What is a landing page?
A landing page is a normally short, brief page. Exactly what it sounds like… A landing page often has only one focus. Normally it is to sell a certain product or to collect information from our prospective clients. Landing pages mostly created as a part of a campaign, where we divert attention to a certain product or service.
How a landing page looks like?
It depends what do we want to do with it. Our landing page will consist a form to fill in, some picture and explanations if we are collecting information. Our aim to convince our visitor that it is his interest to fill in our form so we can get that precious information. We may want to offer something in exchange – a free download or a voucher.
If we want to sell a product or a service then we must include possibilities for our visitor to buy that product, without leaving our page.
Why do we need a landing page?
Commonly said we have one clear intention with a landing page. To sell or to get something. It’s not about us, it’s about our visitor, his problems, his needs, and most importantly about the solution we offer.
There are usually no multiple pages, only one page to see. We want our visitor to focus on one thing. To buy our product or to give that information we need.
How do we know that our landing page is good?
Simply if it gives us the expected result, in other words, it converts. Collects information or generates selling. It is necessary to show enough information and pictures, a good balance between too much and a few. It must be genuine, convincing, correct. Addressed to the right audience. Easily digestible for that audience: there are no additional information, no outwards links, nothing to distract attention. It is designed to attract our visitor to focus on one thing. A landing page should use the standard design elements of the company or other marketing designs in the campaign. At least but not last, it must be responsive so it can be seen on a mobile device.
How to build a landing page?
- First step to understand the most important elements: What do we want to achieve with the page? Who is our targeted audience? What other marketing strategy is involved? Do we have a domain to use?
- Then we decide on the content. Choose photos, write texts, think of a good balance between the two.
- After all this, we can start to create visuals what needs to be in balance with the company branding and other marketing elements as well. This normally requires vivid communication between us and our client, as perfection takes rounds to complete.
- Once the final look and content are accepted, we realize the technical background to make the page working, on all platforms, including mobile phones.
- Page tests, and if all happy, we arm the page.
What is the difference between a landing page and a one-page website?
Technically nothing, the main differences are the audience and the purpose of the page. The simple, one-page websites are very popular, easy to use, they designed in favour of the new generation. They only spend a few seconds to decide whether our page, service or product is interested. There is a menu to help navigating on the site by jumping us to the relevant section. All information can be accessed by not leaving the home page. Pictures and texts are placed differently from a landing page. There are social media and outwards on the site.
Nowadays we all have fast internet connections, so we do want information fast. The simpler the site the easier to find information on it. The easier the find information on our site the more possible to satisfy our visitor.