What is landing page

As well as using landing pages as ad targets, you can share links to them on social media, add them to videos, and include them in email or other marketing campaigns. Many of the pages on your site, such as the homepage, encourage visitors to explore your site further, and go deeper into its content. In contrast, landing pages focus on encouraging website visitors to stay where they are, and take a single, specific action.

Landing pages include a call to action CTA , which is a text link or button, telling visitors what action to take. There are several types of landing pages , including squeeze pages, splash pages, lead capture pages, and sales pages. The next section looks at landing page marketing in more detail, and answers some more key questions about landing pages. The main purpose of a landing page is to encourage visitors to take action.

This action is usually related to lead generation or sales. Reel users in with an intriguing and well-written headline. Match your H1 heading to the meta title that your users clicked to get to your landing page. This reassures users that they've landed in the right place.

Doing otherwise can damage your reputation and your search engine rankings, because both readers and search engines tend to regard inaccurate meta titles as deceptive and misleading. Your CTA should be one of the first site elements that visitors see.

In such cases, refer to tip 4. Good examples include arrows or a picture of someone looking toward your CTA. This is especially important if your CTA isn't above the fold. Skillfully placed cues encourage visitors to scroll, keep reading, and convert. A video or product demo can provide context if you offer something uncommon or not widely understood. This information also helps potential customers picture themselves using your product or service. Do you have testimonials from happy customers?

If so, include them in your landing page copy. If your product or service is popular, you can also note how many people have already taken advantage of your offer. Providing social proof can convince others to hop onto the bandwagon and try your product or service themselves. If your page features a heavy amount of text, it can help to place your CTA at the beginning and the end—and even in the middle.

Presenting more conversion opportunities to your readers increases their chances of taking action, but be careful not to overwhelm them. Here are some more landing page design tips to consider. Not everyone will stick around to read the copy on your landing page, which is a part of why video content is rising in popularity. This doesn't mean that your website should be free of text, though. Different headlines, visuals, calls to action, and more can produce different results.

This can help you optimize your landing pages for the most success. Because they help convert leads into paying customers, landing pages are a critical part of your digital marketing strategy. These pages help guide users further along your customer journey because they act as a nudge to take action. Every unique landing page is an opportunity, and there's no limit to how many landing pages your website can have. What is a landing page?

What makes a homepage different from a landing page? There are a handful of things that set homepages and landing pages apart. Homepages have: More links.

On a typical homepage, you can find at least 10 links. On a well-optimized landing page, though, you'll usually find fewer links, and sometimes only one—the link that allows your users to convert.

Broader CTAs. Your homepage introduces your business and serves as a hub from which users can navigate to other corners of your site. Because your homepage has so many jobs to do, its content is often broad and has less specific CTAs e.

Since landing pages have 1 goal, they have tailored CTAs e. A different audience and purpose. On the other hand, users who end up on your landing pages have already shown interest in what you offer. They can be sorted into 2 broad categories. The 2 main types of landing pages As far as structure goes, landing pages are generally built to serve 1 of 2 functions: generate leads or direct users to the next step.

Click-through landing pages Unlike lead gen pages, which use forms, the focal points of click-through landing pages are CTA buttons. To get access to the special offer, a person has to fill in the form, and in turn, becomes your lead. The form usually includes fields for an email address and a user name. This is enough to store this info in your database and use it for future marketing activities. After a visitor has filled in the form, they receive a thank-you email. The thing which makes a landing page different from a homepage is its purpose — to convert site visitors into clients.

Unlike a homepage, a landing page is a single detached web page that is not connected to your website and is designed to generate more leads. A landing page has no navigation and usually includes only basic information about a product or service with a contact form that aims at capturing essential personal data to turn visitors into customers in the future.

While homepages are created for a wide audience, a landing page catered to narrow segments of users who are very likely to convert. This is the first thing people will see, so it should be short and sweet, but as relevant as possible. Come up with an engaging and compelling heading that will keep your visitors interested in reading and filling in the form. This example is a perfect demonstration of how brevity and simplicity can engage visitors.

It took MOZ six words to convey the purposes they help to achieve. An effective copy can either support your headline or provide users with additional value. Use this component as another chance to attract user attention. Check out the example below. HubSpot explained the essence of their product for marketers in three lines. Including relevant images enhances the overall idea you are trying to convey on your landing page.

Make sure that the images are relevant to your landing page content and describe your product from the best angle. Let users see the results they can achieve using your service. Intercom uses a nice GIF above the fold on their landing page to attract user attention and provide screenshots describing how their service works. These two components complement one another. The best way forward is to provide a bulleted list of your features and explain how your clients will benefit from using YOUR service.

Compare your features with any similar features from your competitors, find advantages that make your brand better and mention them on your landing page.

Look at the example below. A subscription form is a core thing to include on your landing page. Remember, the more fields you add to the form, the more bounces you will have since people avoid filling in long forms. So, the best option is to ask for a name and email or at least make the fields not obligatory to fill in. SendPulse offers its users pre-designed subscription forms and a flexible form builder that requires no HTML knowledge.

Create multichannel forms to collect not only users' email addresses but let them contact you via a chatbot in Facebook Messenger and Telegram. Check out such a form below. Below is an example of a subscription form that collects only an email address. An active call to action is another important element that needs your attention. A CTA can decide whether or not a person will give you their contact information. Your CTA must be as relevant and captivating as possible.

The text of the button has to be straight to the point and show a person what they will get in return. Do not be vague but stay concise and specific. Now that you know about the key elements of an effective landing page, it's time to learn how to create one. You can do this with SendPulse for free. SendPulse provides an easy-to-use drag and drop landing page builder that allows you to create an online store, mobile landing page, or link page for your social media bio in less than half an hour, and without any technical skills.

If you have the inspiration and the time, you can create a landing page from scratch. SendPulse also offers pre-designed templates that you can customize to your liking. You can add buttons with the links to your chatbots, as well as a subscription widget. Integrate a payment system to convert leads into customers. Track key performance indicators and improve your site's search engine rankings with SEO settings. The builder is available for free. Below you can see how the process of creating a landing page looks like.

Drag the necessary elements from the left to your layout and edit them with the help of the right panel. Follow this step-by-step guide to create a landing page with SendPulse. These tips will help you enhance your practices, so you can create a high-converting landing page that will bring you more leads. A responsive page design is a must to provide customers with the best user experience.