A Guide to Understanding Landing Pages
What is a Landing Page? – Landing pages are standalone web pages created specifically for marketing or advertising campaigns. They are designed with a single focus or goal, known as a call to action (CTA), which can be anything from signing up for a newsletter, downloading a resource, or making a purchase.
Unlike regular web pages, landing pages are stripped of unnecessary navigation and distractions to keep visitors focused on the intended action. They are often used in conjunction with digital marketing efforts like email campaigns, social media ads, or pay-per-click advertising to drive conversions.
The main thing to know about landing pages is that they are standalone pages that are not SEO focused, or even content focused. They are designed to give a person specific information about a specific topic and lead them to a call to action.
An effective landing page will achieve two outcomes:
#1: Provide the user with everything they need to know about a specific product or service without visiting any other page on a website
#2: End with the user engaging with the call to action by making a purchase, signing up for an email campaign, downloading additional information, or booking an appointment, etc.
Landing pages are not the right place for website designers to practice subtlety. The graphic design of a landing page is critical and should include icons, social sharing buttons, videos, demonstrations, case studies, pricing, and anything else a user may require to make a decision to engage with the content.
So designers – break out your best design skills here and use them on landing pages. Remember, the goal of any landing page is for the user to not need any additional pages, so make sure you get everything on the page, make sure it looks amazing, and makes sure the user experience is your best work.
What is The Difference Between a Regular Web Page and a Landing Page
The main differences between a regular web page and a landing page are their purpose, design, and functionality:
- Purpose:
- Regular Web Page: Typically part of a website’s broader structure, such as a homepage, about page, or blog post. These pages provide general information and multiple navigation options.
- Landing Page: Created for a specific marketing campaign with a singular focus, usually to drive a specific action like signing up for a newsletter or purchasing a product.
- Design:
- Regular Web Page: Includes various elements like navigation bars, links to other pages, and multiple calls to action, offering a comprehensive view of the website.
- Landing Page: Streamlined design with minimal distractions, focusing on a single call to action. It often lacks navigation bars to keep visitors focused on the intended action.
- Functionality:
- Regular Web Page: Supports multiple functions and user journeys, allowing visitors to explore different parts of the website.
- Landing Page: Optimized for conversion, using persuasive elements like compelling headlines, clear CTAs, and sometimes testimonials or social proof to encourage the desired action.
Overall, landing pages are more targeted and conversion-focused compared to regular web pages.
Example of a Great Landing Page – Website Design Landing Page
What Makes This Landing Page Excellent
If you look at the landing page above from this web design company, you will notice that it has a lot of white space, is extremely easy to understand what this landing page is about, and only give you one option – sign up for a consultation.
Also notice what is absent on this landing page versus a regular web page – there are no lengthy paragraphs, there isn’t any navigation to take you to other places on the website, there aren’t any distractions.
This is how most landing pages are going to look – clean, simple, everything you need on one page, with a clear call to action, which in this example is to fill out the form for a consultation.
Why Would I Send Someone From a Pay Per Click Campaign to a Landing Page Versus a Regular Page on My Website?
Sending someone from a pay-per-click (PPC) campaign to a landing page rather than a regular web page is generally more effective for several reasons:
- Focused Messaging: Landing pages are tailored to match the specific offer or message of your PPC ad, ensuring a seamless transition and reinforcing the ad’s promise. This consistency helps maintain the visitor’s interest and trust.
- Higher Conversion Rates: With a single, clear call to action and minimal distractions, landing pages are designed to guide visitors toward completing a specific action, such as signing up for a newsletter or making a purchase, which can lead to higher conversion rates.
- Better Tracking and Optimization: Landing pages allow for more precise tracking of user behavior and conversion metrics. This data can be used to optimize the page for better performance, such as adjusting the layout, copy, or CTA based on what works best.
- Improved User Experience: By directing visitors to a page that directly addresses their needs or interests as indicated by the PPC ad, you provide a more relevant and satisfying user experience, which can reduce bounce rates and increase engagement.
- Cost Efficiency: Since landing pages are optimized for conversions, they can improve the return on investment (ROI) of your PPC campaigns by maximizing the effectiveness of each click, potentially lowering the cost per acquisition.
Overall, using a landing page helps ensure that your PPC efforts are as effective and efficient as possible by aligning the ad’s intent with the visitor’s experience.
Example of a Great Landing Page – Insurance
What Makes This Landing Page Excellent
If you look at the landing page above from this insurance company, you will notice that it is extremely easy to understand what this landing page is about, and only give you one option – get an insurance quote.
Also notice what is absent on this landing page versus a regular web page – there are no paragraphs, there isn’t any navigation to take you to other places on the website, there aren’t any distractions. You can either get an insurance estimate – or leave.
This is how most landing pages are going to look – clean, simple, everything you need on one page, with a clear call to action, which in this example is to get an auto insurance quote.
What Makes a Highly Effective Landing Page
A highly effective landing page typically includes several key elements that work together to maximize conversions:
- Clear and Compelling Headline: The headline should immediately convey the value proposition and grab the visitor’s attention. It should be concise and aligned with the ad or campaign that brought the visitor to the page.
- Engaging Visuals: Use high-quality images or videos that support the message and appeal to the target audience. Visuals should enhance the understanding of the offer and create an emotional connection.
- Concise and Persuasive Copy: The text should be clear, concise, and focused on the benefits of the offer. It should address the visitor’s pain points and explain how the offer provides a solution.
- Strong Call to Action (CTA): The CTA should be prominent, clear, and compelling. It should tell visitors exactly what action to take, such as “Sign Up Now” or “Get Your Free Trial.”
- Trust Elements: Include testimonials, reviews, or trust badges to build credibility and reassure visitors of the offer’s value and reliability.
- Minimal Distractions: Remove unnecessary navigation links and clutter to keep the visitor focused on the desired action. The page should have a clean and simple design.
- Responsive Design: Ensure the landing page is mobile-friendly and looks good on all devices, as many users will access it from smartphones or tablets.
- Fast Loading Speed: Optimize the page to load quickly, as slow loading times can lead to higher bounce rates and lost conversions.
- A/B Testing: Continuously test different elements of the landing page, such as headlines, images, and CTAs, to determine what works best and improve performance over time.
By incorporating these elements, a landing page can effectively capture the visitor’s attention, communicate the value of the offer, and drive the desired action.
Example of a Great Landing Page – Web Hosting
What Makes This Landing Page Excellent
To get a feel for just how excellent this landing page is from WP-Engine, I suggest you go look at it for yourself by:
#1: Go to Google.com
#2: Perform a search for the following: WordPress Web Hosting
#3: Click on Wp-Engine’s Ad
PRO-TIP – WHY DIDN’T I JUST GIVE YOU THE LINK TO THIS PAGE
If you are wondering why I haven’t just provided the link – it is because landing pages are often changed and are part of specific campaigns that only last a little while and then are changed, along with the URL – which would result in a dead hyperlink on my blog post which hurts you SEO.
The reason I suggest you go to this landing page yourself is because it is a great example of putting everything someone needs to know on one page. We could post a proper picture of the entire landing page because it is fairly lengthy, which differs from some of the examples I have shown so far (above).
But this is a great example of a landing page where they give you everything you need to know on one single page. Every landing page should strive for this idea.
The reason I bring it up is because sometimes website designers feel that landing pages should be extremely short, but this is not always the case and is not always optimal. Particularly when you sell a product or service where people want to compare your product and its features to other providers.
There is absolutely such a thing as providing too little information on a landing page. Remember – once you get someone to visit your landing page, the last thing you want is for them to leave that landing page to go seek more information somewhere else.
You want that person to find out everything they can possibly want to know or need to know about what you are offering right there on that single page – so that they can engage with the call to action with confidence.
Brevity is not always best in marketing
Summary – What is a Landing Page
Landing pages are specialized web pages designed with a singular focus to encourage visitors to complete a specific action, such as signing up for a newsletter, downloading a resource, or making a purchase.
Unlike regular web pages, which are part of a website’s broader structure and include multiple navigation options, landing pages are stripped down to promote a single purpose. This makes them especially useful for marketing or advertising campaigns where the goal is to boost conversions.
The main difference between regular web pages and landing pages lies in their purpose, design, and functionality. Regular web pages often serve as general information hubs and allow users to explore various sections of a site, with content ranging from blog posts to detailed product descriptions.
They typically include navigation menus and multiple calls to action, inviting exploration. On the other hand, landing pages are hyper-focused. They are designed to eliminate distractions, often lacking navigation menus or unrelated links, to direct the visitor solely toward a single call to action (CTA).
The streamlined design keeps the visitor’s attention on the intended goal, whether that involves filling out a form, making a purchase, or learning more about a specific offer.
When running pay-per-click (PPC) campaigns, directing traffic to a landing page enables better outcomes than sending users to a general web page.
The tight alignment between the messaging of the PPC ad and the content on the landing page creates a consistent and relevant user experience that builds trust.
Well-designed landing pages are tailored to match the specific ad campaign, offering solutions that directly address visitors’ needs or interests. This focused approach not only increases conversion rates but also improves the efficiency of PPC efforts.
Since landing pages are optimized to highlight a single action, they reduce distractions, ensuring the visitor stays engaged and more likely to act. Additionally, landing pages make it easier to track and analyze performance, providing insights into user behavior and conversion data for future improvements.
By maximizing the return on each click, they help reduce the cost per acquisition, making PPC campaigns more cost-effective.
To achieve maximum impact, landing pages must include specific elements that encourage engagement and conversions. A compelling headline, aligned with the campaign’s core message, immediately grabs attention. High-quality visuals or videos help convey the message emotionally and visually.
Persuasive yet concise text outlines the benefits of the offer, addressing user pain points and showing how the solution meets their needs. An effective landing page highlights a prominent and actionable CTA, leaving no ambiguity about what the user should do next.
To build trust, testimonials, reviews, and badges should reinforce the credibility of the page and offer. The design should be clean and distraction-free, helping visitors focus on the task at hand.
Additionally, the page must be mobile-friendly and load quickly to accommodate users across different devices and prevent them from bouncing due to slow performance. Finally, conducting A/B testing allows ongoing optimization, ensuring the page delivers the best possible results.
By combining these principles and tactics, landing pages play an essential role in marketing strategies, driving conversions with effective design and targeted messaging.
About The Authors
Stay Wild Digital Marketing is a web design and seo company headquartered in Salt Lake City Utah with offices in Tampa Florida. We design websites, landing pages, and offer world class search engine optimization throughout Utah, Florida, and the entire United States and Canada.
We also ride mountain bikes and snowboards!
