A landing page is a web page designed specifically to convert visitors into leads.
This video will help explain:
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.
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.
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:
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.
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.
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.