If you’ve been researching and exploring the realm of digital marketing lately, you’ve probably come across multiple terms and jargon that you’ve never even heard before.
And one of the ideas that piqued your interest is landing pages.
If you ever wondered about what their deal is and how they fit into the whole digital marketing scheme, then you’ve come to the right place.
You might be thinking that creating a landing page might sound like a walk in the park, but in this article, I’ll emphasize just how crucial they really are for turning leads into paying customers.
So, without further ado, let’s get right to it!
Okay, what exactly is a website’s landing page?
So, imagine you’re browsing the web, scrolling and clicking through different links, and suddenly your screen loads up a completely new page.
That page you just landed on? That’s the landing page!
And it’s not just any page on a website, it’s where someone lands on after clicking a link from either an email, ad, or any other digital platform.
Usually, landing pages are standalone web pages, meaning that it was created specifically with one goal in mind.
And what would that goal be?
It’s to get your viewers to take the action that you want them to take.
Whether it’s signing up for a newsletter, making a purchase, or filling out a form, landing pages are all about nudging you towards that big and bold call-to-action button (or CTA, for short).
Because of this kind of focus, landing pages make for the best option to increase your marketing campaigns conversion rates and lower the cost needed to obtain a sale.
This is because of this neat little thing called the paradox of choice. Ever heard of it?
Basically, when customers are given a lot of choices to choose from, it’s possible for them to be overwhelmed, get sidetracked, and, in the end, leave empty-handed.
On the other hand, if you were to just let them do one thing, like applying for the services that you offer, they have less time to hesitate and will more likely click on that link!
Additionally, you should keep in mind that all of your landing pages should have a clear hierarchy of visuals and indicate your product or service value right away so that visitors know what you’re all about.
So, what are the types of landing pages?
Alright, now that you know what a landing page is, let’s talk about the two main types of landing pages.
Landing pages mainly serve one of two functions, either to generate more leads or directing users to take the next step.
1. Lead Generation Landing Pages
Also known as lead gen or squeeze pages, these types of landing pages are all about capturing valuable information from your visitors.
This kind of information could either be their names, email addresses, or even their personal phone number.
By complying with your landing page’s CTA (usually in the shape of a sign-up form) your visitors, in return, receive a product or service, free of charge.
For instance, let’s say that you stumbled upon a chic looking webpage that’s offering a free declutter checklist in exchange for your email address.
Now that’s a lead generation landing page in action!
You can nurture those leads by updating them on the latest news, sending them valuable content and marketing to their email addresses, and eventually, turning them into loyal customers.
By having these leads, you have the chance to learn more about your target audience and tweak your marketing strategies in order to reach potential customers efficiently.
You don’t want to be wasting your time advertising to people who aren’t going to give your products the time of day, right?
2. Clickthrough Landing Pages
Compared to the sign up forms that lead gen landing pages typically feature, clickthrough landing pages focus more on getting users to click on an actual call-to-action (CTA) button.
Once they click said button, it directs users to a page where they can fulfill your desired action.
For click-through landing pages to convert, simplicity is key.
Too many words and distractions can discourage your page visitors and make them lose interest faster than you can say “window shopping!”
For instance, you can label a button as “book a free demo,” instead of compounding it and turning it into “what are you waiting for? don’t miss your chance and book your free demonstration today!”
Now, that’s just a mouthful.
Clickthrough landing pages are all about persuading in the most minimal manner.
So make sure to use compelling copy, persuasive imagery, and irresistible offers to convince your visitors that yes, they absolutely need your product in their lives.
Why do landing pages matter so much?
You might be thinking, why even bother with landing pages when you already have a website?
I’ll tell you why.
(And if you don’t have both, then you should probably start with one or the other)
Landing pages are essentially like your website’s boosters for user traffic, and here are some of the reasons why that is:
It Reinforces Your Brand
Your landing page is where you can really showcase what you’re all about and leave a lasting impression on your visitors.
Every element, from the attractive color palettes and fonts to the messaging and imagery, should scream your brand’s personality loud and clear.
This consistency helps reinforce your brand identity positively and makes it more memorable for your visitors.
For example, if you’re a sleek tech company, your landing page might feature clean lines, modern graphics, and a cool color scheme to reflect your brand’s minimalist vibe.
It Improves SEO
Ah, SEO, the ultimate feature that gets your website noticed by search engines.
Landing pages play a key role by providing targeted content that’s relevant to specific search queries.
When you optimize your landing pages with keywords, meta tags, and other relevant SEO stuff, you’re essentially waving a big neon sign that attracts Google to your page.
The more relevant and high-quality your landing page content is, the better your chances of ranking higher in search engine results.
It Boosts Your Website’s Credibility
Okay, imagine that you’re on the hunt for a brand new smartphone, and you come across two websites selling the same brand.
One has a professional landing page with glowing testimonials and impressive stats.
The other?
Well, it looks like it was thrown together in a hurry, with no clear direction or trust indicators in sight.
Out of the two, which one are you more likely to trust? Exactly.
(And don’t go saying it’s the second one, now)
Landing pages that are designed well, informative, and backed up with social proof can work wonders for establishing trust with your audience.
Credibility can really get you a long way.
Things like reviews and testimonials, case studies, and client logos are like little badges of honor that show visitors you’re the real deal.
Plus, when people see others singing your praises, they’re more likely to trust you and give your products or services a try.
It Increases Traffic To Your Website
And no, it isn’t all about ads.
On the contrary, having landing pages can boost your organic traffic by providing targeted content that ranks well in search engine results.
When you optimize your landing pages with relevant keywords and valuable information, you’re more likely to attract visitors who are actively searching for what you have to offer.
So whether it’s through paid ads, organic search, or even email marketing, landing pages are your secret weapon for driving more traffic to your site.
And hey, more traffic means more potential customers, which is definitely a huge plus.
Landing Page Vs. Homepage
When comparing homepages and landing pages, we can take note of a few important distinctions.
Homepages often contain a large number of links (frequently more than 10) including navigation menus, footer links, and those inside the page’s content.
They also include broader call-to-actions (CTAs) which target to present businesses and simplify navigation around the site.
Landing pages, on the other hand, are more simplified, with fewer links (oftentimes being just one), that subtly drive visitors to make a purchase that will result in conversion.
While the homepage does offer a broad overview of your brand and lets you show off the wide range of products in stock, it doesn’t necessarily mean that your page visitor will make a purchase.
And that’s where landing pages come in.
Because the landing page hones in on specific messaging and only promotes one particular offer, users tunnel their vision in on that service because they have less distractions in front of them.
7 Surefire Strategies to Optimize Your Landing Page
#1 Write a Catchy Headline
Your headline is one of the very first things that your visitor sees and is an important component of any sales page, so make sure it grabs attention and leaves them wanting more.
Make it clear, compelling, and directly relates to what brought the visitor to your page in the first place.
(don’t deceive your audience!)
Remember to match it with the meta title that users clicked on to get to your landing page, ensuring that you remain consistent and your content relevant.
#2 Strong CTA (Call-To-Action)
Aside from having a catchy headline, don’t let your CTA miss out in the action!
It’s basically the star of the show, so make it shine and stand out by placing it prominently above the fold (the part of the web page that users can visibly see without scrolling) and using directional cues like arrows or visual emphasis to guide users’ attention towards it.
Think of your landing page as a mini display for what you have to offer.
Use high-quality images, compelling descriptions, and maybe even a video to highlight the features and benefits of your product or service.
It’s the best time to show visitors why they can’t live without your product!
#3 Provide Social Proof
Remember what I said about credibility being an important thing to drive revenue?
Yup, that hasn’t changed one bit.
People are more likely to trust and take action if they see that others signed up for your services and had a positive experience.
So if you have reviews from happy customers, make sure to incorporate them into your landing page to show reliability and reassure visitors that they’re making the right choice by choosing you over your competitors.
#4 Target Long-tailed Keywords
Keywords work almost like codes that help people find your landing page.
Instead of going for short and simple keywords, target specific, long-tailed keywords that are relevant to your audience.
Generally, it’s a lot easier to rank higher with longer keywords as opposed to shorter ones.
This is because long-tailed keywords require less competition, so instead of just having your keyword be “landing pages,” take it up a notch by elaborating it and turning it into “the ultimate guide to website landing pages.”
And since landing pages have distinct CTAs, incorporating long-tail keywords into them seamlessly is a breeze, and will help drastically improve your chances of ranking higher in search engine results.
#5 Traffic Division
Chances are, your audience doesn’t only fit into one specific niche.
Let’s say you’re in the business of selling stylish and trendy clothes, so your potential buyers could range from teenage girls in high school to young adult women in their early to mid 20’s, and each of them have their unique needs and preferences.
To effectively reach and resonate with these diverse buyer personas, you’ll need to tailor your approach to cater to every single demographic.
One strategy to do this is to create distinct landing pages for each segment of your audience.
By doing so, you can cater your message to their specific interests and concerns, which will, in turn, further increase the likelihood of conversion.
This segmentation not only enhances your visibility in search engines by targeting relevant keywords but also ensures that your message speaks directly to the needs of each kind of audience, ultimately driving higher engagement and sales.
#6 Improve Page Loading Speed
In today’s rapid digital world, nobody wants to be waiting around for a slow website to load.
It’s difficult to keep a potential client’s attention on your page for too long, and not having your landing page load for a really long time further widens that already significant gap.
That’s why you have to optimize your landing page to be up to speed by compressing images, minimizing code, and using caching techniques to ensure a speedy user experience.
#7 Make Your Content Share-worthy
Creating a memorable and easy-to-remember landing page is essential for attracting and keeping potential leads.
In a sea of billions of material online, originality is vital, so by providing something new and interesting, you not only attract the attention of your target audience, but also enhance the possibility that they’ll share your landing page with others in their network.
Also, when more people visit and interact with your landing page, search engines like Google take note of this.
They will then rank your site as more relevant and noticeable in your desired niche.
As a result, your page may appear higher in search results, further increasing its reach and potential for conversion.
Moral of the story, word-of-mouth marketing is powerful, so it makes it easy for people to share the products that they love!
Optimize your landing pages to greater heights!
By following the strategies above, you can give just the right amount of oomph that your website needs!
With that said, do you want to look into more practical tactics to improve your business that produce concrete results?
If so, sign up for our newsletter to learn how thriving firms attained success and apply their ideas to your own projects!
FAQs
Why do I need a landing page?
Landing pages can be helpful to convert more visitors because they’re focused on one purpose or call to action, such as presenting information about a certain offer or product. It features simple navigation, which keeps a visitor engaged rather than being distracted by various links that lead them away from the website.
Can i have both a landing page and a website?
Yes, and you should! websites can incorporate a landing page into a section of their navigation bar as a standalone page, or you can combine a landing page and a website together to create a kind of microsite.
Can i have multiple landing pages?
There isn’t a limit as to how many internet landing pages you should have because a single landing page won’t serve your complete target audience. It’s usually determined by the number of audience groups you have and the technique used in your digital marketing campaign.
Can i have a landing page without a website?
Yes, you can opt out of having a website if you just want to have a landing page since it serves its purpose anyway, and that’s to have a singular page with a specific purpose that drive your visitors to perform a particular action like clicking on a link or signing up to a form.