A landing page is a static web page focused on converting the traffic it receives into potential customers through a call to action. It is a great tool for a marketing strategy aimed at promoting a product or service.
A landing page is a tool to convert website traffic into leads that become buyers.
A landing page can be an independent web page linked to a main website or it can be integrated within it. For example, a company offering several services may have multiple landing pages linked to the navigation menu, or it may have one created specifically for a particular promotion that does not need to be visible in the menu.
The difference between a website’s homepage and a landing page is that the latter is based on offering a clear value proposition and a call to action that improves conversion. These pages increase the response rate of visitors by up to 10% when they are well written and organized.
How to create a landing page that converts
If you want to create a landing page that achieves its goal, you should follow these steps:
-Define a goal: What do we want users who land on this page to do? Do we want them to subscribe to a newsletter, sign up for a webinar, or download an app? To define a goal, we must know and analyze the audience to understand what they need.
-Offer something: To achieve the goal, it is usually necessary to break it down into smaller steps. A good example is Spotify, which on its landing page encourages us to use its free version, and later inserts ads between songs and banners to get us to subscribe to the paid version. Another common incentive is to offer a free class, a guide, an ebook, etc.
-Offer value: It is important to show what benefits the user gets if they take this action. In this case, it’s best to be as specific as possible and not use clichés like “the solution you were looking for.” Show the benefit briefly and as specifically as possible.
-Create an attention-grabbing CTA: The call to action on a landing page must be clear, understandable, and visible, as it is the key element of your landing page. If the CTA is hidden at the bottom of the page, if the action is confusing, or if it is not attractive to the user, the landing page will be useless.
-Testimonials: Trust is essential to sell anything. Today more than ever, we see it on Amazon or with Google Maps reviews. If our product or service has received positive reviews, it is very important to show them. Ideally, the testimonial should show the full name, image, and positive results, as this strengthens its credibility.
-Analyze: In digital marketing, it is vital to measure and analyze to know what is working and what is not. Through digital analytics tools like Google Analytics, we can see where users click, if they read the entire page, or if we are losing them at some point. With this information, we can improve the landing page.
