A landing page is a special page or single-page website created for converting visitors into customers. Landing pages are designed to accomplish various tasks, usually related to promoting products, services, or campaigns. The main goal of a landing page is to persuade the visitor to take a specific action, such as filling out a form, making a purchase, or registering on the site.
Unlike regular website pages that contain a lot of different elements and information, a landing page focuses on one specific offer. A user who lands on this page will not be distracted by unnecessary information — they will focus on the specific offer and call to action. A good landing page should be concise and consist of only a few elements.
- The headline. The headline should grab the visitor's attention and inform them about the page's content.
- The offer. The landing page should clearly describe what you are offering and the benefit the user will receive. For example, what problem does your offer solve, or what need of the customer can be satisfied.
- Key benefits. These are additional arguments in favor of why the user should use your offer.
- Call-to-action button. A landing page should always have a call to action that will encourage the visitor to take action. The success of a landing page conversion depends on the call to action. This button should be placed prominently and visibly, serving as one of the main elements of the page.
- Form for filling out. If filling out a form is necessary to take action, it should be simple and short - the fewer fields, the higher the likelihood that the visitor will take the necessary action.
- Reviews and recommendations. On the landing page, you can place customer reviews, usage cases, product photos, and other facts that will help convince the visitor of the quality of the product or service.
A landing page is one of the main tools of internet marketing that helps increase conversion and attract new customers. To create an effective landing page, you need to define the landing page's goals, work on its structure, and make it user-friendly.