What Is a Landing Page and How Does it Work?

Are you looking to take your marketing campaigns to the absolute next level and maximize your ROI to squeeze as much as possible from your efforts? Of course you are, and the answer lies with landing pages. But what is a landing page exactly?

Well, the short answer is that a landing page is a form of webpage that exists solely for the purpose of being part of an advertising campaign.¬†In fact, it’s the page a user lands on when clicking on any sort of advertisement.

On the other hand, the long answer is, well, much longer, as there are many, many forms of landing pages depending on what they are offering users; the platform they are found on; whether they’re interactive or not; the goal of their existence, etc.

As an experienced¬†Google Ads agency, we are well-aware of the power of landing pages. So, in this guide, we will be going over what landing pages are; what their purpose is; why they’re important; and everything else you need to know to use their power to your own advantage.

Table of Contents

What Is a Landing Page?

A landing page is a webpage that was created to be part of an advertising campaign as it’s the location where users “land” after clicking on a link or an ad.

This could be an email link; ads on Google, Facebook, YouTube, Bing, Instagram, etc.; ads you see on the websites you visit; search engine results; and other similar locations.

It is often the case that landing pages will ask for your contact information or request that you sign up in order to redeem the offer provided by the company hosting the page.

Lastly, landing pages are unlike other webpages, in that, they are often removed from the rest of the website (or are sometimes hosted on other domains!) and only exist for the duration of the product, service, or promo they are promoting.

what is a landing page

Don’t want to create your own Landing Pages? Let our experts manage your user interface.

Contact us now for a free 30-minute audit!

What Is a Landing Page Used For?

Landing pages exist only to be part of the buyer’s journey and in fact, the purpose of a landing page is to attempt to convert visitors in some way: whether that’s signing up to a newsletter; buying from the company; or any other reasons.

After clicking on an ad or link, users are taken to a landing page, where they are prompted to take a particular action thanks to the landing page layout. 

Landing pages often have elements that are aimed to incite users to partake in the offered service, product, etc., such as CTAs (calls-to-action); minimal navigation; enticing offers, and so on.

Importance of a Landing Page

But you may be wondering, “but why do I need a landing page? Wouldn’t my website do the same thing?” and that’s an excellent question.

We’ll be going over the difference between a landing page and a website in the next section, which will make the necessity of having a landing page much clearer. But first of all, let us go over what the importance and the benefits of a landing page are.

There are actually a ton of benefits of having a landing page, which are:

  1. Boost Conversions: the goal of a landing page is naturally to convert visitors into paying customers, subscribers to your brand, etc. Since landing pages are designed to get visitors to convert, brands often find that landing pages are the best way to boost their conversion rate. So, when creating a landing page, double down hard on any USPs (unique selling-points) you have and the value of your offer.

  2. Contextualize Offers: sticking an offer in a user’s face and expecting them to just sign up or buy is a bit too rushed, and could potentially put a visitor off, losing valuable customers in the process. Landing pages are the perfect opportunities to provide details about your offer, as well as include other important information like testimonials, and so on.

  3. Boost Brand Credibility: landing pages are really attempts to “sell” something. Research by Adobe shows that¬†7/10 customers buy more from brands they trust‚ÄĒand also stop purchasing altogether from brands they no longer trust. In other words, trust is extremely important for a brand, and landing pages are fantastic opportunities for establishing trust via testimonials and/or personalized messaging.

  4. Increase Traffic: even if you don’t manage to convert many of the visitors that land on your landing page, the fact that there are more people coming to your site (that is, an increase in traffic) means that more people have the chance to explore your website as well as learn about your brand, which means…

  5. Increase Brand Awareness: naturally, you’ll be increasing your brand awareness when more people land on your landing page, and it could give them an opportunity to browse your site, allowing them to understand your company more. At the same time, when you provide a gorgeous landing page, people will automatically consider your brand as a professional one, which also ties in nicely with point number 3.

  6. Insights Into Target Audience: landing pages also provide the unique opportunity to really investigate what generates the most leads. Understanding which of your campaigns have converted the most means that you can invest more resources to that campaign: whether it’s improving the particular offer in question or increasing efforts toward the marketing channel that’s bringing the most leads. Speaking of which…

  7. Ability to Optimize: the beauty of landing pages is that you can easily test between different versions of a landing page via A/B testing and see which ones perform best. The ability to test and optimize different aspects of your landing page makes it a powerful at the disposal of a PPC marketer.

  8. Ability to Measure Metrics: last, but far from being least, is the ability to measure landing page metrics that are relevant to your business. If, for example, you’re promoting a new product and you are marketing it via landing pages, it’s a good business practice to check how to the campaign is performing, and optimize accordingly.

Landing Page vs Website: What’s the Difference?

There is a variety of differences between landing pages and a website, with the chief difference being the scope of both pages.

As said earlier in this page, a landing page exists solely to be part of the buyer’s journey. On the other hand, a website is like a glorified business card, which presents pretty much every aspect of your business. Whereas a landing page is a super-focused page designed to get visitors to convert by providing details about a particular offer, a website provides as much material as possible in order for visitors to discover as much as possible about your brand.

Due to this, landing pages are often very bare when it comes to internal and navigational links. In fact, a landing page will often only have CTA buttons as links and that’s it. A website, however, will have a whole host of links in order to facilitate navigation for users (as well as¬†web crawlers, which is important for SEO).

Moreover, because of this difference in scope and focus, websites will only have various CTAs that are broader in scope (for example,¬†read more). A landing page’s CTAs can be much more focused since they are designed to optimize conversions (for example,¬†get your 10% discount today!).¬†

Different Types of Landing Pages

As we have said before, landing pages come in various forms depending on many factors. In order to be as comprehensive as possible, we will be going over all the possible kinds of landing pages that exist. 

What Is a Lead Generation Landing Page?

A¬†lead generation page¬†is a landing page that seeks to collect user data, usually through a sign-up form that doubles as a CTA. These pages, which can also be called¬†“lead gen pages,” or “lead capture pages,” commonly collect data like names, email addresses, phone numbers, etc. in exchange for a freebie, like an ebook.

However, there isn’t a particular limit to what data you can collect through this form, which gives you the opportunity to collect valuable insights about your customers. As we saw before, this then translates into valuable data on how to optimize your landing page and ad campaigns.

What Is a Lead Capture Page?

A lead capture page is the same thing as a lead generation page. In fact, both are designed to capture user information.

 

What Is a Lead Magnet Landing Page?

Related to the above, we have lead magnet pages. A lead magnet landing page offers visitors valuable content (that is, a lead magnet) in exchange for their contact details. Lead magnets can be things like ebooks, whitepapers, or templates.

What Is a Click-Through Landing Page?

Click-through landing pages directly take a user to perform a desired action, such as making a purchase or registering for a service. Because click-through pages go straight for the kill, so to speak, they are often used by e-commerce and software-as-a-service (SaaS) marketers, where making a direct sale is most important.

Moreover, rather than having to fill a form or anything of the sort, they will often have a simple CTA that redirects the visitor to perform the desired action.

What Is a Splash Page?

A splash page is a very simple kind of landing page that users see before accessing the main content. Generally, they contain a large image, very little text, and often serve few purposes:

  • as an entry point to a website;
  • to get the user to take a specific section (like verifying their age on certain 18+ websites);
  • or, most importantly for our purposes, to inform the user of a promo, freebie, etc.

What Is a Squeeze Page?

A squeeze page is a landing page that simply asks a user for their email address in exchange for a freebie or promo. This makes them similar to lead generation pages, but as you can see, they have a much more concise format.

What Is a Single-Purpose Landing Page?

A single-purpose landing page compels visitors to take only one action by eliminating distractions to increase conversion rates. The majority of landing pages fall under this definition.

What Is a Reference Landing Page?

A reference landing page is any landing page that presents the user with relevant information in the form of text, images, etc. Again, this definition would apply to most landing pages.

What Is a Thank-You Landing Page?

A¬†thank-you landing page¬†is where a user is taken after they have performed the desired action, and it’s an extremely important page to have. Thank-you landing pages often provide confirmation, next steps, or additional offers in order to enhance the user experience.

What Is a Default Landing Page?

A default landing page is the standard entry point for website visitors, which can often take many forms, such as a homepage or splash page.

What Is a Temporary Landing Page?

A temporary landing page is any landing page that is used for short-term campaigns or promotions. They are often removed or replaced once the campaign ends.

What Is a Coming-Soon Page?

A¬†coming-soon page¬†is a form of temporary landing page that’s promoting a new website, product or¬†service, or else serve as a placeholder for a website that’s under construction.¬†

What Is a Non-Functional Landing Page?

A non-functional landing page is a landing page that fails to provide a satisfactory user experience because of a number of issues, including landing pages that prevent users from navigating away; broken landing pages; landing pages that are simply .jpg files; landing pages that take forever to load, etc.

What Is a Sign-up Landing Page?

A¬†sign-up landing page¬†is a webpage that’s been designed solely to get the user to sign up to a service or platform, as opposed to getting them to convert.

 

What Is a Gated Landing Page?

A¬†gated landing page¬†restricts access to your website’s content until the visitor provides their contact information, signs up, or pays for the service. Websites like Instagram and the New York Times make use of this strategy, which naturally increase their user base

What Is a Two-Step Landing Page?

A two-step landing page gets users to take part in a two-stage process:

  1. Firstly, the user will click on a link or a button which signals their interest in the offer, product, etc.;
  2. Then they are presented with a sign-up form that actually makes the conversion happen.

In this, it’s a form of sign-up landing page, just with an extra step. These pages are also called “two-step opt-in pages” or “on-click pop-up forms“. No matter the name, they all represent the same thing.

What Is a PPC Landing Page?

A¬†PPC landing page¬†is where users are taken once they’ve clicked on a paid ad (for example,¬†on Google Ads or LinkedIn Ads). These pages align with the PPC (Pay-Per-Click) campaigns’ message and aim to maximize conversions.

What Is an SEO Landing Page?

An SEO landing page is where users land after clicking on a search engine result. Contrary to PPC landing pages, these pages are optimized via SEO in order to attract organic traffic by ranking high in search results. 

What Is a Long-Copy Landing Page?

A long-copy landing page goes into a lot detail, providing extensive information and other forms of content in order to convince visitors to take action. These pages are also known as long-form landing pages.

What Is a Static Landing Page?

A static landing page is a landing page that remains unchanged no matter the visitor. They often do not have interactive elements either.

What Is an Interactive Landing Page?

An interactive landing page engages visitors with interactive content, almost making a game out of trying to persuade the visitor, in order to enhance the user experience. The content often involves dynamic elements like quizzes, animations, etc.

What Is a Video Landing Page?

A video landing page uses video content to convey messages, showcase products, or tell a story to engage and convert visitors.

What Is an Email Landing Page?

An email landing page is the destination that users arrive to when they click on a link sent to them via email. Naturally, these are used in email marketing campaigns to provide additional information or promotions to registered users.

What Is a Newsletter Landing Page?

A newsletter landing page encourages visitors to subscribe to email newsletters as a way for them to receive regular updates, new content, promos, etc. from the website in question.

What Is an Unsubscribe Landing Page?

An unsubscribe landing page is the destination that users are taken to when they decide to opt out of email lists. These pages are often your last chance of convincing a user to stay subscribed, and they often include options for reducing email frequency or updating preferences.

What Is a Social Media Landing Page?

A social media landing page is the destination users visit once they click on ad or link from any social media platform. These pages are customized for traffic from social platforms, and as such, they maintain consistent branding and messaging with the social media content.

What Is a Facebook Landing Page?

Facebook landing page is a landing page that is created specifcally for visitors coming from Facebook ads or links. Naturally, the landing page is designed to match the campaign that’s run on Facebook. 

Contrary to what the name might imply, the landing page is not on Facebook but on the website where the user is then taken.

What Is a Post-Click Landing Page?

A post-click landing page is any landing page that carries over from the ad or link that brought the visitor to the page, much like a social media landing page. This ensures a seamless user journey.

What Is a Sales Landing Page?

A sales landing page is any general landing page that simply focuses on persuading visitors to make a purchase. They are like click-through landing pages but focus solely on sales. These pages address common questions about a product, highlight its most important benefits, and provide a seamless path to conversion.

What Is a Product Landing Page?

A product landing page is designed specifically to showcase a particular product in order to convince visitors to buy it. Therefore, product landing pages will provide detailed information about the product, including its features, benefits, and images.

What Is a Book Landing Page?

A¬†book landing page¬†is a webpage that aims to promote your books to encourage¬†visitors to make a purchase. So, if you were promoting Google Ads books, this is the kind of landing page you’d use. Naturally, in order to persuade potential readers, these landing pages typically feature book details, reviews, and purchase options.

What Is an Ebook Landing Page?

Similarly to the previous kind of landing page, an¬†ebook landing page¬†is a landing page that’s designed to promote your ebook.

What Is a Course Landing Page?

A¬†course landing page¬†promotes educational courses and naturally encourage enrollments¬†by including the details of the course, testimonials, and pricing information. So, for example, if you were promoting Google Ads courses¬†this would be the landing page you’d use.

 

What Is a Podcast Landing Page?

A podcast landing page promotes a podcast and any of its most enticing episodes in an attempt to encourage listeners to subscribe or explore content.

What Is a Webinar Landing Page?

A webinar landing page promotes webinars, encouraging registrations for online events or seminars. The renowned Neil Patel is fond of this strategy, and regularly promotes his webinars this way.

What Is an Event Landing Page?

An event landing page promotes events, conferences, or gatherings, providing information about the event (like details, date and time, pricing, the schedule, etc.) and options of how to register.

What Is a Dynamic Landing Page?

A¬†dynamic landing page¬†is landing that’s designed to display different content to different users depending on their characteristics or behavior. For example, a dynamic landing page for an ecommerce store might display different products to a new visitor as opposed to a returning customer.

What Is a Dedicated Landing Page?

A dedicated landing page is a webpage that has been designed for a specific audience or for a specific marketing campaign.

What Is a Bespoke Landing Page?

A bespoke landing page is the same thing as a dedicated landing page, that is, a page that is customized and tailored to a specific audience or purpose.

What Is an Expanded Landing Page?

An expanding landing page is a landing page that makes use of an expanded URL, which is a URL that contains either a tracking link, or a custom parameter, or both. So, an expanded landing page is the webpage that users visit once these URL parameters have been added.

What Is a Local Landing Page?

local landing page is used by physical businesses to target a specific geographic area, particularly the location the business operates in.

What Is a Real Estate Landing Page?

A¬†real estate landing page¬†is mainly used by real estate professionals to showcase properties and capture potential buyers’ information. They often include property details, images, and contact forms in an effort to entice potential buyers.

What Is an Insurance Landing Page?

An insurance landing page promotes insurance products and guides visitors to request quotes or additional information. 

What Is a Personal Landing Page?

A personal landing page is often used by individuals to promote, well, themselves! This is a kind of landing page used by freelancers to showcase their skills, portfolios, or resumes.

What Is a Consultant Landing Page?

A consultant landing page is used by consultants to attract clients, showcase expertise, and encourage inquiries. In this sense, it is a form of personal landing page.

What Is an App Landing Page?

An app landing page promotes mobile apps, encouraging users to download and install them by providing details about the app, benefits, reviews, etc.

What Is a Mobile Landing Page?

A¬†mobile landing page¬†is a landing page that’s optimized for smartphones and tablets, ensuring a seamless user experience on smaller screens.

What Is a Responsive Landing Page?

A responsive landing page adapts to various screen sizes and devices, meaning that no matter what device is used, users will have an optimum experience.

What Is an AMP Landing Page?

An¬†Accelerated Mobile Pages (AMP) landing page¬†makes use of the AMP technology in order to provide a landing page that’s designed for lightning-fast loading on mobile devices, which naturally enhances user experience.

What Is a WiFi Landing Page?

A WiFi landing page is what users will often find when they to connect to a WiFi network, forcing them to log in or provide information in order to gain access. You will often find these landing pages when connecting to WiFi networks at airports or on public transport.

How to Make a Landing Page

It might seem like a daunting task to¬†create a landing page, but that couldn’t be further from the truth! In reality, creating a landing page is way simpler than building a website thanks to the fact that landing pages ought to be simple.

However, there are still a handful of steps¬†in¬†the landing page creation process that you would need to follow. We’ll be going over them below:

Choose a Landing Page Builder

Unless you decide to employ someone else to do the work for you (which you should really consider if you run a professional business or if you’re absolutely clueless about designing pages), you will need to choose a landing page builder.

But what is a landing page builder, you’re wondering? That’s an easy one to answer: also known as landing page creators or makers, landing page builders are tools that help you create a landing page. Usually, they are very intuitive, easy to use, and don’t require any coding knowledge.

There are a number of considerations to keep in mind when choosing a landing page builder. We have a created a list of the best landing page builders based on several criteria, which we highly suggest reading if you’re in the market for a landing page builder.

Choose the Right Landing Page Template for You

Again, if you’re not paying an agency or a freelancer to create a custom template, then you’re going to need to choose a¬†landing page template¬†as well. There are many landing page templates that can be found, and in fact, just about every landing page builder will have a bunch of templates at the ready.

Choosing the right landing page template¬†for you depends on a few considerations. To help you decide, we’ve also created a list of the¬†best landing page templates¬†based on many criteria.¬†

Really Market Your Product/Service

What is the purpose of a landing page? To get users to convert, duh! And how do you intend to do that? Clearly not just by having pretty graphics or fun mini-games.

The answer: you offer something of value to users.

Really double down on the value of your offer if you want users to actually convert. Outline the benefits of your product or service, include reviews or testimonials, etc.

Capture Attentions With an Eye-Catching Graphic

However, that doesn’t mean that pretty pictures should be forgone. In fact, we would wager that having a beautiful introductory image is almost as important as fully presenting the value of your product.

And that’s because if you manage to catch a visitor’s eye from the get-go, the rest of the conversion process is all the much easier.

Hook Your Audience With a Punchy Headline

Alongside having a beautiful hero image, you’re going to need a punchy headline to really hook potential users. Often, having a witty pun or a catchy slogan helps with this goal.

However, puns and slogans aside, the most important thing to have in a headline is a summation of your value proposition: tell your user upfront what they can get from you and you’ll¬†have their attentions instantly.

A Powerful CTA for a Better Conversion Rate

Every landing page needs a CTA, that’s a no-brainer. But your CTA also needs to enhance the value proposition placed in your headline. So, in order to as much as possible maximize the chance of a conversion, your CTA and your headline need to work together.

So, if you’re promoting a free ebook, for example, your headline should emphasize what the book is about and that it’s free. The CTA should then reinforce the offer, like in the following example:¬†“I want my free ebook!”

Short & Sweet Is the Way to Success

Yes, yes, we know that you need to explain every detail of your product for your visitors to understand all the hard work you’ve poured into it… but here’s the¬†deal: visitors don’t have that kind of time to waste.

Attention spans are simply getting shorter and shorter, with one study from Microsoft Canada showing that since 2000, the¬†average human attention span shrunk from 12 seconds to 8 seconds. And with nearly everybody and their dog having a smartphone, and with so much new content being produced at astonishing rates, it’s probably going to shrink even more.

The point we’re making is that short and sweet is¬†often¬†(though not always, depending on your niche) the way to go with landing pages. In fact, research by Unbounce has shown that landing pages with fewer than 100 words are 50% more successful than pages with over 500 words. So, clearly, conciseness works!

Don’t Forget Your Form!

How are you going to get precious information from users if you don’t have a form? If you’re using a lead¬†capture page, having a form is essential in order to¬†generate more leads.

You can ask for as much information as you like in your form but keep in mind this golden rule: the more you ask, the less people tell. In other words, the more information you ask from a user, the less inclinded they are to fill in your form. And this has been confirmed by an analysis from HubSpot.

You can often simply ask for an email address and maybe only a couple of other details‚ÄĒbut that of course depends on what you’re promoting.

What Makes a Good Landing Page?

There are many aspects to¬†what makes a landing page effective, and while we don’t have the scope to¬†really¬†delve into all of these characteristics, we’ll be giving you a rundown of these below:

  1. Distraction-Free: landing pages need to get visitors to do one thing, and one thing only, and if you have a busy landing page with many elements and navigation links, you’re essentially distracting them from performing the action you want out of them.

  2. Show Them the Money: if you really want a user to convert,¬†you have to give them a reason to do so. Make sure that users understand what they’re getting out of you by making the whole landing page revolve around your value proposition.

  3. Cut to the Chase: as we said before, you cannot present users with a wall of text and simply expect conversions. And neither can you expect conversions after presenting them with a form asking for a ton of information. Keep everything short to not intimidate visitors.

  4. Know Your Audience: if you’re operating in a particular niche, then you have to target a particular audience, and you do that by gearing your landing page to your audience. With this kind of targeting, you can almost guarantee a higher conversion rate.

  5. Analytics Are¬†Important: how can you know the effectiveness of your landing page if you’re not tracking any metrics? By tracking certain parameters, you’d be able to eventually optimize both your landing page¬†and¬†your entire campaign because you’ll know which venues are producing the most leads.

  6. Express Your Gratitude: and finally, the cherry on top of the cake is a thank-you page for those users that actually did convert. Make a user feel like they’re not just a walking wallet and you might get a returning customer!

How Much Does It Cost to Create a Landing Page?

The short answer to this question is:¬†it depends. But that’s not an answer at all, now is it?

That’s because the long answer requires a lot of considerations, such as: are you looking to create a custom landing page yourself? Are you going to use a preset template? Are you hiring a designer to help you? Or a whole team to do the work for you? Will it be a fixed landing page? Or one with interactive elements?

Well, you get the picture.

The reality is that while you can in fact build a landing page completely for free using¬†free landing page templates¬†and builders, don’t expect to have a quality landing page by the end of it. If you’re running a business, having a sub-par landing page will impact your brand image, and you need all the brand credibility you can get.¬†

A¬†personal landing page, on the other hand, doesn’t need to be held up to the standard, but bear in mind that having an unprofessional landing page will still leave a bad taste in visitors’ mouths.

If you decide to go the whole nine yards and get your landing page professionally done by an agency, you’re easily looking at a couple of thousand dollars. In fact, for a professionally designed and attractive landing page, anywhere between¬†$1,500 – $5,000¬†is well within the realm of possibility.

However, cheaper options naturally exist, especially if you decide to use a landing page builder yourself or if you decide on employing just a freelancer rather than a whole agency. 

Most landing page builders will set you back anywhere from¬†$25 – $300¬†for a monthly subscription, depending on your choice of landing page builder and plan. And that’s not mentioning the price of a template, which could be anywhere from¬†$5 – $50, if you decide to pay for one.

On the other hand, if you decide to employ a freelancer, then you could be looking at anywhere between $50 Р$300 for a landing page. Naturally, this depends on the particular freelancer and their rate.

Landing Page Examples

There are several landing page examples that you can take inspiration from (but make sure you don’t copy the example entirely! Originality is key here!) and we’ll mention some of the best examples we found here.

However, if you want a more thorough list of the best landing pages to take inspiration from, we really recommend our dedicated page on this.

Spatium

The landing page used by Spatium is really pleasing to the eye, making use of various shades of purple as well as including screenshots of its product: a Google Chrome extension that shows high-quality pictures of space as well as information sunsets, moon phases, etc. in your location.

spatium landing page

Landbot

Landbot’s landing page makes smart use of their own product: AI-powered chatbots. The landing page contains an interactive chatbox above the fold which displays their product front and centre. The creative use of the chatbot makes this one a fantastic example of an interactive landing page.

landbot landing page

Wix

Wix’s landing page¬†is a lesson in how gorgeous graphics really catch the eye and grab a visitor’s attention. At the same time, it shows how not all landing pages need to be short and over in a scroll or two: in fact, Wix’s landing page takes a few scrolls to get to the bottom, but it’s well worth the effort to fully explore the visuals.

wix landing page

How to Promote Your Landing Page

Once you’ve created your landing page, you’ll need to promote it. Actually, you need to promote the hell out of it. You can’t really expect people to just find your landing page from nowhere and decided to convert.

It just doesn’t work like that, sadly.

There is a number of means that you can use in order to promote your landing page. However, we will be looking at the most common in this page.

Paid Traffic

One of the most popular avenues for marketing your landing page is actually paid ads. That might have been obvious but it really must be said that paid ads still work and are not going anywhere.

Now, for those not in the know, there are 2 “main types” of paid ads:

  • Search Engine Ads: these are the adverts that you often see at the top of the SERP (search engine results page) whenever you do any search on the majority of search engines (for example, Google, Bing, Baidu, Yandex, Yahoo, etc.). These ads are highly targeted, often using metrics like browsing history and geolocation to be presented to users.

  • Social Media Ads: these are the adverts that you will see when browsing through social media. A lot of platforms support ads, including the likes of Facebook, YouTube, Instagram, LinkedIn, and Twitter. These platforms offer powerful targeting features and are also a great way to reach out to a potential audience without them even having searched for anything.

Naturally, there are more kinds of ads than this‚ÄĒand there are even subtypes of search engine ads, like display ads, shopping ads, etc.‚ÄĒincluding ads within ecommerce sites (think Etsy, for example), video ads on mobile games, and so on.

Organic Traffic

If you decide to forgo paying for ads on search engines, you can go for the “organic” route by making use of search engine optimization (or SEO for short).

Organic traffic means that you didn’t pay for the traffic that you receive from a search engine; however, organic traffic is far from being free. In fact, the time, effort, and money invested into ranking well on search engines can be immense, depending on the competitiveness of your industry or niche.

Promoting your landing page via SEO often proves to be a Herculean task due to the investment required. However, SEO is well worth the effort as it is a long-term startegy that will provide returns in the long run. Moreover, several statistics show that SEO brings the majority of traffic to a website.

There are a lot of aspects to SEO, which can be disheartening to an absolute beginner, but there are some simple steps that you can follow to begin optimising your landing pages for SEO, with the first one being keyword research. Using tools such as Ahrefs, Semrush, Keyword Tool, Ubersuggest, or KWFinder, you can do some digging to find the keyword that’s right for your landing page and your goals.

Remember that landing pages are meant to be focused and are meant for users that are already looking to convert, so if you focus your landing page on a very specific keyword, you could get high-quality traffic quite quickly. Then, after choosing a keyword, you’ll need to optimise your page through some classic SEO tactics, like having your main keyword in your H1 and title tag, and so on.

Email Marketing

Emails are held to be the gold standard of marketing channels since they are cheap to use, have tremendous reach (around half the world’s population use emails) and tend to produce fantastic results.

For starters, the average ROI (return-on-investment) of emails is rather astounding: in fact, according to an analysis carried out by Litmus, the¬†average ROI of emails is $36 for every $1 spent. That’s incredible.¬†Moreover, a study done by Unbounce showed that email marketing is currently the champion of marketing venues. Out of the 5 analysed sources of traffic (paid, organic, social, direct, and email),¬†email emerged victorious with a conversion rate of 13%!

In other words: make sure to leverage the unsung power of emails in your campaigns to squeeze as much value as possible from all marketing venues.

Social Media

Other than paying for ads on social media, you could also use social media in the good, old-fashioned way: by sharing your landing page to your social media profiles.

By promoting your landing page on social media, you’re not only targeting users that already have an interest in your brand, and thus you could instantly land yourself some quality traffic, but you’re also gaining that traffic¬†for free. Yeah, that’s the power of social media.

Moreover, if you create¬†great and shareable content¬†on your social media, there’s a chance that your followers will share your posts, and hence you’ll be reaching more users without having spent anything at all on ads.

How to Optimize Your Landing Page

Is your landing page not generating enough leads? Or do you think that it could be better in some way in order to get more conversions? That’s where¬†landing page optimization¬†comes in.

Landing page optimization is a massive topic that has many facets to it, so we cannot go into much depth in this page. However, what we can tell you is that optimizing your landing page can be done using two approaches:

  1. Targeting: with targeting, you are optimizing your landing page before a user lands on it. In other words, you are not reliant on data and metrics obtained after users have interacted with your landing page, but you are using data such as keywords, geographic data, browsing history, etc. in order to present your landing page to the users that are the most likely to click and maybe convert.

  2. Experimentation: experimentation, on the other hand, is optimizing your landing page after users have landed on it. So, by leverage analytics, you can use the information of how users interact with your landing page to make changes in an effort to boost your conversion rate.

Optimizing your landing page shouldn’t be a blind process of simply making changes and hoping something sticks. You need to listen to the data¬†as well as observe the results of your changes. This is where things like A/B testing really come in handy naturally.

If you’re not measuring the success of your changes, how can you be sure that what you’re doing actually works? Or, even worse, how can you tell if you’ve actually made a mistake and accidentally lowered your conversion rate? The moral of the story?¬†Be sure to test any and all changes you make on your landing page.

FAQs


What is a landing page for dummies?

A landing page is a webpage that‚Äôs been created solely to be part of a marketing or advertising campaign, and is often separate from the rest of the website. It‚Äôs where a visitor ‚Äúlands‚ÄĚ after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Why should you use a landing page?

If you operate any kind of business, the you really ought to consider using a landing page because they can boost your conversion rate. This is because, contrary to your homepage, landing pages are focused on one thing: to get the user to convert. Therefore, they often limited navigation, a prominent CTA, and information about a specific offer or item.

Can I have both a landing page and website?

Yes, of course you can! Landing pages and websites exist for different reasons: a landing page is used for short-term marketing campaigns in order to promote specifics offers, services, etc., whereas a website is a comprehensive resource that contains everything about your brand.

Can any page be a landing page?

No. A landing page is a specific page that has no navigation and focuses solely on a specific offer or promo in order to get users to convert. It’s often the case that a landing page will have a form as well in order to gather user information.

Can a website just be a landing page?

Indeed, you can create a single-page website that will function as a landing page. However, a website will typically have a number of pages and serves as more functions that a landing page.

Can I have a landing page without a website?

Yes, it’s completely possible to have a landing page without an associate website! Heck, you can have no website at all and it would still be possible! By using online tools like ConvertKit, Wix, or Landingi, or even blogging platforms like WordPress or Blogger, you can create a landing page.

Do I need a landing page if I have a website?

No, landing pages are not necessary if you only run a blog, for example. On the other hand, if you run a business, you ought to really consider having a landing page as it can truly boost your marketing efforts.

Do I need a domain for a landing page?

It’s necessary to have a domain for your landing page as otherwise the landing page won’t be able to exist on the internet, so to speak. In fact, this applies to any webpage and website.

It’s generally advisable to use a custom domain that reflects your brand to create a sense of trust and professionalism among visitors. However, if you don’t want to purchase a domain, most landing page builders will allow you to create a landing page on their domain instead.

How long should a landing page be?

It’s hard to say what the ideal landing page length is because this largely depends on the industry you’re operating in as well as the complexity of your offer. However, research suggests that short landing pages tend to perform best.

How many landing pages should I have?

This depends on your marketing goals: are you aiming to promote multiple promos or just one offer? do you want to offer different things to different people depending on their location? and so on. Other than these pertinent questions, there is also the question of budget, resources, time, etc.

That said, however, research shows that having multiple landing pages tends to naturally increase conversion rate. So, keep this in mind when planning your next campaign.

Are landing pages still a thing?

Absolutely! Landing pages prove to be powerful assets in digital marketing thanks to their laser-focused layout, making them highly effective in driving conversions and capturing leads.

What is the difference between a landing page and a post?

Whereas a landing page is a webpage that’s specifically designed to be part of a marketing campaign and to entice visitors into converting, a post is nothing more than a piece of content published on a blog or social media.

Can landing pages replace a website?

Definitely not. A website is a nexus of multiple pages, each one dealing with a different aspect of your business or displaying different parts of your brand’s expertise. A landing page is nothing more than a promo page, which can never be a replacement for a website.

Can I host my own landing page?

Yes, it’s quite possible to host a landing page on your web server if you have the technical knowledge. However, many businesses instead opt for third-party landing page builders for ease of use and optimization.

Do I need a separate domain for a landing page and website?

It’s not necessary to have separate domains for your landing page and website. However, if it’s important for your goals, you can definitely host both on separate domains. Otherwise, you can use subdomains or subdirectories for landing pages instead.

Don’t want to create your own Landing Pages? Let our experts manage your user interface.

Contact us now for a free 30-minute audit!