Landing pages are specialised website pages designed to convert website visitors into leads or customers. They serve as a crucial tool in digital marketing by:
- Differentiating between casual browsers and potential buyers.
- Offering diverse functions and formats to suit various marketing goals.
- Capturing visitor information for future marketing and sales efforts.
- Nurturing leads through targeted messaging and offers.
While optimising existing homepages is a common practice, dedicated landing pages are more effective at driving conversions. This is because they provide a focused environment tailored to a specific marketing campaign or offer.
Table of Contents
What exactly is a landing page?
A landing page is a single website page that should ideally serve a single purpose (get people to subscribe, enquire about a product or service, open a support ticket etc.).
It’s where people ‘land’ once they click an ad or a link of yours, say, from your social media posts.
While people can land on any page of your website, making that a landing page, they can lose their focus and get torn away by your navigation options, forgetting why they even came to the website or developing a conflict around what they want to enquire about.
Because of this, the best landing pages in the world don’t have the option to navigate around the entire website, but rather offer a microsite experience if they really have to include navigation.
How effective are landing pages?
The famous answer: it depends.
Here’s what it depends on:
- Your page length
- The quality of your copy, images and videos on your landing page
- How you collect data from people
- How and where you send that data
- The strength of your A/B testing
You have to keep working at your landing page design, website copy and experience to make sure that it’s going to be the best way for people to meet their needs through your offering.
What should you aim for as a landing page conversion rate?
Yet again, it depends.
It’s different for each industry, for B2B vs B2C, and for each specific type of conversion that you’re looking at.
Conversion Rate Optimisation has become a field of work in its own right because of this exact reason.
When should you build a landing page for your business?
You know the deal: it depends.
Landing pages work for all stages of the customer journey and experience, and our advice is to try and plan in advance so that when you’re ready to go live it doesn’t take you ages to actually go live.
The baseline trigger for building a landing page is when you have a specific goal, like pre-orders or early sign-ups, outside of eCommerce conversions.
The golden rule: one landing page = one job.
Landing page use cases
There are instances where a landing page is the most effective choice:
- Information product sales
- Course sign-ups
- Lead generation
- Event RSVPs or registrations
- Newsletter subscriptions
- Volunteering for community outreach work
- Fundraising projects
- Promoting eBooks and other resources
A well-crafted landing page with a good call-to-action can also help boost your website rankings in search results, even though your paid ad landing pages should not be visible to search engines.
Your Google Ads landing pages, if well-constructed, help your ad rank improve and your cost-per-click go down.
What makes a good landing page?
As a business owner, you want to make sure you’re getting the most value for your marketing dollars. While the optimum structure varies, and you’d likely need the help of a campaign expert (which our fractional team consists of), here are the basics of a great landing page:
- Include a summarised introduction linking product features to benefits
- Remove the navigation bar to the rest of the website (or replace it with a microsite navigation option that aligns with the goal of the landing page itself)
- Make it clear what to do, where, when and how
- Add in videos if it makes sense to do so: client testimonials, media coverage — this can drive conversions for you
- Use negative space intelligently
- Make it mobile-first and responsive for all screen sizes
Not sure if your landing pages have been designed and built for optimum results? Get in touch with our team to arrange an audit.
Related Stories:
Learn how integrating Google reCAPTCHA into your WordPress site can enhance security, prevent spam, and ensure a seamless user experience. Discover the benefits and steps
Boost your e-commerce sales with custom website design, SEO optimisation, and secure payment integration. Learn how Peige 360 can elevate your online store!
