What is a landing page?

Written by James Dyson & Onder Hassan

Last updated: November 5,  2022

A landing page is a web page that is designed for one specific purpose - to get visitors to take a desired action.

This could be signing up for a newsletter, downloading an ebook, or making a purchase. 

Landing pages are often used in conjunction with PPC (pay-per-click) advertising campaigns to effectively turn visitors into leads and customers.

What is a landing page

In this guide, we will explain everything you need to know about landing pages, including what they are, how to create them, and why they are important.

We will also provide some tips for optimizing your landing pages for the best results!

Creating a landing page

There are a few things that you will need to keep in mind when creating a landing page.

First, you will want to make sure that your page has a clear and concise message. 

You will also want to include a strong call-to-action (CTA) that tells visitors what you want them to do. 

Additionally, your landing page should be designed in a way that makes it easy for visitors to take the desired action. 

For example, if you are hoping that visitors will sign up for your newsletter, you will want to include a form that is easy to fill out.

Whats the difference between a homepage and a landing page?

The main difference between landing pages and home pages are that they are designed with different goals in mind. 

A homepage is designed to give visitors an overview of your company and what you do. 

From a home page, visitors can navigate to the rest of a website and learn more about what you do and what you can offer. 

Landing page vs homepage differences

A landing page however is a standalone page specifically designed to drive the visitor to a specific goal (such as subscribing to a newsletter or purchasing a product).

Typically, a landing page will have no navigation, will include ONE call to action and have a clear message focused on driving conversions.

Why are landing pages important?

Landing pages are a crucial part of any online marketing campaign. 

They are often the first interaction that potential customers have with your brand, so it is important to make a good impression! 

So why are they so important? 

Landing pages essentially allow you to convince a visitor to do exactly the action that you want them to carry out. 

If you where to use a standard home page for this, there would likely be too many other options and distractions on the page so ultimately would hinder your conversion rate.

Landing pages can also be a great way to track the effectiveness of your marketing campaigns. 

By looking at the conversion rate (the percentage of visitors who take the desired action), you can see how well your landing pages are performing.

How to create a landing page

Now that we have covered what a landing page is and why they are important, let's take a look at how you can create one.

The first step is to choose a goal for your landing page.

What do you want visitors to do? Once you have a goal in mind, you can start to put together your landing page.

Key elements to include in your landing page:

  • A clear and concise message
  • A strong call-to-action
  • An easy to use form or other means of taking the desired action
  • Attractive and relevant visuals

Once you have all of the necessary elements, you can start to design your landing page. 

Remember to keep your goal in mind - you want to create a page that is both visually appealing and effective at converting visitors into leads or customers.

If you are not sure where to start, there are a few landing page builder tools that can help you create a professional looking page in no time. 

At OptimizePress we offer a wide range of landing page templates, a drag-and-drop editor, and other helpful features to help you design and build powerful high converting landing pages.

Tips for optimizing your landing page

Once you have created your landing page, it is important to test and optimize it to ensure that it is performing as well as possible.

Here are a few tips to optimizing your landing page:

  • Test different headlines and calls-to-action to see what gets the best results
  • Make your offer clear
  • Use scarcity techniques
  • Make sure your page loads quickly and is mobile friendly
  • Include social proof (testimonials, reviews, etc.) to build trust around your brand, product or service
  • Use strong visuals to capture attention and interest
  • Keep your landing page simple and focused around it's specific goal

By following these tips, you can be sure that your landing page is optimized for the best results.

Types of landing pages

There are many different types of landing pages you can use to increase conversions. By offering something of value, you can increase the chances that a visitor will take the desired action.

Some common types of landing pages are:

Lead Magnet Opt in Page

Brian Dean Backlinko Opt in Landing Page

Most online businesses and startups will commonly have a landing page that is designed for collecting leads. It would typically consist of a lead magnet, which is a free digital download in return for the visitor's email address.

As we’ve established how important building a list is, it is not uncommon for businesses to have a website that only consists of a landing page with an opt-in incentive.

The power it has for list building is proven and serves as the backbone to all businesses that are looking to build a sustainable asset that continues to build as their list grows.

Webinar Signup Page

Webinar Signup - Landing Page

This is a powerful webinar landing page that provides a great way for building a strong relationship with your new visitors.

This is typically used for the following objectives:

  • Giving away massive value in return for selling a high-ticket product.
  • Explaining complex topics that are otherwise harder to do in other mediums.
  • Interviewing guests for promoting their products in return for an affiliate commission.

Depending on your business objectives, running a webinar can be a very valuable asset for your business and can be automated or run live using advanced tools and services.

Digital Product & Membership Sales Page

Digital Product & Membership - Landing Pages

This is commonly used for selling digital ebooks, video courses and membership sites, offering a free trial to software and generally contains a compelling headline with either long-form sales copy or a video sales letter.

Using a combination of a sales page and a sales funnel can greatly impact the monthly and yearly revenues of a business and will be able to take advantage of opportunities during the sales process such as including bump offers and upsells, to further increase your customer value.

Appointment & Consultation Booking Page

Booking Page - Landing Page

These are typically used in the sales, tech, medical and finance industries and offer tailored services to their clients.

It is a great solution for startups who have no physical or digital products to sell and are looking for ways to quickly generate revenue.

Most customers might not prefer to jump on a call, which is a great way to pre-qualify your customers by only speaking to those who are committed to taking action.

This can then be used to sell a high-ticket item after the initial call is made.

Key takeaways for building your landing page

Landing pages are a powerful tool that can be used to increase conversion rates and generate leads and customers for your business. 

If you’re not using landing pages yet, we highly recommend giving them a try. 

Here are our key takeaways when building a landing page:

Keep your landing page focused on one specific offer or conversion goal
Make sure your headline is clear and concise
Use a strong and compelling call-to-action
Include social proof in the form of testimonials or customer reviews
Use a form to capture visitor information so you can follow up with them

Remember that a landing page is only one part of your overall marketing strategy.

In order for your landing page to be effective, you need to drive traffic to it.

There are a number of ways to do this, including paid advertising, social media, email marketing, and more.

By following these tips, you can create a high-converting landing page that will help you achieve your business goals.

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