Here at American Web Designer Inc, we know the importance of a good landing page, and we’re here to tell you all about it.
A landing page is a page that should lead the user directly to a specific offer without detours. The landing page, therefore, pursues the purpose of direct interaction with the visitor. Landing pages are the first impression of your website and the first thing visitors see when they visit your website. A landing page should be a clear introduction to your company or product. It should also include a feasible call-to-action (CTA).
A landing page aims to turn visitors into customers. You want them to perform some action on your website. This can be to sign up for a newsletter, download a free eBook, subscribe to a mailing list, buy a product, etc.
So, the real purpose is conversion. For example, the target group is motivated to change from prospect to customer. For this purpose, the user is directed directly to the target element without detours via the homepage. The visitor is directed straight to the offer or some information via a search engine or advertisement without clicking through to the landing page.
However, the user should also be explicitly directed to the conversion goal through the landing page without diverting the possibility. For this purpose, landing pages are also not linked to the usual navigation, which opens up many click options.
In addition to sales and lead generation pages, an extended definition of landing pages includes all pages that allow visitors to enter a website. For example, information-oriented pages such as Guides and glossary pages.
The most important feature of a good landing page is the best possible optimization to the target group’s needs.
What are the marketing goals of a landing page?
A landing page can be used for various purposes, e.g., to direct traffic to your website, promote a new product or collect email addresses.
In lead generation, a form serves as a call to action, in which the user enters his data. This type of landing page is mainly used in B2B marketing. Click-through landing pages are often used in e-commerce; a simple button serves as a call to action.
The common goal of all landing pages is to increase the conversion rate and satisfy user needs. For this purpose, the user should be given a positive online experience. However, this can only succeed if the target group optimization is proper. The visitor should find precisely what he was initially looking for on the landing page. The information provided increases the interest of the reader.
If the visitor’s interest is aroused, the purchase should be the result. The landing page paves the way from the interested party to the customer by offering the user elements with further information or a link button to the product.
For example, a landing page can also have the goal of inviting the visitor to register. Our readers can request offers for products or services.
Marketing purposes are, for example, satisfying the needs of the target group, distributing content free of charge or for a fee, offering products or services for sale, generating leads, or controlling traffic in a targeted manner.
An SEO landing page should convince the ranking algorithms of the search engines to the same extent as the user.
Design of the landing page
The marketing success of a landing page depends mainly on the design of its elements. Although there are no basic rules for creating a landing page to ensure interactions with the user, some features, such as forms, are indispensable.
A well-designed landing page is related to the company, so it is designed in corporate design. Meaningful headlines address the reader directly and motivate him to continue reading. The advantages of the offer must be immediately apparent. To generate leads, the input field should be placed centrally. The call-to-action button only encourages the visitor to convert if it is appropriately eye-catching.
So-called mock-ups are suitable for the presentation of design drafts.
What is the structure of a landing page?
The purpose of the landing page determines how an effective landing page should be structured.
A landing page for sales and lead generation consists of three main areas: heading, the body of text, and a call to action. The heading should be short and convincing, while the continuous text should be long and detailed. Finally, the call for action should be clear and concise.
In addition, (if available), trust-promoting elements such as Certificates, awards won, customer testimonials, names, and pictures of possible contact persons can be used.
For a landing page for users in the early research phase, the focus should be on conveying information and only discreetly placed with a call to action.
Every company can benefit from a landing page, and we’re here to get the job done.
