What is a landing page?

A landing page is a special web page that people land on when they click on an advertisement or link.

The main goal of a landing page is to attract users and encourage them to perform a certain action, for example, to buy a product, sign up for a service, go to a site or leave their contact information. The landing page is created with an emphasis on a specific offer and is aimed at a certain target audience. It’s like a showcase that shows the most important and interesting things in the company. It is important that the user can quickly and easily find the necessary information and perform the intended action in a few clicks.

A landing page helps convert visitors into customers or get their contact details for further communication. A good landing page can also increase the ranking of the site in search engines, which will make it easier to find it for common queries. A properly designed landing page is an important marketing tool.

Landing page types

1. Landing that sells

Used to convert visitors into customers. It focuses on a specific product or service offering, providing detailed information, compelling calls-to-action (CTAs) and clear paths to purchase (eg leads to a website). The main elements of such a “showcase” are attractive images, reviews of satisfied customers and promotions that encourage users to make a purchase here and now.

2. Landing page with the meaning “Starting soon or opening through …”

They are used to draw attention to the upcoming launch of a new product or service and create an atmosphere of anticipation and interest. They usually have a countdown timer that shows how much time is left until the launch and a sign-up form so visitors can leave their contact details to receive news about the launch.

3. Landing page with the meaning “Sold or end of promotion”

Landing pages inform users that an offer or product is no longer available. This is an effective way to close communication on a specific product, while leaving the opportunity to redirect users to other relevant offers. They may contain links to other products or services or a contact form.

4. Lead pages

Such landing pages are created to collect contact data of potential customers. The main goal is to motivate visitors to retain their contacts through an attractive offer, such as free content, a webinar or a discount. Important elements of a landing page are a clear call to action, an easy form to fill out and a clear benefit that the user receives.

5. Subscribe to and unsubscribe from the newsletter

Newsletter subscription landing pages help you attract new subscribers by offering them valuable content or special offers in exchange for their email address. On such pages, there is usually a form for entering an email and a brief description of what benefit the user will receive after subscribing. Opt-out landing pages instead provide users with an easy way to unsubscribe, which is important to maintain a positive user experience and comply with data retention requirements.

6. Viral landing page

Viral landing pages are designed to attract the maximum number of visitors and encourage them to share the site with their friends and acquaintances. Such landing pages often contain interactive elements, raffles or contests that encourage social sharing and rapid dissemination of information. The main emphasis is on curiosity, uniqueness and creation of the “Wow effect”.

Landing tasks

Landing pages are often used to increase site conversions, as they are aimed at attracting users. Why should you use a landing page?

1. Conversion and attraction of potential customers.
   The landing page is specially designed to convert visitors into potential customers. It focuses attention on specific offers and contains compelling calls to action (CTA). Personalized CTAs greatly increase performance by making it more likely that the user will take the desired action, such as navigating to the site. Research show that personalized CTAs can outperform generic CTAs by 202%.
2. Improved user interaction.
   Landing creates comfortable conditions for work without unnecessary distractions. It does not contain navigation links, extraneous information and other elements that can distract the user from the main goal of conversion. This purposeful design greatly improves the user experience and, as a result, increases the conversion rate. A landing page acts as a kind of showcase that shows the best of what you have to offer.
3. Target marketing.
   Landing pages can be easily customized for different audience segments. You can run highly targeted marketing campaigns that precisely match the specific needs and interests of different user groups. This increases the relevance of your offer and the effectiveness of the campaign.
4. Data and analytics.
   Landing pages provide valuable information about user behavior and their interaction with the landing page. Marketers can monitor how visitors interact with the site and receive statistics that help in forming an effective marketing strategy and improving future campaigns.
5. A/B testing and optimization.
   You can experiment with different elements of the site page, such as headings, text and CTAs. This allows you to determine which elements work best and constantly optimize them for better results.

A properly structured landing page is an indispensable tool for any business that seeks to succeed in digital marketing. Not only will you get more traffic, but you will also be able to increase your conversion %. But what should be the structure of the showcase site to get the desired results? More on that later.

Standard landing structure

In order to capture the attention of visitors and convert them into potential customers or buyers, a well-structured landing page contains several key elements. Each of them plays an important role in directing the visitor to a certain action. Let’s analyze these main components and consider examples of their implementation.

1. Title
   It’s the first thing a visitor sees upon landing, and it should make an immediate impact. The title should be concise, attention-grabbing and directly related to the offer. An effective landing page headline gives the visitor a clear and compelling reason to keep reading, leading to the desired action.

   

2. Subtitle
   It provides additional context and reveals the value proposition. This helps clarify visitor expectations and keeps them interested in your storefront. The subheading should clearly complement the headline and keep users’ attention.

   

3. Call to action (CTA)
   This is probably the most important component of a good landing page. It tells the visitor what action to take next, such as “Sign up now” or “Get a consultation.” The call to action should be prominent and compelling, leaving no room for ambiguity. A page that does a good job with a call-to-action increases conversion rates significantly.

   

4. Informational text
   The text on the landing page should be convincing and concise. It should communicate the benefits of the offer while addressing the visitor’s pain points and needs. It is a reason for the visitor to continue and complements the message conveyed by the headline and subtitle.

   

5. Images and visuals
   Videos or infographics can significantly increase the attractiveness of the landing page. Visual elements not only add aesthetics, but should also serve to illustrate the proposition and visually represent the product or service. Well-chosen visuals can help visitors better understand the value of what’s on offer, giving the impression that they’re viewing your site’s storefront.

   

6. Contact collection form
   Here, the visitor provides their information, for example, name or phone number. This is an important element in generating leads. The form should be strategically placed on the site page and collect only important information. Long forms can deter potential customers, so it’s important to strike a balance between information gathering and user friendliness.

   

Examples of landings

You can look at thousands of examples of landing pages on the Internet to come up with the structure of yours. But it is especially worth paying attention to the landing page of competitors, analyze it and do something that will demonstrate your advantages.

To summarize

A quality landing page can attract tons of visitors, whether it’s traffic from ads, social media posts, or email newsletters. The main thing is to study your target audience and meet their needs, to distinguish advantages over competitors. Real videos, photos, graphics and testimonials will help you get closer to your goal. Work on the landing page as a “marketer + designer + copywriter” team, and then you will definitely have a showcase site that will bring the desired results.

Olha Tyshchenko

Editor

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