The term “landing page” is commonly used in the internet marketing world. There are many different definitions of a landing page, and as new web technologies and internet marketing strategies evolve, landing pages can take on many forms.
Landing pages are not defined by how they look, but by their purpose. While landing pages may have similar qualities, the major difference is the ultimate conversion goal.
The Purpose of a Landing Page
The purpose of a landing page is centered around an immediate conversion goal. This generally leads to a minimalistic design with very few links to other pages or websites.
Most landing pages do not have a navigation menu, links to blog posts, or links to external websites because clicking away from the page distracts a user from the main goal of that page. This conversion is usually defined in terms of a contact form being filled out, a newsletter signup, a phone call, or an event registration.
The Anatomy Of a Landing Page
While a landing page can take on many forms, there are 4 major elements that can be included to maximize conversions.
Landing Page Headline
At the top of a landing page should be a well constructed headline. This is to immediately draw the visitor in by identifying a problem or need they have and hinting that you have the solution. This is important because it lets your visitor know that your landing page is relevant to them, that you understand the problem/issue, and that you can help them.
Landing Page Features And Benefits
Features and benefits are where you can highlight your offering to your visitors. This is your chance to explain why your solution is better than your competitors and how it is able to accomplish its goals. Since people read from left to right, its ideal to put this on the left-hand side of the page.
Landing Page Call To Action
The call to action is the most important part of a landing page. This is where your visitors can take action, whether its filling out a contact form, signing up for a newsletter or webinar, or even making a payment. Your call to action can also include an offer to download useful information like an e-book, a report, or a template. This allows you to collect their data while still providing a valuable resource. This section usually goes best under the headline, and to the right of the features and benefits.
Landing Page Social Proof
Social proof is important to include on a landing page because its possible that visitors are not aware of your company. You can create trust and social proof by showing customer reviews, logos of companies you work with, websites you have been featured on, or even video reviews. This goes best under the call to action.
Video Landing Pages
One alternative to traditional style landing pages is a video landing page. The internet is very impersonal, and many use that to their advantage with video. People will trust you much more if they can see your face, which is why many internet marketers are starting to include more videos on their websites and landing pages. By simply adding a video of you explaining why a visitor should subscribe, signup, or call, you can increase the success of your landing page.
Properly utilizing a landing page can dramatically increase the number of calls, subscriptions, and signups you get on your website.