Yes, the latter is important, and you should design and manage it accordingly, but a landing page is that specialised tool you need to drive conversions. A homepage will offer multiple pathways and broad information about your business, brand, team, etc., but a landing page will be designed for one sole purpose: a call to action that converts customers, subscribers, and leads. Your landing page seals the deal.
And to the question of why every brand needs a high-converting landing page, we’ll answer with the help and insights of an expert web development agency in London.
Here’s what’s up:
The Ins And Outs of A Landing Page
As we mentioned, unlike homepages, a landing page is a standalone web page crafted specifically for your marketing or advertising campaigns. Leads see your ad, “click” on the link, and BAM! They’ve landed on your landing page. There, they’re met with one single call to action (“Sign Up For Our Newsletter”, “Get 20% OFF Now”, etc.) and no website navigation whatsoever.
The scarcity of details is actually what makes it so successful. You narrow your visitor’s attention to one single goal with no other tantalising clickables that may distract them from what’s important. Such a streamlined user experience, paired with a real slick ad that promotes a single offer, equals conversion.
Why You Should Immediately Start Designing One
A well-crafted landing page will shower your business with invaluable benefits and impact your brand growth significantly.
First and foremost, your conversion rates will skyrocket because you’ve directed your leads towards one well-defined goal. This will also improve the return on investment (ROI) of your marketing campaigns (especially the paid advertising) because it will make sure the traffic you drive to the page will result in a meaningful action and no wasted clicks.
And it doesn’t stop there. A slick landing page will build brand trust and credibility because of the clear, engaging message, the professional design, and the social proof you’ll pair it with.
Finally, landing pages give you valuable data and an insightful peek into visitor behaviours, so you can easily test and optimise your strategies for even better results.
You might ask, “Why can’t I just pay to increase my traffic?” Well, that will simply cost you more, and your search engine optimisation will take you ages. Use good landing pages, and you’ll convert more of your existing visitors and stretch your resources further.
The Key Elements Your Landing Page Needs To Land Conversions
You’ve reached the stage of designing. Here are the core elements you must put in place for it to work its magic.
Do: Start with a clear, compelling, attention-grabbing, show-stopping headline. That’s the first thing your visitor will see. Make it worth it. And make sure it conveys the value of your offer.
Then, support that with concise, benefit–oriented copy that speaks directly to the user’s needs and desires and explains how your product will save the day, a.k.a. solve their problem.
Don’t: Overload your page with information. Yes, you want to tell a story, we know, but keep it short and sweet. That’s how you make a winner.
Do: The next stop is the call-to-action stage. We need something bold here, in terms of design, something obvious and easy to find. And when it comes to the copy, keep it as simple and as clear as humanly possible: “Download Now” or “Book A Free Trial.”
Don’t: Have a week and confusing CTA. Clear and bold wins the race.
Do: Once these are set, back them up with customer testimonials, star ratings, secure badges, anything that can signal trust and reassure visitors of your credibility.
Visuals matter, too. A lot. If you can add some relevant images and videos in high-quality (of course!), and emotionally engaging, to keep users hooked on what they see.
Don’t allow your page to lack a clear focus and goal. All of these details have to fit together perfectly.
Do (at all cost): A mobile-first design is a non-negotiable. A landing page must be sleek and function like a well-oiled machine, both on desktop and mobile.
You can’t afford to lose conversions because of such a rookie mistake.
Types of Landing Pages to Choose From
Yes, these key elements are essentially the building blocks of your page, but at the same time, depending on the marketing goals, you may have to approach them differently. And here are some angles to choose from:
Lead Generation Page
The “Lead Gen” is meant to collect user information. We’re talking names and email addresses, of course, in exchange for something valuable like a free guide, webinar, discount, etc. Want to grow your email list and generate sales leads? Set the lead gen in action.
Click-Through Pages
eCommerce and paid campaigns will require you to use this one. These pages warm visitors with product information before they lead them to a purchase or sign-up page. The goal here is to pre-sell and reduce friction at the checkout stage.
Sales Pages
Build these to convince visitors to make a purchase directly. Here’s where you can go crazy with the persuasive copy, testimonials, more detailed product information, and the good ol’ clear CTA. Of course, not too crazy.
Product Launch Pages
If you want to build a bit of anticipation and excitement around a new offering, then try out the product launch pages. You can even include a countdown, teaser videos or early sign-up forms to capture leads before the launch happens.
And one honorary mention: Thank You and Confirmation Pages
Yes, these are technically shown after a conversion, but they also contribute to their own strategy. By confirming an action was successful, you can upsell, offer referrals and encourage social sharing. Don’t let an opportunity fly you by.
So, ask yourself what you want your visitors to do: buy, sign up, or learn more. Then, build the perfect page for each.
Landing Pages & Their Conversion Power
A landing page may well be the potion that turns a mere visitor into a customer. Clear goals and focus always drive business success, and the same applies to a well-planned and well-crafted landing page.
If you want better results and surely do, one of these can be the next smart move. Launch it and watch the conversions flow, and your brand grow.