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What is a Landing Page and How Does it Work?
Landing pages are one of the most essential aspects of an online marketing campaign. How these pages are utilised can mean the difference between a high conversion and users leaving your site. So what is a landing page and how do they work? Here we’ll provide an overview of what these pages are and how they can benefit your business.
The Basics of a Landing Page
A landing page is a distinct page on a website that is created specifically for a digital marketing campaign. It’s the page where visitors “land” on after clicking on an ad. These pages are typically designed with a single objective known as a Call to Action or CTA.
A CTA is the part of a landing page that encourages people to take action. Common examples include lead generation and increasing product sales. CTAs can be used to drive other actions like encouraging visitors to sign up for a newsletter, try out a free demo, or even share something on social media.
Let’s look at an example to further illustrate what a landing page is. Imagine you have a business that sells electronics and you want to attract more customers. Running an SEO (search engine optimisation) campaign is certainly an option, but you’ve decided to advertise on Google Ads.
If someone clicks on your ad, it indicates they are interested in what you offer. But sending visitors to the homepage would result in lower conversions since this page likely features some of the products you sell and a navigation menu. In contrast, sending visitors to a landing page made specifically for a single product without any distracting elements would result in more sales. It can have additional content and even a purchase button embedded on the page.
Creating a landing page for each product is undoubtedly a lot of work. But a tightly focused marketing campaign ultimately means more sales for your business.
How a Landing Page Works
Even with a landing page, there is no guarantee that you will have the desired results. That’s because there are many facets of a landing page that determine its effectiveness. Here are the main components of a landing page:
- Compelling headline: A strong headline is a must to pull visitors in. Think about your unique value proposition and what distinguishes your products or services from the competition. The headline also needs to be clearly visible, so it’s the first thing that visitors see.
- Effective copy: Persuasive copy is another important component of a landing page as poorly written copy will only turn prospects away. Visitors ultimately want to know what’s in it for them, so the copy should focus on features and the benefits they offer.
- Engaging media: Visuals on a landing page are particularly important as they can showcase your products and even direct attention to a CTA. Videos can also be a valuable marketing tool.
- Social proof: Social proof adds more credibility to your landing page. Examples include customer testimonials and privacy badges to let visitors know that doing business with you is safe.
- Call to action: A call to action is quite possibly the single most important part of the landing page. It’s where visitors are directed to take the desired action, whether to purchase a product or download a free trial.
Each of these components are crucially important to increase conversions. Of course, creating a landing page is only the beginning. You’ll also need to track the results and optimise each element to make these pages even more effective.
AUTHOR'S BIO
Alex Morrison
Alex Morrison has worked with a range of businesses giving him an in depth understanding of many different industries including home improvement, financial support and health care. As the owner of Integral Media, he is now utilising his knowledge and experience with his rapidly increasing client portfolio to help them achieve their business goals.
