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What is a Landing page and what is it for?

Having a website is not only about creating it and putting on it everything you want to sell, but it includes a lot of strategies that should be used to help the business grow, among them is the landing page, one of the most useful online tools.

What is a Landing page and what is it for
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What is a Landing Page?

A landing page is a section that is elaborated within the company’s website, with the purpose of converting users who access it into leads and then into customers who make purchases.

This type of pages are usually simple or not very elaborated and contain concrete information, as well as a form where the users can put their data if they wish to share them.

These pages are made as simple as possible, so that the user is not distracted and can focus all their attention on what the creators want: to convert the user into a lead.

Although all visits to a website are good, those that convert into leads are the most important because they can generate profits by consolidating customers and making purchases.

Generally, this type of strategy is based on an exchange, where the user is offered something of greater value in exchange for their data, i.e. a gift that can only be accessed by filling out the form.

These gifts can be e-books, calendars, fonts or others, depending on the nature of the site.

It is also valid to offer offers, coupons or similar that result in the conversion of users to leads.

It is worth mentioning that, there are differences between a Landing Page vs Web Page.

The first one is aimed to generate a conversion, while the second one could be more focused for just information.

Lady programmers creating landing page
Website development layout sketch drawing

What are the objectives of a Landing Page?

The answer to this question may be very simple and is that a landing page aims to generate leads, however, this involves other aspects.

Once the user’s basic information has been collected, such as name, email, among others, it is time to use this data for the following:

  • Promote the user's trust in the brand, focusing on attention and empathy, in order to build a positive relationship with the customer.
  • Determine who visits the site to profile the audience accessing the page, so that you can offer them what they need.
  • Contact interested users to offer products and services they may require, discounts, promotions and more, in order to make sales.

How does a Landing Page help to generate Leads?

Having a landing page is an excellent strategy to collect data from potential customers and grow the company, in addition to providing advantages such as:

  • It facilitates lead scoring, a strategy that allows prioritizing the leads that are more likely to become customers and make purchases. This strategy implies that the form must have some specific questions, so that it is possible to know what the customer is looking for. By using this strategy you will not only be able to facilitate the work of the sales team, but it is also possible to guide digital marketing strategies.
  • It allows you to segment your contacts, this means that landing pages can help identify, separate and differentiate users so that you can provide each one with what they need, whether they are products or services. This contributes to a greater number of sales and the customer feels better served.
  • It reduces the cost of customer acquisition, thanks to the fact that a landing page can be made using little money and making the most of the information obtained. This means that by collecting information through the website itself, it is possible to have enough data to work for a long time and in a much more economical way than if the company had to buy directories or similar instruments.

Tips for an effective Landing Page

There are some useful tips that can be applied to create an effective landing page:

  • Create your buyer personas or the profile of your online buyers, with which you will be able to direct sales campaigns and marketing strategies correctly. Having a customer projection or profile allows you to know how to talk to users and what to offer them to satisfy their needs.
  • Clarify your objectives, this implies that in order to achieve the goals that have been proposed in the company, it is necessary that everything that is proposed in the site is coherent. This means that the proposals and image of the brand must coincide in each segment of this site, so that the user can find what he/she is looking for and trust the company.
  • Create high quality content, so that customers feel attracted to what appears on the site. This aspect is of utmost importance, considering that the better information, content and material you offer to users regarding the subject matter of the site, the more interest they will have in it, to the point of possibly making a purchase.
  • Add a form, the easiest way to obtain information about potential customers who may even become loyal. The idea is to add a form that reflects the right questions to obtain the most useful information.
  • Respect the structure of the landing page, so that it is elaborated with the minimum possible amount of distractions, quality proposals that attract the user and motivate him to click on the link and fill out the form with his data.
  • Create a thank you page, where you can thank the customer for their data, their trust and their preference for the brand. This can appear once the form is submitted and should be very precise.
  • Follow up effectively, classifying, segmenting and using all customer data in such a way that you can make as many sales as possible. In this sense, a landing page that is not followed up is not useful, no matter how relevant the data collected is.

References

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