What is a landing page?
A landing page is a single page that is separate from your main web page. It is typically used to convert a visitor into a lead or customer through compelling sales or marketing copy and calls to action.
If you want a more in-depth understanding of this topic, check out the FAQ section below:
Question #1: What is the difference between a landing page and a home page?
The main difference between a landing page and a home page is their purpose.
As we have seen earlier, a landing page is designed to convert visitors into leads or paying customers. You can use it to convince visitors to subscribe, download a lead magnet, purchase products, register for a service, or sign up for an event.
A home page, on the other hand, is typically used to simply inform and engage your visitors.
In most cases, the traffic of this comes from digital ads while that of home pages can come from both organic and paid sources.
Question #2: Are these pages always necessary?
No, landing pages are not always necessary. It all depends on your goals.
If you just want to provide your target audiences and customers with more information about your brand, products, and services, then you do not really need to invest in a landing page.
However, if you have something to promote, such as a new product, service, or event, then a landing page could definitely help you bump up your conversion rate.
Question #3: Do I still need a landing page if I already have a website?
To find out if you still need a landing page if you have a website, you need to first get clear on your goals.
As we have seen in the previous section, landing pages are great if you have something you want to promote. If you do not, then a well-made website should be more than enough for you.
For example, if you are a camera manufacturer and want to promote your latest vlogging camera, instead of just adding it to your regular catalogue, creating a dedicated page for it would be so much better for building hype and getting people excited to buy it.
Doing so would also keep the whole experience frictionless because it would eliminate the need for prospects to go deep into your website just to find information on your new camera.
Question #4: How do I make it more effective?
To make your landing page more effective, you need to:
- Use compelling copy and calls to action. Unless you are a professional copywriter, never try to write the sales copy on it. You need someone who actually knows how to write persuasively without sounding salesy. Again, the goal of the landing page is to convert, not just to inform.
- Keep things simple. Your landing page should not only have a single objective, it should also make it as easy as possible for prospects to convert. If you make them jump through hoops before they get to what they came for, there is a big chance that they will just leave without converting.
- Make it about the prospect. If you want to persuade your prospects to take the action you need them to take, then you need to make your it about them and their wants and needs instead of using it to talk about how awesome you are.
- End with a thank you. Aside from letting prospects know that they have successfully completed the task at hand, a proper thank you page (and email) can help you kick off your relationship with them on the right foot.
- Test. Find out exactly what works and what does not and make all the necessary adjustments before you launch to ensure that your landing page is truly primed for conversion.