|How-to||– 14 min read –||October 16, 2019|
What is a landing page and how to create it independently
What is a landing page
In such a broad sense, a landing page can mean almost anything, for example, the main page of your website, blog post, product page or a page generating leads (leads are potential customers), etc.
However, in digital marketing, a landing page means a page specifically designed for a marketing campaign to generate and convert traffic. In this regard, the home page of a website can no longer be considered a landing page since it was not created with the aim of receiving traffic from a specific marketing campaign.
Normally, the "landing" of a user on the landing page happens thanks to the fact that they were directed from advertising or emails, and this is another difference from regular websites.
It may also contain specialized pages, such as a corporate blog, a user account login page or a forum. The main purpose of the website is to acquire the target audience and explain the purpose of your organization or business.
A landing page is intended to describe your proposition (offer). This could be a coupon, an electronic book, or a free trial of the product. The purpose of the landing page is to encourage visitors to take a specific action, for example, request one of the above.
Although a landing page is connected to a website, it highlights specific important conversion-oriented elements and usually does not have navigation buttons or other links. The main goal of a landing page is to drive sales or reach potential customers.
Why landing pages are needed
- make a purchase;
- fill out and submit a form thus turning into leads;
- call you;
- contact you via chat;
- subscribe to a newsletter;
- register for an event.
All these conversion activities fulfill the same main goal: they encourage a visitor to become a customer who pays you for a product or service.
The choice of the desired type of conversion determines the design of the call-to-action button (Call-to-Action, CTA). One landing — one action — one CTA-button. It can be repeated and even change throughout the page, but its meaning should correspond to the main goal towards which you push your visitors.
The call-to-action button, contrasting and outstanding, should immediately convey what you are achieving: "Call Us", "Sign Up", "Subscribe and get a 10% discount".
Using landing pages in paid search advertising
A landing page created specifically for advertising is normally more relevant than a regular product page on a website. It will appear higher in search results because it gives visitors exactly what they are looking for.
You can use PPC ads and a landing page for any of the following offers:
But a landing page will also be useful because it will reach users who are looking for details about this particular event and are not necessarily interested in your business as a whole.
A link to such a page can be sent to existing customers or used to generate new leads using social networks, PPC advertising or organic keyword targeting. In this case, you do not have to update your entire website every time to publish an offer on it.
Here are some types of lead magnets used on landing pages:
Creating a landing page independently using the landing page builder
Of course, you can study programming and layout, but landing page builders with ready-made templates are the most simple and affordable solution for non-professionals.
Let's consider some of the most popular and easy-to-use landing page designers.
Nominally, there is a Free tariff, but with this tariff, you will only be able to create one website with a limited amount of downloaded information and without connecting a domain. In addition, the transfer of data from forms and payments using payment systems will not be supported.
Nevertheless, the service provides two weeks of free work as part of the Personal package during which you can test your landing page and evaluate its effectiveness and only then decide whether you should stay there.
But there are very few landing templates here, which is a common drawback of all universal website designers. On the free plan, special features will not be available to you, that is, you will not be able to adjust the template to yourself. And, of course, you will have to pay for the domain separately.
This builder is well-suited for creating business card websites; it has modern responsive templates, offers search engine optimization, and an opportunity to connect a Google Analytics counter. Like all universal builders, it is sinful due to a small number of templates. All tariffs are paid (from $4 to $12 per month if paid annually).
Can you create a landing page for free
In addition, as part of the Free plan, you will get extremely limited functionality, for example, you will not be able to accept payments in an online store.
Nevertheless, if your task is to test a niche, you can create a landing page here for free and see how it will perform in "idle" sales without actually making purchases and making payments, then to switch to a paid option or drag the website to another hosting.
Quick tips from landing page development practices
- Text. Landing page texts are usually short and you must carefully select the most important thoughts. We get rid of all the additional details and verbosity. Everything we write is centered around the actions of a potential customer.
- Personalization. This is when you go to the page and it greets you by name or, let's say, invites you to a seminar taking place in your city. Personalized content provides a much higher conversion rate, so collect visitor data and configure targeting by that data.
- Overall tone. Landing pages can be more professional or simple, playful or serious, detailed or general. A page selling skateboards will be very different from the landing page inviting marketers to a conference.
- Media materials. Adding or modifying an image or video can adjust the conversion rate. Photos with people's faces normally inspire more confidence. Landing pages with videos tend to perform better than landing pages without them.
- Keywords. Keywords affect how many people see your landing page and how much it will match their interests. Test different keywords in advertisements and on the page itself, evaluate traffic and conversion rates.
Attract different users, experiment with style, create pages for certain locations to make it easier to find you, focus on different demographic groups and different price requests, and your landing page will turn out to be successful.
If you have no experience in development, make a choice in favor of full-fledged tools for the construction of landing pages with serious functionality, a large library of templates and tools for analytics and integrations.
May your conversion rates be high!
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