what is a landing page

A landing page is still a great tool that offers a whole series of extra possibilities to any web project.

Among all digital marketing strategies, the landing page design It is a very interesting option, and a good tool used to carry out actions that can be complemented in turn with others related to advertising campaigns or email marketing.

In this post we are going to show you what is a landing page and what are all those key aspects that you must take into account when designing it for any type of digital marketing strategy that you want to implement.

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What is a landing page?

We could translate it as a landing page, and we also believe that in Spanish its meaning is quite significant because it explains quite simply and directly what it is about.

A landing page is:

The landing page to which a certain target audience that we have previously captured in another channel is sent, its purpose is to convert those visits into leads.

The way to attract and attract that potential client to this type of page can be simply after clicking an ad or call to action that we have proposed.

It may interest you: Do you know what Content Marketing is and all the advantages it offers to your brand?

A landing page is a good way to focus on offering a potential end customer all the necessary content so that they decide to leave us the lead we are pursuing as a goal.

For example, in the event that the lead is the capture of a subscription email for our newsletter throughout our landing we will include content such as:

  • Why do we want you to subscribe
  • What do we offer you for subscribing (we can for example offer a lead magnet)
  • Subscription form so that you can leave us your information (name and email)

As a consequence of all this we can affirm that A good Landing Page is the one that gets conversions.

Of course, to convert, the design of this landing must be perfectly done and aimed at the final conversion on the page itself.

That final conversion is totally linked to the objectives of the strategy that we have marked and depending on these we can adapt it to different uses.

Perhaps to better understand what defines this type of landing page, it is also worth knowing what is not a landing page:

  • It is not the home page of your website
  • It is not the usual service or product page of your website
  • It is not a page in which we are not asking the user for any action on their part that we can interpret as a lead
  • It is not a page that does not have a defined, clear and concise objective

Advantages of implementing a Landing Page

Higher profitability

Its design and implementation has less costs than setting up a complete website, it is also more focused on a specific objective so its optimization for conversion generally tends to be higher than on a site.

Format that can be used for different campaigns

Designing a page like this can be interesting if we launch similar campaigns with a certain frequency since it allows us to quickly and easily adapt its design to the type of campaign we are launching.

For example, in the case of creating a page for the promotional campaign of a product or service of our brand.

If the products or services are similar, it will be enough to change some texts and images only to fully adapt that page to each campaign.

Better user experience

A correct optimization of this page will contain all the content that really interests our users.

Measure and analyze your success much better

As it is a single page with highly defined sections, elements and user behaviors, it is a lot easier to measure and analyze, not only the conversions but also the possible improvements to be applied at all times in a simpler way than a complete website. Not only that, the data and metrics we obtain are highly valuable.

The anatomy of a perfect landing

Next we are going to show you the key elements that a good landing page should have.

Header

The header or “header” is the most visible part of the entire page and unlike other pages on a website, in this case its design is slightly different.

If on a website this part of the page is used to place links to the most interesting pages of our website, in this case we are not interested.

Landing page Vodafone

In this Vodafone offer landing they have created a top menu that serves to show different plans on the same page but in no case redirects to the main website.

We should only link parts of this page or the call to action itself.

In this section the text we use is the qualification, this is the most relevant of all and must also be accompanied by a subtitle that broadens the message and reinforces it.

landing page mailchimp

The screenshot above is the mailchimp landing page linked to your Google Ads advertising campaign.

It is a good example of how to write a title and subtitle making it clear what your tool can offer customers.

This text must be displayed by the user who lands no need to scroll and also, if possible, include a call to action.

landing page Monday

On the Monday.com landing page you can see in its title the benefit of using its tool and it reinforces it with a whole series of functionalities that can be carried out.

Of course it must be a text that offers in itself the Value proposition for the client and as direct as possible, without detours.

If we do not convince the client to do an action the first time, do not worry, for that we have the rest of the sections and elements of the page, but let’s not miss the opportunity from the beginning that it reaches our page.

CTA or call to action

Although we have already indicated to you previously that if it is possible the CTA must be included in the titleIt is also normal to include this call to action in other sections throughout the page.

The most suitable place is the upper part next to the title but if our page has a lot of content we can include more calls to action throughout.

An important aspect to take into account if we include several calls to action throughout the page is that they are all the same, that is, that we are requesting the same action and that the user himself perceives it as well.

landing page Endesa

In the case of this Endesa landing, the call to action is focused on “contracting online” and as you can see when scrolling, there are three calls to action that can be seen.

Two buttons of two types of plans to contract and a form that remains fixed on the side as the user scrolls.

In this way, the client is offered three ways to generate a lead (four if we count the request call action).

The most common format for the call to action is button and in it we can use only text or even an icon to give more dynamism to the action itself.

landing page Netflix

Netflix uses an arrow icon on its buttons to achieve this effect, but it also uses the infinitive In your texts, it is highly recommended to use that verb tense to reinforce that intention to apply dynamism.

On the other hand, if the call to action includes obtaining a “lead magnet” (for example, an ebook) the text can be written in the first person “I want my ebook.”

Another fundamental aspect is the choice of color, our recommendation is that it is striking but that it is well integrated with the color palette of your website.

For example, if your website has a range of neutral earth colors, perhaps a very saturated fuchsia button is not the best idea.

Body

The body is comprised of the sections in which we develop all the information that serves to expand and reinforce our message with the idea of ​​convincing the client.

To a large extent, its length and number of sections depends on how difficult it is to sell the product or service for which we want to obtain the lead.

A key factor in this is price, this is very evident on vehicle presentation product pages, like this one for a Toyota Yaris.

landing page Yaris

Throughout the body you can include:

  • Advantages of what you offer
  • Testimonials or reviews of other clients to generate more trust
  • Comparisons against other products or brands in order to differentiate yourself and give more value to your proposal compared to the rest
  • Technical characteristics or more detailed information about your product or service
  • Frequently asked questions that a client may ask in order to try to answer their doubts

Lastly, the order in which you display all of those sections is important.

You should lead customer throughout those sections so that the reading makes logical sense and ends with a call to action.

Footer or footer

In the footer again, as in the header, we are going to avoid including links that redirect to other pages of your website, even so here it is less relevant that there are links outside your page.

If the potential client has come this far by scrolling and has not decided to leave you a lead, it is that you probably have not convinced him.

Even so, keep this part clean of elements and if you need to include links this is the best place.

Some extra recommendations to create your Landing Page

We have already seen the structure and key elements that are usually more common, now instead we are going to give you a brief list of aspects that you should take into account when designing your landing page.

1-Avoid leak points

We have already told you, but we remind you again, avoid including any link that takes the user out of your page.

2- Use a visual style that the user recognizes immediately

A common mistake is to use fonts and colors that have nothing or little to do with the employees in the brand previously to send the client to the page. That can create confusion for the prospect.

If, for example, we have captured the visit in a banner of an ad on Facebook, the design of this and the page they must be similar.

Regarding corporate web pages it will depend on the objectives, sometimes precisely what is pursued is break away from design.

3- Use highly visual elements

The use of graphics, icons, images and videos makes the presentation of your content more attractive.

4- Spend a lot of time writing good texts

The «copywriting» It is a very powerful technique with which through your texts you can transmit the most appropriate message to get a lead.

Spend time preparing it.

5- Test by doing A / B tests

If possible, believe different versions of your landing to assess what works best to obtain leads.

You can do it with small changes section by section.

6- Simple form

One of the biggest enemies to obtaining a lead is the form.

The more data is requested, the more likely it is that the user will quit.

Definitely, ask only the data you need and are essential.

7- Design for mobile

Most of your potential clients will access from a mobile device, design your landing for that size of screens.

8- SEO and SEM, your allies

Your page can be brilliantly designed to achieve leads but since it does not receive visits it will be a failure.

You may also be interested in: SEO Trends

Invest resources in improving your organic or paid positioning.

Conclusions.

Designing a landing page that converts is not complicated if we take into account the elements and aspects that we have seen, but it will also largely depend on the type of objective we have in hand and how we have planned to bring traffic.

In this sense, a complete and well-defined strategy is key.

On the other hand, a landing is a live page that even once published we can continue optimizing and improving in order to increase conversions.

We hope we have helped you better understand what a landing page is and how you should design yours.