A landing page is a separate page on a website designed to convert visitors into potential customers. It is called a landing page because users “land” on it after clicking on a link in an email, social media post, advertisement, or after searching Google for a specific keyword.
The main goal of a landing page is to encourage visitors to the page to take the main desired action. The choice of this action depends on the current strategy of your online business. For example, if the business goal of your website is to attract potential customers, then the goal of the landing page will be to encourage visitors to share their contact details in exchange for something valuable. Once you have obtained contact details and gathered a sufficient number of leads, you can then “warm them up” through the funnel. If the goal is sales, then the main task of the landing page will be either to get users to purchase your product or service, or to move them further along in the sales cycle.
How a landing page differs from a regular one-page website
Many people wonder why a landing page is needed if the main goal is to bring visitors to your home page. Getting traffic to your home page is undoubtedly a good thing, but the probability of conversion on such a page is lower than on a landing page.
Regular pages contain a lot of information about the business and encourage users to navigate to other sections of the site, which distracts them from the main desired action—converting the user into a lead or purchase. As a rule, such pages tell about the company: what it does, what products and services it offers.
As a result, a typical one-page website:
- tells about your business, products, or services;
- uses several pages linked by navigation menus;
- performs business functions such as online ordering, customer service, or access to training resources.
Unlike a typical one-page website, a landing page offers a single, simple, and clear call to action and contains only the information that directs users to perform that action. Ideally, a landing page should not contain additional links that could take the user to another place on the page and thus distract them from the main CTA (Call to Action). As a result, users who land on the landing page have no choice but to either leave the page or convert into a lead or purchase.
Types of landing pages
There are three types of landing pages based on their structure:
- Primary site (main landing page);
- Dedicated Landing Page (specialized page);
- Microsite Landing Page (microsite landing page).
A primary site, or main landing page (not to be confused with a regular website page), is a landing page that contains a large amount of information about specific products or services and is the most dynamic. Such landing pages are usually used by large e-commerce companies. Primary site landing pages may contain a large amount of navigation, but the main difference from a regular website is that all navigation leads users from one type of product to another. However, the navigation does not distract the user from the set goal of making a purchase or leaving their contact details. This landing page is useful in that it gives users relative freedom to choose products, compare prices, and explore the full range of services or goods on offer. Primary site landing pages are designed to generate a large amount of traffic for high conversion and increased ROAS.
A dedicated landing page is the most popular type of landing page, as it usually focuses on a single product or service. This type of landing page is especially popular with small and medium-sized businesses. The usefulness of a dedicated landing page lies in the minimal number of distractions; there is only one offer and one CTA. We recommend using this type of landing page, as it is the simplest and most effective.
Landing page structure
Each landing page consists of certain blocks. In this selection, we will look at the main elements that you can add to your landing page:
- Heading;
- Supporting heading;
- Hero image;
- Video (if necessary);
- Main text;
- Call to action;
- Lead form;
- Description of the offer’s advantages;
- Description of the offer’s characteristics;
- Reviews and social proof;
- FAQ.
