One of the main goals of any online or physical business is to attract more customers and, therefore, more sales.
In the digital marketing universe, one of the tools that work best when it comes to converting a visitor into a customer is landing pages.
Let’s talk about how to create a landing page, what it is for, and how to get the maximum commercial performance out of one.
What is a landing page?
A landing page is usually a web page on its own that is not part of the general navigation of the main web page.
That is, if you browse a company’s website and explore the menu and its links, you may not find any of its landing pages.
Landing pages are usually built independently, although they are always linked to the company’s domain.
They have a very specific purpose and focus on a specific product or service of the company. They are usually the next step that your audience takes after browsing the content you publish, where you present something related to your products or services.
The purpose of a landing page can vary depending on what you want to achieve. It can be a purchase page, a form, or a page to request a call or an appointment.
Why is a landing page useful?
Once you have built your website and worked on its design and in a good content strategy, the next step is to convert your visitors into potential customers.
How? Thanks to a good landing page.
With a good landing page, you have the opportunity to attract traffic, improve the SEO of your website and get your visitors to perform actions aligned with your business objectives.
Landing pages lead users to specific products or services in a way that invites them to take action thanks to the specific information or details provided.
The secret of a good landing page has less to do with being flashy and impressive, and more to do with offering the user just what they need at that precise moment of their online journey.
How to create a landing page? The keys that make it work
If you want to learn how to create a landing page, the first thing to keep in mind is that whenever we build one, the user should not be directed to our home page from it.
You must give them access to the product or service you have been telling them about on the landing page for the experience to be successful.
They must be able to access what you have sold them so well in the previous step.
Some of the features you should consider on how to create a landing page are:
- It should focus exclusively on the product or service we are presenting. It is not about talking about the company, its history, or any other detail that is not just what they came for. Logically, the content is related to the brand, but rather as something complementary.
- They are targeted to a specific audience. Offering specific content for a segmented audience will make those visits much more likely to perform the desired actions since you are presenting them with just what they are looking for.
- It is the place to present offers and promotions. The home page already has a static structure that we don’t need to modify. That is why a landing page or several landing pages are perfect to place those special offers or promotions without the need to create subsections within your main website. That would cause you to have a lot of unnecessary URLs.
- It is an ideal tool to collect data from your target audience. For a strategy with well-defined goals, it is important to have data from your users to help you find out what kind of customers they are. And that is not only achieved by capturing their names and emails. Demographic data such as age, location, or profession can be very useful when it comes to directing our sales message.
The top elements a good landing page needs
Now that you know some of the keys on how to create a landing page and start driving qualified visits, you’ll need to know what elements will help you create one that seals the deal:
- Create an attractive design. Nothing catches the attention better than a nice visual layout. Create content that makes your users want to know more. Place the most eye-catching elements first, as those will be noticed the moment they access the site.
- Define the goal. Have a clear idea of what you want this new landing page to do for your business. Is it more sales? Is it calls? Or is it filling out contact forms? You decide it and create a killer page that best matches any of those goals.
- Prompt an action. Make your users perform actions while they’re on the page. Create buttons or links that make them complete a step, e.g. request a demo, book an appointment, shop, or fill out a form.
- Show the value of your offer. Let your users know about the benefits of your product or services by clicking on one of your buttons.
- Create great copy. Structure your content with catchy text, impactful headings, and brief but effective pieces.
Landing page vs. website page
So, if a landing page is one that belongs to your website itself, what makes it different?
The landing page is not really part of the static structure of your entire website, which may be composed of a menu and submenus.
If your users browse your website, they probably won’t find the landing pages we have active anywhere on our site.
The reason why that happens is that, as we have seen before, landing pages have a much more focused commercial purpose than any other page on our general site.
These landing pages that you create will be the site that we direct your users to when they have completed some previous steps.
These may be having read a blog post, performed a specific Google search, or clicked on a button on our generic website.
The landing page will be the destination to which we lead the user on the journey through our content with a 100% commercial purpose.
So now you know, when you ask yourself how to create a landing page, you will have all the keys to know and what to look for in one, if it’s a tool you need for your actions to attract new customers or, on the contrary, you should opt for a different business strategy.