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What is a Landing Page?

By Scott Max

A landing page is a web page designed specifically to convert visitors into leads.

This video will help explain:

Why is it important?

Its reasoning is simple: if we offer something that seduces the user, they will be more willing to leave information through a form, if this will allow them to access it and other interesting content.

This page helps us to convert users into final customers, hence the importance of getting a landing page that really converts.

How does a landing page work?

Let's see it with an example: The user accesses a post written on our blog or website about how to make a content marketing strategy. Then, he decides he wants more information, so he clicks on a call-to-action from an ebook about "the perfect content marketing strategy" that will direct him to our landing page.

Finally, this page will ask the user to send us their contact information to download our content. You will then be redirected to a thank you page with the download link, becoming a valuable lead.

The number of downloads we register translates into personal information of potential customers. This is how we get the perfect opportunity to contact them directly and in a personalized way, in order to influence their purchase decision.

Types of landing page

There are many types of landing pages (almost all depend on the tool with which they are created in terms of design), but the vast majority of them could be categorized into two main groups:

Landing pages on our own website

This type of landing pages are those that we find within a regular navigation through our website, either by clicking on a CTA, accessing one of our categories, at the end of a post...

It is common that the design of these pages follows the aesthetics of the web in which they are found and they are usually accessed in an organic way, either by the navigation itself or by related searches in a search engine, so it is vital that they are optimized correctly. 

Remember: the fact that these landing pages are well positioned in search engines, such as Google, is key to obtaining good results.

Landing pages that are microsites outside our website

The most characteristic feature of this type of landing pages is that they are web pages that have been created expressly for a specific purpose, which is usually the capture of leads, and are located outside the navigation of our main website.

Because of this, it is even more important that this type of landing page contains all the information necessary to seduce a user and that he gives us his data, as well as a CTA where it will be collected.

Since they are not found within a main website, it is difficult to access them organically if not with an exact search in a search engine. In order to refer traffic to this type of pages, paid media or SEM strategies are usually used, which imply an extra investment.

Whichever option you choose, remember that your landing page must collect all the necessary information for your users to decide to give you their data, becoming those leads you want so much.

I forgot, according to the RGDP is mandatory that our leads give us explicit consent to receive commercial information, so this information must be very clear in the content of our landing page.

Best practices

  • Write clearly and concisely. We try to speak the same language as our user, without overdoing it so that their level of expectation does not drop at any time.
  • Explain clearly the value and importance of the offer for people. The most important thing is to offer value to the person, focusing at all times on how they can take advantage of the content offered.
  • Use listings to make the information easily understandable. This helps us focus the user's attention on what we consider most important and what else might be useful. It's all about giving relevance to the benefits and advantages of our content.
  • Select the appropriate number of fields for the form. We must not fall into the error of asking our user for a huge amount of information that could make him go back. The idea is to build a long-term relationship and, to do so, we will have more opportunities to exchange information.
  • Eliminate the main menu and the rest of the links that can distract the user. With the main objective of focusing attention on the offer, everything that does not add value should be eliminated to prevent our user from escaping.
  • Include relevant multimedia information that captures the user's attention. Multimedia content enters better through the eyes. A good video or image can help to improve the perception of our user.
  • Add icons to share in social networks. If the user considers the content of interest, he or she will probably want to share it through social networks, so why not provide them with some icons at the end of the content of the offer?
  • Add testimonials in case they provide relevant information. A content that others have already enjoyed and about which they have a good evaluation will help to finish convincing our people.
  • Show awards or recognitions received by the organization. Without falling into the trap, do not miss the opportunity to include awards received for good work. The user will appreciate it.

In short, landing plays a fundamental role in the conversion process of users who visit your web/blog. Their optimization is key for you to get leads.

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