A landing page is a specific web page that users are led to after clicking on an advertisement or a search engine result. The purpose of a landing page is to convert website visitors into sales or leads. Landing pages are designed with a single focused objective: you can drive conversions by adding a call-to-action.There are two essential building blocks for every landing page that work together to create a smooth user experience and help you achieve your desired conversion goal:
An offer that grabs attention and makes visitors want to learn more
A call to action that capitalizes on the offer.
This CTA most often is a form that allows visitors to share their contact information in exchange for something of value, such as an ebook, white paper, or case study. This is so you can collect their information and use them as a lead for your sales team in the future. The CTA is not limited to just forms; however, you can also have CTAs that entice people to buy a product or register for an event.
What are the main types of landing pages?
There are three use cases where landing pages work well. Those three are:
Generating leads for your sales team
Selling a product or service
Creating an event
Now that you understand what a landing page is and its purpose, let's look at three examples of well-designed landing pages and how they each function to achieve their goals.
3 Examples of Landing Pages That Work
Generating Leads for Your Sales Team
If your goal is to generate leads for your sales team, you'll want to build a landing page that allows visitors to share their contact information with you easily.Your offer should be something that will entice them to want to learn more about what you do, and your CTA should be a form that captures their information so you can follow up with them later.Hypothetical Example: AccountingSpotAccountingSpot is an accounting software company trying to use landing pages to generate leads for its sales team.Their offer is an industry report covering the best accounting software, and their CTA is a form that captures the visitor's contact information so the sales team can follow up.
Selling a Product or Service
If your goal is to sell a product or service, you'll want to design a landing page that allows visitors to easily learn about your product and make a purchase.Your offer should be something that will entice them to want to learn more about your product, and your CTA should be a way for them to purchase it.Hypothetical Example: Omni ShoesOmni Shoes is an online shoe store trying to use landing pages to sell its products.Their offer is a 10% discount on the visitor's first purchase, and their CTA is a 'buy now’ button that takes the visitor to the checkout page.
Creating an Event
If your goal is to create an event, you'll want to design a landing page that allows visitors to easily learn about your event and register for it.Your offer should be something that will entice them to want to learn more about your event, and your CTA should be a way for them to register for it.Hypothetical Example: Social Media Marketing WorldSocial Media Marketing World is an annual conference for social media marketers that are trying to use landing pages to sell tickets to its event.Their offer is a free pass to their 'Digital Marketing Expo', and their CTA is a 'register now' button that takes the visitor to the registration page.
What makes a great landing page?
We have already talked about the fact that any good landing page can be boiled down to two important elements, the offer and the call to action. In addition to those two main components, there are also a few other things you can do to make sure your landing page is effective.Some of those things include:
Using images or videos to help explain your offer
Creating a sense of urgency with your copy
Keep it moving with fast load times
Keeping your form short and sweet
Using social proof to show that others have taken advantage of your offer
Make sure your landing page is mobile-friendly
A/B testing different versions of your landing page to see what works best
Ensuring that your landing page is compatible with all browsers
Tracking your results so you can see what's working and what's not
By following these tips, you can be sure that your landing page is effective and helps you achieve your desired goal.If you need to build your landing pages or need more clarification on any of the tips above, you can read more here or book a demo with Lumavate today!