Landing Page: What is it and how does it work?

Landing Page: What is it and how does it work?

Man holding a computer whose monitor shows a graphical Landing Page concept.

A Landing Page is a web page developed with a specific objective: to convert visitors into leads.

In this BMT Agency blog post we will tell you more about them and their usefulness within a great marketing strategy.

What is a Landing Page?

Landing Pages are pages with fewer elements than traditional pages, this to focus the attention of users on the action we want them to perform.

They are focused on a single Call to Action (CTA), in this way users avoid distractions that can interfere and harm the conversion, that is, the action carried out by a person within the website, which has a measurable value.

What is a Landing Page used for?

As we mentioned in the previous point, a Landing Page has the main function of getting users to a page where they must perform a specific action, which ranges from registering, filling in a form or even making a purchase.

There are two types of conversions:

  • The direct one is when the user performs an action that leads to a purchase of a product or service. As its name indicates, its objective is that the purchase is made at the moment. This option allows obtaining the buyer’s data in a more extensive way and the gain is immediate.
  • The hint occurs when the visitor provides their personal information in exchange for an offer of free content, for example an ebook, a subscription, some privileged content, etc. This format is also known as lead generation.

Landing Pages are important for various types of websites, as they seek to obtain results and a favorable conversion rate.

Elements of a Landing Page

Although they may vary, some elements are constant to achieve the objective of your Landing Page. You can also use only the necessary ones and leave others out of your project.

  1. An attractive offer

When it comes to a Landing Page, its main function is to get conversions through forms.

For this reason, they must propose an offer of great value, examples of this can be access to privileged information such as ebooks, guides, a whitepaper or the like. Remember that you must justify why the user should leave you their data, so users will feel more confident and secure in providing their information.

  1. Title

The title is very important to capture the user’s attention, so it must be attractive and express your offer in a concrete way.

The title must go according to the content you provide. Many pages use trick titles to attract users to the landing, but it is counterproductive, as visitors may feel cheated and thus will not provide their data or take any action.

  1. Subtitles and Copies for landing pages

Like the title, they should be eye-catching and complement it, explaining in greater detail the purpose of the page. The use of keywords is recommended to position the content of your landing on the web.

They must be short, persuasive and easy to read, and invite the user to want to read the rest and learn more about you and your product or service and above all to take action. Remember to take care of spelling and use visual elements that help highlight important points, such as the use of bold.

  1. Call to Action

The CTA button must be specific and convey a clear idea of ​​the action that the user will take, for example: Subscribe, Download Ebook, Contact an advisor, among others.

The CTA design must be friendly, attractive and clear. It is recommended to use your company colors, but make it stand out from the rest of the page.

  1. Forms

The form must be consistent with the size of the page and well defined. This must be the protagonist of the page and have a design that is pleasing to the eye.

To create a form that helps you convert users into leads, it is important that the fields that they must fill out are relevant to the offer. Asking for a lot of personal information can make users hesitate to leave their data or not.

With a clear form, well planned and with the necessary fields you will be able to obtain better results.

  1. Visual Content

Adding visual content to the landing page, such as images and videos, will help improve the view of your page and give a clearer idea of ​​what the user will get with your offer.

They should be a plugin that helps the conversion and not distract the user from the action you want them to take. A video can be very useful when you want to share more information in a limited space.

  1. Testimonials

Depending on your line of business, it may be an excellent option to add testimonials or success stories, as well as trust seals and security certificates to increase user confidence in your offer.

  1. Social Media Icons

Placing the icons that lead to your social networks will help more people to know your content. If the user considers it interesting, he will want to share it and in this way he will have access to do it more quickly.

Landing Page Types

There are several versions of Landing Page but they can be divided into two main types:

  • Landing Page Within the Website: These are the ones you find by regularly browsing the website, for example by clicking on a CTA. It is accessed organically and follows the aesthetic line of the site. In order for them to appear in Google searches they must be well optimized.
  • Landing Page Outside the Website: These are pages created for a specific purpose and are located outside the website. For this reason they must contain enough information to function outside the site. In general, to get traffic to these pages it is necessary to invest in an SEM campaign.

For any type of Landing Page it is important that the leads provide their consent to be able to send them commercial information or other offers.

Create an effective landing page with BMT Agency

At BMT Agency we are delighted to help you develop and execute a marketing strategy involving Landing Pages, that will help you achieve the goals you have set for your business in an environment that is as changing as it is necessary for today’s companies. Contact us and a group of experts will become your best ally in the digital world.

Byron Angeles
Digital Marketing Specialist | SEO Certified by Hubspot Academy

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