Landing Page

Contents

• What is a landing page?
• Common types of landing pages
• Landing page vs. regular website
• Advantages and limitations of landing pages
• How to create a landing page?

What is a landing page?

A landing page, or single-page website, is a web page designed to prompt a visitor to take a specific action, such as making a purchase, registering, submitting a request, or subscribing to a newsletter. It is actively used in marketing for advertising and selling goods or services, collecting contact information from potential clients (leads), and assessing demand for the offered products. A landing page is an effective tool that not only presents a product but also helps eliminate user objections, guiding them toward the desired action.

There is also a category of informational landing pages that have an aesthetic and educational purpose, fostering audience loyalty to the brand. The landing page functions as follows: the user clicks a link and arrives at a site where a clear and understandable offer is presented on the first screen. If the offer piques interest, the visitor continues to scroll down the page, where each subsequent block enhances interest and addresses potential objections. Ultimately, on the last screen, the user makes a decision: either they make a purchase or leave their contact information, sometimes in exchange for a bonus.

Common types of landing pages

Product landing page

A product landing page is specifically designed to encourage the visitor to purchase a specific product or sign up for a test drive. This page contains detailed product descriptions, photos, reviews, and pricing. Unlike a product card in an online store, a landing page actively prompts purchases by using motivators such as limited offers and special prices, as well as alleviating fears and objections by offering guarantees and recommendations.

Service landing page

Landing pages promoting services are similar to product ones, but their target action is to schedule an appointment, call a consultant, or request a service technician. These pages detail the steps involved in providing the service, showcasing photo reports and testimonials from satisfied customers. A key point is explaining what problems the service solves and how.

Subscription page

The target action of a subscription page is signing up for a themed newsletter, which allows for quick collection of a database of potential clients interested in the product. It is easier for a visitor to decide to subscribe than to make a purchase. It is important to clearly indicate what benefit they will receive in exchange for their contact information, such as a free consultation, a discount, or a trial period.

Brand landing page

Brand landing pages serve to present a company or product without direct selling. They are great for promoting new products, creating delayed demand, and increasing interest and trust in the product. The target action may be absent, as the main goal is to create an image.

Landing page vs. regular website

Regular websites are multifunctional and cater to various audience segments, featuring numerous sections and product catalogs, which can distract visitors from making a purchase. In contrast, a landing page is created with a specific goal for a narrow audience and contains a clear hierarchy of meaningful blocks, without unnecessary information and links. The visitor, much like "landing a plane on a runway," scrolls through the page to the end and takes the desired action.

Advantages and limitations of landing pages

Landing pages have numerous advantages, including high conversion rates, meaning that a large proportion of visitors reach the intended goal. A quick launch due to the simplicity of design and structure allows for the creation of a landing page in just a few hours. Flexibility in creating multiple pages simultaneously and the ability to conduct A/B testing for performance analysis are also important aspects.

However, there are also several limitations. The narrow focus of a landing page requires the creation of a new page for each new task. Landing pages are not suitable for SEO promotion, as they often have a short lifespan and insufficient textual content for optimization under search queries. Additionally, the single-page format limits the volume of information, which can be a problem for complex products or customer support services.

How to create a landing page?

The process of creating a landing page can be broken down into several steps:

1. Define the target action. Clearly formulate what you want the visitor to do.
2. Create the structure. Key elements should include a logo, a headline, content, a call to action, and a request form.
3. Write an engaging headline. It should contain a unique selling proposition and avoid being overloaded with unnecessary information.
4. Prepare the text. It should be informative, answer questions, and alleviate doubts.
5. Add testimonials. Real testimonials will help increase trust in your offer.
6. Develop the call to action. It should be clear, simple, and relevant to your audience.
7. Add a request form. A simplified form with a minimal number of fields will increase conversion.
8. Design and integrate analytics. Ensure that the landing page is adapted for various devices and connect analytics tools to assess its effectiveness.
9. Launch advertising. Use various channels such as contextual advertising, social media, and email newsletters.