Landing pages are essential for any successful online advertising campaign. Keep reading to learn more about them and how you can use them.
Landing page, destination page, jump page… what exactly are we talking about?
A landing page is a page on which internet users “land” after clicking a link. The link could come from various sources, such as:
• A paid advertising campaign
• A social media post
• A search result
• A newsletter
What’s the purpose of a landing page?
A landing page can play two main roles. It can be used to:
1. Gather information about potential customers (generate leads)
2. Sell products or services
For instance, if you’re running a Facebook ad to promote your latest collection and offering a discount on new items, it’s essential to direct users to a page designed specifically for this promotion. This allows them to take advantage of the offer immediately. Similarly, if you want your newsletter subscribers to register for a conference you’re organizing, provide them with an optimized landing page where they can quickly fill out the registration form by clicking the link in the email.
What are the differences between a home page and a landing page?
A landing page is distinct from a traditional home page because it’s designed with a specific goal in mind. Unlike home pages, which provide general information and navigation to other sections of a site, landing pages aim to convince visitors to perform a particular task. This could be subscribing to a newsletter, booking an appointment, exploring a list of services or completing a transaction. To achieve this, landing pages usually feature a clear call to action (CTA) instructing the user on what to do.
We’ve prepared the following comparison table to help you better understand the differences between the two types of pages:
| Traditional home page | Landing page |
| Acts as a “portal” to your entire site; is permanent | Is NOT part of the main site navigation (does not appear in the menus); can be temporary (online only for the duration of an advertising campaign, for example) |
| Targets ALL visitors and potential customers | Targets customers with specific characteristics |
| Provides general information on the various aspects of the company |
Focuses on a single idea and delivers a single message |
| Doesn’t care where visitors come from | Is designed to receive visitors from one or more specific sources |
| Offers visitors several choices as to the next action they should take (several CTAs) | Gives visitors a single choice as to the next action they should take (a single CTA) |
How do you create an effective landing page?
Here are a few tips to help you create your landing pages:
• Keep the page text short. Keep the content clear and concise. If you’re struggling to write compelling copy, Scriptum’s web copywriting service can help. Give us a call!
• Be explicit. Instead of using generic phrases like “Click here,” use action-oriented text such as “Subscribe to our newsletter,” “Download your free white paper” or “Become a VIP member.”
• Keep forms as short as possible. If your landing page has a form, only include essential fields and avoid asking for unnecessary information. For example, if you want visitors to subscribe to your newsletter, don’t ask for their postal codes. Similarly, if you want visitors to buy a product, only ask for delivery, payment and confirmation information. If you need to ask more questions, wait until the transaction is complete to avoid losing potential customers.
• Eliminate navigation. Remove all navigation links from your landing page. The only links on your landing page should allow visitors to perform the desired action. Remember, a landing page is all about the call to action. Avoid placing multiple options side-by-side, such as “Register” and “Download.” Instead, create separate landing pages for each option.
• Eliminate navigation. Remove all navigation links from your landing page. The only links on your landing page should allow visitors to perform the desired action. Remember, a landing page is all about the call to action. Avoid placing multiple options side-by-side, such as “Register” and “Download.” Instead, create separate landing pages for each option.
Successful landing!
You now know what a landing page is, what it’s for and when you should use one. However, we’ve only given you an overview; landing page optimization is a specialized field with many nuances. Want to know more? Let us know!