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| What are landing pages? |
A landing page is a standalone web page you create to drive conversions from a specific marketing or advertising campaign.
In other words, a landing page is where your audience “lands” after clicking on an ad or marketing campaign (the clue is in the name, after all.)
Usually, there are five core elements that every high-converting landing page must have:
- A unique selling proposition (USP)
- A hero image or video
- The benefits of your offering
- Some form of social proof
- A single conversion goal (or call to action)
Because of this, landing pages are often short on information and big on the sell.
For example, if a visitor clicks on a free webinar you’re offering, the landing page may offer a bit of background on your webinar, a bullet-point list of what they’ll gain from it (your selling points), along with a call-to-action (your single ask on the page.)
Like this landing page we created using the GetResponse Landing Page Creator:
What do you notice?
- Persuasive headlines: They make it
clear what the webinar is about (Sales Funnel 101: How to Increase
Traffic, Conversions, and Sales) and how long it’ll take you to learn
the essentials (Optimize your sales funnel in under an hour)
- Visible and clear call-to-action button: No need to guess what your next action should be – register now.
- Selling points: This is the list of key takeaways on the left side of the landing page (under the speaker’s photo). It helps visitors understand what they’ll get by attending the webinar.
- Page layout: The landing page is broken up so that you immediately notice the webinar’s topic and recognize the tutor (Ian Cleary). Once you’re hooked, you can either register for the event or continue scrolling to see if it’s the right fit for you. As you’re scrolling down and getting even more interested in the offer you’re presented with the lead capture form, where all you have to do is provide your details.
You’ll also notice that, unlike a regular homepage, the landing page is missing navigational bars and only has a few links at the top. This is to keep the visitor focused on signing up for the webinar and not getting distracted with anything else that’s normally on a webpage.
And having this single focus is what makes landing pages one of the best tools for marketers looking to boost their conversion rates.
Now that you know what landing pages are, let’s look at how they compare to your website homepage.
Want to practice while you learn? Try GetResponse Landing Page Builder for free for 30 days. It comes packed with ready-made templates and a drag-and-drop editor, so you can get your page live in less than 1 hour!
Source: https://www.getresponse.com
Photo: https://pixabay.com
