What Is a Landing Page? How to Boost Leads & Skyrocket Sales

Without proper landing pages, YOUR email marketing strategy is doomed to fail. Or maybe, you already have some landing pages in place...

• But they don't convert leads;
• Your conversion rate gives you a headache;
• Or you simply want to revisit your landing pages.

Whatever your reason is, I got you because today you get your hands on everything you must know about landing pages.

Before we dive into the juicy stuff, I’ll show you the ultimate potential of well-written landing pages:

According to Finances Online: While 62% of the brands have six or fewer landing pages, the companies with at least 15 effective landing pages get at least 55% more leads…

But the small group of businesses that dedicate themselves fully to creating at least 40 landing pages, attract 12X times the number of leads than those with less than six.

“Am I the only one that’s getting pumped up while reading this?”

Let’s dive into everything you have to know about landing pages, everything will be covered so prepare to discover a whole new dimension.

What is a ‘Landing Page’??

A?website’s homepage usually provides a general overview of a business. But if you have a?specific, short-term goal, a landing page is a valuable online marketing channel that can help you reach that goal in the buyer’s journey…

This is because landing pages are designed for a specific target audience, they give you the ideal opportunity to convert visitors into paying customers.

So according to Mailchimp, a landing page is a standalone web page that potential customers can “land” on when they click through from an?email,?ad, or other digital location…

And its sole purpose is to strategically guide visitors to the next step in the conversion funnel. It aims to capture information from contacts in exchange for something of value through a specific action. For instance filling out a form, making a purchase, or subscribing to a service.

Landing pages are different from other web pages in that they don’t live in the evergreen navigation of a website. They serve a specific purpose in a specific moment of an advertising campaign to a?target audience.

The Benefits of a Landing Page

The benefits of building a landing page for each of your marketing campaigns or content offers are endless.

That’s why in this section, we dive into detail about seven factors that make this lead generation tool indispensable.

Boost Conversion:

A lot of companies send their traffic directly to their homepage. This is a huge missed opportunity because you can increase the likelihood of converting the traffic into buying customers by adding a targeted landing page.

Especially in case, potential customers won’t buy your products at that moment, you can still convert them into leads and build a relationship as you collect their email addresses.

Skyrocket Your Credibility

Landing pages provide clear and concise messaging that explains the value of your offerings. This helps in building trust with your customers and demonstrates your commitment to their needs. Testimonials and social proof can also be incorporated, which has been proven to increase conversions.

Reinforce Brand

A landing page is an opportunity to reinforce your digital brand. By maintaining consistency in your website’s appearance, tone, style, and copy, you can enhance your brand identity. This can help in recalling your brand, responding to remarketing efforts, and even attracting recommendations from customers.

Generate Leads

What if potential customers don’t want to buy your products, yet? In fact, according to a new study posted on Inc.com, 98% of consumers don’t purchase their initial visit to a brand website. The solution? Adding a step into your conversion funnel by using a landing page to collect valuable customer information.

So what does that look like?

Well, let’s pretend you sell waterproof jackets – later more about this specific example – and you drive traffic to your landing page through Facebook Advertising.

Instead of directly guiding them towards your product page, you can give them a discount of 10% in exchange for their name and email address. This allows you to build a strong relationship and promote future products with email marketing.

The people who’ve filled out a form in exchange for content or information on your product or service have shown an interest in what you have to offer. This ensures your subscriber list is filled with potentially high-quality leads.

Both types of landing pages can generate leads and increase sales by focusing on conversion rates rather than information. You can highlight the features of your products and services to a targeted audience, increasing the potential for conversions.

Increase Traffic

Even if lead generation isn’t your primary goal, landing pages can still drive website traffic and increase brand awareness. By optimizing your landing pages for SEO, you can target organic traffic and increase the potential for conversions.

The 2 types of landing pages?you HAVE TO know

While there are a variety of landing pages you can create for your business. In this article you’ll get your hands on the two main types of landing pages you can create immediately to increase your leads and conversions on your website.

Lead generation?landing pages

Let’s start with the million-dollar question, what are lead-generation landing pages?

A lead generation landing page is a page dedicated to?collecting personal information and establishing the first contact point?between your business and a potential customer. (Landbot.io)

In simple terms, a lead generation landing page focuses primarily on collecting lead data. In other words, it collects valuable information about your potential customers.

On most occasions, you’ll exchange a gift, like an ebook, a high-valuable checklist, or a freebie for their customer data such as names, email addresses, and phone numbers.

But if you want to deliver a more personalized experience, you can even ask for specific details like birth dates or job titles. So you can for example a specific person a gift on their birthday.

Here is an example of how Neil Patel Captures customer data through a form:

Click-through landing pages

Unlike lead gen pages, which use forms, click-through pages have a different purpose…

“A click-through page is a landing page that features a clear and compelling call-to-action (CTA) that takes visitors to another page (i.e. clicks through) once clicked on.“ (Klientboost)

That’s why the CTA buttons on your click-through landing page are your most valuable assets. Let’s work with an example, in the picture below you see the click-through page Lumosity uses to direct its visitors to the next step in its conversion funnel.

While a lot of click-through landing pages include the words “schedule a demo” and “order X now’, in the example above you see “get started”. When you click this link you’ll be led to the page where they can complete your desired action.

You’ll most often find click-through pages on e-commerce websites or other sites that prioritize sales rather than gathering contact information.

What is a ‘Landing Page’ – Example

Amazing, you’ve gathered the information you need to create a landing page. Now is the perfect time to put the lessons we’ve learned ourselves today into work.

So let’s work with an example to this crystal clear for you to understand. In this process, you’ll get your hands on a 3-step process that converts a viewer into a buyer.

1. (Promoted) post
2. Landing page (Click-Through Landing Page)
3. Product page

Step 1. (Promoted) Post

Let’s say you sell hiking gear and they want to run a campaign to promote their new line of waterproof jackets.

The first step might be creating a Google ad or Facebook ad with the headline might create a Google Ad with the headline “Stay Dry on Your Next Hike: Shop the Latest Waterproof Jackets”.

When someone clicks on the ad, they will be directed to a landing page specifically designed for this promotion.

Step 2A. Click-Through Landing Page

The landing page would prominently feature the new jackets and include persuasive language and images to encourage visitors to make a purchase.

Like this…

In this very simple example, we mention certain benefits and features to show the visitor why they should buy the jacked, and to add some extra urgency, they can get an extra 10% off if they buy now.

Tip: Landing pages would also have one clear call-to-action, such as a “Buy Now” button or “Get Started”, to make the process of purchasing a jacket as simple as possible

Then after clicking the button, traffic will be directly forwarded to the product page.

Step 2B. Lead Generation Landing Page

If you want to convert potential buyers into leads first. That’s cool because by adding one simple step you can grow your subscriber's list by giving something valuable in exchange (10% discount).

But be careful, the more steps you add to your conversion funnel. The more potential customers can be lost during the journey.

In our example below you see a pop-up that shows after visitors click the ‘Buy NOW And Get 10% Off’ button. Once they subscribe, they will be automatically forwarded to the last step.

Step 3. Product Page

A product page is the hub of information about a product in e-commerce. It highlights the features, manufacturer, uses, and everything else you need to know about it. This page on an e-commerce website showcases the product in its full glory, ready for you to make a buying decision.

The product page serves as your shopping assistant, helping you weigh the pros and cons of purchasing the product. Since this is the page that makes or breaks the deal, it must have an attention-grabbing call to action and in-depth information.

Let’s take a closer look at the product below.

What is a ‘Landing Page’ – Key Takeaways

When you create or improve your landing pages, remember that it is a standalone web page designed for a specific target audience and aimed at guiding visitors to the next step in the conversion funnel…

If you follow the guidelines in this article, your future landing pages will boost conversions, increase credibility, reinforce your brand, generate leads, and drive website traffic.