There is no doubt that a landing page is one of the most powerful marketing tools. Generating leads, building trust, increasing conversions - well-crafted landing pages can deliver great results for marketers at every stage of the customer journey. Wondering what the secret ingredient to this success is? You're in the right place, because in this article we'll tell you all about landing pages.
Landing page - what is it?
To begin with, let us explain what exactly a landing page, also known as a landing page, is. It is a specific type of website whose job is to draw the attention of the internet user to selected content and encourage him or her to take a specific action.
In contrast to a standard company website, a landing page pursues one specific objective, e.g. the sale of an e-book. The recipient arrives at the landing page after clicking on links, e.g. an advertising link or a banner, where - for example after entering his or her e-mail address - he or she can download a file of interest for free or obtain more information on a particular topic.
How does a landing page work?
The principle behind this type of page is child's play. The mission of a landing page is to achieve a specific goal. However, in order to do this, the placement of super-obligatory elements on the page that may distract the viewer is dispensed with. Such a sub-page must be minimalist and must only refer to the one key action that we expect the internet user to take. 
A user who clicks on an advertising banner, a link in an email or a search engine is automatically redirected to a landing page. Once there, they are encouraged to take the desired action. It is worth remembering, however, that if we want our landing page to be effective, we need to clearly define its purpose. As we mentioned, conversions can vary, including:
- product purchase,
- acquisition of newsletter subscriptions,
- filling in the form,
- sending an enquiry,
- customer account registration,
- pre-sale sign-up,
- downloading the application.
Types of landing pages
Although all types of landing pages have a common denominator, their categories can vary depending on the marketing objective we want to achieve. When deciding to create a landing page, we first need to choose the type of site we are interested in in order to attract a potential customer in this way. Learn about the most important types of landing pages:
Lead generation – landing page
Marketers often use the term 'lead generation', which should be translated as lead generation. A lead, in turn, is a person or company that is potentially interested in purchasing our products or services. In summary, lead generation is a process to obtain contact details of potential customers.
A number of tools and technologies are used for this, including the landing page. In order to generate as many leads as possible, it is most common to offer recipients added value, for which they are willing to share their data via a form on the page.
Sales landing page
This is the most commonly used type of landing page. It is ideal when your aim is to sell a specific service or product. This type of landing page presents an offer for a particular product or product line. In addition, the purchase itself is also made here, so there is no need to refer the user to the main web shop. 
Strona typu Click Through
This type of landing page, on the other hand, contains elements that encourage users to click on them, causing them to be redirected to another page with a more detailed description of the product, shop or offer. The aim of this landing page is to increase the number of visitors to the page and increase conversions, through the use of various arguments - content, descriptions, expert opinions, video marketing or dynamic animations.
Landing page - how to create it and where to start?
We can divide the creation of landing pages into three stages: content, design and technical side. Let's take a closer look at each of these.
- Content - this section creates the textual outline of the page, which ideally starts with defining the purpose of the page, identifying specific benefits and elements to convince the viewer (potential customer) to take a specific action.
- Design - the visual part is best created from prepared content.
- Technical side - this section covers the technical aspects that should be taken care of before the website goes live.
It is a good idea to start designing a landing page by preparing a plan. A great practice is to outline in the right order the elements that will be on our page. Once we have developed the whole concept and decided on the details of the design, we can start building our page. Remember that you don't have to do it yourself - you can cooperate with a UX designer. Such a person can prepare a friendly and intuitive structure for your landing page, and often UX aspects influence the final success. It is also possible to use landing page creators available on the internet.
What a good landing page should contain - content
It is important to precisely define the purpose of your landing page before you start working on it. A landing page should only pursue one objective, no more. An effective landing page is one that consistently leads the viewer to conversion. It is therefore worth ensuring that it only contains the information necessary to achieve the goal. Any elements that distract the user will contribute to lower conversions.
When creating content, remember to use benefit language. The recipient should see the benefits that he or she will get if they choose our product. In order to make sure that the benefit we communicate is valuable from the user's point of view, we can use laddering. This is a technique to discover the subconscious motivations of the customer. It consists of a series of questions leading to emotional benefits.
- What is it?
- What does this offer?
- What does this offer the customer?
The answers to the above questions make it easier to prepare the right message for the audience of the landing page.
Also remember to prepare keywords at this stage to help later optimise your landing page for search engine positioning.
Last but not least to consider before moving on to designing the look of the landing page is social proof. This is social proof - the principle by which people make decisions based on majority opinion.
Many of us look at posted reviews and recommendations from others on the Internet before making a purchase. The purpose of social proof is to convince us that the decision we want to make is the right one. The most common use for this is:
- genuine feedback from existing consumers,
- influencer recommendations,
- the collective opinion of a group of people,
- reliable statistics, figures.
Kluczowe elementy landing page – design
Once we have defined the objective and developed the content for the landing page, it is high time to design its visual layer. No matter how much effort we put into writing good quality text, it won't serve its purpose if the design is poor and unsuited to the target audience. Remember that an effective landing page is the fruit of great copy, tailored design and a flawless technical page. We have prepared a few items you should take care of if you want to achieve good results.
The 'less is better' principle works on many levels, including when creating a landing page. Remember that its priority goal is conversion and ultimately sales. So prepare a simple landing page that eases the path to form filling. Avoid placing unnecessary elements that could distract the viewer. You can use a wizard to design the design and use an available template. You can find a huge range of landing page templates on many platforms, which you just need to customise.
Now that you know that simplicity of perception is the best solution, it's time to move on to the next element, which is the headline. The rule of thumb is simple: when you are promising users a discount, free delivery or a promotional discount in your ad - make sure that the headline accurately indicates the desired value. The message should be succinct, creative and catchy. By doing so, you will increase the chance that the recipient will take a closer look at your offer.
An essential element of a landing page is the CTA (Call To Action) button, or call to action. Its purpose is to persuade a potential customer to perform a specific action, such as filling in a form. The CTA button should be visible on the page and its content should clearly state what the person will receive when they click on it. When designing it, it is a good idea to use contrasting colours to make it stand out from the other elements.
Landing page and form go hand in hand. If you want to realise conversions, consider where best to place this element. The form should only ask for data that is necessary from a business perspective. In addition, its form should encourage the recipient to fill it out; you can offer an additional benefit for submitting the data.
A common practice is to have automatic emails asking you to confirm your registration, so you can be sure that the email address you provide is genuine. Also, don't forget to include all the necessary marketing consents in the form.
All graphic elements also play an important role. They should stand out while reflecting the values you offer. Eye-catching graphics or a well-crafted video or animation can be one of the main factors in whether a user will perform the action you expect. However, remember to keep it in moderation - too much is not healthy, and one decent graphic will do a better job than several weaker ones. 
Landing page, or landing page for the user - how to design it well from a technical point of view?
When creating a landing page, it is important to remember that it should be easy to use and functional on any device, regardless of its screen size. In short, it is worth ensuring that our landing page is responsive, i.e. adapts to the size of the browser window. Here are some good practices to implement:
- independently testing how a landing page works on mobile devices,
- adjusting the font to the size of the device,
- maintaining appropriate spacing between buttons.
A good landing page loads quickly. The longer the page takes to load, the higher the abandonment rate of your audience. Users are impatient - according to experts, a website should not take longer than 3 seconds to load.
A great landing page design is fast on both mobile and desktop devices. What affects the loading time of a page? First and foremost, how much it weighs. The more high-resolution images, the greater the weight. The location of the server is also important. If our offer is addressed to a customer from the USA, for example, it is better for the server to be located in this country.
Also remember the SSL certificate. It's already somewhat of a standard, and not only can its absence deter users, but those using Google Chrome will struggle to access the site.
Once our landing page is up and running, it is worth taking care of SEO optimisation, or positioning. The above factors have an impact on this, but in addition to these, technical optimisation of the landing page is important. The keywords selected earlier should be in the following places: meta title, meta description, headings and image descriptions.
- The meta title is the title of the page, appearing as a blue link in search results. It should encourage the user to click on it.
- The meta description is the short text below the title of the page in the search results. Here it is useful to succinctly inform the viewer what is on the page.
- It is worth ensuring that the keyword also appears in the headlines.
- Search engines cannot see what is in the images you place, so it is a good idea to provide them with this information in text form. The keywords used in the description will influence the position of the page in search results.
When is it worth using a landing page?
A landing page is a versatile tool and will work well in an advertising campaign, for many businesses. A landing page is worth using if you are interested in one specific action, e.g. selling a product or service. Thanks to this procedure, we can present our offer and then sell the product or service.
Short, periodic advertising campaigns are another situation where we should use a landing page. A page dedicated to a specific product will attract traffic and contain all the necessary information about the product. Once the advertising campaign is over, we can remove it.
Increasingly, landing pages are being used as a business card by freelancers and people looking for assignments or employment. A well-designed landing page is an excellent way to present your work or candidacy. You can include your details, portfolio and a quick contact form. Such a page not only makes you stand out from other candidates and increases your chances of getting hired, but in many industries (e.g. photography, graphic design, copywriting) it provides proof of your skills.
Summary
You already know what a landing page is, how it works and what to keep in mind when creating one. This is precisely the best time to put the above tips into practice and use the landing page to communicate with potential customers. Remember, however, that simply designing and launching a landing page is not enough - promotion and advertising on various channels is just as important. You can include a link to your landing page on social media, your newsletter or invest in paid campaigns. We wish you the best of luck in acquiring new customers!
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