Online presence is important to help you market your brand, products, and services. When creating web pages, many people focus most on making a landing page. Therefore, everyone who plans to dive into digital marketing needs to know what it is, its importance, and how to make one for the brand.

What Is A Landing Page?

A landing page is usually an individual webpage made specifically for an advertising or marketing campaign. It is one of the most important things in digital marketing. It is the page that visitors land on once they click your link from Google ads, emails, YouTube, Facebook, Bing, Twitter, Instagram, or other web pages.

Unlike other web pages, the only goal for these pages is a call to action. A call to action (CTA) is a short statement encouraging visitors to take the desired action. This focus makes them the best option to increase your marketing campaigns’ conversion rates and lower your lead and sale acquisition cost.

These pages are usually at the top after prospects click your link on ads or other social media platforms in a marketing funnel.

The main difference is that homepages have many links, which are potential destructions commonly known as leaks while landing pages have only one focus and fewer links. Home pages mainly encourage visitors to explore the products and services you offer, your mission and vision statements, and your story.

Visitors can also read press releases, apply for jobs, review your terms of service, read customer reviews, etc. However, it’s hard for visitors to purchase on the homepage. The fewer links on the page boost conversion rates because few enticing click baits distract visitors. That way, they can see the call to action. Paired with attractive ads, landing pages work to convert visitors into customers.

One of the importance of these pages is that they save you money and time you would have spent paying for ads or waiting for search engine optimization.

What To Include

All good landing pages have key elements that should guide you into making the most effective page. While you might wonder why you have to follow a specific format instead of being unique, all the pages showing great conversion rates have had the following fundamentals down.

Regardless of the conversion goal, price point, intended audience, type of marketing campaign, or product and service offering, the page’s format helps keep the visitors intrigued. Once you have understood the anatomy of a good page, you can then find creative ways to ensure that it stands out from other pages. The basic components include:

Unique selling proposition

This gives your services and products a competitive advantage and answers the visitors’ question ‘what makes you different?’ when thinking of your USP, think of how to present your services and products in a different and better way.

Ensure that your page concisely communicates the proposition and that the statement matches your ads. To do that, you need a clear main headline that goes directly to the point. This is what all visitors will look at first and determines if they get intrigued to look at your products and services.

It would help if you beefed that up with a supporting headline to give more information. It could be a direct extension of the main headline or give additional information. You can add a reinforcing statement in the middle of the page to remind the visitors of your USP and make it something the visitors did not know before clicking the link.

Finally, you can add a closing statement to remind visitors why they clicked and why they need the product or service. You can also rewrite your call to action in the closing statement to prevent the visitor from scrolling back up.

Image

First impressions determine whether visitors are impressed by your products or services. Therefore, include a capturing image or video to convey the use context. Ensure that the image or video looks realistic to prevent it from looking too good to be true.

If you use videos, you can make them explainer videos to tell visitors more about the product or service and how it will benefit them. The video can also include instructions on using the product or service.

Benefits

Tell the visitor how your product or service will positively impact their life and meet their needs. You should also outline the features and characteristics that make it stand out from competitors. While some people might only write the benefits, writing the features and how they benefit the client is more enticing and yields more conversions.

Social proof

This is the influence people have on the decisions that other people make. This is one of the most effective tools to convince visitors to make the purchase.

Clients trust products and services more if they hear other people say how they benefited from using them. For this, include:

• Direct quotes from previous clients
• Review scores from Amazon, Yelp, Capterra, and other sites
• Testimonials or video interviews
• Case studies
• Logos of customer businesses

Ensure that you are honest with what you attach to your page. It would also help add the who, when, what, why, and how of the customer’s experience. It is more effective if prospects identify with the people giving the testimonial.

You can also include the photos and real names of the customer instead of fake names and stock photos to make them more convincing.

Conversion goal

Present your conversion goal as a call to action. This could be an individual button on another clickthrough page for lead generation. Many things go into creating an effective call to action, but the most important is making it unique.

Avoid bald statements like ‘submit’ or ‘click here and include statements that tell clients what they will be getting, like ‘get 40% off your first purchase.’ You should also keep the forms brief and include privacy statements to assure clients of the safety of personal information.

There are different pages depending on your business specifics, but there are two standard ones based on your goals.

Lead generation

Commonly known as lead capture’ or ‘lead gen,’ these pages use forms as their CTA. These forms mostly collect lead data such as the email addresses and names of visitors. Lead generation pages are commonly used by companies or B2B marketers selling high-ticket goods to help them develop a list of prospective clients.

They sometimes give free things like webinars or eBooks to get contact info. E-commerce businesses also use these pages for special deals, free shipping, or list-building.

Clickthrough pages

These are mostly used by software-as-service (SaaS) and e-commerce markets. They go directly for subscriptions or sales. They usually have simple buttons as their call to action, which directs visitors to checkout flows like apple store or completes transactions.

Once you have created your page, you need to find ways to direct visitors to it. Some ways to do that include:

Paid search traffic

Many search engines usually have paid advertising. When people look up something, the ads appear clearly marked in the search results. These ads usually target people based on demographic data, search history, and search terms.

Unlike other search results, you are the one who prepares and pays for the pay-per-click ads. Once you create an ad, choose where you want the link to take the visitor.

Paid social traffic

Almost everybody is on social media platforms like Twitter, Facebook, LinkedIn, and Instagram, which increases your chances of reaching bigger audiences. You can make ads on these platforms to get to people who have chosen your business sector as an interest on their profiles.

The best thing about social ads is that you can connect with prospective customers before they look for your services or products. When making these ads, ensure they meet the platform’s features you will be posting them on. For example, if you are doing it on Instagram, ensure your ads have strong visual appeal.

Email campaigns

Email is among the most effective marketing channels because of its huge reach and low costs compared to other platforms.

You can use emails to build connections with prospective clients and strengthen your relationship with existing clients. You can build a list of contacts you send crafted emails to push your brand, then include a link to visit your page.

Organic search traffic

This refers to all visitors who get to your page from unpaid sources like Bing search results or Google’s bottom half. You can make your web page’s content appear more frequently on search results by creating useful and compelling content.

You can approach professionals to create content for your brand where they will use search engine optimization and careful strategy. One way to do that is by using relevant keywords linking to your brand and service in the content.

You can also run native ads on podcasts, create interactive quizzes, or use conventional print ads with QR codes leading to your page.