What is a Landing Page, and how to create it?

There are plenty of ways to convince customers to take advantage of your offerings. One of them is a company website, designed to meet business goals. However, in some cases, a landing page may be a better solution. When is it worth using it?

A landing page is a website created for a very specific purpose (e.g. In a sales campaign for a new product), which is designed to encourage Internet users to take a specific action.

Typically, a landing page consists of a single page (with no additional tabs), filled with sections and call-to-action (CTA) slogans encouraging visitors to take specific steps.

Contrary to appearances, it's not just to make sales. Often the task of landing pages is to lead as many users as possible to the next stages of sales. If a landing page collects contact information of potential customers, with whom you can then communicate - it influences their increased interest in the products or services you offer. It also increases their level of engagement and relationship with your brand, which is important in building a sales process. How to effectively build such a process from scratch? You will find out in this article.

Landing pages are particularly effective in advertising campaigns. They then bring much better results than ordinary websites, which often have very many functions and target multiple audiences. On the other hand, in an advertising campaign, it is extremely important to focus your message on the one thing you want to convince potential customers to do, visiting the landing page. All information should be clearly visible, easily accessible and intuitive, the execution of the action expected by us by the customer - very simple. Thanks to this simplicity of information and focus on one goal, the landing page will usually be much more effective in terms of achieving it.

What purpose can a landing page fulfill? It already depends on the industry you operate in and your business.

Examples of small business goals that landing pages can help achieve:

• Signing up for the newsletter
• Downloading a catalog of products or services offered
• Providing contact information
• Downloading promotional materials such as a free e-book
• Making an appointment at a hair or beauty salon
• Booking hotel accommodation
• Enroll in a fitness club or language school
• Take advantage of a promotion or unique offer
• Checking interest, demand for a product or service that we do not yet offer, but are thinking of introducing

Remember!

A landing page will not replace your website!

However, it can make a great addition to it!

Do you need help in effectively promoting your offer? Want to increase the number of newsletter subscribers or blog visits? Landing page will be a great choice.

Your business website can target a large number of people. For example, as the owner of a renovation company, you can address the content on your site to individual customers (homeowners), business and industrial owners, developers or even architects. In this case, a well-designed landing page will help you attract a select group - such as families, searching Google for phrases related to home renovation - with your offer. Landing page will be a great tool for you, especially when your offer is addressed to a wide audience, and you want to reach only one specific group with a certain promotion or product.

As we have already mentioned, landing pages are extremely important when implementing online marketing campaigns. Most often, Internet users reach them after clicking on ads (such as Facebook Ads or Google Ads) or from mailing campaigns - so they should be consistent with them. If a user clicks on an ad to download a free e-book and can't perform that action, the landing page won't do its job. Similarly, if he clicks on an ad to learn about certain services, and the landing page presents a different kind of service - the user will feel disappointed and quickly leave such a site. So it is very important that the landing page is consistent with the campaigns you create.

How can you promote your landing page to get even more users to it?

Very easy!

• On social media
• In the footer of the email
• In the newsletter
• In each, published on the blog post.

However, you need to consider whether the people you are targeting with an offer via a landing page are the same target audience you communicate with on a daily basis or target with other marketing efforts.

Depending on the goal you want to achieve and the offer your landing page is about, there should be different elements on it.

However, there are a number of common and popular tricks that often increase the effectiveness of landing pages, or in other words, increase conversions. Before you start working on your landing pag, go through the list below and think about which of the following you should include in your own design.

• Logo
• Eye-catching headline
• Key benefits of your offer
• Your company's core values
• Unique advantages of your offer
• Effective CTA
• High quality photos
• Comprehensive descriptions and professional texts
• Visible contact information
• Feedback from your customers
• Customer testimonials
• List of customers with whom your company has worked so far
• Expert opinion
• Price or price comparison
• A counter, showing your company's statistics
• Your team, made up of professionals
• Video
• Contact form
• Chat

Working on a landing page is very simple and should follow the plan below. However, it is important not to skip any of the steps given:

• Do extensive research
• Plan the sections you will show
• Design a mockup (mockup) of a landing page
• Write texts
• Develop graphic design
• Build a landing page

Remember that once you have made a landing page, it is extremely important to monitor it (check what results it brings, whether the visitors move along the sales path you have planned). It is important that you optimize your landing page once in a while so that it achieves even better results.

If you have done your work correctly, ideas for possible improvements worth testing will certainly come to mind as you work on the first version of your Landing Page. You may also find it helpful to install useful plugins or tools such as Google analytics or hotjar.

Want to quickly and easily create a professional landing page that will attract customers to your business? In BOWWE builder you will do it from a template, from ready-made sections or starting from scratch. You will be able to update such a page very easily on your own and adapt it to the changing needs of your business. Thanks to the integration with Honaro platform, this tool will allow you to succeed on the Internet, and this translates into real profits. Don't have time or need help? The BOWWE team will make for you an effective website tailored to your business and the specifics of the industry in which you operate.