What Is a Landing Page?
A landing page is a standalone web page created for conversion. It’s where visitors “land” after they click on a link in an email, social media post, or Google AdWords ad. A good landing page will be relevant to the ad or email the visitor clicked and contain elements designed to drive conversions.
There are two types of landing pages: reference and transactional.
Reference landing pages provide information about a product or service without offering the ability to buy it then and there.
Transactional landing pages, on the other hand, are designed for visitors who are ready to buy. They include elements like pricing information and online checkout.
Why You Need a Landing Page
A landing page can be an incredibly effective marketing tool — but only if it’s done well. A poorly designed landing page will not only fail to convert visitors but could also negatively affect your brand and cost you money in terms of wasted marketing spend.
But a well-designed landing page can hugely benefit your business, providing a valuable source of leads and sales. Companies with landing pages get six times more leads than those without!
And it’s not just at lead generation where landing pages excel. They can increase the conversion rate of your PPC campaigns, improve your email marketing ROI, and even boost the likelihood of social media users engaging with your posts.
How We Create an Effective Landing Page
Landing page design is part art, part science. Graphic design is the art, and UX (user experience) is the science. We adhere to well-understood UX and marketing principles, placing buttons in visual hotspots, leading each page with a strong value proposition, and making our points quickly, above the fold.
To give your page the best chance of converting visitors, it should contain:
- A clear and concise headline that accurately reflects the content of the page
- An eye-catching hero image or video
- Compelling copy that speaks to your target audience and outlines the benefits of your product or service
- A strong call to action (CTA) that encourages visitors to take the next step
- Forms to capture sales or lead information
Other sound landing page design principles include white space to create a sense of visual calm and choosing the right fonts to ensure your copy is easy to read.
Of course, it’s not just about design, UX, and messaging — how you drive traffic to the page is important too.
Your landing page should be optimized for search and integrated into your broader digital marketing strategy of pay-per-click, email marketing, and retargeting.
Culture Cube can help you develop an effective landing page campaign that converts site visits into leads, sales, or whatever else you want them to be!
Call us today to learn more.
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