What is a Landing Page?
Landing pages are an important aspect of digital marketing and advertising. A landing page is a dedicated page on your website that is only designed to be used as part of your digital marketing and/or advertising efforts.
Essentially, it's the page to which your audience and/or new visitors are forwarded when they click on the link that leads to the intended landing page.
There are 2 types of landing pages:
1. Reference landing pages
2. Transactional landing pages
A reference landing page is a page that provides the visitor with interesting and relevant information, such as a summary of your product or service.
A transactional landing page, as the name suggests, is designed to entice visitors to make a purchase or, at the very least, offer contact information that could turn into a good sales lead.
What is the purpose of a landing page?
So, what is the purpose of a landing page and why do you require one?
The quick answer is that it's an important part of your marketing and sales plan that can help you boost conversion rates and minimize the cost of gaining a lead or a transaction.
The long answer is as follows:
1. It helps you capture leads
You can spend your entire budget on outbound sales staff and contact lists. You may also sit back and wait for the leads to come to you by simply developing a compelling landing page.
Because responsive landing pages are, hands down, the most effective approach to capture leads.
Not just any leads, but high-quality leads as well. Isn't it cool?
2. It is a very successful and efficient advertising method.
It is always an investment, no matter how much time, money, or effort you put into your advertising campaign. And you are entitled to the finest possible outcome.
Landing pages are the most successful and efficient type of advertisement you could dream for, strategically marrying a targeted audience with a tailored message, which makes for an unbeatable partnership that pays off big-time.
3. It assists you in achieving a higher local ranking.
Did you know that according to ThinkWithGoogle “18% of local smartphone searches led to a purchase within a day compared to 7% of non – local searches”?
Isn't that a big number?
It makes sense if you consider that Google is increasingly focusing on user intent rather than merely the terms that users search for, making it nearly obligatory for small businesses to focus on local landing pages.
So, if you want your site to rank higher in local searches and require more local clients, create some local content that speaks straight to the heart of your visitors.
4. It provides a superior user experience.
A landing page, when correctly tailored, may meet your prospective client wherever he or she is in the customer journey and help you grow your connection with them efficiently and at scale.
A high-converting landing page also improves your credibility.
They will place their trust in your website if the landing page is suited to their needs, and this will be the start of a new relationship built on thought leadership and trust.
How To Create A Highly Effective Landing Page In 10 Simple Steps
It's one thing to build a landing page from scratch for your website.
Creating a very effective landing page that virtually reads your visitors' minds, on the other hand, is another story.
It's not a difficult task.
If you want your landing page to produce a lot of leads, you just have to do it right.
Don't be concerned. We've got your back. Simply follow the golden guidelines for creating a landing page that consistently converts.
1. Create a persona
Know their personality, age, habits, budget, and other qualities that can aid you in properly “selling” your product or service.
That is why, before you begin working on your landing page, you must first establish a buyer persona.
After that, you'll be able to create a landing page that is targeted to their needs and designed to convert.
Your ideal target audience is referred to as a persona.
And it should include fundamental information like their age, education, and occupation, as well as more particular information like their top priorities, favourite quotes, and anything else you think is relevant to their visit to your website.
All of the above necessitate user surveys, web research, and, of course, there are a plethora of easy and incredibly useful tools available from platforms like Xtensio, Digital Marketer, Demand Metric, and others to assist you in developing your personas.
Rome, of course, was not constructed in a day. As a result, you'll have to get down in the trenches and conduct some testing. But don't be concerned. Your success will be guided by their data!
2. Define your goal
Before you begin creating your fantastic landing page, you must first determine WHY you want to develop it in the first place.
In other words, what will be your call to action?
This is frequently done in order to:
• Fill out a form
• Take a survey
• Sign up for a free trial
• Get a free ebook
• Order a product
• Register for a webinar
• Provide contact information
• Get a coupon
• Get a free trial
• Register for a newsletter.
Sticking to a single aim is key since it reduces the number of options you give your visitors and makes creating a truly successful landing page much easier.
So, what will it be for you?
3. Target the right keywords
It may be time-consuming, but keywords are essential if you want the greatest results. And you must choose them carefully in order for search engines to rank your page.
Keep in mind that long-tail keywords are more influenced than shorter ones; they result in higher results and, in many cases, a larger return on investment.
As a result, I recommend that you concentrate on more precise phrases.
That way, you'll attract the specific audience you're searching for and take another step closer to the point of sale.
Make a list of terms that are related to your page.
Let's pretend you're a pastry chef in Rome who specializes in cannoli.
You should use "cannoli pastry chef in Rome" instead of broad words like "pastry chef" and "cannoli." Makes sense, right?
4. Write a catchy headline
The significance of headlines cannot be overstated.
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
So, how do you come up with a brilliant headline?
Let's look at some instances to help you understand the mysteries of magnetic headlines. Example
Grabbing One's Attention
You're quite aware that you desire it. It was impossible to put into words. So Adobe took care of it.
The headline is brief and to-the-point, letting the reader's imagination run wild with all the possibilities Adobe Photoshop has to offer.
You have no idea what to do or how to do it. You can only guess. And it should be enough to get you to press the button.'
5. Create an irresistible Call To Action
Even though this is a no-brainer, I'll break it down for you. The CTA button on your landing page is a charming little button that asks your visitor to take action.
You must have a button that screams "hit me," whether it's a free trial, a discount voucher, or a registration form.
For The Win: Simplicity
The power lies in the hands of your visitors. However, patience is not one of them. You are also not permitted to squander their time. So make sure they get the word and do it quickly. How do you do it? By keeping things straightforward. Use simple words and puns that only you will understand (and laugh at). Instead, use simple language and a straightforward message to assist your visitor grasp the concept quickly. And then press the button.
What Does Precision Imply? Have faith in yourself.
Your visitors are curious about the following:
1. Your profession
2. What you'd like them to accomplish
So be a good sport and give them what they want.
A direct call to action that doesn't make them think twice about clicking that button and leaving your page will earn you more leads than you can imagine.
It's a unique concept that can only be conveyed effectively through simplicity and clarity. So you have a very obvious Call To Action that informs the visitor while also offering a free trial to entice them to call.
Extra tip: When building a CTA button, make sure it grabs the attention of the visitor. This can be accomplished by utilizing bright, vivid hues that stick out.
If you like subdued colours, your button should contrast with the images, text, or any background colours that surround it.
Are you up for it?
6. Use visual content
I'm sure you don't need me to tell you that a picture is worth a thousand words.
And there are no regrets because it is a fact that must never be overlooked.
The average attention span is 8 seconds, according to a Microsoft study from 2018.
Only 8 seconds!
When it comes to attracting a human's attention, who is your best friend?
Exactly, my pal. Photographs and videos
Visual aids are easier to understand, amplify your message, and affect the behaviour of your visitors on your landing page. Of course, this equals increased conversions!
You can direct your visitor exactly where you want them to look and eventually take action by employing the proper graphic material. Plus, they have the ability to cleverly change the text!
7. Link your landing page to your ad
It's not enough to have a well-optimized AD. You must link it to a strong landing page; else, your entire effort will be for naught.
As a result, while creating a landing page, make sure your ads drive your visitors to the correct location rather than misleading them by sending them to your homepage.
They simply don't know what to do with it!
8. Include social proof
Assume you're shopping with a pal at the grocery.
She says, "Hey, why don't you get the X shampoo?" as you're debating which shampoo to buy.
In this situation, how would you react?
Would you just go ahead and buy it?
No, I don't believe so. You'd want to know why she enjoyed it or why she believes it's better than other shampoos, for starters.
Then I guess you realize what I'm getting at.
According to a Bright Local customer survey from 2018, "91 percent of consumers trust internet reviews as much as personal recommendations."
This demonstrates how a consumer can be influenced by social proof.
Whether it's a product or a service, social proof can help a visitor convert by guiding them along the sales funnel.
You can only utilize so many distinct sorts of social proof:
• Case Studies
• Customer Ratings and Reviews
• Influencer Endorsements
• Brand Logos
• Client Logos
• Subscriber Counts
• Social Shares Counts
• Social Connections
• Test Results
Whatever you want. Just go for it. Also, don't forget to include images!
9. Add analytics tracking
You've put in all the effort. You've made your own alluring landing page. But, hold on, how do you know it's really that enticing?
You don't, to be sure. Not until you've included analytics tracking.
It's pointless to create a landing page if you don't track how well it performs.
Website analytics give you a wealth of information on how visitors arrived at your site, who they are, and how they act while there.
All of these data and analytics will assist you in creating the best advertising strategy and growing your business more quickly and easily.
10. Optimize your landing page
Last but not least, there's optimization.
Landing pages that are optimized according to SEO landing page best practices will almost certainly generate greater visitors.
This occurs because it is simpler for people to find your page and for search engines to comprehend its goal.
When it comes to landing page optimization, keep the following in mind:
Consider the title tag to be the first impression that visitors get of your website. While there is no hard and fast rule, a good title tag should be roughly 60 characters long.
Meta description: A powerful marketing tool, meta descriptions explain the content of a page. Consider them your best chance to grab the reader's attention.
When creating a landing page, header tags are less crucial than the title tag and meta description, but they still demand your attention.
Your search engine visibility rises when you use your core term in a header tag. So there's no reason to slack on this one either.
Yes, there is content. Content reigns supreme.
In so many ways, I'm at a loss for words. However, from an SEO standpoint, you want your content to be keyword-focused.
And no, just using graphics isn't enough. So, when you're creating a landing page, make sure to add some useful material that search engines can find.
Top Landing Page Tools for 2021
Of course, a perfect platform might mean different things based on your requirements, but there are a few essential features that you should look for.
So, here's a quick rundown of our best picks to help you sort the wheat from the chaff without wasting time.
Price: four plans. Business: Core: $29 per month, Create: $45 per month, Automate: $59 per month, Suite: $209 per month.
Free trial: Yes. All plans come with a 14- day free trial.
Landingi is a web-based landing page builder that includes a simple drag-and-drop editor, a large widget library, and a variety of themes and features to experiment with.
Price: three plans, monthly and annual, starting from $79 per month.
Free trial: Yes, a 30 – day trial is available for all users.
Unbounce is a sophisticated yet simple-to-use conversion software that helps you increase sales and convert visitors into customers with minimal effort.
It's a versatile and creative alternative for consumers with little to no coding experience, and replicating templates is simple.
Price: two plans. Core: $99 per month. Enterprise: customized.
Free Trial: Yes, there is a 14 – day free trial including all features from the Core plan.
Instapage is a strong all-in-one landing page solution with over 200 free templates and a flexible, freeform drag-and-drop interface.
Instapage is a feature-rich and effective website builder that includes simple A/B testing tools with analytics capabilities, allowing you to pick which one works best for you.
Price: three plans, Standard, Pro, and Advanced. The 2 – year Standard plan is $17 per month.
Free Trial: Yes, all plans include a 14-day free trial.
Leadpages is a digital lead generation software that allows you to completely design your landing page.
It's simple to integrate with other platforms and includes several useful widgets.
Price: two plans, annual and monthly, starting from $16 per month.
Free Trial: Yes, you can try both plans for free for 14 days.
Lander is a landing page solution that allows customers to expand their businesses without having to know how to code or design.
It has an easy-to-use reporting system and a simple builder, as well as infinite landing pages for mobile pages.
Price: five plans. Free plan. Starter: $29 per month. Business: $99 per month. Agency: $199 per month. Brand: $499 per month.
Free Trial: yes.
Shortstack is a marketing - campaign and landing page software that anyone with a minimal understanding of coding can use.
It offers a beautiful visual interface, a simple workflow, and templates that are simple to change.
Price: two plans. Starter: free. Professional: starting from $5 per month. M
Free Trial: yes.
LaunchRock is free, web-based software that is best suited for beginners.
It's great for people who don't know how to code because it gives them a lot of design and layout options.
Its sophisticated integrated analytics tools make it simple for the user to acquire information about possible new users.
Unfortunately, it lacks an A/B testing tool and offers limited customization options.