If you have already dealt intensively with the optimization of a web presence, you have probably come across the term landing page. Landing page means something like “landing page”. In a figurative sense, landing pages have exactly this purpose. These are specially created websites that serve as a “landing strip” for users.
The difference between normal websites and landing pages
An internet user starts a search query or clicks on a link on a website that leads to your website. In the best case, it doesn’t end up on any page of your website, but on one of your landing pages. These pages must therefore be geared to the appropriate advertising media and target groups. In addition, they are simply designed and present exactly the term the user is looking for.
If the Internet user were to land directly on your website after clicking, the numerous other information such as company description, company history, references, offers, menus and buttons would only distract him or, in the worst case, confuse him so that he would leave your site again after a short glance. A potential customer would be lost.
If, on the other hand, the user is redirected to a landing page, he will find himself on a manageable page. This is all about the product or service you are looking for with the most important information.
The best tips for implementing successful landing pages
1.Less is more: Ensure few distractions from the essential content. Ideally, this means no further links, no menu bar and only short text sections or lists, as well as a few photos that fit the topic or offer exactly.
Clear call to action: Prompt the user to do something specific that is in your best interest. The call to action is the landing page finish line. This is, for example, clicking on a button (e.g. the “Add to shopping cart” button in an online shop), subscribing to a newsletter, filling out a contact form or sending an email.
If possible, only put one call to action on your landing page. Because the more choice there is for action, the greater the distraction for the user.
3.Concise headline and understandable text structure: Ideally, the attention of users on your landing page is so captivated that they are guided step by step to the execution of the call to action (press the button, enter the e-mail address, subscribe to the newsletter).
Which goals can be achieved with landing pages?
A landing page is an efficient and relatively inexpensive marketing tool. The primary goal is to win interested users as customers or clients. To achieve this, marketing strategists use various tools that can also be integrated.
- Surveys to collect email addresses of potential customers
- Sale of services or products
- Marketing of discount or special campaigns
- Forms for ordering newsletters or contacting us
A landing page should serve an end purpose and purposefully guide users through to the execution of the call to action.
Every company that markets its offer on the Internet can use landing pages to increase the user interaction rate. And since the structure of these special pages is comparatively simple, a lot can be achieved even with smaller budgets.