If you’ve ever wondered, “What is a Landing Page?” You’re not alone.

This blog post explains what a landing page is and How to write a landing page to transform site visitors into potential consumers.

What Are Landing Pages?

Simply put, landing pages are individual web pages created for marketing campaigns and gaining leads. It’s where a visitor lands when clicking a link in an email, Google ads, YouTube, or similar places on the web.

Unlike web pages, which typically encourage exploration, landing pages have a single goal …

Otherwise known as a single call-to-action.

An optimised landing page drives conversions. This is essential for converting traffic and attracting new customers through digital advertising.

The 3 Types of Landing Pages

• Squeeze Landing Page
• Lead Generation Landing Pages
• Click-Through Landing Pages

Squeeze Landing Page

Think of a Squeeze Landing Page as a friendly gatekeeper for a fun club. Its job is to get your email address before letting you in to see all the cool stuff.

This is the kind of page where you might want to download something valuable. But first, you have to provide your email address.

This way, the person who made the page can send you more valuable things later. So, if you want a free ticket to that fun club, you must tell them where they can send your invite.

Lead Generation Landing Pages

A lead generation landing page is basically the same as a squeeze landing page. But with one difference.

A lead gen landing page captures extra data other than an email.

 

This might include:

• Name
• Phone number
• Company name
• Other details

Like the squeeze page, the lead gen landing page often offers something valuable. This could be an ebook, instructional video or PDF download.

The purpose is to get contact information to convert leads into paying customers.

Click-through Landing Pages

Click-through pages warm up potential customers to your product or service. They are the bridge between advertising and the actual acquisition of a customer.

Unlike their lead generation counterparts …

These pages focus less on capturing user information and more on convincing visitors to click through to another page.

Typically, the checkout or a subscription page.

A well-crafted click-through page will use persuasive elements to build trust, such as:

• Testimonials
• Benefit-driven product descriptions
• Engaging media

The goal is to reduce or remove any friction in the customer’s decision-making process. Addressing potential questions or concerns upfront helps remove any doubts.

Visitors should feel confident and informed enough to complete the sale when they click through to the final page.

Many of these pages offer a free trial without requiring credit card information. 

This strategy helps improve conversion rates and enhances the user experience, making the transition from advertisement to sale smooth and logical.

Landing Pages vs. Websites

The differences relating to a landing page and a website is their focus. A website contains various information and encourages exploration.

On the other hand, a landing page directly connects to a campaign, sale, or specific action and serves a single purpose. This is often linked directly to a campaign, sale, or specific action.

Unlike landing pages, homepages and regular website pages serve a broader purpose. Providing general information and inviting users to navigate through different sections of the site.

Improve Page Loading Speed

A fast-loading landing page keeps visitors engaged, reduces bounce rates, and improves conversion. Critical strategies for improving loading times include:

• Optimising images
• Leveraging browser caching
• minimising code

The Benefits of a Landing Page

Landing pages are critical for any online marketing campaign. They can increase brand value, make a solid first impression and …

Allow for direct measurement of campaign success.

Landing pages provide a single CTA, which leads to higher conversions. In fact, an analysis by Omnisend found that out of all the various sign-up forms … 

Landing pages had the highest conversion rate, 23%. 

Now, while this may not take into account the number of views, it still shows its benefit in generating leads. 

So, if you want to grow your email list, landing pages are a great way to do so.

Why Landing Pages Convert More Traffic

Landing pages convert more organic traffic because they immediately provide what visitors look for after clicking on an ad or link.

You can tailor them to match the advertisement or link visitors clicked. Using targeted messaging reduces distractions and provides a cohesive experience.

As well as guiding visitors through to a desired action.

Landing Pages Best Practices

Landing page best practices are essential for design and optimisation purposes. To create a well-designed landing page, you should:

Write an Enticing Headline

Your headline should grab attention and make visitors want to learn more.

Target Long-tail Keywords

These can help improve search engine rankings and attract more qualified leads.

Communicate Value

Precisely explain the benefits of your offer and how you get results.

Place Important Content in the hero section

Ensure your main message and CTA are visible without scrolling.

Get a FREE Landing Page guide, click here.

Why Do I Need a Landing Page?

Landing pages are indispensable for any online business looking to:

• Generate leads
• Sell products
• Measure the success of their marketing efforts

They provide a direct path for conversion that websites with multiple pages and options can’t.

How Effective Are Landing Pages?

When designed and optimised well, landing pages are incredible tools. They can serve as dedicated devices for lead generation and conversion optimisation.

Making them pivotal in enhancing the effectiveness of various marketing campaigns

They can promote products to drive sales and capture leads. While also promoting events or content.

For this reason, landing pages are a large contributor to the success of a digital marketing campaign.

Landing Page Examples

Successful landing pages across industries share common elements:

• Compelling headlines
• Clear CTAs
• Focused content
• Below is an example of a quality landing page.

How Can I Create a Landing Page?

There are tools that allow you to create landing pages without needing any coding knowledge.

Many website themes, such as Divi or Elementor, have a library of pre-made templates. You can use these templates and adapt them to your brand.

Another way is to use an email marketing tool. Many of these platforms offer a landing page builder that allows you to design your own.

And if design is not your thing, you can use one of their ready-made templates.

Some of these marketing tools include:

• Mailerlite
• Active Campaign
• Brevo

The other option is to use Canva. Canva allows you to build a new landing page or adapt one of its well-designed templates.

What Makes a Good Landing Page?

Key Elements of a Landing Page include:

Clear and Captivating Headline 

The headline needs to grab the visitor’s attention and convey the benefit of your offer.

Engaging Visuals

Use high-quality images, videos, or graphics to support your message.

Concise and Persuasive Copy 

Use clear, concise, and persuasive text to communicate the benefit of your offer. This will drive visitors to take action.

Strong Call-to-Action (CTA) 

Place a prominent and clear CTA that tells the visitor exactly what to do next.

User-Friendly Layout

The design should be clean and easy to scroll. Avoid any distractions that could detract from the main message.

Responsive Design

Ensure the landing page is mobile-friendly and looks great on all devices. Many users will access it through their smartphones or tablets.

Social Proof

Include testimonials, reviews, or case studies to build credibility and trust.

Minimal Form Fields

Keep the number of fields on the data capture form to a minimum. This will reduce friction.

Trust Signals

Include trust badges, privacy policies, or security assurances to make visitors feel safe.

Quick Load Times 

Ensure the page loads quickly to prevent visitor drop-off.

Why Use Landing Pages?

Landing pages are powerful tools for converting visitors into leads or customers. They are pivotal to any digital marketing strategy and help businesses increase their email list.

Creating separate landing pages lets you target audiences at different stages of their buying journey. This enables tailored messages for various levels of customer awareness.

This level of customer awareness will influence how much information you need on your landing page. 

Benefits of Using Video on Landing Pages

Adding video content on landing pages can significantly increase conversion rates. Videos can explain complex information in an easy-to-understand format. As a result, making them an effective tool for communicating value.

By understanding the fundamentals of a landing page, businesses can use their potential to convert visitors.

A Summary of Strategic Landing Page Insights

Landing pages should have one call-to-action, such as increasing email subscribers.

The landing page should match the level of customer awareness.

SEO-optimized landing pages can rank in search engines for specific keywords

Video can be more engaging and make it easier to explain complex information