Landing ( Landing page ) is a web page that comprehensively (but briefly) describes a product or service, and also contains a simplified feedback form for taking active action.
This page is seen by a user who comes to the site from a search engine or when clicking on an ad with the goal of taking a certain action: make a purchase, register, download something, and so on, there can be many options.
The term landing page came into Russian from the English expression landing page, which literally translates as a “landing” page. The real meaning is slightly different: in the Internet industry, a landing page is a promotional page containing a commercial offer to a potential client (in network marketing terminology it is called an “offer”).
An active action is an action that the visitor is encouraged to take. This can include ordering a product offered, sending personal information, subscribing to a newsletter, and much more. A landing page visitor who takes an active action is called a “lead” by network marketers.
Depending on the goals of the landing page and the reputation of the company, the form of the offer may differ radically. It can be aggressive: show only the good sides of the product, mimic the personal blogs of celebrities, and so on - or informative: provide comprehensive information and show real reviews.
Landing page advantages
The general term landing page often combines a large group of network marketing tools. Business card sites and one-pagers are attached to various types of landing pages. This is partly justified, because a one-page website can be a landing page and, at the same time, can perform the functions of a business card website.
However, it is wrong to combine these tools. A business card website is a website (often a one-page website) that describes the company’s services or products and contains contact information. Nothing more is required from him. The landing page is created with the goal of familiarizing the visitor and encouraging him to take an active action.
The main advantage of a landing page is that it more actively converts visitors into leads.
Do a thought experiment: there are two pages, one of which contains information about a product and a point on the map where you can buy it; The second page, in addition to information, contains laudatory reviews from users, describes in vivid colors how the product solves your problems and offers to place an order right now by simply clicking the “order” button.
It is obvious that the services of the company that created the first website will be used only by those visitors who are specifically looking for these services. Landing page leads include both those who are looking for this service and those who accidentally clicked on an advertising link and became a “victim” of network marketing.
Landing page goals and objectives
The main goal of a landing page is to convert visitors into leads. Therefore, often the priority of a landing page is not to provide relevant and truthful information, but to “lure” visitors with marketing moves and encourage them to take an active action.
Landing page goals and priorities change depending on the task at hand:
- if you want to collect information about potential clients, ask them to leave personal information in exchange for a discount or advantageous offer;
- if you want to get a lot of leads, use more marketing tactics (not necessarily “clean”), make the offer more aggressive;
- If you want to increase the conversion of leads into clients, provide only truthful information and real reviews, try to earn a good reputation.
You've probably noticed that leads and clients are not the same thing. The difference is that a lead is a visitor who has completed an active action, and a client is a lead who has made one or more orders. Thus, the client not only makes marketing communications, but also makes a profit.
How does a landing page sell?
The question posed in the subtitle is, in fact, not entirely correct, because the landing page does not necessarily sell (in the literal sense of the word). However, for the sake of simplicity, it is convenient to call the process of converting a visitor into a lead a sale.
In general, this sale proceeds like this:
- the visitor lands on the landing page (it doesn’t matter intentionally or through “click bait”);
Click bait is a marketing technique designed to gain a person’s attention with the help of provocative news or a shocking picture. You've probably seen fake news about celebrity deaths or miracle weight loss methods. This is called click bait.
- then he sees an offer of a product or service that miraculously solves his problems;
- he still doesn’t trust you, so it’s time to familiarize him with laudatory reviews (truthful or not);
- At this point, the visitor is aware of the wonderful offer, has checked it with the help of customer reviews, so it’s time to invite him to take an active action (using a large order button or a simple feedback form).
What is landing page conversion
Conversion is a value that characterizes the sales effectiveness of a landing page. Numerically, it is equal to the ratio of the total number of landing page visitors over a certain period of time to the number of leads.
Conversion is a very important indicator, because it shows how well the landing page fulfills its main task.
There is no universal criterion for assessing conversion - for different offers, a good conversion can be any number from 0 to 100%. For example, the conversion rate of an offer offering to receive a product or service for free by subscribing or leaving personal information can be close to 100% (depending on the profitability of the offer). On the other hand, a good car dealership conversion rate may be less than 1%.
Types of landing pages
Types of landing pages vary depending on the tasks assigned to them. For example, we can highlight:
- advertising site,
- "viral" page,
- lead page,
- ctr-page,
- main site.
All these types can overlap in one way or another, so we will highlight only their main features and tasks.
An advertising landing page is designed to inform the buyer about a product or service and offer a purchase. In this case, the offer is as close as possible to a regular commercial offer. The main goal of an advertising landing page is to increase sales and gain customers.
A “viral” landing page is a page with shocking or provocative information, a page with fake celebrity quotes. In other words, this type of landing page uses the most aggressive marketing methods. The main goal is usually maximum conversion.
A poorly created viral landing page can not only damage the company’s reputation, but also reduce sales.
Lead pages are designed to collect information about potential customers. On them, visitors are invited to leave their personal information in exchange for discounts or other benefits. The main goal is to obtain a large number of leads and, as a result, obtain good statistical data.
Conclusion
Let's highlight the main points presented in the article:
- the purpose of the landing page is to convert visitors into leads;
- you need clients - value your reputation, you need leads - make aggressive offers;
- there are no universal conversion criteria: for each case, good conversion is determined individually;
- Use different types of landing page for different purposes.
Basic principle of Landing page– give the user the information he was looking for when he visited this site, and also encourage him to take a targeted action. In other words, turn an ordinary visitor into a buyer or client of the company. It is important that on this page the user receives what he came to the site for.
Landing page feature is that it provides information in the form of good and high-quality images, short and informative blocks of text paired with “capture points” for actions that can be performed instantly, namely: leave a request, call, register, buy, download.
There is nothing random on these pages. As a rule, their design and content are carefully thought out from both an aesthetic and practical point of view. The characteristics of the target audience were studied, the interface structure was built, navigation and user scenarios were worked out, and the need to implement various services on the site was determined.
During development Landing page design the creators strive to maintain a balance between style, convenience and functionality. Often the design of only the “action button” itself determines the fate of the landing page. It is important that, in addition to a pleasant and non-repulsive design, the form of contact with the client, the ability to view and create reviews, and the fast loading of the site have been thought out.
To achieve good landing page traffic It contains only high-quality, unique, informative and competent content. It should be easy to understand, as well as interesting and educational for users. It is possible to include striking examples or interesting facts related to the main topic. It should be clear to the user, without any questions, what this site offers.
Occurs two types of Landing page: reference and transactional.
Information — display information based on search results on a given topic. They instantly give a detailed answer to any question that interests the user. The pages contain not only text, images or links to similar topics, but also advertising, which largely pays for the creation of the site to its owner.
Transactional — intentionally adapted only to advertising material and are its consistent continuation. Such pages encourage immediate action: purchase a product, fill out a data form, download. Very often their design is quite modest, but informative enough so as not to distract visitors from the main action.
Today, single-page Landing page sites are more effective than complex multi-page ones, and are also quite a profitable marketing tool for both small businesses and the promotion of individual services of large companies.
It's no secret that one of the ways to fight for a client is advertising. It can have the most varied manifestations, but the main goal will always be the same - the attention of the audience. Recently, so-called landing pages have become widespread on the Internet, designed to attract users and turn them into buyers, customers, subscribers and other groups of customers loyal to a company or product. This type of online advertising is very effective and is often one of the main factors in gaining the trust of a large audience. In this article, we'll go into detail about what a landing page is, how it works, and what you need to know to create a successful landing page.
Landing page: concept and reasons for creation
Surely you have encountered this phenomenon more than once while surfing the Internet. Perhaps you simply did not know that you were dealing with a cleverly disguised advertising product. However, after reading the article, it will not be difficult for you to recognize it. So, what is a landing page? The term comes from the English landing page and is translated as “incoming/targeting or selling page.” It is a web page containing important information about a product or service, and is used to enhance the effectiveness of advertising and increase the audience. They get to it simply - through an online ad banner or a link in a search query. Often the transition to a landing page is made from email newsletters, social media, as well as various advertising campaigns in search engines.
The reasons for creating a landing page are obvious. They can be divided into three groups:
- encourage the user to subscribe to the newsletter or simply register on the site;
- encourage you to download or install any software;
- sell a specific product during a promotion, sale, etc.
If we summarize the reasons described above, we can formulate the following purpose of the landing page: to turn an ordinary visitor into a buyer/subscriber and encourage him to take some specific action. I must say that the landing page copes with this very well.
Classification of landing pages: types and types
We figured out what a landing page is and why it is needed. However, it is important to know something else - what it looks like. There are several options for creating a landing page.
Types of landing page
Let's look at its most popular types:
- main site;
- microsite;
- autonomous.
Some companies allocate several pages of their main website to create a landing page. This implementation has its place, but in most cases it is ineffective. This is due to the large number of navigation elements in the site design, which distract the user’s attention from the advertising page.
A separate microsite consisting of three to five advertising pages would be more effective in this situation. They contain, at a minimum, information about the product/service (only the most necessary), many attractive pictures, and videos. A microsite is usually used for promotions by large companies.
The most popular type of landing page is the standalone landing page. It is also called CTR landing. a detailed advertising offer, the main task of which is to encourage the user to take action right now. The prefix Clickthrough rate means click-through rate (the ratio of the number of people who went to the page using the banner to the number of its impressions). Its main attributes are a minimalist design, appealing slogans, an emphasis on the benefits of the present offer, large buttons, and countdown timers. Such a page is considered the most effective method of attracting users.
Types of landing page
There are also several main types of landing pages. This:
- viral;
- lead pages;
- advertising
A viral landing page does not contain any explicit advertising. Here it is disguised as an article, video or game, while the company logo is usually located somewhere in the corner/side and “acts” unobtrusively. In this case, the effect is achieved by getting the user accustomed to interactive entertainment, which as a result creates subconscious trust in the company/brand.
A lead page is typically used during marketing research. It helps to collect information about the target user of a product/service through tools such as questionnaires. Then, based on the data obtained, an effective proposal is formed.
An advertising landing page is an aggressive form of influence on the visitor. It contains a large amount of graphic, text information, and video material. Aimed at motivating action through a powerful flow of information influence.
Creating a landing page: basic rules
Before we talk directly about creating a landing page, you need to understand what a landing page is from various points of view. At least three aspects can be distinguished here:
- technical - a web page consisting of various elements (HTML, CSS, texts, graphics, video);
- business page that pushes the visitor to take a specific action in order to receive a benefit (purchase/subscription);
- user - the page he reached via a link from a search engine/another site/via a banner.
Considering all these aspects of a landing page, we can formulate the main criteria by which a good landing page can be built. And the first thing here is a call to action, or call to action. In order for it to work, you must follow the following rules:
- express clearly - clearly tell the user what he needs to do and what he will get as a result;
- limit the number of calls - the fewer there are, the faster the visitor will perform the desired action;
- have additional information in stock - it ultimately becomes a decisive factor for making the final decision;
- use buttons - they should be noticeable and encourage a click.
However, before seeing the call, the user must linger on the page. And for this you need to use the right headings. They must meet the following requirements:
- be simple and short;
- be attractive from a design point of view (layout, font);
- be succinct and contain relevant words.
It is also important that the page itself is pleasant and understandable to the user. To do this, it should be made as simple and convenient as possible, but attracting attention. What is important to observe:
- all elements of the landing page should encourage action;
- One landing page should have one main call to action;
- there should be a lot of “air” (free space) on the page itself;
- elements must be arranged in a clear logical sequence;
- graphic elements should be used to direct the view;
- It is advisable to separate parts of the page with contrasting colors.
In addition, there are a number of additional techniques that will make the page more effective. What is a landing page if not a motivator for immediate action? And to do it at the moment may be prompted by some limitation - a shortage of time, product, etc. To create a sense of urgency, place countdown timers on the page for the time remaining until the end of discounts or a counter for the number of available products.
Another important point is to convince the user of absolute safety and reliability when performing any actions. To do this, place social data from authoritative web services on the page (for example, the number of likes on VK or Facebook), do not use fake reviews and statuses, and install elements of trust next to calls to action.
By following these simple but important tips, you can create an effective landing page.
Conclusion
Advertising is the engine of any business. On the Internet it takes on special forms and manifestations. In this article, we looked at what a landing page is and how it works for a business. We also learned about what it is, what it includes, what rules need to be followed to create a good landing page. Use the suggested tips to create a landing page for developing your own business. Good luck!
- 2. Types of landing page
- 4. Landing page features
- A/B testing of landing page
- What a selling landing page should look like and what it should contain
- 5. Landing page taxes
- 6. Conclusion
Landing, what is it? Many aspiring entrepreneurs and people who are going to sell something are interested in this term. In short, a landing page is a regular Internet page on your domain or subdomain in a format like html/css or in another format. We have heard about such pages, but most likely we have never delved into their essence and purpose.
The main task of such a page is for the page visitor to leave a corresponding request, contact by phone, subscribe or purchase a product.
Such a page differs from the mass of other Internet pages in that it does not contain unnecessary, distracting advertising, unnecessary text, various flashing banners and pop-up menus.
From this article you will learn:
- Landing what is it;
- What types of landing pages are there;
- How to create a landing page yourself and for free;
- Everything about doing business and taxes from the landing page;
- etc.
1. What is a landing page on the Internet
In the Internet sphere, such pages have different names, in particular, they are called: landing pages, landing pages, capture pages, one-page sites, landing pages, etc.
With the help of such landing pages on 20-30% the level of sales increases compared to regular online stores or just advertising sites.
As for Russian-speaking companies, it should be noted that such a tool as a landing page is just beginning its development in the post-Soviet space, but every year it is rapidly gaining momentum.
Among Russian companies, we can highlight winlanding.ru. We tried many companies but finally settled on them. All sites that winlanding creates are created from scratch, templates, functionality, and constant communication with the client are developed, which is important in our time. And you will know for sure that they will not get lost, like many freelancers with your prepayment.
Here are some works from them:
- http://olymp.winlanding.ru
- http://verserb1.bget.ru/dom
- http://autogazkz.kz
- http://zub.winlanding.ru
And the entire winlanding portfolio can be viewed here.
The use of landing pages is especially beneficial for the following organizations:
- Any companies involved in sales;
- Companies engaged in wholesale sales;
- MLM leaders;
- Manufacturers of various types of products;
- Info-entrepreneurs;
- Companies selling particularly valuable, unique goods;
- Companies specializing in the sale of training programs;
- Travel companies;
- SPA salons, fitness clubs.
An ideal example of a LANDING
Thus, a landing page is beneficial for many who are interested in increasing their customer base and significantly increasing their target audience.
The main goal of such pages, as already mentioned, is to encourage targeted action:
- Apply for a free consultation;
- Purchase a product;
- Submit an application for various calculations (calculations);
- Subscribe to any newsletter;
- Register to participate in the promotion;
- Apply for a price list;
- And many more different options...
The landing page can also be used by those involved in real estate. This page will increase the sales of any real estate. After all, now the Internet plays an important role in choosing any product or service. And by the way the site is made, people evaluate you, you can immediately understand that your property is not a decrepit house, but a beautiful estate. And if you haven’t yet connected your life with real estate, or rather don’t know how to do it, then download a video course from a specialist who knows a lot about his business.
2. Types of landing page
There are four types of “sales page”:
- Long page: landing page – is a long landing page. These are the types of landing pages that prevail on the Internet.
- Short: A landing page is a short landing page. Its function most often is to redirect to collect email addresses and increase the subscriber base.
- One step: landing page – is a one-step page;
- Two steps: landing page - such a page, accordingly, is a two-step one. The essence of the page is that on the one step page the client’s interest is warmed up, and on the two step page the required action is directly completed.
By its nature, a landing page acts as a specific mini-site, which may not even be related to the main type of your activity, but works as an independent page.
Examples of conversions: in the field of tourism services (a popular and in-demand area of business), a conversion rate of 9-14% is a good indicator, but in the field of sales of luxury cars, a conversion rate of 4-14% is not just a good, but an excellent conversion rate in landing page.
The minimum landing page conversion, as a rule, ranges from 1-4%, but does not exceed 30-45%. Achieving conversion in practice 25-30% is a good indicator.
A good conversion rate is considered to be 5-10%. In the case of information business, conversion can reach 25% - 30%.
These include the following:
- Rejection rate;
- Average time a visitor spends on the relevant page;
- Map of clicks on the page, etc.
There is no average conversion. This is due to the fact that conversion directly depends on three things:
- The immediate quality of your landing page;
- Quality of traffic landed on the relevant page;
- Features of the business, level of competition.
Now, having heard the word “landing”, you will already know very well what it is.
3. How to create a landing page for free
We present popular services where you can create a one-page landing page for free:
- www.setup.ru;
- landingi.ru;
- ru.wix.com;
- lpgenerator.ru;
- freelancing sites - where for 1500-2000 rubles, freelancers will make you a landing page to order.
By typing the query into the search bar - “create a one-page website (landing)”, the search engine will return a large number of services and sites that already have either ready-made pages, or you can create them yourself thanks to the designer. The same can be done if you have extra left. questions - what is a landing page.
The ideal “landing page” - video
Algorithm for creating Landing Page - video
But what is free will not always be of high quality. Free services are needed more by those who have a very limited budget or simply want to understand the principle of creating these pages. If you want your company to acquire a large number of clients, to reach the top in popularity, then we advise you to order websites from professionals who will tell you exactly what and how to do, and will take into account your wishes. For example prices of the company we work with.
4. Landing page features
- Typically, this is a business card site that is not overloaded with files ( graphic arts, video etc.). Due to the minimalism of the page, the text on it is easy to read.
- The landing page should not contain advertising; it is already an advertisement for your services and products.
- The landing page should not contain unnecessary information that is not related to the product or service being sold.
- The landing page must have a certain structure: advertising text, Pictures, minimal page navigation,
The intense growth of competition in the field of e-commerce is creating new standards of consumer behavior. Users tend to spend as little time as possible searching for a product or service provider, without paying attention to the differences between one company and others. In this light, classic online stores and representative sites are losing a significant market share due to the large amount of unnecessary information and, as a result, the difficulty of finding a specific product. One-page websites, called landing pages, are designed to solve this problem, as well as to attract the attention of buyers to specific products.
Technically, a landing page is a web page located online on a separate domain or subdomain of the company’s main website. It can be created based on various formats (html, CSS) and have a custom design. Its main goal is lead generation. The latter represent user registration (placement of an order) in response to a commercial offer. In this case, first of all, contact information is transmitted. Additional data may also be requested to help determine which target audience group the user belongs to.
Landing pages are also called landing pages, since they are created not for general information about the range and list of services of the company, but for specific purposes. The latter may include:
- sale of a specific product or service;
- data collection, formation of a database of potential clients (Lead Capture);
- registration on the resource;
- registration of a subscription;
- booking a place;
- receiving trial samples and demo versions;
- brand promotion or product popularization (viral landing pages).
Landing page features and structure
It is quite easy to distinguish a landing page from a regular website. It does not have a menu that redirects to other sections, it is distinguished by the brevity of the information, and most importantly, it presents one single product. At the same time, the content on the page is presented in such a way as to provoke the visitor to perform an action, and therefore it often resembles a kind of advertising instruction. According to their structure, landing pages are conventionally divided into the following types:
- Long page - long landing page. This format requires the user to scroll the page, which allows information to be presented in stages, leading the potential client to the resulting action. Such pages are similar to the use of active sales techniques, since they gradually warm up the buyer's interest.
- Short page - short landing page. All information is presented at once, which creates a rush effect. A short and precise sentence that hits the target.
Based on the type of interaction with the client, a landing page can be:
- One-step (One step): all stages from generating interest to user registration are presented on one page.
- Two step: on the first page interest in the product is formed, and on the additional second page there is a call to action.
Landing page content is usually divided into separate blocks, which are arranged in a certain order that is convenient for the visitor to understand. The basic elements of the structure are:
- Heading- the main offer that should interest your customers. It should contain not only information about the proposal, but also convey the usefulness of the decision being made. The headline is given maximum attention and is what determines whether a site visitor will stay or leave.
- Contact Information- available communication channels with the company (phone number, E-mail, Skype, Viber). There shouldn't be too much of it. As a rule, contacts are located in the upper right corner.
- Company `s logo- an optional element used only when promoting branded goods or services.
- Product Demonstration- if this is a specific product, its photograph or 3D gif can be used; associative images or promotional videos are selected for services. The image is placed in the center so that when the visitor lands on the page, he immediately understands what is being offered to him.
- Commercial offer- a brief (often abstract) description of the terms of the transaction or the merits of the product. It is presented in the format of a ready-made case, including abstract information about what and for how much the visitor receives after completing the target action.
- Lead form(feedback, registration or order form, capture form) - an interactive area with fields for entering data and sending it to the company. It must be highlighted.
- Call-to-action buttons- special buttons for performing the action “try”, “order”, “buy”, “download”.
- Counter- used during promotions or to stir up customer interest. It can show the amount of time remaining until the end of a promotion or goods in stock.
- Customer reviews and answers to questions- an optional element, more often used when selling services. It is desirable that opinions be real.
- Awards and insignia- an optional block that demonstrates the indirect advantages of a company or product.
The main requirement when filling landing pages with text information is the use of selling texts. This means that it must contain a list of the benefits of the product, an example of solving a user problem by using the product, and a mandatory call to action.
Specifics of landing page promotion
Unlike classic sites, where the main promotion strategy is SEO optimization of content, single-page sites, due to limited text content, are very poorly perceived by search engines. But if you approach the problem wisely, you can achieve relatively good results, especially for low-frequency queries.
Initially, search engines used the BM25 ranking algorithm to evaluate sites; today its place is taken by a more modern modification BM25F, which takes into account elements such as headings, as well as Title, Keywords and Description meta tags. Thus, when creating a landing page, you can break the information into blocks, in the headings of which the corresponding keys will be organically included. Meta tags are designed accordingly. You can also optimize customer reviews and question answer blocks. Unique images with correctly specified alt attributes also help to increase the rank of a landing page in search results.
It makes sense to optimize your landing page when your goal is its long-term use. In this case, when the paid advertising campaign is stopped, it will attract visitors, albeit in smaller volumes.
The main tool for promoting a landing page is page advertising. It is implemented in the following ways:
- Contextual advertising in Google AdWords and Yandex Direct. This is the main way to attract traffic that uses targeting principles.
- Advertising and publishing links on social networks. This direction is very effective when promoting landing pages dedicated to promotions, as well as viral landing pages.
- Promotion in popular blogs. An ineffective method, implemented rather as an additional one.
- Newsletter byEmail. More often it is performed for regular customers of the company in order to draw attention to a specific product or ongoing promotion.
- Teaser advertising.
Greetings, friends :)
Today I decided to take a moment away from writing articles on Laravel and talk to you about more mainstream topics, namely, everyone’s favorite e-commerce.
If you have been following the “Make a website with your own hands” project from the very beginning and subscribed to updates, then you probably remember the introductory articles about various.
Then we looked at the blog and online store in detail. Today I decided to continue the conversation (suddenly... :) and tell you about what a landing page is and how to create one with your own hands.
Landing page is an excellent and unique e-commerce tool that allows you to increase sales by 20-30% even for owners of large and famous online stores.
Well, if you are just starting your online business, your assortment is not yet so large and is limited to a couple of products, then the value of a landing page for you is even higher than an online store.
Not only due to its targeted impact on the audience, but also to the ease of implementation, which allows people who are not previously familiar with programming to create them themselves.
We’ll talk about this in today’s article, where I’ll tell you what a landing page is, how to create them and use them correctly for your own purposes.
We will also look at examples of different landing pages and how a landing page differs from a website.
Let's go :)
What is a landing page?
In simple words, a landing page is a very simple one-page website, usually dedicated to one product.
The main advantage of such a page is to convey basic information about the product to a potential buyer in a concise but very informative form. If a regular website is most often multi-purpose in nature, then a landing page is focused only on a specific action.
The goals of landing pages (another alternative name for landing page) can be very different.
With its help, you can not only effectively sell a certain product from your store, but also collect registrations for various events, provide users with the opportunity to download interesting thematic materials, books, brochures, etc.
The first landing page was developed by American marketing specialists. In a highly competitive environment, the landing page has become almost the first effective tool for successful sales.
The landing page came to us a little later, but they also perfectly suited the realities of the Runet.
Landing pages are created and successfully used by trading companies of any size and niche, entrepreneurs in the field of information services, companies operating in the market of unique goods, tourism operators, beauty salons, sports clubs, cafes, restaurants.
This list can be continued indefinitely, but it is already clear that landing pages are effective for any type of activity.
Landing page structure
Landing pages can be very different, but their structure, as a rule, follows a single average rule:
Types of landing pages
Landing pages, despite the same structure requirements, may visually differ from each other depending on the functions they perform.
Today, at least four types of landing are known:
- long page (long one-page page);
- short page (short landing page);
- one step (one-step page);
- two step (two-step page, where on the first page interest in the product is formed, and on the second there is a call to action).
If the first two types depend on how much detail you will talk about your product and service, then the choice between the last two should be based on your desire to create intrigue.
This method, by the way, can be great in situations where you are selling an innovative product for which the market is not ready. However, the main thing is a sense of proportion so that visitors even have the desire to go to the second page :)
Why do you need a landing page?
The answer to this question is quite simple. Ready-made landing pages are necessary in order to sell and increase sales volumes several times. In addition, this is a great way to develop a contact base.
The main indicator that a landing is truly effective and brings benefits to its owner is conversion. Even with a minimum conversion of 2-4%, we can say that the need to create a landing page is completely justified.
Landing page objectives include:
- Allows the client, after reading important information for him, to make a final decision and order your product.
- Filling out a request for a call back from the manager of your company to discuss some details regarding the purchase of the product, its possible delivery and other parameters.
- Subscribing a user to your newsletter in order to be aware of some new products, promotions and other advantageous offers, or registering for an event.
- Downloading books and other material, viewing catalogs, etc.
- Search for work and view current vacancies.
Of course, these are not all the tasks that a landing page can solve. However, a beautiful landing page will definitely increase your conversion and attract the attention of your target audience.
A page with a conversion rate of 15% or more is already considered well-designed and effective.
The ideal landing page is a place where the user can get answers to all his questions regarding the product. Such a page should not leave the user in doubt that he needs this particular product.
A good landing page is always simple in design with logically arranged elements leading to a single action.
How to create a landing page?
We answered questions about what a landing page is and why it is needed. Let's now talk about how you can create a landing page yourself.
The advantage of creating a landing page is the speed of its implementation, as mentioned above, high conversion and effective advertising of the product with minimal investment.
Today, there are a lot of services that offer landing page builders to their users, without requiring them to have programming knowledge and attracting them with their pricing policies.
But, to be honest, I don’t like them...
- Firstly, no matter how cool the designer is, its capabilities are always limited.
- Secondly, the choice of templates is also very stingy. The only way to make your website at least more or less attractive in such conditions is to change the background color, fonts and add some additional inscriptions and buttons.
- And thirdly, you do not have access to the site’s source code, and therefore are forever tied to the hosting and service developers. And their quality is far from always ideal.
Therefore, I advise you to initially seek help from professionals or even do everything yourself, especially since it is quite simple even for people who do not have programming knowledge.
So, how to make a landing page yourself?
Selecting a landing page template
Landing is a special type of site.
While to create online stores, portals, blogs it is difficult to do without ready-made platforms in the form of CMS, frameworks, etc., to create a landing page you just need to buy a beautiful template, fill it with up-to-date information (contact details, information about product) - and the site is ready!
And since a correctly selected template is 90% of success, its choice must be approached with special responsibility.
The first step on this path is to decide on a template exchange.
The selection criteria should be the following:
- Large selection of templates.
- Careful technical moderation of added products (a low-quality template can not only look unpresentable, but also become a source of a virus).
- Guaranteed technical support.
- Democratic prices.
- Convenient payment system.
It would seem that there is nothing supernatural in these requirements. But in reality, finding a landing page template exchange that meets all these requirements is very difficult.
Personally, I searched for a suitable one for quite a long time and finally settled on TemplateMonster, as it ideally suited them. There really are a lot of templates out there.
I’ll give you a few that particularly impressed me, which are suitable for creating landing pages on various topics.
Photo theme/Business
A one-page website that allows you to contact the owner of such a landing page to order some service. Blocks for placing additional information, a Call to action button, a photo - all the functionality inside for quickly launching a landing page.
Wedding theme
Landing page template with its own admin panel. A convenient tool for inviting relatives and friends to an event. There is a countdown functionality.
Art and photography
Another solution for presenting your services and works for ordering.
Event organization
The landing page template solves the problem of collecting contacts of potential customers.
Regarding the options considered, I will say that the quality of their development is excellent. Technical support is also provided regularly.
This is especially critical for beginners who decide to create their first website without much knowledge. For any questions you may be interested in, you will be advised either by technical support or directly by the template developer.
Moreover, these issues may even be related to the installation of the template and its configuration.
This, by the way, is an important reason why you should pay for templates rather than use free ones.
Moreover, the prices for TemplateMonster are quite reasonable. For example, a high-quality landing page template can be purchased starting at $19.
Well, I was especially pleased with the payment system on this resource, thanks to which I forever abandoned the services of ThemeForest, which I had previously used, and finally switched to TemplateMonster.
There are simply tons of payment methods, ranging from MasterCard/Visa cards to the familiar WebMoney and Yandex.Money.
ThemeForest is highly tailored for Western audiences and PayPal, where it is impossible to open an account in Ukraine or Russia.
MasterCard/Visa are also available, but for each payment a fee of $2 is charged, which is not very nice. When you choose a template, you expect one price, but when you pay, it turns out to be different.
Filling the landing page with information
So, a template solution has been selected. Now you can start entering information about your product or service, contacts for communication and links to groups on social networks.
If you have at least basic knowledge of HTML, then to create your ideal landing page, you may well consider the option of a pure HTML template. In this case, it will not be difficult for you to replace the theme text with your own.
Thanks to it, you will learn how to find the element of interest in the code, but changing its value to your own is a matter of technique :)
If you understand that what is described above is still too complicated for you, you need to change the “hard-to-reach” labels in the template (for example, the text on a slider button) or change some blocks in places where it will be more convenient to use a CMS-based template solution.
If you use a CMS for landing, you will have an admin panel in which you can perform all the necessary actions without delving into the site code.
By the way, when purchasing a template on TemplateMonster, you have the opportunity to order the installation of an admin panel even on an HTML landing page template and “stretch” it onto the CMS you are interested in for a fee.
Uploading a finished landing page to hosting
This process is completely identical to publishing a regular website on the Internet.
First, you need to select and register the domain name of your landing page. This can be done using special registrar sites.
Approach this issue as responsibly as possible, because... whatever you call the ship, that’s how it will sail :)
After this, you need to take the choice of hosting and tariff no less seriously.
I immediately reject the option of using free hosting, because... wasting time and money on creating a landing page and losing your website after some time is too much to pay for saving $10 a year on paid hosting services.
Hosting companies can be selected based on various ratings, but remember that most of them are paid. Therefore, I personally recommend listening to the reviews of real users who have experienced all the advantages and disadvantages themselves.
For example, I can confidently recommend my hosting, which I have been using for two years now, and it has never let me down. The site has been accessible all this time, the control panel interface is clear (although it looks outdated), technical support responds promptly, and the prices are very reasonable.
By the way, about prices. Since landing pages for the most part do not require technical hosting resources, the most basic and cheapest tariff may well be suitable for you.
Landing page promotion
OK it's all over Now. This completes the process of creating the perfect landing page.
However, this is not a reason to sit back and wait for high conversions and large sales volumes. In order to get all this, you need to pay serious attention to promoting a one-page website to reach a larger audience.
There are plenty of ways to achieve what you want. Let's briefly look at the most effective and working ones.
There are many free platforms where you can blog. This is still an effective way to attract users to your site.
Exchange of articles.
Exchange your posts with other blogs, place links to your one-page site in them.
Competitions and sweepstakes.
Interactivity is rarely uninteresting or unattractive. This is a very effective way to attract attention.
Communication with partners.
Mutually beneficial cooperation for both parties will help expand your target audience. Exchange information posts and develop friendships with influential players in your market.
Even with a small budget, pay attention to advertising on social networks.
SEO optimization.
This point is one of the most important. With proper SEO promotion, you can count on high positions in search engines.
In addition, the costs of SEO always pay off with interest.
As you can see, there are really a lot of tools for attracting traffic to a landing page.
But if such methods of promoting one-page websites as creating advertising campaigns, ordering articles for a blog require special knowledge and significant financial investments from you, then you can easily do the initial SEO optimization of the landing page yourself and absolutely free.
To do this, just follow a few steps, described below in the form of brief instructions.
The so-called technical or internal SEO optimization of a landing page includes:
Meta title and description tags.
They must be filled out using keywords with which you will promote your product.
Meta keywords tag.
Although Google and Yandex have not taken it into account for a long time, a lot of other search engines still take it into account.
Here you need to write down only the key phrase by which you want to promote your landing page.
Headings H1, h2.
The main heading H1 should be used no more than once on the site, while h2 can be written up to 6 times on one landing page.
Alt and title in images and other graphics.
Be sure to specify these attributes using keywords.
There is an opinion that for single-page websites you don’t need to write anything in the robots.txt file, but even such little things will help you promote your landing page more effectively.
You can learn more about it from the article at the link.
So, we talked about what a landing page is, what they are like and how they help improve your business position in the presence of high competition.
A minimum of functionality and only condensed information about the product are effective in making a purchasing decision.
We also looked at the process of creating a landing page and promoting it on our own and with minimal investment. So try it, dare and write in the comments about your experience of using landing pages to successfully run a business.
Remember that only conducting experiments and constantly searching for opportunities to develop your project will help you achieve a conversion of 25-30% and successfully sell on the Internet. And it won’t work any other way in the modern world with its frantic competition :)
That's all I have.
Good luck and see you again! 🙂
P.S.: if you need a website or need to make changes to an existing one, but there is no time or desire for this, I can offer my services.
More than 5 years of experience professional website development. Work with PHP,
