Landing Page Basics: What It Is and Why You Need It

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Are you driving paid traffic to your home page, or a page with distracting links and text, with no clear call-to-action? Are you paying for click-throughs from your ads, only to have visitors leave as soon as they arrive? You need a good, powerful landing page.

Use an obstacle-free landing page to make the path to conversion easier.

Use an obstacle-free landing page to make the path to conversion easier.


What are Landing Pages?

When online marketers speak of landing pages, we mean single, standalone web pages that are distinct from the main website, which is used primarily to capture traffic from dedicated marketing channels and convert visits into sales or leads. It’s where a user “lands” on after clicking an ad, and is ideally designed to be an extension of the ad.

In pay per click marketing, we recommend the use of landing pages to capture traffic from ads. Your landing page becomes your sales person on the Internet. It converts visitors into customers and traffic into money.


Why do you need Landing Pages?

All-in-one. By creating a landing page, you can pack the necessary things that your prospect needs to convert in one page. You can give product/service details, add a video, throw in a couple of good testimonials, and have your conversion goal – all in one page.

Distraction-free. Because they are standalone pages, landing pages don’t need menus, navigation bars, or any links that could distract your prospect from the conversion goal. This is why your home page is not advisable; it has too many links to too many things that you want to showcase, and visitors would just click on everything and forget why they were there in the first place. You don’t want to waste carefully-filtered, paid traffic on something you can get with SEO.

Message match. Landing pages give you the ability to match your headlines and call-to-action with your ads. You don’t want excited prospects clicking on your ad for a special seasonal offer, only to land at your generic home page where this special offer is still buried several layers deep.

A/B testing. Landing pages are more flexible, so you can easily test and optimise not only the combination of page elements that lead to conversion, but also experiment with the conversion flow.

Quality score. The relevance, usefulness, and ease of navigation of your landing page also contributes to your quality score, which in turn affects your ad spend.


Parts of a Landing Page

The widely accepted composition of effective landing pages are as follows:

  1. USP (unique selling proposition). This is what your offer is all about. Use big, bold phrases for your:

    (a) Headline. It has to be big and noticeable, and the first thing that your visitor should see. It has to be simple, comprehensive, and interesting enough for the visitor to get hooked within 3 seconds.

    (b) Sub-headline. Use a simple one-liner to support your headline.

    (c) Reinforcement. Use it halfway through the page, to maintain interest and keep the visitor locked in.

    (d) Closing statement. End it with a bang.
  2. Hero shot. You may use an image or a video. Use one that is the best visual representation of your offer.
  3. Content. This is where you list the features and benefits. Visitors tend to be lazy readers and simply scan through text, so emphasize headings and use concise paragraph chunks.
  4. Social proof. This has at least two purposes:

    - Build credibility by letting your visitor know that others have trusted you before, either by showing testimonials from satisfied clients or a list of past/current clients (logos).

    - Make your visitor want to be “part of a group” – that is, your group of happy, successful clients.
  5. Call-to-action. This is your conversion goal. It can be the “Submit” button on a web form, or a “Buy Now” button to take the visitor to the sales page. Either way, it’s the one thing on your landing page that you want to be clicked on, so it has to visually stand out and scream “Click me!”.
Parts of a Landing Page

Parts of a Landing Page (source: Unbounce)


See how you can squeeze in all these details and get your conversion in one landing page? Isn’t this better than letting your prospect roam your website, and eventually leave without converting?


Stop wasting paid traffic on inefficient landing pages. Send your prospects to an optimised landing page and watch your conversions skyrocket. Contact us for more information about how we can build and optimise landing pages for you.

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