You probably don’t know this but, landing pages are much more common than you think. Every time you run a search or access a website, chances are, you ended up on a landing page. A landing page, in this case, might be the homepage which is your first contact with a website. Sometimes, it’s the page you are redirected to after a call to action or after you click on an ad.
If you’re into online marketing, it goes beyond the regular definition. You need to understand that a landing page isn’t just a generic page you push visitors to. And this is why this article will be showing you all you need to understand about landing pages and if they are, worth the hassle.
In this post, we cover:
- What is a landing page?
- Do you really need a landing page?
- What are the features of a landing page?
- The different types of landing pages.
What is a Landing Page?
A landing page is any page that you land on once you click on a particular ad, pop-up, social media post, or even an email.
However, in marketing a landing page is a properly crafted page targeted at converting web visitors into leads and then into customers from a specific campaign.
Think about a site you’ve visited recently. Do you recall getting redirected at any point in your journey? Maybe to a page optimized to make you do something as simple as filling in your contact information or even an email address. That is an example of a landing page. Wherever it is located, the function of a landing page remains the same.
Now think back at a landing page you’ve recently filled in your contact details at. What compelled you to do so?
A landing page is well crafted to offer a visitor something in exchange for their information. You might need your landing page to help your visitors buy, fill a form, chat, register for an upcoming event, or even subscribe or a newsletter. This can then be in exchange for them getting informative newsletters, discount codes, coupons, or notifications. It has to be something of course that interests your buyer persona.
Do You Really Need a Landing Page?
You might think a simple ‘Contact Us’ or your homepage is sufficient for your visitors to land on. Why go through the fuss of crafting a new page?
The reason why the above-mentioned options aren’t a good idea is that, as a marketer, or an online entrepreneur, you’re focused on generating leads and conversions.
Most times, your visitors are interested in knowing why you need their contact information or why you need them to take a particular action. You need a well-crafted message that highlights your value proposition succinctly, and your homepage isn’t exactly well crafted to tailor whatever campaign you’re running. Your visitors will just divert their attention elsewhere and you can hardly convert a visitor who is no longer interested in becoming a lead.
Tools like Funneljoy have made it very easy to create landing pages by just dragging and dropping.
If you are running certain ad campaigns, a landing page is a necessity especially when these campaigns are paid. For instance, a paid search ad would come in the form of a link or a button. What then happens when your visitors click on it? It’ll be very distracting to redirect them to an ‘About Us’ page or even the homepage which holds nothing but general information about your site.
They clicked on your link because they expect a certain solution you offered. You have to ensure you deliver what they expect when they land on your page. With a properly targeted ad, you’ll not only get a high conversion rate but you’d also maximize every cent spent on your search ad. For further optimization, check out our list of landing page best practices you should implement.
An email campaign is another example of why you need a landing page. Since most email campaigns are now personalized, your subscriber is ideally focused on performing a certain task when they click on your link. As soon as they click that link, they are only concerned about taking the particular action described in the email.
If your landing page is cluttered or a huge dump of information, your subscriber might be turned off because they do not have the time to sort through the pile. However, if you have an optimized and targeted landing page, the entire process is seamless. And you’d have many subscribers following through the CTA till the end.
So, in summary, you really need to take landing pages seriously if you care about conversion rates.
Features of a Landing Page
So we’ve established what a landing page is, let us briefly look at the components of a landing page.
On every landing page, there are certain elements you’d always find irrespective of who or why it’s designed. These distinctive features differentiate a landing page from just any other web page.
- Above-the-fold content
This feature is used by online marketers to describe the top of a landing page. It can be likened to the front page where the visitor’s attention is first taken to. This is the catchiest part of the page because it has to compel a visitor to go further.
The Headline is a characteristic here. The headline is like a welcome alarm that lets a visitor know that they are in the right place. Your headline is highly creative because it’s based on the type of action a visitor has to carry out.
Another above-the-fold content is the sub-headline. Sometimes, the headline might not convey the entire message. This where a sub-headline comes in. It helps complete the headline by giving further insight to complement the remaining detail left from the major headline.
There’s also a picture that is used to convey more than just words. A hero shot is a background image that gives your above-the-fold an aesthetic view while conveying what your headline is offering.
Finally, there might be a summary. While it’s not often found in this section, it is like a pitch used to link your above-the-fold content with the rest of the entire page.
- The benefits of your product
Once a visitor goes through the above-the-fold content, the next question is why should I go for this? This section determines whether or not the visitor will go through with the CTA or not. So it’s the entire landing page pitch. The benefits section doesn’t summarize a product or how it is the best. It focuses on personalization. How will it make the visitor’s life easier or better?
- Call to Action (CTA)
Sometimes the CTA is found in the above-the-fold. This is the shortest part of the page because of how direct and straightforward it is. All it does is tell you to take a certain action. A good CTA is usually distinguishable and not cluttered with many other options.
It’s easy for anyone to create a product and come up with a strategic ad. “How sure are we that this will work?” This is what visitors think when they go through the testimonial section. You need social proof.
They need to see proof that other people have taken this action. They need to know what the outcome of it was. Others call it reviews. So this section usually consists of reviews from other visitors and commonly from social media sites because that can be easily verified.
- The concluding statement
This is the section that wraps up the entire page. It is more of a reinforcing statement that summarizes all the benefits and testimonials. It also contains some more sales pitch. Anything to make them abstain from leaving the page without clicking on the CTA. Usually, the CTA is also included here.
Types of Landing Pages
There are a variety of landing pages and all of these pages vary based on their purpose. As a marketer you might be overwhelmed by the number of types we have out there. However, we’ve simplified and grouped them for you.
Now, it’s easier to select the type of landing page you’d need for your marketing campaign
- The Splash Landing Page
This is one of the most common types of landing pages. It is the type used to show an ad. That’s all. They are usually the redirect pages you get when you click on a content link. Now instead of being directed straight to the content, there’s a brief redirection that shows you an advert. The Splash is usually used for announcements. Then sometimes, it might be used to tailor content for the user. Like asking for age or language preference.
- The Squeeze Landing Page
This page is designed for a single purpose; get email addresses. It is well-tailored with a captivating offer of more content, compelling enough to drop an email address. The email contacts are then used as leads to drive conversion. It also has an easy way of leaving the page back to the very content they were interested in. This is an excellent choice if you’re working on an email campaign
- The Lead Capture Landing Page
This is a little like the squeeze but the difference is that the Lead Capture asks for more than just an email address. Here, you’re seeking more than that. It is an entire form for name, age, address, but to mention a few. Users have to be really interested before you create this landing page. This approach is used when you’d need to create a very tailored campaign.
- The ‘Coming Soon’ Landing Page
So let’s say you have a website ready but you aren’t ready to launch some of your products on it. This is where the coming soon landing page becomes highly effective. This page offers a teaser of what the visitor is to expect. Sometimes, there might be a countdown or a CTA asking for an email address where you can notify them once the service is launched.
- The Long-form Landing Page
With the Long-Form Landing Page, your entire focus is on closing the deal. This means answering every single question a visitor may likely have. This includes steps to expect, possible challenges, benefits but to mention a few. Sometimes, it might even be an informative video. Then on the page, there’s a CTA. In summary, this type of page is a very detailed one.
- The Thank You Landing Page
As the name implies, it is a thank you page. This is what your visitor’s get either after completing a journey or an action. It tells them “thank you” for *Inserts action* and then offers them more value. So you can either tell them to fill out a form for say a notification when similar content is available. This way you’re interesting them further in what you have to offer
- The Pricing Landing Page
This is a great option for a campaign that is focused on introducing a new price range or a new catalog. On this type of landing age, there’s the catalog, along with the features of each product, before the prices. They then have a CTA where you can either start the service or buy the product. On some pages, there’s an option for the visitor to have a free trial period. This is one of the landing pages that need thorough optimization because of how crucial it is to the site.
- The 404 Landing Page
404’s are the nightmares of every site owner. And even though we hope never to get to that point, it is important to be prepared when it does happen. A creative 404 landing page explains why they are getting a certain error, shows that you’re working on it at the moment and redirects your visitors to your homepage or another web page of yours. Let’s say your company’s blog.
- The Unsubscribe Landing Page
This might seem unnecessary but it is actually a very big opportunity to resell your services to your subscribers. Once they’ve unsubscribed, you can choose to offer a new service. Or a more tailored approach. You can also display links to your website. Something to remind them of you. You might also put a subscribe button on the page as a CTA. Just in case they have second thoughts about unsubscribing.
Your business goals and marketing campaigns go a long way in determining what form of landing page you’d need as well as how you’ll design it. The buyer persona is key here because you’d need to understand what your audience wants to create an effective landing page.
Once you understand all of these questions and stages, you can then decide whether or not your landing page will be a long or short one.