What is a landing page?
Landing page can be defined as a webpage created for a specific purpose. A landing page is created to encourage visitors to either buy something or sign up for something or donate money or take any other action that you want them to take.
Importance of a landing page
Landing pages are specialised pages with specific targeted content through which you wish to achieve certain specific goals. For the long run, your website remains the same and the only content changes happening would be updating your blogs. Though these posts are specific, they are not feasible for a large website.
Landing pages are required to increase conversion rates. Sometimes just changing the design of a single page can help you achieve amazing results and you can see a good rise in the conversion rates. Landing pages can broadly be categorised in 2 types namely – Click-through landing page and Lead Generation landing page
Types of Landing Page
Click-through landing pages: Consider a scenario, where you create a landing page to sell a product, but the chances of the actual sale happening through that page are immensely low, as the visitor would visit the product page, study it in more detail and then the transaction would occur. It is practically impossible to create a landing page for every product/service provided by you.
This is where Click-through landing pages come into play and they are even more effective when tied to specific dates or events of the year, especially cause these pages are also a part of marketing campaigns. Thus, you need to ensure that your landing page is built in a way that encourages the viewer to click through to get to the actual product that you want to sell and thus lead to a conversion.
Lead Generation landing page: A lead generation landing page is the page through which you can collect data about your site visitors and then use it for your internet marketing campaigns. Getting the basic information of the visitor, like their names and email addresses so that you can get in touch with them at other times, through newsletters or email campaigns.
Components of a Landing Page
Eye-catching headline: The headline should be clean and crisp, clearly conveying the intent of the page. The headline should mimic the subject of the email sent to visitors if that specific landing page is linked to your email marketing strategy. This helps to maintain consistency and not avoid confusion among visitors.
A good image: An image which clearly echoes the theme of the page or just simply show the product the page is about. The size of the image should be large enough to be seen clearly, but not so much that they override the text or add too much scrolling.
Call to action is clear: Your CTA should never be vague, if you’re asking for donations or you want the visitors to subscribe to the newsletter, the intent should be clear.
Content Clarity: The content put on the website should be very concise, making it clear to the visitors what the page is about, its purpose and what you expect the visitors to do on that page.
Mobile Responsive: Your website should be mobile responsive, so that your landing pages are also easily viewed on mobile devices. This allows you to reach a wider audience and grasp their attention, as the number of people using their mobiles for surfing and getting information online is just increasing day by day.
Now that you have all the information about landing pages. It should be easier for you to build responsive landing pages that are in line with your marketing strategies.