Find out why your business needs a landing page

Having a website with lots of visitors and not converting them into customers is an expensive business card. That's why you need to get those people to move on to a subscription phase and then to a purchase.

That's where your Inbound Marketing strategy and a powerful conversion tool called a landing page come into play .

In this article we will tell you what it is, why it is important for your business, what advantages it offers and how you can create it successfully. Let's get started.

What is a landing page?

It is an independent website created with a single objective: to generate leads or potential clients. It is also known as a landing page and is characterized by having a single offer and a clear Call To Action (CTA) to generate action in the visitor.

That action could be subscribing to a list, participating in a webinar, downloading a free resource, or purchasing a particular product or service.

What is its role in a digital marketing strategy?

Its objective within a digital marketing strategy is to attract potential customers through valuable content, almost always free, in exchange for contact information such as name and email.

This personal information is then used in inbound marketing or email marketing campaigns to generate leads or sales opportunities for your company. You may be wondering, “How is this achieved?”

By being based on your buyer persona , you capture the right user and this allows you to create content according to their needs and interests, establish a relationship of trust, solve problems for them and eventually lead them to purchase your offer.

Types of Landing Pages

At this point it is important to clarify that a home page and a landing page are not the same, since the main objective of each is different.

The first one works like a showcase for all your content and forces the user to navigate through it until they find what they need. On the other hand, landing pages offer an immediate response to what the customer is looking for.

That said, let's move on to the types of landing pages you can use depending on your strategy. They are divided into two groups:

Landing pages on your website: These are the pages you see on a website when you click on them. You get to them through an organic search and they are usually optimized in search engines with SEO ( Search Engine Optimization ).

Landing pages outside your website: These are designed for a specific purpose and are not hosted on your website. You reach them through a SEM (Search Engine Marketing ) campaign or Google Adwords ads.

Okay, now let's see what the 5 most common landing pages are:

Category landing page: this type of page is designed to take the user directly to the category they are interested in, so that they do not give up on their purchase while browsing.
Launch landing page: this is one of the most commonly used landing pages, used to present an offer and encourage conversion. For example, an invitation to a Webinar.
Landing page with form: This is the most common type of page for capturing leads and creating a database. It usually has a form and offers valuable content (ebooks, workbooks, infographics , etc.) to gain subscribers.
Click-through landing page: This type of page presents a unique offer with the information necessary for the user to convert.
Landing page on Facebook: serves to link the company with the potential client.

In the next section we will learn what landing pages should contain to be successful and achieve a good conversion rate.

Elements of a landing page

We already know what a landing page is, its use in digital marketing and its types. It's time to see what elements you should include in your landing pages to convert.

1. Title: This is by far one of the most important points on a landing page. This is where the user's attention and whether they continue reading is at stake. It should summarize the promise of your offer and the main benefit.

2. Offer: It must be of great value, because in exchange they will give you personal information or money. If it is not attractive and does not solve a need, your conversion rate will be affected.

3. Call To Action (CTA): Say what you want the user to do with a specific call to action, without creating doubts. Example: subscribe, download, buy, etc.

4. Description: This is the time to detail your proposal. Do it with persuasive writing to touch on the possible “pains” of your potential clients, who feel that they need your product or service. Describe more benefits than features, use keywords and use bullet points to make it easier to read.

5. Visual content: Using videos or images improves the user experience and builds trust to take action. They should reinforce the offer and help improve your conversion rate without distracting the visitor.

6. Form: If your main goal is lead generation, you should include a form on your landing page and request just the right amount of contact information so as not to intimidate the prospect.

Advantages of having a landing page

The landing page is a tool that offers the following advantages to digital businesses:

It increases the conversion rate because it focuses on the buyer persona and a single objective: obtaining contact information or selling.

It provides data about your audience, which you can then use in product creation or in an online marketing campaign.

It opens doors to Lead Scoring, a way to prioritize prospects who are ready to buy, which optimizes your conversion.

It facilitates customer acquisition at a lower cost, since with a good outreach strategy you can have contact information for a month of sales or more.

Contact segmentation, so you can group them by lists and interests to optimize your sales actions.

It allows you to perform precise analysis of each online marketing campaign you run.

It improves the user experience by being easy and concrete to navigate.

Increase your database to then implement email marketing strategies to capture leads.

It strengthens your brand because it aligns with what your audience is looking for.

It gives you credibility because you deliver valuable material to your subscribers.

These are just some of the benefits you can get from landing pages, now let's get down to business: how to make them.

How to create an effective landing page

By now you might be wondering how to create a landing page for your next lead generation strategy. To do so, you must follow the step-by-step instructions detailed in the following infographic:

What tools do you need?

These are 6 alternatives that can help you make it simple:

1. Unbounce: offers free templates, ideal for testing and creating your first landing page. It is easy to use and has many features.

2. HubSpot: It has a library of templates that allow you to create and test a professional landing page without the help of experts. You can also design from scratch.

3. Webflow: It is ideal for performing A/B tests (which we will explain later). And although it was not created for landing page design, it works very well and is useful for optimizing the conversion rate.

4. WordPress: This is a well-known tool for creating web pages, and offers a simple process with customizable templates in just a few clicks. It is one of the most used.

5. Leadpages: This is a simple tool to use. It allows you to customize and test content, although it limits you to the options that the chosen template has .

6. Instapage: Perfect if you don't have time to learn a design system, but not generally recommended if you need an optimized page that achieves a profitable conversion rate.

Best practices for creating a landing page

Make your content shareable – not only will this help you capture leads, but it will also help you rank higher in search engines.
Improve the loading speed of your page , which is essential to ensure that users do not leave the site without seeing your offer.
Write a title that captures the user's attention , as their time on the page and conversion depend on it. Use keywords.
Be clear and concise, you must focus on keeping the visitor's interest until the end.
Use images or visual content that provides valuable information to the offer, without fillers.
Use lists, these make reading easy for users scanning the text.
Optimize your page with SEO by applying long-form keywords and not isolated phrases.
Don't forget the CTA , make a clear call to action at least twice.
Eliminate distractions such as menus and social networks that can take the user away from your landing page.
Include testimonials from satisfied customers to build trust.
Focus on a single goal , for example: getting contact information, downloading or purchasing.
Demonstrate authority with recognition, numbers, your story or that of your company.
Focus on the benefits of your product or service.
Apply a filter in the offer description to capture a segmented audience.
Include a postscript that reminds you of the value of your offer and promise—great for readers who only scan.

Test it out

Now your landing page is ready to capture leads, but first you need to validate it. Show it to a small audience and check if the offer is clear. If it isn't, you'll need to make adjustments.

You can also run A/B tests to help you fine-tune your page. Some elements you can vary include buttons, calls to action, color, text, layout, etc.

It's your turn! You already know what a landing page is and how essential it is in online marketing. Now we encourage you to create your landing pages and attract the largest number of leads for your business.