What Is a Landing Page?
In the world of digital marketing, landing pages exist to advertise or market the products of a business. From the word itself, “landing” is where people land after clicking a link from the emails you sent, ads you posted, or the content on your social media platforms such as Facebook, Twitter, Instagram, YouTube, etc.
These pages can also redirect visitors to another page of your site, a store like your Shopify store, or a form where there’s a big chance of them converting into customers that will lead to sales.
Table of Contents
- What Is a Landing Page?
- How Do I Create a Landing Page?
- How Does a Landing Page Work?
- What to Include in an Effective Landing Page?
- Samples of Custom Templates
- What is a Page Builder?
- Summary
Landing Page VS Website Homepage
A lot of people confuse landing pages with website homepages. There’s a big difference between the two but the key difference is the focus. Landing pages are designed for conversion while homepages are designed for exploration.
Here is a breakdown of the most common differences between a landing page and a homepage:
- Homepages have navigation - Landing pages don’t.
- Homepage traffic derives from various sources - Landing pages traffic is from ads.
- Homepages serve as the front page for websites - Landing pages are completely separate pages not found in a website.
- Homepages offer website browsing and information about the brand - Landing pages only have one goal, conversion of leads.
How Do I Create a Landing Page?
Before you dive into making a landing page, doing all necessary research is essential to ensure its effectiveness. Knowing what you are trying to accomplish will give you a better picture of how to put it together. Are you trying to promote a new product? Discounts? Or are you aiming to get your email list to grow?
Simple Steps to Create a Landing Page
- Define your landing page's goal.
- After choosing a landing page builder, knowing the purpose of your landing page is important as it creates a solid plan that will help in achieving better results. Having a certain goal is important to help you if you decide to broaden your campaign.
- Know Your Offer and Target Audience
- It is very important to know your target audience. But, also make sure that the landing page templates you choose will represent your brand.
- Customize
- Include all elements that will encourage the visitors to click on your CTA (call to action) button. Add a strong and direct-to-the-point headline to do the trick in trying to get the attention of readers.
- Use videos, images, or add widgets to make you a good landing page that's personalized.
- Optimize for Conversion
- Easy-to-follow CTAs must be included and easy to find. Place these call-to-action buttons or links in an area where they are easy to see.
- Also, bear in mind that these CTAs should give the readers a reason to take the action.
- Express your gratitude.
- A little courtesy wouldn't hurt. This minor act can benefit your brand's reputation. Never take for granted those people who took their precious time to take a look at your landing page and follow through with your call-to-action.
Can I Create a Landing Page Without a Website?
Since landing pages are considered standalone, there is no need to have a website to create one.
Anyone can create landing pages and even host them on domains since tools no longer rely on technical knowledge.
For years, websites are known to be the central force when it comes to marketing and building the online presence of businesses.
As technology advances, so as marketing strategies evolved. Websites are no longer the sole option to convert people into clients and new ways of marketing have been developed.
It will not be easy to create one but these days, it is essential to have functional and beautiful landing pages. A lot of businesses have started to see the potential of a landing page performance in conversion with or without a website.
Can I Create a Free Landing Page?
You can publish multiple landing pages for free. There are a lot of landing page builders available where you can create one for your brand.
Some of these builders have various themes you can choose from. You can customize them yourself to fit your brand's image or use these as templates. All you need to do is find the right landing page tool that is easy for you to navigate and understand so you won't have difficulties in coming up with your landing page.
How Does a Landing Page Work?
You might have heard countless times how landing pages miraculously convert a lot of visitors. Landing pages are a very powerful digital marketing tool in driving traffic towards a certain page or section.
With a simple landing page, you can:
- Promote new products or services you offer.
- Sell products.
- Advertise free-trial subscriptions of your services.
- Give new promo coupons or codes.
- Introduce a demo or give free consultation.
When you create a landing page, there should always be a call to action that will lead the visitors to a form. These forms will make those visitors convert into new leads and then stored them in your database so you can easily market your product
10 Ways to Drive Traffic to Your Landing Page
After creating multiple landing pages, do you have any idea on how to make those people visit your pages? Below are 10 ways or tips to drive traffic to your landing pages.
- Homepage Call to Action
- Have a call to action link or button on your homepage where it lands your best offers.
- Blog Call to Action
- Your blog content that ranks on search results will be best to put a CTA on pointing to the offers you want these visitors to see.
- Popular Page Call to Action
- Blog content on your site or even those informational pages can be of double use. Add a CTA to get your visitors to see a specific product or service you offer which might bring you a sale.
- Email Marketing
- Email marketing works effectively when it comes to current leads. Ensuring that the emails you send out are also sending clicks to your landing page and not to your home page is essential.
- Customized or personalized email content will get these visitors to more likely click through.
- Nurturing Existing Leads
- Sending a customized email to an existing lead is most likely to result in sales. Always make sure to point them to your landing page where they see what you are marketing including a call to action to close the deal.
- Facebook Landing Pages
- Landing pages you post on your Facebook page will bring more people to visit your site or a specific page on your site where the offer you are trying to sell is located.
- Social Media Sharing
- Send messages to your followers, friends, or fans with the link landing on the page you created. That way, you will get shares and reach audiences beyond your target.
- Thank You Page
- It is important to express gratitude to every person who visits your landing page and completed the action, this is an important rule in marketing to be grateful.
- This is a good way to nurture your relationship with your prospective customers.
- Guest Blogging
- Having a blog post on someone else is a great advantage to target a different set of audiences.
- Be crafty as to where you should place your CTA without making it too obvious that you are trying to do a marketing campaign for your products or services.
- Choose the Right Call to Action
- Do not be scared to put a call to action on your site, email marketing, blog content, social media content because that is a good way to drive traffic to your landing pages.
- Optimize and customize every detail you put on your landing page from the headline and add necessary elements to make the best out of your landing page.
What to Include in an Effective Landing Page?
A great landing page is a result of a great plan. From the most essential part which is the headline up to the elements, you need to add requires a solid and smart plan.
Read below on what things should landing pages include to be effective.
9 Must-Have for Landing Pages:
- Never use a site homepage.
- Never miss the important elements:
- Headline
- Brief description
- Image or video
- Testimonials (optional)
- Form and CTA
- Avoid Extra Navigation
- Keep objective simple but concise.
- Match your content from the source.
- Avoid missing elements to build trust.
- Offer something valuable.
- Ask what is only needed.
- Create multiple.
These tips will help you come up with effective landing pages that will surely convert.
How to Know if a Landing Page is High-Converting?
Conversion takes place when a visitor progress from one stage to another stage of the marketing funnel which is usually done by clicking a call to action.
A standalone page plays a vital role in conversion. People who view it will tend to look for something that will interest them.
Either you send the link via email or integrate it into your site content, the most crucial part is how you will get your visitors to convert.
To see how your page is doing as a whole, dig through a variety of Google Analytics dashboards and reports. There are plenty of tools you can use to track the performance of your page.
You can do research online on how to do the setup to see your page views or where the traffic is coming from. From there, you can also set up goals before you track your conversions
Samples of Custom Templates
Aim for a page that is inviting and concise rather than overwhelming and complex.
It is much better to tease your visitors with freebies in exchange for some information rather than putting too much detail on your page.
However, the idea of building it on your own can be daunting. Luckily, you can opt for a pre-designed template which will make things a lot easier to put together. In addition, there are also custom templates available online to make your page more personalized and brand-aligned.
Some Samples of Landing Page Templates from Famous Brands
- Airbnb
- They added testimonials from hosts, articles, and a calculator to let aspiring hosts calculate their average earnings in a week using their location.
- Wix
- A creative playground with eye-catching illustrations without overdoing it. Points are well-emphasized. Plus, the peak of the mountain pointing to the CTA is a very good way to encourage visitors to take action.
- ExpressVPN
- No navigation bar which allows visitors to see everything on one page.
- Rowhouse
- The sleek design, the auto-play video background of people working at Rowhouse is a good way to introduce the brand.
- Uber
- The skim-able design avoids the flooding of information. Short but direct sentences and all the combination of elements exude a professional aura.
Whether you are using a free template to build landing pages or building one from scratch, it is important to keep the best practices to effectively create one.
Choosing the Right Template
Deciding what template to pick is important. Your template and how your landing page will look will catch the visitors' attention.
With all these pre-designed templates, it will be easier to find your concept but still keep in mind that it should complement your brand's image or goals.
Always go for a template that automatically adjusts for other devices especially tablets, iPads, or mobile phones since a lot of people use small devices these days to browse online.
What is a Page Builder?
In making landing pages, a page builder is the component or plugin of your selected template that lets you edit or customize the structure and look to come up with a more personalized landing page for your brand.
How to Choose a Page Builder?
Not all landing page tools are created with the same quality. Some focus on the cost, some on the functionality they can offer.
When choosing the right builder for your landing page, consider these things below:
- Optimized and Professional-looking Templates
- Mobile-view optimization feature.
- A/B Testing availability.
- Integration
- Multiple-user Accounts
If these features are present in the builder that you choose, you're off to a good start.
Best Free Landing Page Builders
For every field, some excel and are considered the best. There are different free apps or software to build custom landing pages with loads of templates options. Almost all of the templates in a certain page builder can be customized using a drag and drop landing page feature or the usual tweaking of its elements.
If you happen to find a free builder with a template that perfectly describes your brand, don't just stick with it. There are plenty of options available with tons of templates you can customize. When it comes to marketing, the sky is the limit. Do not limit your options. You are allowed to have multiple pages, get crazy in choosing a template.
Refer to the 5 free apps or builder tools below where you can get free templates to customize for your brand.
Best Landing Page Tool: the Top 5
With a library full of high-converting templates, TruVisibility's landing page builder will get you to connect with your audiences, close sales, collect information, and offer information to your visitors in just a matter of minutes.
With features such as built-in animation, video backgrounds with animation, embedded chatbot widget, SSL secure protocol, and a lot more, the conversion success of using their builder is far from what you can imagine.
Google Analytics tracking is available with detailed page statistics so you won't have problems monitoring the performance of your page. Email marketing and other marketing purposes can be done on the same platform with no hassle of jumping from one site to another.
No coding skills are needed. Pick a template, remove and customize it to create your page's content. Want to get a simple app with a multitude of tools to fit your brand and message.
Launch a professional-looking page using their built-in library of mobile-ready templates.
These templates are proven to convert or build from the ground up. A preview is available in the builder itself to see how the page looks before getting published.
Sometimes compared to Unbounce or Mailchimp, though HubSpot can be compared to the two, you will also get SEO suggestions to optimize your page for searching which can be accomplished in just a few clicks. Something Unbounce and MailChimp can sufficiently provide.
It allows analyzing and testing of the element to ensure the page's performance is effective and the results you are aiming for the moment you start doing your marketing campaign.
Wix makes it easier for people to put everything together with its user-friendly builder features.
You get amazing results from your marketing campaign using their drag and drop free templates, 100% customizable.
The hosting will not be even a problem since Wix provides a domain if you do not have a site to host it with.
They also offer plenty of categories of customizable templates to select. Built-in tools for both email marketing and social media marketing are available for easy personalization.
As a general site builder, the stunning template designs Squarespace is offering can be used to make landing pages too which they call "Launch" or "Cover".
The templates are easy to customize, giving you a unique look. Their grid builder, allows you to maintain a consistent visual while you add elements to your page.
Squarespace owns a strong suit when it comes to marketing. Their third-party integration and built-in tools are of great help.
Although it does not have a free plan, it has a 14-day free trial costing you only $14.00 per month.
Known for specializing in single-page sites, SITE123 is a great tool for a page builder.
Adding jump links is easier to provide visitors a smooth and hassle-free scrolling. Although the page can go on as you want, you can get it done in the simplest way.
The builder itself is easy to use. Newbies will not have a hard time putting everything together for the first time.
However, its simplicity does not offer a lot of personalization of the templates. The feature is only limited to adding fonts, changing colors, and other elements.
Summary
Ready to get a landing page builder? Maybe you need an email app to integrate with your landing page? Marketing campaigns using a landing page known is quite a job, but it's surely beneficial when it comes to collecting leads and converting them.
You don't have to have the technical knowledge to build one. With the use of these free tools, take advantage of how to get the perfect landing page for your brand.
Don't get lost in the thought of creating an eye-catching landing page and forgetting the image of your brand. It is important to keep the image intact while trying to do marketing campaigns.
Whether you have a website or you don't, you can always build a landing page. Make sure to put the necessary elements to avoid confusion and get that action you want from your visitors.
Some landing page tools offer a limited free trial version, some of them are free with limited features. Know what you need to choose the right landing page builder to cater to your marketing needs.
Refer to the tips on how to create a high-converting landing page to effectively launch your brand campaign.
Short Tip on How to Choose a Landing Page Builder
Ease-of-use is on top of the list. The simpler, the better. Go for a builder that will not give you a headache. Always consider the elements you need.
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