Do digital marketers throw around the words ‘landing page’ when they talk about lead generation for your business? Do you understand what a landing page is and how it can generate relevant leads?

Here is everything you need to know about landing pages and how they work.

What Are Landing Pages?

The term landing page can be taken in its literal sense – the first page where visitors land, upon reaching your website. A landing page is created to help convert your website visitors to quality leads. The page provides means to capture visitor email Ids and essentially, these captured Ids would belong to quality leads who have a genuine interest in your product or service offering. 

A landing page is different from other website pages in that:

  • It includes a form that allows capturing of visitor information in exchange for an offer made such as a newsletter subscription.
  • Its sole objective is to generate leads by converting visitors; whereas another page on the website such as the ‘About’ page serves the purpose of explaining the business and giving out other information as well. 
  • The landing page will not have any navigation buttons other than to submit details such as name and mail Ids.

In simple terms, a landing page is one without any diversions and calls a visitor to take the single action of filling up the form on the page. 

Below is an example of what a landing page looks like:

The Elements Of A Landing Page

Below are the various details that blend together to create a landing page:

  • The offer made on the landing page; the page will not have any navigation buttons to concentrate the focus on only the offer being made.
  • A compelling headline that piques the interest of the visitor to read further.
  • An explanation of how the offer adds value to the visitor thereby driving them to leave behind their email Ids.
  • The call-to-actions – either an image or a text line – that call upon the visitors to take a specific action.
  • A visual representation of what the offer would look like.
  • A form that captures visitor information such as name, email Id, phone number and any other information related to the visitor’s persona.
  • Means to deliver the landing page offer – the ‘Thank You’ page.

The ‘Thank You’ page completes the landing page experience. This page is a separate one that appears once the visitors submit their information. The page delivers the offer made in landing page and also provides means to navigate the rest of your website.

The Research Before Creating One

To build an effective landing page, it is paramount that research is carried out and relevant information is collated. Here are the elements one needs to understand to build a robust landing page:

  1. Buyer’s persona

    A buyer’s persona is a representation of the target audience or customers. Researching the buyer’s persona helps you understand how the customers think, their likes and dislikes and what is likely to trigger them to take a specific action. Once you gain a proper understanding of the buyer’s persona, you will be able to create convincing content that adds value to the buyer.

  2. Deciding on the offer

    An offer made on the landing by the business will have a greater convincing effect on the customer. The offer could be anything from free newsletters and e-books to free tip sheets and seminars. The offer could be anything downloadable content that shares information about your business, products and services. The offer should be in line with the buyer’s specific pain point or problem as well as the specific stage of the buyer’s journey they are at. 

The stages of a buyer’s journey:

  • Awareness stage
    The stage at which the buyer realizes they have a problem or a requirement.
  • Consideration stage
    The buyer clearly defines their problems and considers various options to solve the problems.
  • Decision stage
    The stage at which the buyer has decided on a solution or an approach to take and is looking into multiple vendor options.

The Tips, Tricks & Best Practices

We have put together a few pointers and best practices that will help you build a great landing page. An ideal blend of these elements will increase the conversion rate of your landing page.

  • Script a compelling header. The heading is one of the first things a visitor will look at and you want it to be catchy enough to entice the visitor to read further.
  • Communicate the offer effectively. Coveying the offer to the visitors should be done in a clear and concise manner. Any excess information will cause the visitor to disregard the landing page.
  • Build a sufficient form. The form fields should be aligned with the visitors’ stage in the buyer’s journey. Too many fields or too less will have an impact on the conversion rate.
  • Utilise images. The image should be highly relevant and capable of drawing the visitors attention. A good image will cause visitors to stay longer on your page, giving them time to consider your offer.
  • Remove any site navigation buttons. Any distractions on the landing page will decrease the probability of conversion. 
  • Proofread the landing page. A minor mistake can cost a valuable conversion.
  • Test the landing page. Ensure that all the links are functioning properly and that every step unravels correctly from a user’s perspective. 

Once the landing page is built, that’s when the real work start. That’s correct, you read right! Web users who are your ideal target audience will view your landing page only upon promoting it. At Digital X, we not only build great landing pages, but we also promote the pages effectively and analyse the results to ensure you are getting high and relevant conversions.

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