Landing page is any webpage on which the potential customer can arrive, while surfing the internet. In the digital marketing world, it is a unique page which is different from the homepage of the website. Landing pages serve a single purpose. To convince the consumers to act.

It is the first step in the journey of converting the visitor of the website to a customer. The landing page allows the business to display any kind of information, from discounts to special deals. These can be accessed by providing contact information of the visitor.

Landing pages can be used to take the visitor to a different page. A good landing page certainly has the potential to convince the visitor to get contact details in return for offers which can then be availed by the potential customer. They focus mainly on the benefits of your business rather than the characteristics.

Experts of the field have suggested that brands can make as many landing pages so it is easy for them to target different customer segments.

Why is using landing pages a good practice?

Brands have done a really good job in building the brand reputation from scratch. They have also created a website that represents the same success. All that hard work needs to be translated into sales or revenue. The purpose of landing pages is to help the brands to convert visitors into customers.

Using landing pages is one of the best methods to build the brand reputation, increase the SEO and website ranking, and to drive the traffic to the website. Landing pages are used to generate leads and to convert those leads into future conversions.

Landing pages perform the task of taking the visitor to a specific service, product or offer and encourage the visitor to take the action. A common misconception is that landing pages are hard to create and maintain. This is one of the reasons why every business is not using a landing page.

What factors decide a Good Landing Page?

First things first, the homepage is not supposed to be the landing page. The potential customers need to be sent to different pages which will deliver them the advantage or the offer and they can use it and convert into customers.

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Since the landing pages have some kind offers attached to them, they can capture the attention of visitors for a much longer time. Good landing pages of businesses are able to provide several things to the visitor:

1. Landing pages tell about the offers, not the brand.

The visitors click the landing pages for a specific reason, and if they are not provided with what they came for, it does not form a good first impression of the brand.

2. Landing pages are focused on offers and free of misleading content.

The landing pages’ content should be focussed on the offers. It should be able to drive the visitor to get what they want in exchange for providing their contact details.

3. Landing pages should not be intimidating.

Landing page forms can appear intimidating to some visitors which may discourage them from taking the steps and they can move away from the landing page. The first task to undertake if this happens is shortening of the landing page.

If all the fields are mandatory, break the landing page into steps. For instance, filling out their name could be step one of five.

4. Landing pages can cater to a specific audience.

Creating segments of the customer base provides a little push that is needed in targeting specific visitors and converting them into customers using custom campaigns. The landing page can serve as a lead capture device, which can help in capturing and nurturing the leads for future use.

5. Landing pages can be used to collect information about visitors.

Even if the right audience is interested, converting them is not a piece of cake. They can’t be converted if the right information is not collected. Data which can be collected includes more than just name and email address.

6. It provides the special offers with a special place.

If the special offers are not tied to landing pages, they won’t even scratch the surface. They will prove to be completely useless. Landing pages provide a special place where the offers are placed and they can be viewed by the visitors.

7. It provides a confirmation.

The landing pages always follow up with a thank you message. This gesture shows to the customer that it is not only polite, but also provides a confirmation that the registration process is complete.

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Landing Pages are used to capture Leads

Lead generation means the data which is collected by any form of data capture in which the user enters their contact data. These types of webpages are most often used in the middle of the sales funnel, where the visitors can be converted to customers by offering them offers or discounts in exchange for their contact information.

It works on the principle of rewards, the reward being the offers or discount. The reward is given when the question is answered, where the question is the contact information asked for.

1. Landing Page as click-through page

A click-through page, by definition, is the page which does not require a form at all, as opposed to a lead-generation page. An easier way of understanding the working of a click-through page, is by imagining a middleman working between the ad of the product and the final page of the product.

It is used to link the ads to the add to cart button of a particular product.

2. Landing page as squeeze page

Squeeze page is used to collect data. These are deployed at the top of the sales funnel, unlike lead generation pages. Its main task is to gather email addresses which will be used in email marketing. These are short landing pages with basic content which only serve one purpose.

3. Landing page as sales page

Sales pages are often the most difficult to design. This page is used at the bottom-most part of the sales funnel. Its main task is to convince the audience the prospects to buy and convert them into customers.

Creation of this type of page, from scratch, requires the understanding of the customer’s needs and the customer journey. There is a fine line between overselling and underselling. In either of the cases the prospective customer is lost.

4. Landing page as infomercial

Infomercials are one of the most important types of landing pages used by businesses. Many businesses inculcate its sales techniques with their digital marketing strategies. These types of landing pages do not coincide with lead generation landing pages.

Infomercials generally tell the viewers a detailed story, aiming to keep the viewers scrolling and in the end commiting to a purchase or even better, purchasing the product.

Landing page is like a precursor for your website, which displays all the ongoing discounts/offers/deals on your website to attract the audience. Sometimes the landing page is also used to capture the email address and phone numbers of the visitors.

This data of the landing page is used to create and extend the email marketing list, which include the receivers of your business emails. So building a landing page is beneficial for your business to boost the traffic of your website.

At We Think North, our team of experienced digital marketers and coders will help you design the landing page for your business so that you can focus on sales. We will take care of all the backend coding. Get the customised quote according to your requirements. Drop your requirements and we will get back to you.

We Think North
We Think North

This piece was collaboratively written by multiple members of the We Think North team, bringing you perspectives from across the branding, marketing, content and tech verticals.