What is a landing page and how can it benefit you?

Surely you have ever heard of the term landing page. It’s not unknown to you, is it? It is a very important part of any Online Marketing strategy. But what exactly is its function? How can you take advantage of them and that they benefit you? Keep reading, because everything that we are going to tell you in this post will be of special interest to you.

What is a landing page?

Before getting into the matter, do you know what a landing page is? They are also known as landing pages. It is a website that users will reach by clicking on a link in a publication, or in a specific advertisement.

These pages are designed with the sole objective of converting visitors into leads. We will talk about all this in more depth a little below.

What is a landing page used for?

Is it clear to you what a landing page would be? Ok, now let’s talk about what are the functions of a landing page. This has a main function: attracting customers through the Internet. However, it can also have other purposes, as you will discover below:

• Get subscribers: This is the most important function. You have probably come across more than one landing page from companies where you can subscribe and receive benefits such as eBooks, tutorials, guides, and more. When it comes to boosting newsletter subscriptions, a landing page can be very effective.
• Affiliate sales: Another use that can be given to them is to sell affiliate products, using pages that are anchored in the menu.
• Increase the chances of contact: This use can be very practical if you want to capture the attention of your customers through contact.
• Sell products or services: It is not uncommon to see many people use landing pages as a selling point for a product or service.
• Get leads: This would be one of the most frequent uses of landing pages, which seeks to generate leads through contact forms.
• Get followers who share the page: Mainly, in this case, these pages are used to get followers who share the page on social networks, this getting a greater number of followers.
• Viewing videos: Basically, in this case, videos are used to obtain some of the aforementioned benefits.

Characteristics of a landing page

One cannot start making a landing page without further ado, since these have a series of well-defined characteristics. And they are the following:

A catchy headline

In any publication, having an eye-catching headline is of vital importance, since it allows you to capture the reader’s attention.

In the case of the Internet, you think that the headline is the first thing that is seen on a landing page, which will help you to verify if that page has what you were looking for or not. So you have to strive because they are good.

Count the profit to be obtained

Exactly what does this mean? It is to provide information to the user about the benefit they would obtain with your landing page.

For example, report in a list with points about the benefits they will get by joining your page, such as a free tutorial, an eBook… Anything that is beneficial to them, which will lead to better conversion of your page.

Quality Content

This is important on any type of page, whether it’s for a landing page or a blog post. The content that is in it must be of quality and useful to the user, or it may never come back. If you want to get visits and benefits, then you will have to offer attractive content that motivates the user.

This, the motivation for the purchase must be taken into account, for which:

• You have to count the main benefits
• Explain the value of the product
• Mention the improvements you offer compared to your competition
• Specify why you have to take that specific offer

Of course, the way you present your product is important, as a visually appealing image will grab much more attention than one that appears too simple or lackluster. So when featuring all of the above, make sure you add some quality image.

Now, what happens with what would be the text? Well, there are three options:

• Long content: This type of content is for products that are expensive or where the user is going to get a lot of benefits. To make reading for the user more enjoyable, it is better to create a list with the benefits of the product instead of a long text.
• Short content: If the product does not require much explanation, or there is not much to talk about it, offer content with a brief explanation of it for your page. Nothing else will be needed.
• Multimedia content: Instead of using long or short text, you can create a video where you explain the benefits of the product, or you can use images if you prefer.

Eliminate escape routes

It is very important that in every landing page that you do, in order to improve the conversion rate, you eliminate, or at least minimize, the escape routes.

If distractions are minimized or not present, the user’s attention will be focused solely on what you are offering, without any factors that might make them forget to complete the conversion.

Optimization of form fields

The number of fields that the form has on your landing page will greatly influence the number of leads that you are going to capture. Of course, it is not good to have forms that are too short, because this does not mean that you capture more.

The best thing is to have the appropriate number of fields, with which you can obtain the relevant information about the user without them feeling too uncomfortable giving it to you. In short, never ask too many questions.

Guide the user to the goal

How can it be the perfect landing page? Very simple, it is one that guides the user towards the objective that you seek to achieve.

How is all this achieved? Simple, making him read point by point, and in the order you want, the benefits of the product. All this will lead to conversion, which, after all, is the ultimate goal of your landing page.

The landing page should only have one objective

You will remember that a little above we talked about how landing pages can have various uses, right? Well, in order to avoid screwing up, and to make your new landing page more effective, it is better that you only have a single objective.

You have to try that everything is related to each other, the texts, the images, the attention calls, the products… All this will aim to improve the conversion rate.

Instead, let’s see what would happen if you tried to sell two products on the same page:

• This would make the user hesitate when having to choose between two products, which would increase their difficulty in making a decision.
• You would be forced to write sales messages for each of the products
• You would have to increase the images and contents of the page, which would saturate them and increase the reading time
• The space that your page would occupy would be greater, forcing the user to scroll and waste time
• You would lengthen the journey to the product that the user wants, which would make them get lost and no longer have interest in your products.

As you can see, it is better to focus on a single product for each landing page. It is true that some experts may have two or more per landing page, but if you are just starting out, don’t risk it.

Includes awards as well as testimonials

Before you read on, think about your own experience as a netizen. Which page would you trust the most? From one that simply has information and period? Or one that offers testimonials from other users detailing their experience with the site?

Clearly, testimonials will help you trust the page more, right? Well, it is the same thing that you need for your landing page, since the testimonials of those who have tried your product, specifying that there are happy customers with it, will increase the desire of a user to obtain it.

Now, another thing to consider is the inclusion of incentives, as this increases the motivation for conversion, thereby improving the conversion rate. These prizes can be obtaining a free eBook, a tutorial… Something that is of value to the user.

Always personalized content

Nothing to copy the content of another page, in a landing page the content must always be personalized, or what is also known as intelligent content. This type of content is created according to the different landing pages that you are going to do, and it is the one that is shown to the users who visit your page.

What’s more, it’s good to know how this content reached users, the type of product you downloaded or what services interested you, thus improving a landing page that best suits your profile. This will increase the chances of getting a sale.

To achieve this, a series of actions known as Lead Nurturing are performed, with the aim of determining when the user is at the bottom of the funnel (BOFU) and offering them the product at the right moment.