The landing page is the first thing a visitor sees when they are on your website, which is of extreme importance.
Landing and lead capture page
The landing page is the first thing a visitor sees when they are on your website, which is of extreme importance. The visitor has to be persuaded to visit your website from the landing page. All internal and external sources should be leading your prospects to the landing page, which will in the end make or break your digital marketing campaigns. So it is safe to say, that without a good landing page, the campaign is doomed. There are different types of landing pages which people can incorporate.
Types of landing pages
The type of the landing page depends on the action you want the visitor to take; is it persuading the visitors to share their contact information or persuading a visitor to buy a product or service? Most commonly, two landing page categories are used by digital marketers:
- Lead capture page or a squeeze page, whose goal is to primarily persuade the visitor to enter their contact information so they can become leads.
- Sales page, which as the name suggests, is used to persuade a visitor to purchase a physical product or service.
A good landing page can be designed in any way you want but the one thing that they should all have in common is focusing on their goal. It has to have one goal, and very few distractions. The focus will depend on the action you want the visitor to take.
A home page for a typical website is a poor landing page because you can navigate to the about page, contact us page etc., which gives the visitor too many choices, making it a bad landing page. A landing page should concentrate on the goal it is trying to achieve, and contain links relevant only to that goal.
How to create a lead capture page
Also known as the squeeze page, is very important for businesses that benefit from lead generation. The lead capture page usually contains the following:
- A gated offer, which is a small chunk of value that solves a problem for the visitor in exchange for contact information.
- Headline, which is the text at the top of the page that persuades the visitor to read through the bullet points and take the gated offer.
- Strong statements, expressed in bullet points which emphasize the benefits of the gated offer.
- The image of your product, which allows the visitor to have a visual representation of the offer. This might not work for some offers.
- Proof, which means trust icons such as logos of associations you are a member of, testimonials from satisfied customers etc.
- The lead form, which is the mechanism that collects the information. You only need to acquire the information you will use for your marketing goals. The more information you require, the lower your conversion rate will be. So its not a good idea to ask for a phone number if you are not planning to follow up with a call.
One can understand the importance of the landing page from this article, you can continue reading about how to create a sales page here.