A landing page is very different from other websites. Each landing page is created with a specific goal in mind and contains everything a visitor needs to achieve that goal. Maybe you want visitors to sign up for your newsletter, download your app, or buy your product.
Whether you’re promoting your business on social media or with Google Ads , an eye-catching landing page is a crucial part of any successful digital marketing strategy. This guide shows how strategic landing pages can help you increase conversion rates, generate leads, and influence potential customers.
What is a landing page?
A landing page is a standalone web page that potential customers land on when they click through advertisements or marketing campaigns. It’s often used to get people to take a specific action. For example, malaysia email list a landing page could get customers to buy a product, download an app, start a free trial, or sign up for a subscription service.
A good landing page always contains:
- A convincing headline
- An appealing subheading with a clear benefit proposition
- A clear call to action (CTA)
Depending on the goal of the campaign, what is content marketing for e-commerce? a landing page can also contain:
- A striking hero image or video
- Social proof (e.g. customer reviews and testimonials )
- Forms for collecting customer information for lead generation
Landing page vs. homepage: important differences
Although both landing pages and homepages are types of websites used by retailers, they have two completely different purposes.
Goals
Homepages help customers interact with your brand in different ways. They communicate your company’s vision and story and provide a comprehensive overview of your products and services. A homepage can contain multiple CTAs to encourage visitors to take different actions.
In contrast, colombia business directory landing pages focus on moving customers toward a specific goal. The entire page guides customers to complete a specific action in service of that goal. For example, the goal of your landing page might be to get customers to make a purchase, sign up for a free trial, download marketing materials, or submit their information via a form.
design
A homepage is designed to give your customers a way to explore your business: your products and services, customer reviews, your mission, and other brand-related content like blog posts and videos. Homepage designs are more complex than landing pages. A comprehensive homepage might include multiple sections, easy-to-find navigation bars to subpages, and other elements like job openings, customer service contact information, and social media links.
In contrast, landing page designs often guide the audience to a single action. They contain fewer sections or links to other pages. Since the goal is to convert customers, there are fewer opportunities to distract from that purpose.
And this is how the content is formatted on a landing page.
CTA buttons
Every landing page should include a CTA button. A CTA button contains a compelling call to action, such as filling out a form, signing up for a subscription, or purchasing a product. Typically, the text of a CTA button is succinct (e.g., “Learn more”) and is combined with complementary text next to the button. For example, a clothing store might grab a visitor’s attention with a “Get 15% off” CTA button, along with a newsletter signup form that reads, “Save 15% on your first order when you sign up for our newsletter today.”
Landing pages keep customers focused on the core goal of the page. While a homepage includes a variety of CTAs that encourage visitors to explore different pages of the website, an optimized landing page contains a single call to action.
The placement of the CTA is also important. Whether on a landing page or homepage, it is always good to place a CTA above the fold. The term “above the fold” refers to the top part of a page that visitors immediately see when they arrive on the page before scrolling down.
types of landing pages
lead generation landing pages
A lead generation landing page, also known as a lead capture page or squeeze page, encourages potential customers to fill out a specific data form. These form fields typically request information such as email addresses, phone numbers, and demographic data.
You can use a lead generation landing page to learn more about your target audience , improve a marketing campaign, build an email list, and collect lead data for future sales conversions. Lead capture landing pages often offer a value proposition to customers. For example, they can receive a free eBook, marketing material, another useful resource, or a discount code after submitting their information.
click-through landing pages
Click-through landing pages encourage users to perform a specific action, such as purchasing a product or signing up for a subscription service.
Unlike lead generation landing pages, click-through landing pages contain CTA buttons without form fields for data collection. The goal is to convert visitors into customers or subscribers rather than collecting information. This type of landing page often uses compelling CTA buttons such as “Buy Now” or “Start Now.” A click-through landing page might also include a value proposition such as a free trial or special offer.
Advantages of Landing Pages
lead generation
Landing pages can help you identify your target audience and develop a better understanding of what your customers need. Using lead generation landing pages allows you to build a list of potential customers and collect demographic information. This process makes your future marketing efforts more targeted by giving your customers what they want and offering solutions to their problems.