What is a Landing Page?

What would you do if you could drastically enhance your marketing efforts? We would agree with you if you said using landing pages to convert new leads is a brilliant idea!typ

Why? Well, landing pages help you to focus your marketing efforts on a specific goal, such as capturing leads or selling a product, which can greatly enhance your conversions.  

Together we’ll take a  look at what a landing page is and how having one or more could benefit your business. Ready? Let’s go!  

Landing Page 101

A landing page is a page that enables you to capture a visitor's contact information via a lead capture form.  

A lead capture form typically consists of fields for:

• The visitor's name
• Email address
• phone number.

A well-designed landing page can be a powerful tool for your business.

No matter what channel—social media, content marketing, paid ads, etc.— you use to generate leads, your audience won’t just convert themselves into potential customers. To do that, you need a landing page that is built specifically to convert your visitors.  

If you don’t have at least a few landing pages on your website, you are missing out on the opportunity to turn your visitors into paying clients down the line.

Remember, the goal of your landing page is to convert visitors and build a list of leads that can be marketed to with more personalized marketing campaigns through email, direct mail, paid ads, etc.  

Types of Landing Pages

There are many different types of landing pages and each one has its own purpose. Let’s take a look at some of the most common types.  

#1. Lead Capture Page

The most common kind of landing page is a lead capture page. A marketing message about your offering is displayed on these pages, and a visitor must provide an email address to access the offer.

Popular assets used on lead capture landing pages include:

• E-books
• White papers
• Guides
• Webinars

Pay-per-click (PPC) ads frequently direct users to lead capture landing pages since there is no other way to leave the page other than by providing personal information, which increases conversion rates.

As you design a lead capture style landing page, include strong headlines and add strong Call-to-Actions throughout.  

Drive Higher Conversions > Is Pay-Per-Click Advertising Worth It?

#2. Click-Through Page

The goal of a click-through landing page is to entice a visitor to "click through" to a conversion page by providing thorough information about an offer. These pages frequently act as a link between an advertisement and an online store, letting visitors learn more about a service or good without being pressured to buy right away.

In this case, businesses can offer free trials, coupons, or something of value that makes the visitor click through to the next stage in the buyer’s journey.

#3. Long-Form Sales Page

Long-form landing pages, also called sales letters, are the infomercials of the marketing world. They focus on the benefits of your product or service, and they repeat these benefits over and over until the reader is convinced that they have to purchase what your business offers.  

Long-form landing pages explain every part of the offer to your visitors.

The longer a visitor spends on this type of landing page, the higher the chance that they will convert. Ideally, great copy will pull the visitor down the page and the words will have an exciting tone that entices them to want what you are selling.  

Remember, this type of landing page requires well-written, story-like content to ensure that your visitors stay interested. Testimonials also tend to be part of long-form landing pages.  

#4. Coming Soon Page

A coming soon landing page is the ideal tool for building anticipation for an upcoming company or product launch. You can tease visitors with a sneak peak into the exciting things you are working on using a "coming soon" landing page without giving a complete reveal.

We recommend adding a launch date or countdown so that people know when to come back for the reveal. But most importantly. You should add a “notify me” email form for visitors to fill out so they will be notified once you’ve launched.  

If you aren’t launching a new product or service but are revamping your site, you can use a “website under construction” page instead.

#5. Event Page

If you are hosting an event or conference, people want to know why they should invest their time and attend. To do so, create an event landing page that outlines all the relevant details and information, as well as a registration form.  

Consider adding a countdown to the event date as well as videos or photos from past events that you have hosted. By doing so, you’ll give people a taste of what the event is all about.  

Benefits of Landing Pages

Here are just a few of the benefits of using a landing page in your marketing strategy:

• Lead generation: A good landing page will help you capture leads by providing a form for visitors to fill out.

• Boosting conversions: A well-optimized landing page can increase your conversion rate by providing a focused and relevant message that speaks to your target audience.

• Improving SEO: Landing pages can also help improve your website’s SEO by providing quality content that is keyword rich and relevant to your business.  

• Brand awareness: Well-executed landing pages increase your brand’s value and help make a good first impression.

Learn More > What is Bounce Rate?

Enhance Your Conversions

When used correctly, landing pages can provide a wealth of benefits including increased traffic, higher conversion rates, and improved ROI. When thinking of a design, be sure to keep your audience and goals in mind. With a little effort, you can create a powerful tool that will help you close more sales and grow your business.

Ready to give a landing page strategy a try for your business? Contact our marketing team at Charisma for a consultation today!

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