A landing page is not like your regular web page but is more focused on one core purpose i.e., encouraging visitors to take a specific action. Sure it offers a lot of helpful content to the visitors but it is not oriented around encouraging exploration. Rather it is designed specifically for marketing campaigns and encourages visitors to click on the call-to-action button.
Let’s explore what a landing page is, its types, benefits, and everything that you should be aware of regarding a landing page.
What is a landing page?
A landing page is a standalone web page that convinces users to take a specific action. This is the page where a user directly lands upon clicking a link or an ad, from email, social media, or any digital platform. The pay-per-click ads usually take the visitors to your landing pages but social media posts, emails, and organic search results are also helpful resources to help people discover your landing page. Once the user lands on a landing page, he is encouraged to take the required action which can be subscribing to your list, purchasing a product, signing up for an event, etc.
Whatever your campaign goals are, a landing page helps you accomplish them by transforming interest into actions. Unlike other web pages that are cluttered with a lot of information and navigation, a landing page is designed with laser-focused content and relies heavily on call-to-action. It’s based on simple yet powerful content placement that aligns with the needs of your targeted audience and transforms their interest into leads or sales.
What makes a landing page different from a home page?
While both the home page and landing page are crucial to drive user engagement, they differ in their individual goals. A home page is a comprehensively designed web page where the visitor lands when he enters your website URL on the browser. Here, the visitor gets the complete overview of a website including its offerings, company values, range of services and products, etc. You will find a navigational menu on the Home page that links to other web pages to guide users to explore any part of the website.
A landing page, on the other hand, is only focused on encouraging visitors to convert. No extra links or brand information is necessarily placed on a landing page rather you will see a single offer or a specific goal promoted throughout. The visitors who land on your landing page are already interested in your business so you only need to push them to take the desired action through optimized content, visuals, and compelling CTAs.
While a home page can be potentially more distracting with multiple links and content placed on it, a landing page is more focused on conversion and lead generation goals and offers minimum distractions. Fewer links and focused content means that you can expect your landing page to bring your business more sales and leads than a home page.
Components of a landing page
The effectiveness and competency of a landing page are measured by how it resonates with your targeted audience and your business goals. However, there are no specific standards or metrics to follow when creating an ideal landing page. Since every landing page targets different sets of audiences, their design is as different as their audience is.
Multiple variables are involved when creating a landing page such as audience, niche, focus, products, services, purpose, messaging, etc. The anatomy of a landing page does not comprise of ‘one-size-fits-all’ approach due to the varied distribution of intent behind every landing page.
While every landing page is different, there are a few common components that are vital to building a high-converting landing page.
Headlines
How would you make your audience resonate with your landing page? Obviously with a headline that instantly establishes a connection. The visitors usually proceed with a landing page and respond to the CTA after reading the headline. The main headline and sub-headlines should be brief, to the point, keyword-rich, revolve around your business, offer value, create urgency, and persuade your visitors to take the required action.
Page description
This is the section where you communicate with visitors by describing your products/services and offerings and what sets you apart from the competitors. Pen down your brand’s unique value proposition, describe how users can benefit from your products/services, and stay specific to encourage visitors to click on the CTA button.
Key benefits
This is the detailed section that you will come across on the landing page that comprises of benefits that you are offering to users. Pen down benefits in bullet points and also write the details that will be displayed upon extending the bullet list. Describe features and explain how users can utilize them to resolve their issues.
Visuals
Visuals on your landing page either make or break the visitor’s first impression. The images and videos you use should be high quality, highly relevant to your business offerings, and should be well-optimized so it does not bother the page loading speed. If you are offering products, add clear and high-quality visuals of your products and if you are offering services, the visuals should illustrate their utility.
CTAs
A CTA is the most powerful component of your landing page that the visitor uses to take specific action. Not only the text written on a CTA is critical for success but its placement and design also significantly play their role in conversions. A call-to-action whether used on a click-through page or lead generation page should be short, relevant, and persuasive to compel the audience to take the desired action. You may utilize color psychology when choosing the color for the CTA button and make it visually more appealing for the visitors to click it.
Form
A form is an integral part of a lead-generation landing page. You don’t necessarily have to put a purchase form on the landing page as not everyone who lands on your landing page is ready to convert. You can strategically put contact forms, sign-up forms, survey forms, or lead generation forms to gather useful data and generate leads.
Social proof
Why would your audience believe in your claims? This is a genuine concern but you can convince them to avail your business offerings by showing them how others have benefitted from your products or services. Add use cases, reviews, certificates, awards, etc., on the landing page to make visitors believe in your offerings. You may provide a count of signups to make people aware of how your business is winning trust among others.
Reinforcement statement
Just like the main headline, the reinforcement statement delivers your business offerings to the targeted audience concisely and compellingly. This statement is used to reinforce your business’s unique selling proposition to the visitors at the middle of the page, usually below or above the main CTA. It works like a reminder and should create a sense of urgency.
Closing statement
It works as a final push and just like the reinforcement statement, it reiterates your business value proposition at the bottom of the page. Wrap everything in the closing section but don’t go overboard by explaining everything. Back up the closing statement with a killing headline, engaging CTA, and summarize the key benefits in a concise statement.
An FAQs section
Bust the common doubts among the users by adding an FAQ section at the end of the landing page where you can address the widely asked queries regarding your business. Address users’ concerns and answer them precisely and remove any doubts that are hindering their purchase decisions.
Types of landing pages
Landing pages are not only great for encouraging conversions but they also play a vital role in collecting the lead data for marketing campaigns. Whether you are looking for leads, sales, event signups, or registrations, you can create a landing page based on your goals.
Lead generation landing page
If lead generation and nurturing are your priority, you may benefit from lead gen or lead capture landing pages. Its main focus is to collect the data from the leads and then nurture their interest in your business. A form is the main element on this landing page that comprises fields like name, business name, contact number, email address, age, job, etc. The data collected through these forms helps you understand your audience’s behaviors and preferences so you can nurture them into conversion. These collected insights also help you create your marketing strategies around interested prospects only that save money and resources spent on uninterested leads.
Squeeze page
A squeeze page is specifically used to collect the users’ email addresses to further nurture the leads with targeted campaigns. B2B marketers are most likely to use these landing pages to create a list of high-value prospects and sometimes, they even offer freebies or discounts to the visitors in exchange for the email addresses. The squeeze page is almost similar to the lead gen page but is more focused on collecting the email addresses of interested prospects.
Long-form sales landing page
This landing page comprises detailed content as you have to address every possible question that your prospects might have developed. As the user scrolls down, there is every piece of information and benefit highlighted on the page that includes informative video, use cases of the customers who have benefited from your business, links to subscribe to the mailing list, testimonials, followed by a patient CTA at the bottom.
Pre-launch landing pages
If you are about to introduce a new product or feature but don’t want to uncover every detail about it, you may use pre-launch landing pages to grab attention towards it. Use these landing pages to gather early sign-ups and build a list of targeted prospects for marketing campaigns. Interested visitors might leave their email addresses to get notified as soon as the product goes live.
Click-through landing pages
These types of landing pages guide visitors to make an informed decision regarding the product purchase. These pages educate the visitors about your business and provide them space so they can decide if they should make a purchase or not. Sometimes, a click-through landing page offers visitors a free trial, and upon clicking the CTA, they are guided to the payment page where they are required to put their payment details to start their free trial.
Event registration landing pages
If you are planning an event and want interested attendees to find information about your event, you may use event registration landing pages. Use these pages to capture data of the potential attendees and place CTA for the event sign-up to encourage them to take immediate action. This type of landing page comprises of compelling tagline, event description and details, registration form, testimonials from previous events, ticket pricing, speaker information, etc.
404 landing page
How many times have you visited a web page and encountered annoying error pages? But you can save your visitors from this annoyance by creating a unique yet fun 404 landing page. You can play around with the content on this landing page by trying different visuals or illustrations, adding jokes or interesting quotes, etc to make it engaging. The best thing about these landing pages is that they distract users from troubling errors and encourage them to explore your website.
Splash page
This landing page serves as the introductory page for the visitor before displaying the main content. When the visitor clicks a link, he is often directed to a splash page that may display a promotion, an upcoming event, a sales countdown, etc. These pages are not extensive rather they have very concise content to encourage conversions. The splash page might also contain an ad that benefits the website owner if the user clicks on it. These pages are click-through which means that upon clicking them, you will be directed to another page.
Thank you landing page
This is the landing page where the user is directed after completing an action. It is an effective way to build strong relationships with customers and to make them feel valued. When a user completes an action such as purchasing a product or signing up for an event, direct them to a thank you landing page where you may put extra offers for them to avail.
Examples of a landing page
Look into the examples of landing pages of different businesses and analyze how they are implementing the right strategies to create a well-optimized landing page.
Upwork
Upwork is a top-rated platform for freelancers and for businesses who are looking to hire freelancers. Its landing page has all the captivating elements placed on it. You will see the main CTAs at the top to make it easy for visitors to locate it. The basic color theme of white and green is followed throughout the page. The page further shows top-rated Upwork freelancers, and how the platform works, and at the end, there is a signup CTA.
Netflix
Netflix is everyone’s favorite video streaming platform that lets you watch unlimited TV shows and movies at a subscription fee of less than $10/month. It has a very compelling landing page that displays its selling proposition without making it too difficult to understand. Its landing page comprises a prominent one-field form, a drop-down FAQ page at the bottom, compelling visuals, and concise text to compel visitors.
Spotify
Whether you are using Spotify or not, you are pretty much aware of this universally recognized music streaming platform where you can listen to unlimited music, tunes, and songs. Its landing page is straightforward and as soon as it loads, you will see a large music and song playlist to choose from. There are no distracting elements just a pure landing page with the mere purpose of letting users stream their favorite tunes.
Benefits of a landing page
Landing pages have short-term goals and are more focused on driving more sales and leads which make them an important part of your marketing strategies. You can associate several benefits with a well-crafted landing page such as:
Improved traffic
If the purpose of your landing page is to drive sales, you can still use it to drive traffic by making more potential customers aware of your business. A well-optimized landing page works exceptionally well on the search engine and drives more organic traffic to it.
Increased credibility
A landing page focuses only on providing the solution and making people take the specific action. It is the page that resonates with the visitors the most. A well-curated landing page shows your visitors how you care about them and when it is coupled with the testimonials and use cases, it enhances your business credibility and makes the targeted audience believe in your claims.
Maximized conversions
A landing page that is solely dedicated to conversion goals does not contain other distractions or paths that take the visitors’ attention away. A landing page descriptively describes your business and offering and makes it simple for visitors to make their conversion decisions.
Lead generation
While the competition is soaring high, the landing pages help you collect the lead’s contact details so you can nurture them with effective marketing strategies in the future. You may ask your prospects to submit their contact details and offer them free demo accounts, ebook downloads, webinars, etc.
Campaign analysis
A landing page is a great way to analyze your targeted audience’s behavior regarding your business. You can use the analytical tools to measure the campaign performance including conversion rates, page performance, audience behavior, engagement, etc, and utilize this data to optimize the landing page for more conversions.
Minimized bounce rates
A landing page is designed to be less distracting and keeps visitors hooked to it with the compelling elements placed strategically on it. Since the visitors are focused on the core benefits of your business to resolve their pain points, they are less likely to bounce from here and are more likely to take the desired action.
Enabling A/B testing
A landing page is a great way to conduct an A/B test and find out what works best for your business. You can experiment with multiple landing page elements such as headlines, visuals, CTA, design layout, forms, etc. Compare their results and determine what attracts and converts visitors the most.
When to use a landing page
There are multiple reasons to build and use a landing page. It’s not always created to bring more sales, but you can use a well-crafted landing page for several other purposes as well.
To capture lead
Use lead capture landing pages to capture leads’ contact information to nurture them with effective targeted campaigns in the future. Clearly describe your unique value proposition, and the benefits of your products/services, optimize your page for search engines, and use them to capture new leads and more conversions.
To sell products
Use the long-form landing page to sell your products directly to the targeted audience by showing them how your products or services can solve their pain points. Craft a comprehensive sales landing page with all the details, visuals, social proof, CTA, etc. to convert visitors into paying customers.
Before launching a product
If you are about to launch a product, a product landing page can help you promote it to interested prospects even before it goes live. In a saturated market where the competition is already high, it is better to prepare yourself and plan pre-launch tactics to enter the market with a bang.
To promote offerings
Use a landing page to promote your special offerings and discounts that will encourage more visitors to click on it. Add a sales countdown and create a sense of urgency by displaying limited-time offers which will make people leverage the offer as soon as they can.
For events
Create a landing page to promote your event to the visitors who are interested in attending it. It also makes it easy for the attendees to find the details about the event and make registrations with a link to register.
To collect feedback
Feedback is important to carefully and successfully run a business. You may use a landing page to collect feedback from your customers by creating a survey or poll. You may use live chat support to resolve customers’ queries or to collect feedback directly from them. Offer incentives or discounts to the customers upon completing the feedback.
How to build a landing page?
Although the focus of the landing page narrows down to conversion, a lot of things should be mindfully considered when building a landing page. It should have a simple design with no distracting links and should be built with the targeted audience in mind.
Whether you are using a website builder by Kemo SaaS or a CMS platform like WordPress to build your landing page, its core focus and design simplicity should be prioritized.
Let’s explore how you can create a landing page that stands out and helps you achieve more conversions.
Identify your goals
The goals you want to achieve with your landing page should be specified before you start building a landing page. Marketers can use a landing page to accomplish different goals such as generating sign-ups, promoting a product, generating more sales, etc. Once your goals are specified, it becomes easier to build a landing page that resonates with your targeted audience.
Choose a landing page-building platform
You can either choose a website builder to build a landing page by picking a pre-build, niche-specific template and using a drag-and-drop builder or use a CMS to build a basic or advanced landing page with unlimited customization. If you know how to code, you can create a standalone landing page from scratch. If you want to publish your landing page in a few moments, our website builder at Kemo SaaS can help you build a stunning landing page within a few steps.
Some website builders offer domain and hosting in their plans so if you are choosing a builder to create your landing page, it will save you time and resources. If you are using a CMS platform, you need to purchase the domain and hosting separately.
Create content
The content you create for your landing page should specifically revolve around your goals. You should carefully consider the anatomy of a landing page and curate your content accordingly. Create a compelling headline and subheadline, describe your brand’s unique selling proposition, add high-quality, relevant images, logo, and videos, add testimonials, embed forms, place engaging CTAs, and additional elements such as popups, sale countdown, etc.
Design the layout
Your landing page design should not contain too many navigational links. Since the purpose of a landing page is to increase user engagement and conversions, having too many links on the landing page can distract them. It is recommended to not include a navigational menu and the design elements must revolve around promoting your landing page’s core focus. Add 2 to 3 engaging CTAs such as ‘Pay Now’, ‘Install the app’, ‘Subscribe Now’, ‘Try a free trial’, etc. depending upon your goals.
Hit publish
Once the content is created and the design elements are finalized on the page, test its responsiveness and review it in the preview mode. Once you are satisfied, hit the Publish button and your landing page is live.
Tips to optimize your landing page for more conversions
Your landing page is one of your precious digital assets so it should be well-optimized. Since it directly impacts the conversion rate of your business, you shouldn’t compromise on its visibility. Optimize it with the best search engine practices, make it appear at the top SERPs, and maximize user engagements and conversions.
These tips can help you build effective landing pages with maximum converting potential.
Deliver a consistent message across all platforms
Your landing page should match the message you display on your ads. For example, if you are promoting a 30% sale on your ad flier, your landing page should also indicate that 30% sale. Consistency works great to keep visitors engaged and deliver them exactly what they came for. Inconsistent messaging not only annoys the visitors but it also negatively affects the brand’s online identity.
Target long-tail keywords
Optimize your landing pages specifically for long-tail keywords as they are easy to rank for. Short-tail keywords are good but for landing pages, it is recommended to go for long-tail keywords that are specific to your business offerings.
Add social proof
It’s human psychology that when making a purchase decision, they look for the experiences and reviews of others with that particular business. Considering this, adding social proof such as testimonials, use cases, and reviews to your landing pages encourages visitors to make a purchase decision. You may add a social proof anywhere in the body of the page, especially somewhere near the top so the visitors can easily find them.
Simplify forms
A form is an important element in lead capture landing pages. The form you create should comprise relevant fields to capture the lead data effectively. Don’t put to many fields on the form as it can annoy your prospects and make them skip it.
Fast page load speed
If your landing page is taking too long to load, you are most likely to lose high-potential traffic. Since the competition is high out there, if a landing page loads slowly, the visitor will easily be distracted and their chances of conversions become slimmer. Optimize your landing page by minimzing or compressing the images’s size for quick page loading.
Match H1 heading to the meta title
When creating a landing page, it is important that the H1 heading of the landing page should match the meta title that is displayed on the search engine. It is important to do so to ensure that the visitors are getting what exactly they are looking for.
Use CTAs strategically
Put your CTAs strategically where they will get the visitors’ attention the most. CTA placement must be considered for mobile users as well. Place a compelling CTA above the fold, in the middle, and anywhere at the bottom. The CTA should be visually compelling and align with the page flow.
Use bullets
Use bullet points to pen down the features and benefits of your services/products. Bullets work great to attract more visitors and make it easy to scan the entire page.
Experiment with different versions
Don’t forget to try and test different versions of your landing page to see which one grabs more conversions. You can create two different landing pages with different headlines to see which version brings more traffic. You can conduct an A/B test on multiple landing page elements such as CTA, hero image, subheadings, page layout, etc.
How to drive traffic to the landing page?
If you have created a stunning landing page, the next most important thing is to bring traffic to it. Your targeted audience won’t find it themselves until you promote your landing page through multiple resources. Not the regular traffic but bringing a stream of the targeted audience who can relate to your offerings and are willing to convert. If you want to make your marketing funnel a success, it is important to know the traffic resources that are relevant to your business.
Paid search engine traffic
One of the most compelling ways to bring traffic to your landing page is through paid advertisement on the search engine. These ads are typically created by marketers and are displayed to the audience based on their browsing history, demographics, and interests. Since these ads appear at the top of the SERPs, they are likely to get more clicks. When a user enters a specific keyword or query that relates to your business, your ad may appear at the top of the search results and upon clicking it, the user will land on your landing page.
Paid social media traffic
If your target audience is on social media and relies on social media platforms to find solutions to their problems, running ads on these platforms is a great way to get traffic. You can run ads on Facebook, X, Instagram, Snapchat, LinkedIn, and other channels to target interested users to your landing page. One of the best things about these targeted social media ad campaigns is that you can target the audience even before they start searching for your business. Based on their interests, you can display them a specific ad and upon clicking it, they will be directed to your landing page where they are further guided about your business and offerings.
Email marketing
Email marketing is the best way to nurture warmer leads by promoting your business and taking them to your landing page with a high chance of lead conversion. Create a compelling email template, build a comprehensive list of interested contacts, and attract them to your offerings. Add a link to your landing page and use this page to fill any gaps and convince the visitors to click on the CTA. Since email marketing focuses on the leads who are already qualified, you may use it to promote your sales landing pages.
Organic traffic
This is when your optimized efforts come into play their role by attracting the targeted audience to your carefully crafted content. If your landing page is well-optimized with proper keyword placement, high-quality visuals, and backlinks, it is most likely to perform well on the search engine. The higher your landing page ranks on the search engine results, the more chances it has to get clicked by the visitors.
Bottom line
Landing pages are great if you want to convince your targeted audience to take the required action without stuffing them with extra information. Now that you know how a landing page can skyrocket conversions and help you get data insights to optimize your marketing strategies, you can easily build one with the Kemo SaaS website builder. Build an intuitive landing page and give your brand a necessary boost by driving more sales and leads.
FAQs
What are the different types of landing pages?
There are multiple types of landing pages including click-through landing pages, lead capture landing pages, sales landing pages, thank you landing pages, feedback landing pages, splash pages, pre-launch landing pages, and many more.
What are the components of a landing page?
A landing page comprises multiple components including headlines, CTAs, description, form, visuals, reinforcement statement, social proof, and closing statement.
Can I build multiple landing pages?
Yes, you can create as many landing pages as you want to accomplish your marketing goals. You can create dedicated landing pages for every service or product you offer and create multiple landing pages to target different audience segments.
Can I build a landing page without a website?
Yes, you can build a landing page without a website. Create a landing page to fulfill your goals such as product purchase, sign up, etc, and target your social media content and ads directly towards this landing page.
