Landing Page

Landing Page

What Is A Landing Page?

A landing page, often referred to as a “squeeze page” or “lead capture page” is a page where users land to complete a specific action.

What Does A Typical Landing Page Look Like?

There’s no one size fits all for landing pages. 

But it's the place your potential customers land after clicking on a link from an email, an ad, or a social media post to receive your offer so will need tailoring to fit the offer.

Some examples of offers include:

  • Product free trials
  • Ebook downloads
  • Whitepapers
  • Online course enrollment
  • Event registration

Before visitors receive your desired offer, you'll ask them to fill a form they find on the page. They can do that by entering personal information such as their email address and name. 

You'll then use that data to reach out to them with more content and other special offers.

Here's a great example of an effective landing page:

screenshot shopify free trial - landing page

The Difference Between a Landing Page and a Homepage

A landing page is created to achieve one goal: capturing visitors' information. It's focused on completing one action and only promotes a single offer. 

Homepages, on the other hand, have many purposes depending on the website and the visitors. They might have dozens of links and call-to-actions

But because of those distractions, homepages usually have low conversion rates.

A homepage with a subscribe form doesn't count as a landing page.

How to Create a Landing Page That Converts

A successful landing page must be free of distractions. It has to come with a clear aim explained to the visitor throughout its' different sections.

Follow the tips below to increase the effectiveness of your landing pages.

Make it Specific to a Small Audience

If you want your landing page to convert more, your content needs to be tailored to resonate with a small audience. 

That's why you need targeted traffic and a special offer before building your page.

You can segment a broad audience using many variables such as age, lifestyle, location, etc. Then, you'll begin tweaking your page to appeal to the smaller group specifically.

Deliver Value Early on

Once your visitors begin to trust your advice and see you as an expert, converting will no longer be a challenge. Search engines will also like your content more and give you higher rankings.

Also, if your leads find your content helpful, you'll get even more traffic from referrals.

That's why creating content to help first is a must for your business to succeed.

Optimise Your Landing Page Design

A huge part of designing a successful landing page is about limiting distractions. 

Your visitors will land on your page with a limited focus. So, they're likely to leave if they feel overwhelmed with lots of CTAs and unorganised information.

Remember how clean the Shopify page was above?

To increase conversion rates:

  • Make sure to limit the navigation, highlight your offer, and create a clear form
  • Keep a simple design by only holding onto necessary text and images on your landing page
  • Make it easy for visitors to share your page with others if they like your offer

Test, Learn, and Repeat

There's no mysterious way to create the highest converting landing pages. And there are no secret techniques for making landing pages work for all audiences. 

Lots of details will change depending on your industry, offers, and visitors. You need to test different pages and learn more about what works. 

Try driving traffic to your landing page and see how your visitors behave. 

What's keeping them from converting? And what elements are distracting them from taking action?

Answer those questions, tweak your landing page, and drive even more traffic to test again.

How Can We Help?

Are your landing pages a tad lacklustre? Not getting the conversions you think you should?

Give us a call and we’ll set up a free strategy session to take a look at where you could improve your campaigns.

To add to that, why not sign up to our training courses where you’ll find loads of great marketing and SEO lessons to help you get the edge on your competition.