What are Landing Pages?

It is common to hear marketers talk about landing pages like Trump talks about China. A landing page is a page that opens up after you click on a link (in simple terms). The link can come from anywhere; an email, a social media post, an Ad, a Google search result or even a bot. This widely used definition has some setbacks because not every page you ‘land on’ is a landing page (at least not for online marketing). At DMKT Performance, we believe a landing page should have ONE purpose and lead visitors into taking ONE ACTION.

A landing page isn’t your current website’s homepage. It is a stand-alone page with a single goal! It has a single Call-To-Action and a form for visitors to fill in their information. This is known as data exchange; the action of giving a piece of information or a discount code in exchange for their contact information.

Landing Page VS Home Page

Why so many people often believe their home page is a landing page?

After all, you are landing on it after clicking on a link. However, there are key differences between your web pages and a landing page. So, after reading this blog, we hope you’ll understand why they are different.

So, let’s get to it. Below are the home page and landing page side by side:

The home page is the main page of your website. It is supposed to encourage people to browse around your site with several links to different areas. To make it slightly easier to understand, the home page is like the ADHD-diagnosed sibling who can’t focus on a single thing at a time and runs around the house yelling stuff about many topics at once. The home page is a page that can take you anywhere on the website, and it is easy to get distracted on because it encourages exploration.

Visitors might visit your home page and browse around without ever buying your product or hiring your service.

On the other hand, a landing page is like the sibling who got life all figured out; a stable income, a wife, kids, a gym membership that he uses. The landing page has a single purpose: TURN VISITORS INTO LEADS. The whole purpose of a landing page should be to lead the visitor to purchase your product or hire your service. It has to include a single CTA and a form to obtain visitor’s information. However, most people are not willing to give you their information just because you ask for it. They have to find it valuable to do so. One way of making their efforts worthwhile is by offering something to them in exchange for details. One can offer a discount, a free consultation, a piece of content, etc.

So, for a web page to be a landing page, it needs to follow the following criteria:

Include a SINGLE offer.
Have a SINGLE purpose.

Creating Effective Landing Pages

The main idea of a landing page is to convert visitors into leads. It pushes the visitors through the marketing funnel. But, to be effective and persuade visitors to the next stage, it has to be interesting. The landing page should have a well-developed architecture that targets a specific audience. So, there are certain elements to create an effective landing page that you need to focus on. Below are some of those elements we think are the most important:

Attractive headline, straight to the point
One CTA
Express the value you offer
Add bullet points, long texts are boring and confusing
Don’t do a careless fill-out form
Keep site navigation to a minimum
Include your socials
Set clear instructions
Include social proof
Add Videos