Landing Page

f you're hoping to make more conversions and propel your business to the next level of growth, you'll need to invest in a good landing page. This webpage isn't for navigation: it provides a soft landing pad for your prospective customers when they click through from an ad, email, or any other digital location. 

A landing page encourages visitors to take specific action, such as joining a mailing list or purchasing your products. If they happen to take any of these actions, your landing page has successfully converted them into your customers.

How does it work?

Landing pages work on the premise that the more options you give your people, the more difficult it becomes for them to make a choice and act. If you want people to sign up for your newsletter, but also need them to check out your social media pages, read your blog, and play a game, you may lose everything. The users are likely to leave the site without signing up for the newsletter.Too many choices can easily overwhelm anyone, causing them to take no action at all. 

Landing pages tackle this problem by presenting a single call to action (CTA), which sets the primary objective of your page. Be sure your landing page has a clear value proposition and visual hierarchy—and don't forget to test it for conversion optimization.

What’s the difference between a landing page and a regular page?

Here are some few things that set landing pages and ordinary web pages apart:

• More specific CTAs: Landing pages have a specific goal to achieve, and have one specific CTA, such as "Sign up for our newsletter." A web page has fewer specific CTAs, such as "Click here to learn more", because it may have broad content.
• Different audience and purpose: landing pages serve people who've already decided what they want from you. They have landed on your landing page from an ad, email campaign, or any other digital platform. But the people scouring your website haven't made any decisions yet and may only be looking for information.
• Fewer links: An effective landing page will only have one link since you don't intend to let the prospective client wander, while a typical page may have several links to help the user to navigate to different pages.

When should I use a landing page?

Landing pages can accomplish more than just increasing conversions and yield new audience insights. They can also help you:

Reinforce your brand

A strong brand identity can help your audience remember you in future, recommend you to their friends and family, and respond to your marketing campaigns. A landing page works like magic to achieve this feat because it helps you to maintain the consistency of your website appearance, style, tone, and copy.

You can ensure that your landing pages have a similar style, tone and appearance. It creates a visual impression in the minds of your clients, helping them to remember you every time your product comes up, or is needed.

Improve credibility

Your customers need to know that you have their best interests at heart. They'll appreciate clear and simple messaging explaining the value of your products. Your landing page should help them to understand how they'll benefit when they use your product. You may want to incorporate testimonials about your products as part of your social proof.

What’s the structure of a landing page?

Like any gymnastic routine, each landing page is a little different. However, there are a few tricks that will earn you high points with the judges: 

• A hero image or video
• Social proof
• Benefits of your product
• A single call to action
• Unique selling proposition

With these five elements, you’ll build a landing page that engages your audience, encourages action, and positions your business as the solution. 

What makes a landing page effective?

Landing pages receive prospective clients who've already decided you have what they want. They saw a relevant ad or a targeted email containing information about one of your products or services that they need and clicked on the link to land on your site. They want to learn more. 

The landing page should teach them. 

Assuming you have a well-designed landing page, the audience won't spend too much of their time on it. A single CTA would be waiting for them to ensure they get what they want without having to contend with too many distractions.