A Landing Page is a page which engages a prospective or existing customer to your site. This is with the hope to encourage them into purchasing or finding out more about your product or service. Landing pages are most commonly used in online advertising; and they will have specific content relating to the ad the user has clicked on to land there.
Landing pages are great for businesses looking to grow, especially the smaller ones. Simply because they provide a means of gaining awareness and audience through generating traffic for your site.
A Landing Page – Starting from Scratch…
Still not sure if you have ever come across a landing page before? I can almost guarantee that you have. Here’s one example of where you may have experienced a landing page; let’s say you are on Facebook and you see an ad about an exercise machine. It just so happens to be the exact one that you was looking at the other day (nice bit of Remarketing there). But this time, it is offering you an exclusive 20% discount. When you click on that ad, you ‘land’ on a ‘page’ that is specific to that exercise machine and has the 20% discount code on as well. And there you have it, a landing page.
‘Entry point’ and ‘Destination page’
Landing pages are commonly referred to as an ‘entry’ point to your site as they’re often one of the first pages your visitor will come across when discovering your site. Visitors can come across your landing page either by ‘organic’ search results or through Pay Per Click advertising. If they search something that relates to content you have on you landing page, then it is possible that it will appear in the given search results. Rather than directing them straight to your website, your landing page can offer them some snippets of very targeted information which, if they are interested, can lead them to your full site with the rest of the information they need.
Another name you may hear landing pages being called are ‘Destination Pages’. This is due to the fact that with your PPC campaign, they are where you would like the prospective customer to end. Meaning they could be a destination page for your PPC campaign but an entry point for your site.
Reference and Transactional
There are two types of landing pages you can use; reference landing pages and transactional landing pages. Reference landing pages give the visitor information referencing to your site and what its about. This could include a list of the products you offer, a description of the services you offer or what will be coming up on your site in the near future. Transactional landing pages attempt to persuade visitors to buy whatever service or product you are offering. The type of landing page you are creating changes how you use your ‘Call to Action’ techniques.
Call to Action (CTA)
A landing page isn’t a landing page without CTA’s. A ‘Call to Action’ or CTA is a marketing technique. CTA’s are defined as an instructive and persuasive method of addressing the audience. In the context of landing pages, it would be with the aim to: direct the visitor to a key page on your website, collect their email address or purchase your product or service. The way CTA’s do this is by using phrases like ‘find out more’ or ‘sign up for more information’ to push the reader into doing so. Or ‘buy now’ to elicit a sale. If you looked through a selection of landing pages, you would notice it is very uncommon for there to be only one CTA. Most landing pages will use a variety of CTA’s to convince the reader to interact with them.
Something to remember
Every landing page will be different. It all depends on what the purpose of your site may be. Some landing pages will be a lot more information-heavy than others. For example, a landing page advertising a university will have a lot more information on than one advertising a pair of jeans. What needs to be remembered however, is balancing information with CTA’s. If your landing page is shorter with less information on, having one or two CTA’s is fine as there is a balance. However, if the landing page is fairly heavy with information, it would be better to have more CTA’s to break down the blocks of text. This also gives yourself more opportunities to engage the visitor in providing their contact details.
It really is as simple as that; you create a page which visitors come across that gives them the opportunity to do something. For example, ‘find out more’ and/or ‘buy now’. If they do that, you’re on your way to gaining a new customer! However, be warned, it sounds a lot easier than it is. Getting the design and balance of content and CTA’s right can be tricky. That is why so many people use landing page design specialists to build and manage professional looking landing pages for them.