What is a landing page? Simply put, it’s your website’s first impression – and it counts. In fact, according to HubSpot, companies with over 10 landing pages can increase their lead conversion rates by up to 55%. So, here’s all you need to know about these pages and all the benefits your business will get from them.
What Is a Landing Page?
A landing page is a standalone web page that users arrive at after clicking on a link from an email, social media post, ad, or search engine ad. In fact, these pages are an essential component of any content strategy agency that aims to boost traffic and conversions for their clients.
These pages are typically the destination after clicking an ad. This means that these pages are a direct pathway for specific conversions such as sales, sign-ups, or registrations. In fact, landing pages have 23% higher signup rates than signup boxes, pop-ups, and Wheels of Fortune.
How Do Landing Pages Work?
Websites with numerous links leading to various parts of the site, a landing page provides only focused information with the intention of having visitors perform a desired action. So, what does this mean?
For instance, a visitor might click on an email newsletter or a social media post which leads to a landing page. Then, it presents the visitor with a task, such as filling out a content form. When this task is completed, the visitor becomes a lead, you can market to and eventually turn into a paying customer.
Homepage vs. Landing Page – What’s the Difference?
It’s common to mix webpages with landing pages, but as seen from this explanation, the goal is fixed for the latter one. Of course, sometimes they even overlap. In fact, 77% of landing pages are used as home pages rather than as independent pages. So, here’s the table with the different purposes each has.
| Homepage | Landing Page | |
| Purpose | A central hub for a website, linking to various sections and providing a comprehensive overview of what the website offers | Focused on a single goal or campaign, such as generating leads, selling a product, or promoting an event |
| Content | Contains broad information about the company or website and includes links to other pages | Features specific content related to the marketing goal, with no external links to keep users focused on the conversion |
| Design | Generally more complex, reflecting the overall brand and offering multiple navigational paths | Simplified and conversion-oriented, designed to keep the user’s attention directed toward completing a specific action |
| Navigation | Includes full navigation options to explore different parts of the website | Minimizes or entirely eliminates navigation options to reduce distractions and focus users on the call-to-action (CTA) |
| Call-to-Action (CTA) | Often includes multiple CTAs leading to various company goals | Typically features a single, prominent CTA to maximize conversion rates |
| Target Audience | Aims to appeal broadly to anyone interested in the company or its products/services | Targets a specific audience segment based on the advertising or marketing campaign leading to it |
| SEO Focus | Optimized for broader keywords to attract a wide range of visitors via search engines | May focus on specific keywords related to the campaign for targeted visibility |
Why Are Landing Pages Important For Your Business?
Landing pages are vital because they provide a focused platform for converting visitors into leads or customers with a clear call-to-action (CTA). The numbers show that this marketing method captures the attention of users. However, a content creation agency has to conduct optimization and a clear plan before it starts showing results. After all, businesses with 31 to 40 landing pages generate seven times as many leads as those with only one to five.
Of course, there’s the average bounce rate that typically falls between 60% and 90%. This is why it’s important to have a dedicated team at an advertising agency working with you to create a stand-out and effective page. Otherwise, you won’t reach the wanted goal – converting users into leads and potential buyers.
Types of Landing Pages
There are several types of landing pages that are most frequently encountered, each designed for a different purpose. Just like everything else in digital marketing, this strategy proliferates in multiple directions. And keep in mind that nearly 50% of marketers create different landing pages for each campaign. No wonder why there’s a need for more than just one uniform page type.
The gist is that they take many forms and big and small business owners can benefit from using numerous ones. This being said, here are the types of pages professionals will choose from, depending on your needs.
Lead Capture Landing Page
This type of landing page is designed to gather user data, such as names and email addresses, through a form. It’s primarily used for email marketing, newsletters, and lead generation for future marketing efforts. They feature a marketing message about a potential promotion that could be received by offering an email address. Popular aspects used are eBooks, guides, webinars, and whitepapers.
Click-Through Landing Page
This type of page serves as an in-between of an advertisement and an online store. The user first gets familiar with the features and services. What makes the buyer click through is the special offer in the form of a coupon or a free trial. Therefore, a click-through button needs to be present, as well.
Splash Page
One of the greatest things about a splash page is that it can effectively generate excitement for an event by drawing visitors’ attention right as they enter a website. It prominently announces events, promotions, or conferences, thereby making a significant impact. Bold background images and minimal text that are featured are intended to make a memorable announcement.
Squeeze Landing Page
A squeeze page is designed to obtain opt-ins from visitors, usually through a minimalistic design that asks for email addresses in exchange for an offer like a free eBook. These pages typically have fewer elements and direct the visitor quickly towards entering their information.
Thank You Landing Page
After a visitor has completed an action, a thank you landing page provides a follow-up opportunity to deepen engagement. It’s done by offering additional resources, links to products, or social media connections, aiming to cultivate further interaction.
Long-Form Sales Page
This page is similar to an infomercial but in digital form. It uses detailed descriptions, testimonials, and persuasive content to convince visitors to make a purchase. The goal is to provide enough compelling information that visitors feel informed enough to buy immediately.
Unsubscribe Landing Page
Used when a visitor opts to unsubscribe, this page tries to retain them by offering options to modify subscription settings or providing incentives to stay subscribed.
Get Started Landing Page
This page is designed to guide new users through the initial steps of using a service or product, featuring straightforward navigation and focused CTAs that encourage users to begin their journey. Did you know that 90% of readers who read the headlines will read CTAs?
Coming Soon Landing Page
Used to build anticipation for a new product or service, this page typically contains a countdown timer, an email subscription form, and sometimes a brief description of what’s coming. It’s a way to gather interest and contact details before the official launch.
Paid Advertising Landing Page
Specifically designed for paid campaigns, these pages are optimized for conversions, featuring clear, compelling CTAs and minimal distractions to maximize the effectiveness of the advertisement.
Event Landing Page
Everything happens online in our fast-paced world. All announcements are made via social media channels, and before an event happens, the hype around it is created with a landing page. It includes all pertinent details such as the event’s location, date, registration form, and benefits. Driving registration is done with a simple trick of adding a countdown timer or showcasing photos or videos something a social media marketing agency can help with.
Key Elements of a Landing Page
The key elements of an effective landing page are designed to guide visitors toward a specific action, such as signing up, purchasing, or downloading something. And a professional content marketing agency knows it too – that’s why when you’re working with professionals, this will be a part of the digital strategy for your business. Now, let’s check out all the elements that make these pages a popular option among many marketers.
- Stripped-down header – The header should be minimalistic, avoiding distractions and focusing the visitor’s attention on the main message or offer.
- Hero section – This is the first visual contact a visitor has with the landing page. It should be captivating, highlighting the unique value proposition and main benefits of the product or service.
- Compelling content – Content on the landing page should be concise and benefits-focused, helping to quickly inform the visitor about the product or service and how it can solve their problem.
- Supportive imagery – Images should reinforce the message, being directly related to the product or service. They should be high quality and contextually relevant.
- Single call-to-action (CTA) – A clear and concise CTA should guide the visitors towards the action you want them to take. This CTA should be repeated strategically throughout the page to capture interest at various stages of engagement.
- Intuitive form – If the goal is to collect data, the form should be simple and easy to fill out, requesting only the necessary information.
- Social proof – Testimonials, reviews, or logos of well-known clients can add credibility and trust to your offer.
- FAQ section – Address common questions or concerns to reassure visitors and eliminate any last-minute hesitations.
- Minimalist footer – Similar to the header, the footer should be minimal, containing only necessary links that might include privacy policies or social media icons.
Grow Your Business With a High-Performance Landing Page
If you’re ready to see your business soar, it’s time to harness the power of a professionally crafted landing page by an experienced digital advertising agency. At Made Online, we specialize in creating landing pages that not only capture attention but convert visitors into loyal customers. Don’t let potential leads slip through the cracks.
Contact our digital content agency today, and let us help you elevate your online presence with a landing page that truly performs. Get in touch now to start transforming clicks into customers!