What is a Landing Page, and Why You Should Have At Least One

Web 101 | Blog | Web Tips

Feb 22, 2022

Landing Page Overview

One of the most common terminologies that have been thrown around since the inception of the digital age is “landing pages.” However, many marketers often misunderstand landing pages as just clickbait for advertisements. The truth is that it is different in terms of functionality and is crucial for lead conversions.

A landing page is a page that significantly differs from navigating your homepage or other such pages of your website.

What is a landing page?

A landing page is advertising that focuses on one particular action you want users to take. It is specially targeted to encourage potential customers to take the desired action.

The target of a landing page is to serve a particular focus and intends to continue the conversation that you have started on your homepage. It may be about the promises you have made, or it is a piece of information that needs further explanation. It is a channel to increase customer engagement and provide a direct point of contact.

It diverts the customer from one page to another with a single click and convinces customers to act. As everyone strives to improve their customer retention and relationships, businesses are evolving to adopt more data-driven strategies. Consequently, landing pages became popular, and it augmented the potential to provide high ROI (return of investment).

The Uses of a Landing Page

  • Boosting traffic and sales.
  • Increasing brand awareness.
  • Improving search engine optimisation.
  • Testing an idea before making a considerable investment.
  • A way for businesses to promote their products and services.

Different types of landing pages

There are many variants of landing pages, and depending upon your need, you can use them to make your campaign a success.

1. Squeeze page 

The squeeze pages are landing pages, but with one significant difference: it’s designed to encourage visitors to take action. The purpose of this squeeze page is to get people to click on the “squeeze” button, which will trigger an action.

If you’ve never heard of a “squeeze page,” you’re not alone. They’re not quite as common as they used to be, but still around — and they might be the most potent form of marketing.

If you are a startup business, it is ideal for your setting.

This can be anything. Examples are:

  • signing up to receive newsletters that give valuable information
  • following your company on social media
  • opening an account for a free trial
  • providing feedback on the product, they have just purchased.

Squeeze pages are used mainly by businesses trying to increase their email list. However, there are other uses for them as well.

For example, you can use them to capture information about your customers. This is to understand their needs better and use this information to improve your products or services.

2. Long-form landing page

Long-form landing pages take the same approach, but instead of directing visitors to a specific product or category, they invite visitors to explore a more in-depth topic. That makes them different from traditional marketing pages and helps lead to further conversions later.

Long-form landing pages are like mega description pages that discuss the offers in detail. It aims to persuade customers to purchase the product and entices them with content that generates a sense of FOMO or fear of missing out. If you are trying to sell an item, this is a preferable landing page.

Long-form landing pages are a powerful way to help convert your visitors into buyers.

Long-form landing pages are typically framed around a single question designed to get visitors thinking about their needs and goals and their budget and available cash flow. It’s not enough for the visitor to merely be interested in the subject; they need to be convinced that this is something they want (and can afford). If the visitor answers “yes” to those questions, then you’ve likely found them a prospect who will become a customer later on.

3. Click-through landing page 

A click-through landing page is a template that you can use to build your blog. It’s designed to look more professional and inviting than the average “blogger” landing page.

A blog is a marketing tool for your business. With the right tools, it can help you easily share content with customers interested in what you’re talking about, and it can help you generate new ideas for products or services.

These click-through pages do not reveal many details and offer enough information to facilitate a transaction. There will be no further navigation once customers land on this page, and it intends to give testimonials, videos, and many more. This page is the best option if you run an e-commerce business and provide an extra subtle push.  

4. Product details landing page 

A product details landing page is one of the best ways to drive traffic to your e-commerce store. This page collects all of the information required for someone to buy your product, and you want to make it appealing.

This page will give information about product details and encourage customers to contact the company to purchase. This page will deliver photos and features of the product. The significant difference between this page and a regular landing page is that it has a website menu and facilitates outside navigation to the website. You can offer a product detail page to paid or organic customers to give a more comprehensive perception of your services.

Product landing pages are like little mini-websites, and they serve as the first page people hit when they visit your site.

 

 

What is included in this type of landing page?

  • The product details page is best to show your product’s key features and benefits.
  • It should be different from the other pages on your site, so it stands out and draws attention.
  • The text content should focus on what will make your customers want to buy your product.

5. Video landing page

The video landing page is an attractive way to advertise your product, service or brand. The video makes a strong impression and can include great details about your product or business. You can also create a demo video for your product, another effective way to promote it.

It is a unique form of content where visitors see a video before they have access to the rest of your website, which allows them to take action before visiting any other page or text or image content. It is a great way to drive business because it shows people that you’re serious about your product and services. It gets them interested in what you have to offer, and if they like it enough, they’ll come back and buy.

The video landing page aims to create an engaging platform that has a long-lasting impact on the customer. Many companies encourage customers to watch the video first to resolve the issues of dwindling attention span. Businesses that offer image-based services can benefit from employing this kind of webpage.

Video landing pages are gaining traction as a marketing strategy, and for a good reason. A video landing page can be much more engaging than a static page, with the added benefit of building an audience to promote your blog, product, or service.

Benefits of landing pages

If you’re a retailer, a simple landing page can make the difference between finding an avid customer and leaving them on the sidelines.

The benefits of a landing page are numerous:

  • It allows you to target customers based on their behaviour on your website. If someone purchases something from your store and then never returns, you know they’re probably not going to buy anything else.
  • It helps establish trust with visitors who won’t be expecting to be sold something the first time they visit your site.
  • It gives potential customers an easy way to contact you without filling out lengthy forms or leaving personal information.
  • It’s a standalone version of your site that doesn’t require any registration or login credentials to visit, so it’s great for people who have just discovered you online or those who don’t have time to go through website pages and pages of content.
  • If your goal is to build traffic and increase sales, a landing page is a valuable sales and marketing tool.
  • They can be used to sell your products or services on the web. For example, you can use a landing page to drive people to a product page on your e-commerce site.
  • They can serve as content pages for your website to drive traffic back to it.
  • They can help you get new customers. For example, you can use a landing page to capture email addresses from people who walk by your store or booth at an industry event. As long as you have an opt-in form on your site, you’ll be able to track this traffic and later use it for lead generation campaigns.
  • You can use them for research and testing purposes. You might want to test different call-to-action buttons on a landing page to see which works best in conversion rates and customer satisfaction ratings.

 

They can help you get new customers. For example, you can use a landing page to capture email addresses from people who walk by your store or booth at an industry event. As long as you have an opt-in form on your site, you’ll be able to track this traffic and later use it for lead generation campaigns.

You can use them for research and testing purposes. You might want to test different call-to-action buttons on a landing page to see which works best in conversion rates and customer satisfaction ratings.

How to craft a landing page

Keep it simple. Your landing page, or the page that people land on after clicking a link on your website, should be as simple as possible. It should have only one purpose and be very easy to understand. The goal is to get people to take action — send them shopping, fill out a form, download a file, sign up for an email list, or do whatever they need to do next. Many people creating a landing page make the mistake of designing a complicated landing page with lots of bells and whistles, such as videos or pop-up windows. Visitors don’t have time for all that, so keep it simple. Don’t waste their time, and they might not return to your site if they don’t think it’s worth their while.

You can use persuasive copywriting and call-to-action buttons on your landing page to give visitors exactly what they need to convert. For your visitors to take these actions, they need to understand what you’re offering and how it will benefit them. Above all else, you want to avoid confusion and the feeling of being sold. That’s why you can’t just throw up a bunch of links and say, “buy this.”

You also want to avoid jargon and buzzwords so that people know what you’re talking about when they come across them on your page.

Sell the benefits. The key to getting someone to buy is showing that you can offer genuine value. Don’t make claims that you can’t back up with proof. If there’s no real value in what you’re offering, people won’t be interested. And even if they are interested and decide to buy, they’ll be less likely to do so when they know that what they want isn’t valuable — which will keep them from making a purchase.

Use graphics sparingly. While you might want a photo of your product on your home page, you don’t want the majority of visitors to your site to see an image of an old box or a pile of books covered in dust. Readers expect a professional look from these sites and aren’t interested in what you have on hand unless relevant to their needs.

Conclusion

The landing page is a portal to the rest of your website, so it should be visually appealing and informative. The goal is to capture visitors’ attention and get them to convert — or buy — as soon as possible.

Landing pages can be used effectively with other forms of digital marketing like search engine optimisation, email marketing, mobile advertising, display advertising, and social media.

It is a flexible strategy to improve customer engagement. If you plan to create a landing page, you can employ its various forms as listed above and boost your business presence.