Most companies use a landing page to convert visitors into leads. Like homepages, landing pages are a way for online companies or apps to collect private information of visitors, such as emails.
Landing pages are a great way to sell your product or service on a single page that keeps a visitor's attention and encourages them to join a newsletter or sign up for an account with you. Landing pages are straightforward and have minimal distraction so the user is pointed to the Call of Action the page is designed for.
What is a Landing Page?
A landing page is a separate page created on a website designed to push visitors to take action. Visitors "land" on the page by clicking through a hyperlink on another webpage, an ad on Google, Google Adwords, or a search result.
The landing page is specifically designed for one purpose: to successfully complete a Call to Action (CTA). A CTA is a form or prompt created to induce the visitor to complete a task such as filling out an email form.
The CTA can be either filling out a form for a promotional item or clicking through to the homepage of the website to learn more about the product.
Landing pages are not homepages. Homepages have multiple links, calls to actions, and ads. A landing page has one single directive. It is minimal, very few to no links, and is created to push the visitor to act.
To clarify the difference between the two, check out the homepage and landing page from Mailchimp and Shopify. Mailchimp's homepage includes links the visitor can use to navigate around the site with multiple CTA buttons:
Shopify's landing page, on the other hand, has one CTA. The landing page's only purpose is to collect the user's email address so they can start a free trial:
The benefit of using a landing page is your company is able to boil down its main product or service into one simple page. As we all know, audiences have a small attention span. Relating your website to users in an easy and one-stop spot keeps the audience's attention so they don't click away from your site.
A landing page can also help with:
- Promoting discounts or deals
- Acquiring subscribers
- Promoting your products (i.e., ebook)
- Offering free sign-ups or free trials
- Newsletter enrollment
There's no cookie-cutter way to create a landing page. Whatever style and format that works best for your company to convert visitors are the best. However, there are two common types you can use as a base design. They are lead-generation landing pages and click-through landing pages.
Lead-Generation Landing Page
A lead-generation (or opt-in) landing page is structured to gather the information of the visitor to create "leads." Often times this is done through a form to collect the name and email address of the visitor.
A lead-generation landing page can be void of other links and doesn't allow the visitor to leave to another page without submitting the information. A benefit or incentive is typically offered in exchange for the visitor's information such as a free guide or newsletter.
Click-Through Landing Page
A click-through landing page offers just enough information about the incentive to induce the reader to click-through to the website's main page. Readers are able to read the copy on the landing page and click the offered CTA button to learn more.
The click-through landing pages don't include a form. They are designed to pique the visitor's interest to "click-through" to the actual product's page.
Moz's click-through landing page uses words such as "free" to intrigue the visitor. Its landing page has two CTA buttons that allow the visitor to sign up and learn more. Moz's page also draws in the reader with the benefits you would receive from signing up with the company:
Privacy Policies provide the user with what information your company is collecting and for what reasons. This applies to landing pages in addition to your homepage if you are collecting personal data, such as emails.
Grubhub's landing page is a lead-generating page with a CTA for the reader to provide their street address or zip code. This type of information may not seem as private as a Social Security Number, but is included in the definition of personal information under many laws.
HubSpot offers visitors an ebook they can sign up for on its landing page. The users must provide their names, email addresses, phone numbers, and business names:
The most common type of personal information that landing pages collect is email addresses. The CTA is often to join a newsletter, sign up for a free giveaway, or begin using the site.
Click-through landing pages are where you will see links to Privacy Policies in the footer or sidebar of the page. Since there isn't a form to fill out, the links aren't included next to the CTA button. These links should still be clear and unambiguous even though they aren't near the CTA.
Landing pages provide a major benefit to businesses when it comes to converting visitors into leads for a company's site. They offer the advantage of minimizing distraction and prompting the visitor to take action.