.
- Call to action (CTA): Your call to action is typically in the form of a button placed (at least once) on the page, guiding visitors towards an opt-in form.
- Supporting evidence (social proof): Increase your trust factor and further persuade your audience by including testimonials, reviews, social signals, trust seals, awards, etc.
Is a landing page a homepage? And when should I use landing pages?
Whether you send your web traffic to a landing page or a homepage depends. When you can pinpoint exactly the action you want your audience to take: show them a landing page. When you can’t: your homepage is fine—but make sure it does at least allow for action. Understanding the differences between landing page vs. homepage.
Ready to dive into the guide landing pages? Here’s what we’ve put together for you:
