Being Freed
Being Freed
Being Freed

Landing Pages

A landing page is a page on your website that is designed to convert contacts. Here's a quick guide to making them work.
Landing Pages: Websites *and* precision marketing tools, all in one

What is a landing page?

Variations can be called squeeze pages,  splash pages, product pages, microsites, or sales pages, but they’re all landing pages.

A landing page is a page on your website that is designed to convert contacts.  Wait, what?  I thought this was a website blog, not a marketing one!  Well, turns out there’s some overlap.  First: a quick definition:  conversion is the point at which a marketing goal is met, i.e., a product sale or a newsletter sign-up.

Conversion: Moving contacts along the marketing trail. This graphic is built with emojis and silly word bubbles. Clueless (empty thought bubble) to aware (thinking "Wazzat?") to interested (thinking "oooOOOOOooo!") to buying (saying "Take my money!") to advocating (saying "I love these folks and you will, too!").

A landing page has one task and is often part of a marketing campaign.  Its one specific purpose is to convert a visitor in some way, without distraction.  Focused on short-term goals such as lead generation or making sales, It’s simple, to-the-point, and uncluttered.

Build a landing page when you want a contact to:

  • Give you their email address
  • Buy a product
  • Sign up for a service
  • Make any one step along their buying journey

Often, a visitor will find a landing page via an ad, an email, a QR code, or some similar outreach.  Maybe they see an ad on social media, or they follow a discount code to the page.

Landing pages work best when they have one clear Call to Action (CTA).  This keeps its message simple and to-the-point.  It differs from the other pages on your website in message and in design.  Your home page probably has a navigation menu, paragraphs of text, images, and maybe a product list.  There are so many places they can go from that one page.  A landing page is more precise, giving the visitor only two options: click to the next step or leave the page. 

Two popular types of landing pages

Lead generation landing pages

These are built to collect information or contacts.  Often, you’ll ask for name, email address, and phone number.  You can add these folks to your mailing list for direct marketing.  You can also ask age, physical location, gender, etc.  This type of data helps you understand who your audience is.  With this info, you can build and launch marketing campaigns more efficiently.

Why would people give you this info?  You could offer:

  • Discounts
  • Exclusive content like e-books, guides, or webinars

Click-through landing pages

These pages direct users through to another step.  CTAs may be:

  • buy a product
  • schedule an appointment
  • sign up for an event
  • register for a contest
Lead generation landing pages are built to collect information or contacts
Click-through landing pages direct users through to another step

Some benefits of landing pages

  • They can increase your website authority by bringing more traffic to your site.
  • They increase brand awareness by putting your logo under peoples’ noses repeatedly.
  • Because they’re quick to load and easy to understand at a glance, people are more likely to stay on them longer than they are with other types of web pages. 
  • You can use A/B testing or make multiple landing pages for the same product to cater to your different personas, personalizing the message.
  • They can be very quick to build and can get your CTA out there asap.
  • They increase your SEO because they have such a focused message, drawing in more organically found viewers.

10 Tips to building an effective landing page

  1. Feature your logo, and stick with your branding guide
  2. Stick to one topic
  3. Write an eye-catching headline
  4. Incorporate short- and long-tail keywords to optimize SEO
  5. Use one clear CTA button or give a choice of two.
  6. Repeating the same buttons is fine, but don’t dilute your focus with multiple CTAs.
  7. Build it to loads fast, fast, fast
  8. On click-through pages, sell the benefit, not the product
  9. Add social proof – a testimonial or slider for the place you get the most reviews
  10. As with all website copy writing, write it from the consumer’s point of view. If you were landing on this page, what would you want to know?

Landing page FAQ

Sure can!  If your whole purpose is to sell one thing, say a book, your landing page can be your whole website.

The difference between a landing page and a website is its intent and breadth of information.  A landing page has one purpose with one clear CTA.  A website has broader information about a topic or business, often including multiple subjects like Our Products, About Us, or product pages.

A squeeze page is a landing page designed to collect email addresses.

A splash page is one that loads before your website loads, and is often smaller than the screen, so viewers can see the website behind it.  It may give a special offer (join our mailing list and get 10% off your first purchase), announce new hours of operation, or announce a new product.  Anything you want viewers to see first can go on a splash page.

A product landing page is a web page whose sole purpose to show one product and give the viewer the chance to buy it.

A microsite is a small (often one-page) website that is:

  • separate from your regular site
  • often has a different URL (domain name)
  • offers a very specific product

Microsites are used to promote tangential products or services that are just to the side of your usual products, or to promote one specific product that you want to highlight separately from your main website.  They differ from other landing pages in that they’re built on a different domain name (URL).

Vocabulary

A/B testing is a marketing term which means to try advertising the same thing in two slightly different ways to see which one is more effective

Click-through landing page – a landing page that takes a site visitor (via clicking a button) to another page

Brand awareness is how well people recognize your logo and corporate look. 

Call to Action (CTA) – a request for the consumer to do something, like click a button

Conversion – the point at which a marketing goal is met, i.e., a product sale or a newsletter sign-up

Landing page – a page on your website that is designed to convert contacts

Lead generation is collecting contacts, or leads, to potential new customers and clients

Microsite – a small (often one-page) website that is  separate from your regular site, often has a different URL (domain name), and/or offers a very specific product

Product landing page – a web page whose sole purpose to show one product and give the viewer the chance to buy it.

QR (Quick Response) Code – a grid of squares that can be read digitally (often by your phone) that takes you to a website or other online location. 

Social proof is a way to show people that other people like you with, for example, star ratings or testimonials

Splash page – a web page that loads before your website loads

Squeeze page – a landing page designed to collect email addresses.

Like my posts? Toss me a tip!

digital nomad hiker drysuit diver queer woman sober ukulele player scorpio Tough Mudder goofball

Freed scuba diving with her ukulele

All content © by Freed

Want to know more about what I do?  When I have a new post?  Where I’ve been lately?  (I do get around.)  Sign up for my mailing list below.  I promise to not fill your inbox with junk.