Landing Pages

Chapter 01: Landing Pages

What Is a Landing Page?

We’re all familiar with clicking a link and suddenly being redirected to a new web page. Whether you clicked “Shop Now,” “Swipe Up,” “Read More,” or any other call-to-action,your clicking sent you to a customized place, a landing page, where you can continue to interact with the brand.

Landing pages are a separate section of your website, created specifically to support marketing campaigns. Landing pages can be accessed via links in social media posts, emails, search results, paid ads, other web pages, and other marketing channels. Users who visit a landing page can learn more about your company, sign up for information, make a purchase, download a piece of content, and more.

What Is the Difference Between a Landing Page and a Web Page?

Landing pages are different than the standard page on your company’s website. While both share the same goal (converting visitors into buyers), landing pages feature content that is hand-picked for the audience you are targeting, rather than the general information anyone can find on your website.

Here are three other ways that landing pages differ from traditional web pages:

  1. Audience tailoring: Since landing pages can only be accessed from specific links in your marketing campaigns, you know exactly who your audience will be. You can use this information to tailor your content and design to meet their wants and needs.
  2. Serves a single call-to-action: Unlike web pages that can house multiple areas of content — from email sign-up forms to purchasing information — landing pages prioritize one single call-to-action. For example, you would have two separate landing pages for your email sign-up form and purchasing information, increasing the chances of conversion.
  3. No additional links: You want visitors to stay on your landing page as long as possible so that they sign up, buy, or complete the call-to-action you defined. Regular web pages host a wide range of links and navigation options, but landing pages do not, helping your lead stay focused on that single call-to-action.

Want to learn more? Learn how to build a landing page.

Is a Landing Page Part of a Website or Does it Stand Alone?

While it can have the same domain as your website, your landing page should be a standalone piece of content. Since landing pages are so specific, they do not always fit with your overall website experience. In fact, while your landing page can feature some of the same design elements from your website, it should not be accessible from any navigation bar or footer from the main website.

How Can Landing Pages Help Generate Leads?

When you’re sending qualified visitors to your landing page, it’s essential that you have a place they can share their contact information with you. This helps you continue the conversation and nurture those leads toward conversion.

When using landing pages to generate leads, include a form that includes the following fields:

  • Contact information: Make sure you know how to contact your new lead! Most businesses request email addresses, but you could also ask for phone number or mailing address.
  • Location: If you have physical storefront locations, ask for the city and/or state where your new lead resides. This will help you create more customized, targeted campaigns.
  • Preferences: Consider adding a menu that allows users to select their preferences. This works well for software companies who serve multiple functions and roles. For example, would it be beneficial to learn a lead’s role?

Best Practices for Landing Pages

Landing pages are endlessly flexible, allowing you to experiment with different layouts, designs, and messaging. However, most successful landing pages have the same elements in common.

Here are three best practices for landing pages:

  • Don’t be afraid of long-form content: Not only are content-dense landing pages beneficial to your customers, they will also help your domain’s overall SEO ranking. Long-form content can help convince your audience to trust your brand while establishing you as the expert in your field.
  • Use video: Landing pages that use video have seen conversions increase by 86 percent. Whether you use short animations or elaborate video demos of your product, video can share a virtual “hands-on” experience of your product and keep users on your page for longer.
  • Repeat your call-to-action: Your call to action should be one of the first things visitors see on your landing page, as well as the last. For landing pages with heavier content, that means including your call-to-action both above the fold (before you have to scroll your screen) and below.

Final Thoughts

You may design the the most beautiful landing page, but how do you know it’ll be effective? Running A/B tests is one of the best ways to figure out how your audience responds to your landing page. It narrows down the most effective elements of your landing page by comparing multiple versions for conversion results. For example, you could test the the length of the headline, color, amount of copy, size of imagery, CTA buttons, video, design layout, and more.

The one thing to remember when building and testing landing pages: don’t fall in love with any one version. Be flexible and open to changes, and you’ll end up with a landing page that resonates with visitors and converts.

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