What Is a Landing Page?

A landing page is a type of digital marketing that businesses can use in promoting and providing information on their product or service or in marketing the company itself. A landing page that has been adequately set guarantees you to reach your target audience and achieve high conversion rates through its essential elements.

Landing pages should have an engaging and impressive design that the company can generate revenues, drive high conversion rates, and build relationships with users. If your business sells products or provides services, having a clear and compelling landing page enables you to generate and interact with your potential customers efficiently. When done right, your landing page can potentially harm your rankings in search engines such as Google.

Landing page marketing works best with other types of digital marketing, such as search engine marketing, email marketing, and online advertising. That said, it is only standard that you will be directed to a company’s landing page when you look for it on various search engines, receive company email newsletters, and click on marketing web banner ads. Another type of digital marketing that works well with landing page marketing includes mobile marketing. Statista conducted a study in 2017 that revealed some selected industries link their landing pages to their mobile display advertisements, and the Consumer Packaged Goods (CPG) industry takes up 38% of it.

43+ Landing Page Examples, Templates, Format in Word, PDF

Key Elements of a Landing Page

To create a high-converting landing page, you need to familiarize yourself with the appropriate key elements that make it so. Such elements should entice viewers enough that they willingly give out their contact details to you and buy your products or avail of your services.

Attention-grabbing Headline: Grab the site visitors’ attention at first glance with a compelling headline. This element should highlight what your site viewers can get from the landing page, such as getting a free printable PDF once they respond to the call-to-action button. Give your headline a structure that can encourage the visitors to read the rest of the landing page content.Compelling Copy: What’s the point of having a compelling headline if you cannot sustain the attention and interest of your visitors with your copy? That is why it is highly important to write an equally compelling copy that can further discuss in detail the advantages of buying your products or availing of your services. To guarantee that it’s effective, make sure you can provide the answer as to why your visitor should click on the CTA button and what are the possible hindrances that discourage them from clicking.Professional Logo: Make your target market aware of your brand by incorporating your official logo. While it is also not ideal for making your logo as the main element of your landing page, it is still vital as it can help in making your target markets retain the memory of your brand identity. You may incorporate it in your landing page without making it look distracting in the eyes of your site visitors.High-quality Photos: A compelling copy requires the company of high-quality photos to make the entire landing page look irresistible to the viewers. Your choice of images should be relevant to the copy. If your copy describes the benefits of your products or services, your image must be able to depict this effectively. As much as possible, take your photos and avoid (if possible) the use of stock images. The actual photos of your products will be a great advantage on your end as it can assist your viewers in visualizing what you’re offering.High-quality Videos: Another visual element that you should incorporate in your landing page design includes high-quality videos. The content of your video can contain anything you want, and you can be as creative as you can, but you must ensure that it’s relevant to the objectives of your landing page. According to a Statista study in 2018, 57% of businesses worldwide have already added videos on their corporate landing page design. Your video can also feature reviews of your satisfied clients.Convincing Testimonials: Need to persuade visitors further to click on the CTA button? You can never go wrong with including convincing testimonials from previous clients. With testimonials, you can easily prove to your leads that your products and services have proven its benefits and values to the ones who have used and experienced it. Consider obtaining testimonials from third-party companies that a lot of people trust. It is especially effective if those companies are well-renowned as these are already well-trusted by many.Prominent Call-to-Action Buttons: Bring people to the main purpose of your landing page by not forgetting to include a CTA or call-to-action button. To make a CTA button look inviting to click, be sure that the copy encourages the users to click it. Doing so is also good to gain high conversion rates. Other than that, see to it that the CTA button design is something that visitors can already determine that it’s something they should click. Most importantly, know that without the CTA button on your landing page, your landing page will hardly look like a landing page at all.Well-structured Forms: If you want to acquire the name and contact information of your customers easily, then make sure your landing page can provide well-structured forms that do not look overwhelming for your site visitors. However, do not require your site viewers too much information, or else they will feel like providing their information is a chore. You may also include a form that encourages the site visitors to provide suggestions of what products or services that they will most likely buy.

Landing Page vs. Homepage

Businesses can create a landing page as a stand-alone or as a part of their homepage. However, landing pages differ from homepages. Landing pages are more vital to the success of your business’ marketing efforts compared to home pages. A homepage serves a general-purpose, while a landing page serves one purpose only, which is to make conversions. A homepage contains multiple links that lead people to the other pages of your company’s website, which could be the about page or contact page, while a landing page should only consist of one link that converts your leads to paying customers at an increasing rate. A homepage will help you in making your website visitors get to know more about your business, while a landing page will usually contain a single offer. Having a homepage is ideal if you are planning to inform site visitors of your business details or if you have your first online launch for the first time. But if you are planning to launch a new product or service or running a social or a search campaign, a landing page is what you should opt for.

How to Create a Landing Page

Creating a landing page that is high converting wouldn’t be demanding if you only know what it consists of and what makes up its creation process. That said, be able to come up with your landing page that guarantees conversion by taking notes of the easy-to-follow steps below.

Step 1: Determine Your Landing Page Goals

To ensure that your landing page will indeed lead to conversion, be sure that you determine your landing page goals beforehand. Your landing page goals should include generating leads that result in sales and tailoring marketing communications. It should also include goals that aim in enforcing the company value proposition and providing clear advantages over other companies. Most importantly, your goals should be encouraging and engaging enough to convince site visitors to return.

Step 2: Choose Your Preferred Landing Page Type

You can choose from the various types of landing pages available for your landing page. It includes lead generation, click-through, lead magnet, waitlist, infomercial, product detail, and even homepage as a landing page. Knowing the different types of landing pages and determining the best one that suits what you’re aiming for enables you to create one that tailors your business needs. Additionally, you can fully optimize your landing page if you know how to use its features to your advantage.

Step 3: Select a Ready-made Landing Page Template

While you can always start from scratch, you should also consider using a ready-made landing page template to hasten the entire process of creating one. Contrary to the idea that a template restricts your creative freedom. However, the use of one can help in developing your style in the long run. With a template, you can easily incorporate your preferred elements without having to worry about coding the landing page from scratch.

Step 4: Incorporate Your Preferred Landing Page Elements

If you have already accomplished the first three types of landing pages, you can now incorporate your preferred landing page elements. As discussed earlier in this article, your landing page should have a headline, copy, business logo, testimonials, forms, and of course, a call-to-action. Of all the said elements, the call-to-action weighs more value. Without a CTA button on your landing page, your landing page will hardly look one. Keep in mind that the primary purpose of a landing page is to convert visitors into leads. And how can you do so without the CTA button?

Step 5: Finalize Before Launching Your Landing Page

As soon as you have placed all the elements that you want to put on your landing page, see to it that you have thoroughly checked that you added are what you exactly want for your company’s landing page. Proofread the grammar and spelling of your content, check the placement of graphics and images, and try a test run of your landing page to see its overall look so you can take notes on how you can improve more. After finalizing, you are now set to launch your landing page.

Dos and Don’ts of a Landing Page

The content of your landing page must offer value, provide solutions, and evoke interest from your leads. If you are about to create a landing page for the first time, there are some things that you still need to consider. The same even if you have been doing it for a long time already. That said, be sure to take some note of the following tips and guidelines that further helps you in the optimization of your landing page content.

Dos

1. Do highlight and prioritize benefits over features.

Imagine a product description of the latest mobile phone. Will its triple 12-megapixel camera system stick in your mind, or will its ability to take quality images at night retain in your head better? Will you care if it has an international standard rating of IP68, or will the product only matter to you if it says it’s waterproof enough to withstand submersion without damage? You will opt for the latter ones who stated the benefits of the phone. That is why it is crucial to prioritize the benefits of a product or service before you introduce its product specifications because chances are, your ordinary site visitors wouldn’t care and understand. But this does not mean that you will no longer mention its specs. Evoke the desires of your target customers first before you head on to the technical aspects.

2. Do invest in writing compelling headlines.

Writing headlines for your landing pages should never be underestimated. Other than the visual aspects of the landing page, the written element of your landing page is also responsible for piquing the interest of your site viewers, especially if it comes in bold, significant texts such as the headline. When done right, a headline cannot only catch the attention of your target viewers, but it also enables you to prove that you are worth clicking by the viewer and relay the main message found on the landing page. With a single glance at your headline, make sure that your leads can already identify the central message of your landing page.

Don’ts

1. Don’t add too many design elements on your landing page.

As much as you’d want to overload your landing page with design elements, you are strongly advised to avoid doing so. If you add too many designs on your landing page, you are distracting your target audience from getting and understanding the main message that you want to convey through your landing page. Any unnecessary elements can distract your viewers from responding to your call-to-action and can decrease the chance of creating a high-converting landing page.

2. Don’t experiment on your landing page content.

Stick to the standard landing page elements, especially if you are a beginner when it comes to making a landing page. Sure, experimenting on your landing page design might lead you to a discovery that might hasten the conversion. But as mentioned, try sticking to the basics if you are still starting to keep things safe. One wrong move can lead to the failure of your overall landing page impact, particularly its impact on your leads. You can only then try new things out when you can officially launch one, evaluate its results, and determine other ways you can improve or enhance the performance of your landing page.

3. Don’t make boring and pointless landing page copy.

Your landing page copy is already a call-to-action in itself if written expertly. Once done right, a single read can already persuade your leads to avail of what you are offering. That is why it is highly encouraged that you should write a landing page content that is not only informative but is also engaging enough for the site viewers to click the call-to-action. An engaging landing page content guaranteed a high lead conversion, especially if your copy is persuasive enough to make your leads click on the call-to-action without hesitation.

As mentioned, your landing page can make or break your business’ impact on your target customers. Whatever you incorporate in this page can affect a potential customer’s decision whether or not to buy your products or avail of your services. Your landing page should have a design made according to the preferences of your viewers―not yours! Lastly, to ensure that your landing page will lead to a conversion, be sure to download any of the landing page templates and examples provided above as it already contains high-quality content that you can conveniently customize according to your business needs.