What is a landing page and how does it work?

What is a landing page and how do you use it to convert visitors to leads? What are the advantages of a landing page and what are the most effective strategies when building it? Are home page and landing page the same? These are the most common questions about landing pages, so let’s provide answers!

On home pages customers are encouraged to look around and browse products or services you offer. Home pages have navigation bars, links to other pages and might have call to action buttons. On the other hand, a landing page is a single page and has purpose to make a sale or capture a lead. It’s where a visitor “lands” after they click on a link in an email, or ads from Bing, Google, Facebook, Instagram, Twitter, YouTube, or similar places on the web.

Landing pages do not include a navigation bar, because additional links would be distracting, and potential customers would not convert.

Here are a few examples of things you want people do on your landing page:

  • Make a purchase
  • Call you
  • Become a lead by submitting a form
  • Register for an event
  • Subscribe to a newsletter


Types of Landing Pages

There are multiple types of landing pages you can use in your marketing campaigns.

Lead Generating Landing Pages seek to turn a website visitor into a lead by capturing personal information such as: name, company, email address, phone number, job title, social media profile, and more… You can use these information to build email subscriber lists, funnel users through the marketing cycle, or increase the number of sales for a given time period.

Click-Through Landing Pages present information about a promotion, offer or discount, convincing the user to purchase immediately. These landing pages tend to be simple in nature and are used later in the buying cycle.

Explainer Landing Pages is used to entice users to take an action or next step, they act much like an infomercial by presenting a multitude of benefits, features, and convincing copy to educate the user.

Product Detail Landing Pages These types of landing pages provide visitors with every bit of information about a product. The purpose of these pages is to drive interested users directly to the product and convince them to make a purchase.

Which type of landing page you will use is based on the marketing tactic and strategy and goal of the campaign.

Benefits of landing page

Landing pages can be very beneficial for your business.

Easy to set up and easy to measure

A landing page are quick to set up and allow you to directly market to leads. There are three simple metrics that needs to be measured: bounce rate, dwell time and conversion rate.

PPC (Pay Per Click)

Pay Per Click advertising refers to when marketers pay each time their advertisement is clicked on. Since landing pages have higher conversion rates, PPC ads rather direct users to a landing page than the home page. If you are running a PPC ad campaign for your latest product, you wouldn’t send clicks to the homepage of your website.

Connect with social media ads

Building a landing page to connect to social media ads can maximize conversions. Also, if you don’t have a room to tell everything you want in your social media ad, use a landing page to go into detail. A good example would be the promotion of an eBook for the purpose of lead generation. From an organic social media post, push visitors to a landing page where they can submit their information in exchange for the content.

Content marketing

Landing pages can be used to introduce content to a target market, capture their attention and information, and convince them to become a customer later.
For example, your brand could create a library of useful resources as part of content marketing plan. To gain access to this content, require users to submit their email address in a landing page form. You’ve then transformed a visitor into a lead and can now continue providing useful content as part of the buying cycle.

Build an email database

Once you’ve collected a visitor’s email address, you can use this database to send them relevant offers and information via email marketing. If you want to build a customer database, gathering emails is the perfect place to start.

Building a Great Landing Page

Once you have the background research in place, it’s time to put the landing page together.

  • Create a Compelling Headline that will capture the visitor’s attention immediately and make them want to read on.
  • Convey the Value of Your Offer: it typically only takes one “blink” for someone to decide if they want to stay on your landing page or not. 
  • Include Bullet Points: avoid writing lengthy paragraphs on your landing page, rather write a brief summary of the offer
  • Build the Form: You want to keep the forms brief and get basic information such as name and email address.
  • Remove Site Navigation because you want your visitor to focus on the content at hand, rather than becoming distracted by other links on your site.
  • Insert Images: People are more likely to stay on a page if a captivating image is present.
  • Add Social Sharing Icons: Be sure that when you click on the icon it opens in a new tab or window, you don’t want to redirect people away from the page.
  • Provide Testimonials When Relevant: These days, people are always looking at reviews of products and services before making a purchase.
  • Make Sure Your Instructions on Next Steps Are Clear: This could be something as simple as, “To access the e-book, please fill out the form to the right.”

Landing page example

Here is an example of a landing page we designed https://montenegrocompanyregistration.com/

We specifically designed it to promote the process of company registration in Montenegro. The call-to-action is to download packages, and the button is prominently displayed. It gives you information about service that makes you want to find out more. Singular call-to-action!

If you want to generate leads and get more sale, we could help you achieve your goals and, by the way, if you would like help putting together some landing pages, feel free to contact us, we would love to help!

AMR Global Advisors

+382 69 01 14 14