A brief introduction about landing page basics
A landing page helps in converting the website visitors into buying customers. Its primary goal is to persuade your target audience to buy your products or services.
These pages are also ideal for promoting new offers and discounts to help prepare potential customers to make the purchase when they reach the page.
To be clear, a homepage is not a landing page. The homepage of your website provides only brief information about your site whereas landing pages exist for a specific campaign.
Also, landing pages do not have any other internal links that can take the visitors to other pages. They are rather more focused on encouraging the visitors to call for action.
In general, these pages are free from obstructions that distract customers from making your desired decision.
By removing sitelinks are other elements that take the attention away from the CTA, you can bring visitors down your sales funnel more effectively.
While I advocate the use of landing pages on your site, this does not mean that your homepage is ineffective. It is in fact the best way to showcase your brand and mention all the services or products you sell.
However, those pages do not call for action, which is why the users will have to go to landing pages to take the actions like, making a purchase, or subscribing for newsletters.
Above is an example of a landing page. It’s a landing page template from Landingi that you can customize to match the theme and design of your site. The template is one of over 200+ you can choose from their site.
The landing page above features a signup form. The goal is to get visitors to register and become members of the website.
To help achieve this goal, there are elements such as text and images to help persuade users to sign up.
The page’s ability to convert users into members depends on how you set up the elements to convince visitors to your call to action.
Types of landing pages
Landing pages are of different types, and you can design each one for different situations. If you know the details of each type, it becomes easier to know which one suits your needs.
Below are the most popular and effective pages you can use or your site:
- Lead capture – One of the most well-known and used landing pages across different sites, lead capture forms help you generate more leads and subscribers to your business. By filling out the form, they get access to your exclusive content and drip emails
- Viral pages – If you’re running a content or giveaway, viral pages are your ticket to increased online visibility. Since the goal is to get more people to join your sweepstakes, viral pages encourage people to share the page with others to increase their entries
- Infomercials – This type of landing pages are comprehensive, conversion-focused copy about a product or services. These pages span thousands of words complete with a walkthrough of the product/service, testimonials, features, and more
- Product pages – If you’re into the e-commerce game, then you should be aware of product pages. They not only describe the product, but also share everything users need to know about it to help them make an informed decision
- Coming soon – If you are planning to launch your business, then it’s best to create intrigue and interest about it before it even starts. A coming soon or a pre-launch page allows you to attract early adopters and generate buzz about your service or product
Landing page tips
Creating landing pages are easy in principle but difficult in practice. It’s not enough to build beautiful pages – you should know how to turn fairweather visitors into rabid followers of your brand.
Below are tips that will aid your journey of creating high-converting landing pages.
Write easy-to-read copy
As mentioned, beautiful landing pages are not enough to increase your revenue.
You need words to not only communicate how great your product is but to also show why they need it in their lives.
This means you need to have a firm grasp of who your buyer persona is and know how to appeal to their sensibilities.
At the same time, you need to spruce up your landing pages with dynamic content. Text is a great way to make your audience care about your business.
But to get there, you need to attract their attention first.
That’s where videos come into play.
If you are featured in the video, this content type helps put a face to your business. If not, explainer videos allow you to explain your business is a visual and striking way.
Display social proof
If you’re selling a product by yourself on your landing page, then you have your work cut out for you. It will be extremely difficult to convince people that your product is great because you are technically biased to it.
Therefore, you need words of an unbiased and objective third person to share their thoughts about your brand.
Social proof comes in different forms like testimonials, customer reviews, endorsements from influencers, Facebook/Instagram likes, and more.
So, if you have these lying around, make sure to integrate them into the page to help increase your conversions.
Monitor results and keep testing
Once you finished your landing page, the real fun’s just started!
At this point, you need to know how well your page is converting according to your goal. The first few weeks of your landing page set the benchmark of your entire campaign.
From here, you need to determine why the page is converting the way it does and how you can improve it.
Therefore, you need to tweak the elements – edit some, remove others, and add more. The goal is to keep improving your conversion rates to maximize your results!
Have you mastered the landing page basics?
This is a rhetorical question because you can’t really tame the process of landing pages.
It’s an ongoing struggle for achieving the highest conversions and continuously improving its performance.
Therefore, if you want to generate sales using landing pages, understand that they require commitment on your end. From there, growth is possible!