In digital marketing, a landing page is a standalone web page created specifically for a marketing campaign. But what is a landing page, really? What is its role and why is it so important?
Broadly speaking, visitors to a website reach this page when they click on a link in an email or a paid ad on Facebook, Instagram, Google or YouTube.
Unlike web pages, which usually have many goals and encourage site exploration, landing pages are designed with a single purpose, known as Call-To-Action (or CTA for short).
This makes landing pages one of the best options for increasing the conversion rates of paid campaigns, and these landing pages can also contribute significantly to reducing the cost of acquiring a potential customer or sale.
In 99% of cases, landing pages are built and used within a site specifically for implementing an online or offline marketing campaign.
Having this rule in mind, when we refer to landing pages in this article, we are referring strictly to pages designed specifically to capture traffic for a specific Facebook Ads or Google Ads campaign.
The goal is that traffic sent to such a landing page will perform certain actions (in marketing, these actions are known as conversions), such as:
- Making a purchase.
- Generate a lead by filling in a form.
- Contacting the business via chat (Facebook Messenger or WhatsApp).
- Subscribe to a newsletter.
- Event registration.
All of these conversion actions fulfill the same basic objective: help move people forward through a funnel focused on turning them into paying customers.
Important elements of a landing page
Clarifying what a landing page is and how we will use this term in the article, let’s talk about the 5 essential elements of landing page design.
For your reference, we present an infographic that will help you understand how each element fits into a landing page:
However, as you can imagine, not every landing page will match the previous sketch, but that infographic gives you a good starting point for building a landing page for your business.
It can be seen from the infographic that a landing page is basically divided into 5 large sections:
- ABOVE-THE-FOLD.
- CTA (Call-To-Action).
- Benefits.
- Social Proof.
- Final argument.
However, the first section of a landing page is made up of 4 other equally important sections for attracting and converting new customers:
- Main title.
- Subtitle.
- Image.
- Summary benefits (bullet points).
And then the most important section comes into play, the landing page CTA (landing page conversion goal).
Making a landing page as a method of attracting customers
All the previous theory about what a landing page is and what one looks like is nice, but designing an effective landing page is a bit more complex.
If you want to build a landing page for your business marketing campaigns, you have two basic options:
- Create the page directly on the business website.
- You create your landing page using an efficient tool focused on landing page design.
Building a landing page on your own site
The first option is quite simple. Like any other page on the site, you will design and host the landing page on your own site.
The only difference is that specific marketing campaign pages are built instead of regular pages in the site architecture.
However, many companies prefer not to add dozens or hundreds of additional marketing pages to the site.
Plus, creating a landing page on some sites can be a real headache, so unless you have solid design and coding skills, building landing pages on your own can be overwhelming.
Using a dedicated landing page design tool
This is where tools that allow you to create and host landing pages via a third-party service come into play.
Yes, in this case there are some costs, but these tools come with very easy to use design interfaces and many other advantages (depending on the tool chosen).
The main design tools for landing pages are:
- Unbounce
- Instapage
- Leadpages
- Webflow
The re7consulting agency’s team of specialists works with the solutions offered by Instapage and Leadpages, but also with custom landing pages made directly on the clients’ websites.
While the term “landing page” can apply to any page on a website, in marketing this term is usually used to refer to certain pages made specifically for a particular campaign.
These types of pages are effective as customer engagement and conversion strategies because they help you provide targeted and personalized experiences for the traffic sent to each landing page.
In this article, we’ve shown you what a landing page is, what it looks like and how a landing page can be made.
At re7 consulting, we’re here to provide web development and SEO optimization services for your landing page. We understand how important an effective landing page is in your marketing campaigns. Our team of web development experts can create and customize landing pages that not only attract attention, but also convert visitors into customers. In addition, we offer SEO optimization services to ensure your landing page is visible and ranks at the top of search results. With re7 consulting, you’ll benefit from a comprehensive approach to achieving your marketing goals. Let’s start building a strong online presence together!
FAQ:
1. What is a landing page and how does it work?
A landing page is a page on your website that is designed to convert visitors into potential customers. It is different from other pages on your site and contains a CTA or form focused on capturing a visitor’s information in exchange for an offer.
2. Who needs a landing page?
Studies show that businesses with 10 to 15 landing pages tend to increase their conversions by 55% compared to those with fewer than 10 landing pages. And businesses with more than 40 landing pages increase their conversions by more than 500%. If your business generates a lot of traffic with paid Facebook Ads or Google Ads campaigns, but conversions aren’t increasing, you may need landing pages.
3. How much does a landing page cost??
The cost is per landing page created and implemented on the site. Usually, agencies charge somewhere between 200 euro and 2000 euro per landing page, depending on the complexity and time needed for implementation.
4. Are landing pages effective methods of attracting customers?
Studies say yes, our experience over the years has shown that landing pages perform extremely well. However, the concrete and final answer to this question depends from business to business and the strategy behind it. That’s why we recommend you contact us to help you with effective landing pages.
