In this blog, we will cover everything you need to know about landing pages and how they are important for your website. Plus we will give you a FREE step-by-step guide that will help you through the process of building awesome landing pages in this blog. Keep an eye out for it!

What is a landing page?

A landing page is a standalone web page that a person lands on after clicking through from an email, advert, social media post or any other digital location. A landing page is a follow up to any promises that was made in the content in which they clicked through from. So essentially, it’s that next step toward a visitor becoming a customer.

Once the visitor is on a landing page, they are encouraged to take action, such as buying your products or joining a mailing list. If the visitor takes the desired action intended, then the landing page has succeeded in its purpose and got them to convert.

Typically, landing pages only encourage users to take one action, like register for a free eGuide. Why?

It’s because of what we call the “paradox of choice.” In simple terms, that means that the more options you give people, the harder it is for them to make a decision and act.

Let's stick with the example of offering a free e-Guide that you want people to register for. So you make a clear Call To Action (CTA) to register for the e-Guide on your landing page, but you also invite them to visit your blog, buy a product of yours whilst also instructing them to check out your social media accounts. With each ask, the chances of them downloading your free e-Guide grow slimmer because you've directed their attention away from the primary objective of the landing page.

Also, too many choices can overwhelm your audience, causing them to stall and take no action at all. The exact opposite of what you want them to do. This is why it’s critical to focus on a single Call To Action (CTA) rather than 3,4,5, 6 and so on. This is why a landing page should have a clear visual hierarchy and value proposition, and should be tested for the best conversion optimisation.

What is the difference between a landing page and a homepage?

There are a handful of things that set homepages and landing pages apart. Homepages have:

1. Broader CTAs - the main role for every homepage is to introduce a business and serve as a hub so every visitor can navigate and journey through the website. As your homepage has so many jobs to do, its content is often broad and the CTAs used are less specific in the instruction (e.g. "learn more"or "read on"). But remember, landing pages have 1 goal/ plan of action so it's important the CTAs are clear, precise instruction to take action (e.g. "download our free e-Guide today").
2. More links - most homepages you'll find at least 10 links. Think about it, there's often a navigational menu at the top, links within the footer, and many others throughout the page’s content. On a well built landing page, you'll find much fewer links, and sometimes only one—the link that allows the visitors to become customers .
3. A different audience and purpose - for those visiting a homepage, they probably haven’t decided what they want yet and they want to know more about the business and the products/services offered. On the other hand, those who end up on a landing pages have already shown interest in what is offered and are more ready to convert.

Are there different types of landing pages?

Yes! Landing pages aren’t all the same. They can be sorted into 2 broad categories based on the purpose and function. Landing pages are generally built to serve one of two functions: generate new leads or direct visitors to the next step.

Lead generation landing page

This type of landing page generates leads by collecting information about an audience. It typically includes a form where visitors can submit their contact information, allowing you to follow-up over email so you can continue the line of communication and convert the sale. But how do you get the visitor to enter in their details? The best way to encourage users to enter their details, offer an incentive such as a discount code, free e-Guide or exclusive content via a weekly email or newsletter.

Click-through landing page

This type of landing page only goal is to take the users to a sales or subscription page. This kind of page typically has a CTA that sends the visitors directly into the checkout flow, encouraging them to either buy or subscribe.

When should I use a landing page?

No matter what the goal of the landing page is, there are a few ways you can achieve it. Here are the different kinds of situations in which a landing page comes in real handy:

• Directing users to a new product: By creating a landing page with an actionable CTA, such as “Buy Now,” you can bring users directly to the checkout, product purchase page or eCommerce store.

• Offering a free trial: If you offer a service in which you need subscribers, a landing page can be used to get visitors to sign up for a free trial.

• Obtaining new subscribers: Use a landing page to encourage the visitor to signup to your email newsletter.

• Getting registrations for upcoming events: Entice people to register for an event, such as a webinar or online course, through a landing page.

• Creating memberships: Use a landing page to get people to sign up for a paid membership that grants them exclusive content and/or members only invites.

The benefits of a landing page

Landing pages offer great benefits for every business with a website. Here’s a quick overview of the main ways in which this powerful marketing tool can help business growth and success.

1. Landing pages can dramatically improve conversion rate. As mentioned earlier, landing pages focus on a single goal and encourage visitors to take action. In doing so, they move people further down the marketing funnel - from visitor through to paying customer.
2. Landing pages can boost a business' credibility. Users typically appreciate clear and simple messaging that explains the value of what is being offered. A well-structured landing page illustrates to the customers that their best interests are a priority. Also to help boost credibility, landing pages are great places to include testimonials about the product or service being covered. An opportunity to use social proof and help increase conversions.
3. They provide valuable insights about the audience. For example, when including a signup form on a landing page, it is possible to ask a range of questions to gather key information about the visitors and customers. information about demographic, career and  contact details, all gain a better understanding of the market.
4. Landing pages are measurable. By analysing the conversion metrics of the page, you can get a sense of how a particular marketing campaign is performing. We recommend you take a look at where the traffic is coming from. For instance, an email marketing campaign, you can determine which marketing assets are proving most effective and go from there.
   

As you can see, landing pages are instrumental for any business' online marketing strategy to generate leads and reach the right customers. As promised earlier in this blog, we have a FREE guide to help you through the building process of any landing page and what will make yours stand out in all the noise. We go in more detail of what makes a killer landing page whilst also telling you the common mistakes you must avoid. Download the document, use at your own will, follow our advice and watch your landing page become unstoppable.

Generate leads and reach the right customers

Have fun with the building process and measure what works for you, your business and your customers. Be creative!