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:
What Is 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 an Effective Landing Page That Converts
An effective 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.
1. 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.
2. 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.
3. 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
4. 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.
Best Landing Page Builders
There is a ton of tools on the market to help you build landing pages. But not all tools are equal.
Although most tools provide basic landing pages, you will need to create the right type of pages for your business.
Instapage is a landing page platform that prioritises user experience, easy collaboration, and design flexibility. You can start building by leveraging a library of 500+ templates that are grouped by industry and use-cases.
The Instablocks®️ feature provides reusable page blocks that simplify landing page design and lets users scale with ease. The platform also comes with AMP functionality for a superior mobile experience and a proprietary Thor Render Engine technology that ensures ultrafast page load speeds.
Leadpages provides the tools you need to build landing pages, connect with your target audience, and collect qualified leads. A simple drag-and-drop builder lets users create pages that are responsive on desktop and mobile, with a library of templates for easy customisation.
You can preview as you build and place meta tags for SEO. Leadpages offers powerful integrations with WordPress, MailChimp, Google Analytics, and over 1000 apps through Zapier.
Users also get real-time analytics, along with unlimited A/B testing and tips to optimize conversion.
Unbounce is a user-friendly software for small businesses that want to build and manage landing pages. Users with no coding experience can quickly create custom pages with popups and AMP functionality.
Leads generated from landing pages can be sent directly to CRM tools, with Unbounce integrating seamlessly with HubSpot, Salesforce, and ActiveCampaign.
Smart Traffic Insights are accessible to users who want advanced analytics, and there is a Dynamic Text Replacement feature that tells you what keywords led a visitor to your page.
GetResponse has a landing page builder with a library of 200+ mobile-responsive templates, along with an easy-to-use editor that lets you customize a page within minutes.
Users can track the number of visits, clicks, and conversions; and you may send automated emails to visitors on your page based on their on-page actions. To run effective A/B tests, you can create variants of the same landing page and measure their performance.
GetResponse provides easy integration with Google Analytics, Facebook Pixel, Google Tag Manager, etc.
Landingi is a landing page solution that offers the usual features: hundreds of templates, a drag-and-drop editor, and mobile responsiveness. However, the software also lets users edit pages and popups in real-time, and there’s a plugin that makes it possible to publish pages directly to a WordPress domain.
You can automate your lead generation process by sending leads to marketing tools like HubSpot, Salesforce, and MailChimp. Landingi also provides analytics that help users track visitor behaviour and optimize their landing pages.
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.
