Landing Pages for Newbies

19 July 2018

As we talked earlier, a good business website is designed around actions you want your visitors to take.

That's where websites differ from landing pages. Landing pages have specific benefits that set them apart from a business website and make them an effective lead generating and marketing tool.

example of making a site on a laptopA landing page is an important marketing tool bringing awareness through specific content and prompting visitors through calls-to-action to provide data in exchange for information and thus can significantly increase conversions.

Web page and landing page differ so little to so many small businesses, so many marketers have their introduction plan prepared for the most of new clients. Simple web pages fit into the hierarchical structure of your website and consist of common pages, from the homepage, about us, team, to product and service overview pages. Their sole purpose is to deliver your corporate value and help your customers discover and learn about your business.

Landing pages, on the other hand, are solely optimized to deliver quality content which converts visitors to customers. Those pages typically work without external links or navigation to other pages. They just make visitors click the call-to-action. That`s it.

A quality and professionally designed landing page can enormously increase conversions of all marketing campaigns. It is usually done this way – instead of directing visitors to your company’s website, you are navigating them to specially designed landing page, predicting every step you want them to take.

What is a Landing Page, and why do I need one?

successful landing stranaAny page that someone gets after clicking on an online marketing call to action can be called a landing page. It might not have any ties to the company website whatsoever, and it is also called a dedicated, standalone page. Those standalone pages are designed for a specific marketing campaign and have a certain goal to fulfill. It might sound funny, but these pages float alone and can be accessible only from the link provided in your marketing content.

Their purpose can be two-kind:

1 - Capturing leads that enable you to "target" people in your future campaigns

2 - Warming up of potential customers to the product you are trying to sell

Lead generation landing pages create value for your business by collecting a valuable piece of information like someone’s email address or other basic data. With customers’ permission, you can try to sell some of your products or services by combining the two most powerful tools a marketer has – email and landing pages. Usually, you get this information in exchange for something – eBook, newsletters, podcast shows, blog subscriptions, reports, consultation offers, basically everything fresh and free.

The other kind of a landing page is the “warming up” one. They are also called Click-through or jump pages. They are designed as in between pages, from the marketing piece to the final destination. Its purpose is to “warm-up” the visitor to the product or service you are trying to sell. These pages usually provide enough info for customers, making them ready to purchase.

The answer behind why landing pages can be so successful is message match. It is the ability of your landing page to relate and enrich messaging presented on the link that was clicked to reach the page. This is very important because most visitors nowadays are impatient and leave your page within a few seconds of arrival if you don’t reinforce their intent and quickly elaborate on the subject.

What is the main goal of your Landing Page?

You gotta have it. Whether it is a conversions number, people who clicked on your page, or something else, but don’t forget to set one. We are saying at least (and for the best) one because these pages need to be much more simple than other website design solutions. Be sure to avoid any information that might distract your visitors and prevent them from converting.

A clear and concise copy is a must. You can elaborate on the matter and be creative as much as you like, as long as you stay clear, concise, and persuasive. Keeping it simple would mean a lot to both you and your future customers because sometimes people just need that small signal before taking the final step.