What is a landing page?

What Is A Landing Page And Why To Use One?

Marketers have found that using a dedicated landing page is a far more effective way of converting website visitors into leads rather than just taking people to the homepage of your website and allowing them to search for information by themselves. Using a landing page is a proven method of increasing the number of conversions of site visitors into leads.

In digital marketing, a landing page is a web page that is dedicated to capturing leads for a product or service. People are usually taken to this page as a result of clicking on a search engine result or a paid advertisement. The advert could be a PPC (pay per click), social media advert or a display network advertisement. Usually, a landing page shows the headline, a subheading and written copy, or a video, which explains the benefits of your offer along with a form to be filled in to capture user details which has a prominent button to submit the information.


Types of landing page

There are two types of landing page which we like to refer to as SEO Landing Pages and  Marketing Funnel Landing Pages.

SEO Landing Pages are pages that have been optimized for keyword search phrases and allow websites to be found easier in search engine results. The idea is that the more of these types of pages you have, the more likely your site is going to be found.

Marketing Funnel Landing Pages are pages where traffic is directed from paid marketing campaign adverts to the landing page. The main objective is to get the user to perform the Call to Action (CTA) on the page which could be something like signing up for a newsletter, a free report, applying for a job, or buying a product.


What to put on a landing page

Regarding the landing page structure, it should not contain any items that might distract the visitor from the sole goal of the page which is usually to capture somebody’s details. Therefore, it should not contain any of the usual website navigation links or links to social media pages.

If you need to Display any legal information, then you can have a link at the bottom of the page, but you should display this information using some kind of pop-up modal box that doesn’t take the user off the page.

The actual content should include a headline and subheading which captures the user’s attention followed by a more detailed explanation about your offer so that they began to learn about in your advert. It is advised that both the design and message should match whatever you wrote in the advert you used to get the visitor to your landing page.

If there is no continuity in either of these items you are less likely to gain the trust of the visitor and, therefore, you are more likely to lose the conversion from a visitor to lead because they think they have been misled.

Some marketers also create video content to put on this page to explain their offer. There is compelling evidence to suggest that conversions from landing pages using video content are significantly higher. However, this does require more effort on the marketer’s part as producing quality video content is more demanding and usually more expensive than just using written copy.

Your landing page should also include a single call to action which is generally a form that the user needs to fill in with a clearly visible button to submit the details. You should also provide a clearly visible explanation of what happens with the information that they have provided via the form. This is especially important with the introduction of the GDPR regulations.


How to get visitors to your landing page

Most visitors will end up on your landing page as a result of clicking on some kind of paid advertising rather than organic search results. These ads are usually PPC (Pay Per Click) adverts like Google Ads, Google Display Network ads, Bing ads or adverts that have been put on to Social Media platforms like Facebook, Instagram or LinkedIn.

Social media adverts will usually show a picture or video with a headline and some copy that explains your offer along with a link they can click at the end of the copy or a button they can click that takes them to your landing page where they can read more about your offer.

Because so many people use social media platforms, more and more digital marketers use Social Media Marketing (SMM) for their advertising due to the ability to target audiences according to their specific interests and demographics.


What information should a landing page capture?

This all depends on the type of leads you are trying to get. If you are just trying to get people to subscribe to your newsletter then capturing an email address should be enough. The less information people have to give the more likely they are to provide information.

The flip side to this is that tests show that when someone provides their name as well they are more likely to take action and engage with your business further down the road, so while the conversion rate would be higher with just the email address the overall quality will generally be lower.

If you are offering some kind of service, then you’ll probably need to capture not only their email address but also their first and last name and their telephone number so your sales team will be able to get in contact with the lead. This would be equally true if you are using your landing page to recruit people for a job where you need to contact the person who is applying for the job to arrange and conduct an interview.


Where to place the Call To Action

Some digital marketers believe that the call to action should always be above the fold so that it is clearly visible to the visitor and there is no doubt about what action needs to be taken on this page. It’s still the most popular place to put the Call to Action.

However, there is another school of thought that says that the call to action should follow the copy which should entice the visitor into entering their details after they have thoroughly read your message.

Even though people are used to scrolling down pages these days, we generally prefer to place the Call to Action form in a sidebar on the right-hand side which is above the fold and clearly visible.

With a mobile device, we make sure that the call to action is very near the top of the page, so the user doesn’t have to scroll down very far if at all, to find it. Whatever you choose, we would always recommend doing some testing to find out what works best for your particular offer.


Tracking landing page conversions

Because the landing page has the unique URL, it makes it ideal for tracking activity on the page. You will clearly be able to see in your analytics software how many people came to the page and how many people performed the call to action on the page.

Usually, when a visitor performs the desired action on the page, they will be redirected to a thank you page which you can also track in your analytics to see how well your conversions are working. It’s also common for marketers to place the tracking pixel on the landing page to see who has been to the page and who has carried out the call to action.

If a visitor has come to the page but not filled out the form, then you can use this information to re-target them on social media platforms such as Facebook with a follow-up campaign.


How to make a landing page

If you are using a CMS like WordPress for your website, then you could quite easily create dedicated marketing funnel landing pages on your existing site. You would need to have the skills to build your own pages and be comfortable with removing navigation items and unnecessary footer links.

You would obviously need permission from your company and access to the site to do this. Depending on the theme you’re using this could be a straightforward task but if your site has been built as a bespoke project, this may not be so straightforward. There are also products available which allow you to create landing pages on your WordPress sites using a drag-and-drop editor.

Another very popular option is to use a third-party landing page creation software which is separate from your main website. These are dedicated platforms that make creating landing pages very straightforward and easy to manage.

They frequently provide templates for you to use, so you don’t have to start from scratch. They’re usually very quick to load, so visitors are not hanging around waiting to see your content. Probably the most popular products available at the minute are Click Funnels and Unbounce. We’ve used both of these and can highly recommend them due to their ease-of-use and the quality of the pages they produce.


How to make a landing page

In this article, we learnt that there are two different types of landing page and that in digital marketing a landing page is usually used to convert visitors to leads.

We have learnt how a landing page should be structured and what its content should be and how to get visitors to your landing page.

We also discussed where the call to action should be placed on your landing pages and using analytics for tracking and pixels for re-targeting campaigns.

We finished by talking about how you can build your own landing pages. 

I’ve also written an article that helps explain which technologies to use in more detail called ‘How to build a landing page and which technology to use‘.

Karl Freeman

Karl Freeman

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