Landing Page Fundamentals – All you need to know [2022]

If you have anything to do with marketing, you’ve probably been told countless times about getting a landing page.

So we’re breaking it down for you

Here’s everything you need to know about Landing Page basics

What is a landing page?

A landing page is a single web page that is designed for a specific purpose, such as capturing a visitor’s contact information or selling a product.

Landing pages are usually distinct from a website’s home page.

Why is a landing page needed?

There are several reasons why you might need a landing page.

For example, you may want to create a page to collect leads for your business or to sell a product or service.

Further, a well-designed landing page can be very effective at achieving these goals. In fact, businesses that use landing pages see an average conversion rate of 2.35%, while those that don’t use landing pages have a conversion rate of 0.59%.

Who needs a Landing Page?

You might be thinking, do I really need a landing page? The answer is yes!

A landing page can be extremely beneficial to your business for a number of reasons.

For one, a landing page can help to increase your conversion rate. By providing a specific and focused page for your visitors to land on, you can increase the chances that they will take the action you want them to take – whether that’s signing up for a newsletter, making a purchase, or downloading a white paper.

A landing page can also help you to better track your marketing campaigns. By creating a unique URL for each campaign, you can more easily track which campaigns are resulting in conversions. This data can be extremely valuable in helping you to fine-tune your marketing efforts.

Finally, a landing page can help to build trust with your visitors. By providing a professional and consistent experience, you can show your visitors that you are a credible source of information or products. This can be especially important if you are asking visitors to share personal information or make a purchase.

So, if you’re not already using landing pages, now is the time to start!

When should you use a Landing Page?

A landing page is a great tool for driving conversions, whether you’re looking to generate leads, sell products, or promote a brand or service. But, when should you use a landing page? 

Here are four scenarios where a landing page can be extremely effective:

You’re running a paid ad campaign

If you’re running a paid ad campaign, whether it’s on Google, Facebook, or another platform, you should always use a landing page. This ensures that people who click on your ad are taken to a page that’s relevant to what they’re looking for, and that’s been designed to convert.

You’re promoting a specific offer or discount

If you’re promoting a specific offer or discount, a landing page is a great way to showcase it. This is because you can design the page to specifically highlight the offer, and include a call-to-action (CTA) that encourages people to take advantage of it.

You want to capture leads

Lead capture landing pages are designed to collect people’s contact information, such as their name, email address, and phone number. If you’re looking to build your leads list, then a lead capture landing page can be a powerful tool.

You’re launching a new product

If you’re launching a new product, a landing page can be a great way to promote it. This is because you can include all of the vital information about the product, as well as a CTA that encourages people to buy it.

Landing page vs Homepage

Landing pages are different from home pages in several ways.

Firstly, they are typically designed for a specific purpose, such as collecting leads or selling products.

Further, they usually have a unique design, distinct from a website’s home page, which is usually more like a hub of information.

Finally, landing pages typically feature a call to action, such as a form to fill out or a button to click.

Types of Landing Pages

There are several types of landing pages, including lead capture pages, sales pages, and squeeze pages. Each type of page serves a different purpose and features different content and design elements.

Lead capture pages are used to collect contact information from visitors, such as their names, email address, and phone number. Sales pages are used to sell products or services. Squeeze pages are used to build an email list.

If you’re thinking about creating a landing page, there are several things to consider, such as your purpose, your target audience, and your call to action. Landing pages can be a great way to promote your business and generate leads or sales.

Landing Page Best Practices

If you want to make sure your landing page is effective, there are 10 best practices you should follow.

1. Keep it simple

Firstly, your landing page should be free of distractions and easy to navigate. Stick to one call-to-action (CTA) and make it prominent.

2. Make it visually appealing

Further, use high-quality images and videos to make your landing page visually appealing. Use whitespace to create a clean and modern look.

3. Use persuasive copy

Moreover, your copy should be clear, concise, and persuasive. It should explain what you offer and why people should care.

4. Highlight your USP

In addition, make sure your unique selling proposition (USP) is front and centre. What makes your offer different from others on the market?

5. Use social proof

Including testimonials, reviews, and social media testimonials can help build trust and credibility.

6. Create a sense of urgency

Including a countdown timer or special offer can create a sense of urgency and encourage people to take action.

7. Make it mobile-friendly

With more people using mobile devices to access the internet, it’s important to make sure your landing page is optimized for mobile.

8. Use A/B testing

Above all, split testing different versions of your landing page can help you determine what works best for your audience.

9. Analyze your data

Further, regularly analyze your data to see how people are interacting with your landing page. Use this information to make tweaks and improve your results.

10. Keep testing and improving

Finally, Landing pages are never “done.” There’s always room for improvement. So keep testing & optimizing for better results.

Anatomy of a High Converting Landing Page

The best landing pages have all the fundamental elements nailed in one way or another.
Here’s a great example illustrated by Unbounce.

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