What is a Landing page?
A landing page is a web page specifically designed to convert visitors into leads or customers.
Unlike other website pages, a landing webpage is created for a single purpose: to get visitors to take a specific action, such as filling out a form, subscribing to a newsletter, or purchasing a product.
Landing page templates are used in online marketing campaigns to increase conversions, drive traffic, and maximize ROI. Landing page templates are typically designed with a clean and simple layout, with a clear headline and call-to-action. Let’s dive into how to create a landing page for your business!
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Importance of landing pages for digital marketing
In today’s fast-paced digital world, landing pages have become an essential tool for any business looking to succeed online. They play a critical role in converting website visitors into leads and customers while maximizing marketing ROI.
A well-crafted landing page can make all the difference in a digital marketing campaign, allowing businesses to capture leads and drive sales with minimal effort.
By providing a clear and concise message, a landing page can help businesses to stand out from the competition, and effectively communicate their value proposition to their target audience.
Without landing pages, businesses risk losing potential customers to their competitors, missing out on valuable leads and sales, and ultimately falling behind in the ever-evolving digital landscape.
What makes a great landing page?
A great landing page is one that is designed to convert visitors into leads or customers. There are several key elements that can make a landing page effective.
- a strong and clear headline captures the visitor’s attention and communicates the main value proposition of the product or service being offered.
- persuasive copy that clearly explains the benefits of the product or service, and addresses any objections or concerns that the visitor may have.
- a visually appealing design that is clean, simple, and focused, with a clear CTA that stands out on the page.
Additionally, a great landing page should be optimized for mobile devices, load quickly, and have a high level of relevance and coherence between the ad or search result that leads the visitor to the page, and the content and message of the landing page itself.
Key elements of a successful landing page
- A clear and compelling headline that communicates the main value proposition of the product or service being offered.
- Persuasive and concise copy that addresses the visitor’s pain points and clearly explains the benefits of the product or service.
- A visually appealing and well-designed layout that is clean, simple, and focused on the call-to-action.
- A clear and prominent CTA that stands out on the page and directs visitors toward the desired action.
- Social proof elements such as customer testimonials, reviews, or trust badges that help build credibility and trust with visitors.
- A form or lead capture mechanism that collects visitor information and converts them into leads.
- Optimization for mobile devices to ensure a seamless user experience across all devices.
- A high level of relevance and coherence between the ad or search result leads the visitor to the page and the content and message of the landing page itself.
- A/B testing and optimization to continually improve and refine the landing page for maximum conversions and ROI.
- Tracking and analytics to measure the performance of the landing page and make data-driven decisions for further optimization.
Research your market and competitors
Before creating a landing page, it’s essential to conduct thorough market and competitor research. Understanding your target market’s needs, preferences, and pain points can help you create a perfect landing page that resonates with them and effectively addresses their concerns.
Moreover, analyzing your competitors’ landing pages can provide valuable insights into what works and what doesn’t in your industry or niche.
You can gain insights into their value proposition, messaging, design, and CTA, and use this information to improve your own effective landing page strategy.
By conducting comprehensive research and analysis, you can create a singular landing page that stands out from the competition, effectively communicates your unique value proposition, and maximizes conversions and ROI.
How to craft a compelling headline
Crafting a compelling headline is critical for capturing the visitor’s attention and drawing them into the rest of the landing page.
To create a powerful headline, it’s important to focus on the key benefits or value propositions of the product or service being offered. The headline should clearly and concisely communicate what’s in it for the visitor and why they should care.
Using strong action verbs, emotional triggers, or addressing a specific pain point can also help make the headline more compelling.
Additionally, testing different variations of headlines and using data-driven insights to make informed decisions can help optimize the effectiveness of the headline.
Best practices for writing persuasive copy
Writing persuasive copy is critical for creating a landing page that effectively converts visitors into leads or customers.
One of the best practices for writing persuasive copy is to focus on the benefits of the product or service being offered, rather than just the features.
By highlighting the value proposition and how it can solve the visitor’s pain points or improve their life in some way, businesses can create copy that resonates with the audience and encourages them to take action.
As mentioned above, the same here: using emotional triggers, social proof, and a clear CTA can also help make the copy more persuasive.
Remember that it’s important to use simple and concise language, break up the content with headings and subheadings, and use bullet points or numbered lists to make the information more digestible and scannable.
How to design a landing page that converts
Designing a landing page that converts visitors into leads or customers requires careful attention to several key factors.
As said before, one of the most important aspects of landing page creation is ensuring a clear and prominent CTA that stands out on the page and directs visitors toward the desired action.
Using high-quality and relevant images or videos (you can use a royalty-free images library like Pexels), along with social proof elements such as customer testimonials or trust badges, can also help build credibility and trust with visitors.
Types of landing pages
There are several types of landings that businesses can use to achieve different goals depending on their marketing objectives. So, below I thought I would summarize the main types that are most commonly used.
Each type of landing page has its unique purpose and design elements, and businesses can choose the right type of landing page based on their specific marketing goals and objectives.
Click-through landing pages
Click-through landings are designed to persuade visitors to click through to another page or offer, often with a clear and prominent CTA.
These landing pages generally provide information about a product or service and highlight the benefits and value proposition to the visitor, with the goal of persuading them to take the desired action.
Click-through landings are often used in conjunction with email marketing campaigns or paid advertising, where businesses can direct traffic to a specific page that is tailored to the messaging of the campaign or ad.
By using click-through landings, companies can increase the likelihood of converting visitors into leads or customers, by providing a clear and persuasive message and directing them towards the desired action.
Lead capture landing pages
Lead capture landings are designed to capture visitor information, such as an email address or phone number, through a lead capture signup form.
These landing pages normally offer something of value to the visitor, such as a free ebook, webinar, or consultation, in exchange for their contact information.
By capturing this information with the signup form, businesses can build a list of potential leads and nurture them through targeted marketing strategies, with the goal of converting them into customers over time.
Lead capture landings are a key component of a successful inbound marketing strategy, and can help businesses generate a steady stream of qualified leads for their sales team to follow up with.
Squeeze pages, also known as opt-in pages, are a type of lead capture page that focuses on getting visitors to provide their email address in exchange for something of value, such as a free ebook or report.
These landing pages typically have a minimalist design with a clear and compelling headline and hero image, a brief description of the offer, and a prominent CTA with a signup form that encourages visitors to provide their contact information.
Squeeze pages are highly effective at capturing leads because they offer something of value to the visitor in exchange for their information, and can be used in conjunction with email marketing strategies to nurture leads and drive conversions.
Splash pages, also known as entry pages or splash screens, are landings that appear briefly before the main homepage or website.
These pages are designed to grab visitors’ attention with a hero image and provide a clear and concise message or offer, such as a sale or promotion.
Splash pages are often used to create a sense of excitement or urgency among visitors, and can be used to drive traffic to specific products or services.
While splash pages can be effective in some cases, they can also be seen as a nuisance by some visitors, especially if they are forced to navigate through multiple pages before reaching the main website.
Thank you pages
Thank you pages are landings that are displayed after a visitor has completed a desired action, such as filling out a form or making a purchase.
These landings typically have a simple and straightforward design, and thank the visitor for their action while also providing additional information or resources, such as links to related products or services.
Thank you pages can be a great opportunity to continue engaging with visitors and encourage further action or conversions. This kind can be used to track and measure the success of marketing strategies by providing data on conversion rates and other key metrics.
How to create a landing page from scratch
Creating a landing page from scratch can seem like a daunting task, but it doesn’t have to be.
Start by identifying the purpose of the landing page and defining the desired action you want visitors at the first landing page to take, then:
- research your target audience and competitors to gain insight into what messaging and design elements will be most effective.
- choose a platform or tool for building your landing page, such as a website builder or landing page software.
- be sure to include key elements such as a compelling headline, clear CTA, and visually appealing design.
- don’t forget to test and optimize your landing page for maximum effectiveness by using A/B testing and analyzing key metrics such as conversion rates and bounce rates.
Choosing a landing page builder
When it comes to choosing a landing page builder, there are many options available on the market, each with its own set of features and capabilities.
Some popular options include Unbounce, Leadpages, and Instapage, among others. When choosing a landing page builder, consider factors such as ease of use, available templates and design options, integrations with other tools and platforms, and pricing.
Read reviews and customer testimonials to gain insight into the experiences of other users, and remember that the best landing page builder for you will depend on your specific needs and goals, so take the time to research and compare your options before making a decision.
The 5 best landing page builders in 2023
Best free landing page builder
While many landing page builders come with a price tag, there are some free landing page options available as well.
One of the best builders for free landing pages on the market is Mailchimp (known as an email marketing tool), which offers a user-friendly drag-and-drop editor and a variety of customizable templates to choose from.
Another popular option is Carrd, which is geared towards creating simple, single-page websites and a totally free landing page with a custom domain.
While free landing page builders may have limitations in terms of features and design options, they can be a great starting point for businesses on a budget or those just starting out with a landing page form.
A step-by-step guide to creating a landing page
- Define your goal: Before you start creating your landing, you need to define your goal. Are you looking to generate leads, sell a product, or simply provide information? Your goal will determine the messaging, design, and structure of your landing page.
- Identify your target: Knowing who your audience is will help you tailor your landing page to their needs and interests. Identify their pain points, motivations, and behaviors to create a landing page that resonates with them.
- Choose a landing page builder: Choose a landing page builder that fits your needs and budget. Some popular options include Unbounce, Leadpages, and Instapage.
- Choose your domain name: Domain is the landing page URL and it can bear your brand name or product name, or a keyword inherent to your niche market – remember also to add the favicon with our business logo;
- Select a template: Choose a template that aligns with your brand and goal. Most landing page builders come with a variety of templates to choose from.
- Customize your landing page: Customize your landing with your branding, messaging, and design elements. Make sure your messaging is clear and concise, and your design is visually appealing.
- Add your call-to-action (CTA): Your CTA is what drives conversions, so make sure it stands out and is prominently placed on your landing page. Use action-oriented language that motivates your audience to take the desired action.
- Optimize for SEO: Optimize your landing page for search engines by including relevant keywords in your headline, body copy, and meta tags.
- Test and refine: Test your landing page to see how it performs and make refinements as necessary. Experiment with different variations of your messaging, design, and CTA to see what works best.
- Launch your landing page: Once you’re satisfied with your landing page, launch it and promote it through your marketing channels. Monitor its performance and make adjustments as needed to optimize for conversions.
Best practices for landing page design and layout
When it comes to creating a thriving landing page, design and layout are critical components that can make or break the effectiveness of your page.
A well-designed landing page can lead to higher conversion rates, while a poorly designed one can turn potential customers away. In this section, we’ll cover the best practices for high-converting landing pages and page design and layout that will help you create a high-converting landing page.
Best practices for the landing page layout:
- Keep it simple: Stunning landing pages can be overwhelming and confusing for visitors. Keep the design simple and avoid using too many colors, fonts, or images. Use whitespace effectively to create a clean and easy-to-read layout.
- Use clear and concise headlines: Your headline should immediately capture your visitor’s attention and clearly communicate the value proposition of your offer. Use short and impactful headlines that are easy to understand.
- Use compelling visuals: Visuals can help communicate your message and create an emotional connection with your visitors. Use high-quality images or videos that are relevant to your offer and help convey its benefits.
- Make it mobile-friendly: With the majority of online traffic coming from mobile, it’s crucial to ensure your landing page is optimized for mobile. Use responsive design to ensure your page looks great on any device.
- Include a clear call-to-action: Your call-to-action (CTA) should be prominently displayed and easy to find. Use action-oriented language and create a sense of urgency to encourage visitors to take action.
- Test and optimize: Landing page design is not a one-size-fits-all solution. Continuously test different elements of your landing page, such as headlines, visuals, and CTAs, to see what works best for your audience. Use A/B testing to compare different versions of your landing page and optimize for higher conversion rates.
Landing page optimization and testing
Landing page optimization and testing involve making changes to the landing page and testing them to see which variations perform better.
This process can include A/B testing, multivariate testing, and user testing to identify the most effective design, copy, and layout for the landing page.
By continually optimizing and testing the landing page, you and your company can improve their conversion rates and achieve better results from their digital marketing efforts.
How to set up an A/B testing plan
To set up an A/B testing plan for your landing page, start by identifying the element you want to test and creating two versions of the landing page with different variations of that element.
Set up a tracking system to measure the performance of each version, and then run the test for a set period of time to collect enough data for statistical significance.
Analyze the results and determine which version performed better, and then implement the winning version as your new fabulous landing page. Repeat the process with other elements on the landing page to continue improving its performance over time.
Optimize Landing Pages For SEO
To optimize most landing pages for SEO, it is necessary to focus on keyword research and ensure that the landing page content aligns with the target keywords.
This includes optimizing the page title, meta description, and header tags. It’s also essential to ensure that the landing page has a clear and concise structure, with relevant content and internal links to improve user engagement and dwell time.
Optimizing the page loading speed and ensuring that the landing page is mobile-friendly can also contribute to improved SEO performance.
Tools to help with landing page testing and optimization
- Google Optimize – A free tool from Google that allows A/B testing and personalization of landing pages.
- Unbounce – A landing page builder with built-in A/B testing capabilities.
- Crazy Egg – A heat mapping and A/B testing tool for analyzing visitor behavior on landing pages.
- Visual Website Optimizer (VWO) – A comprehensive A/B testing and optimization platform for landing pages and your own website.
- Hotjar – A tool that offers visitor recordings, heat maps, and A/B testing features for improving landing page performance.
Landing page best practices and examples
There are many examples of professional-looking landing pages, but they all have a few things in common:
- Clear and compelling headline page title that speaks directly to the user’s needs or desires.
- Visually appealing design that is easy to navigate and draws the user’s attention to the CTA.
- Use a persuasive copy that clearly communicates the value proposition and benefits of the offer.
Examples of successful landing page templates
Here are some landing page templates you can use right away for your new project.
Start creating your own landing pages with Leadpages
If you’re ready to start creating your own landing pages, Leadpages is a great option to consider: claim now your free trial.
With its user-friendly interface and customizable templates, Leadpages makes it easy to create effective and visually appealing landing pages in no time.
Plus, with features like A/B testing and analytics, you can optimize your landing pages for maximum conversions.
Don’t hesitate to give Leadpages a try and start seeing the benefits of all these features to build landing pages in your digital marketing strategy.
In conclusion, creating a new landing page requires careful planning, attention to design and copy, and ongoing testing and optimization.
By following the best practices outlined above, you can improve your chances of creating landing and web pages that convert visitors into leads or customers.
Summary of key takeaways
- Define your target and set clear goals for creating landing pages.
- Choose your custom domain.
- Craft a compelling headline page title and landing page copy that speaks to your audience’s pain points and needs.
- Choose the best landing page builder that meets your needs and budget.
- Design a visually appealing and easy-to-navigate layout.
- Test different elements of your landing page, such as headlines, images, and calls to action, using A/B testing.
- Use SEO best practices to improve your landing page’s visibility in search engine results.
- Add your Google analytics id.
- Monitor your landing page’s performance regularly and make ongoing improvements based on data and user feedback.
Frequently Asked Questions (FAQs)
Can you have a website without a landing page campaign?
Yes, you can have a website without a landing page campaign, but it may limit your ability to convert website visitors into leads or customers. Landing pages are designed to be highly focused and targeted, with a specific goal in mind, such as capturing leads or making sales. Without them, visitors may not be directed toward taking a specific action, which can result in a lower conversion rate.
What Makes a Good Landing Page?
A good landing page effectively communicates its message, has a clear CTA, is visually appealing, loads quickly, and is optimized for conversions.
Do I need a domain for a landing page?
Yes, in most cases, you will need a custom domain name for a landing page. A domain gives your landing page a unique web address that can be easily shared and accessed by potential customers. It also helps to establish credibility and professionalism for your brand.
Do landing pages rank on Google?
Yes, landing pages can rank on Google if they are optimized for search engines. To improve their chances of ranking, landing pages should have relevant and high-quality content, optimized metadata, and a strong backlink profile.
How long does it take to build a landing page?
The time it takes to build a landing page can vary depending on the complexity of the landing page template and the tools or resources being used. With a landing page builder, it can take anywhere from a few minutes to a few hours to create a landing page. However, if you’re building a landing page from scratch, it can take longer, typically a few days to a week.