A landing page, sometimes known as a “lead capture page,” “single property page,” or “static page,” is a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short). This focus makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
A brief statement that communicates the unique selling proposition (USP) of the product or service.
This further elaborates on the headline and USP.
Visual content that communicates what the product or service is, and how it works.
Lists or bullet points explaining the advantages of the product or service.
A button or link that directs the visitor to take some action, such as making a purchase or filling out a form.
Testimonials, reviews, or statistics to build trust and validate the product or service.
There are two main types of landing pages: Click Through and Lead Generation.
Click Through Landing Pages are used to encourage visitors to click through to another page (typically to complete a transaction).
Lead Generation Landing Pages are used to capture user data, such as a name and email address.
While landing pages can play a role in your SEO strategy, they’re primarily designed for conversion rate optimization. The focused nature of landing pages often means they’re not as content-rich as other site pages, which can limit their discoverability on search engines.
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Landing pages are a central part of digital marketing campaigns. When executed correctly, they can significantly improve your conversion rates and help you get more value from your advertising spend.
Ensure your landing page delivers on what your ad or email has promised. This keeps your bounce rate low and your conversions high.
A slow-loading page can frustrate users and lead to high bounce rates. Always optimize for speed.
Eye-catching images or videos can increase user engagement.
The more choices you offer, the harder it is for visitors to make a decision. Limit the options to increase conversion rates.
Use A/B testing to figure out what works best on your landing page. Constantly optimize your landing page based on the insights you gain.
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