The Perfect Landing Page

As the name suggests, the landing page is a specific type of page of your website where the customers know about the business for the first time. It is the place where the customers arrive after engaging in external links.

These links can be seen in various advertisements on social media and even in the marketing emails that customers get. It is as important as an airplane's landing because the first impression defines how the journey ahead will be.

Landing pages have a specific purpose for their creation. It could be to collect the user's data for future communications or to act upon a specific action such as subscription or gather details via a contact form, or even to finalize a purchase.

As the name suggests, the landing page is a specific type of page of your website where the customers know about the business for the first time. It is the place where the customers arrive after engaging in external links.

These links can be seen in various advertisements on social media and even in the marketing emails that customers get. It is as important as an airplane's landing because the first impression defines how the journey ahead will be.

Landing pages have a specific purpose for their creation. It could be to collect the user's data for future communications or to act upon a specific action such as subscription or gather details via a contact form, or even to finalize a purchase.

The landing page, as mentioned above, has some very specific purposes to be created. While not many companies completely utilize the potential of this page, there also have some subsidiary goals which can be attained. The company can use this page to talk about its ideals and to push some subtle marketing regimes. They can also show their companies class by designing a premium page that lures the customer to navigate further.

Types of Landing Pages

There are two major categories of landing pages that can be used. Both these categories have distinct functions, and hence it is always a better idea to create separate landing pages rather than clubbing the two and making it chaotic for the customer.

Lead Generation Landing Page

The lead generation or lead capture page, as the name suggests, looks forward to tapping prospective customers into their database. Their calls to action are usually a form where they collect the data.

Every company has a customer acquisition funnel, and it shrinks the number of entries at every opening. Therefore, every company needs to have a humongous amount of raw entries in order to meet their target of converted clients.

This type of landing page is used a lot by companies to meet that target. They often offer the customers a freebie like a webinar or an eBook to win their trust.

Click-Through Landing Page

The Click-Through landing pages are used for the task of getting subscriptions and purchases. Their calls to action are buttons that denote the same tasks. They are usually used as an intermediary before the purchase happens so that the customer can know about the purchase in a more intricate fashion.

This is done so that the customer can first have a light-hearted impression of the product/service before getting overwhelmed by the numbers. This page has shown effective results by converting a better number of prospects into clients as against not using it.

Why do we need a landing page when we already have a homepage?

This is a very legitimate question that might pop into your mind. What is the need for a separate page when you already have a page to incorporate your calls to action? The simple reason for the same is exclusivity.

The homepage of a brand has everything which a customer needs to know about the brand. It has mission statements, a lot of links, a substantial amount of text, and even a decent amount of multimedia content. But does this help in making a purchase? Essentially not.

All these things can act as leaks, which can divert the mind of the consumer while he is all set to make a purchase, and this is why we need a page exclusively for these operations. A subtle landing page with only a few links can help the consumer to actually go forward with the reason of clicking the link. This is the reason why landing pages successfully convert more customers.

How to Make A Great Landing Page?

There are various key points that should be kept in mind in order to design the perfect landing page. You should brainstorm about each of them and then come up with the best offering.

The objective should be crystal clear

The exclusivity of the page should not be tampered with at any cost. It should always be remembered that the page is formed for a specific reason, and that reason should be communicated loud and clear.

If the important information loses the limelight, the landing page will become yet another homepage. Useless but relevant information to convey what you exactly mean, nothing more, nothing less.

Matching the source content

There are certain words that motivate the user to click on a particular link. Those words should be replicated on the landing page too. If the user is not able to relate to the content on the landing page, every effort to create an amazing landing page will go in vain.

These psychological preferences of the user should always have important while designing the landing page.

Reduce friction

Friction refers to the unavailability of space for the page to breathe. This can be caused by providing too much content without ascertaining its relevance. The page should have a limited amount of content so that the customers can have a free mindset.

The more cluttered the page becomes, the more resistance emerges in the minds of the customers. You should always try to enhance the experience of the consumers by making them feel safe and sure. It is always a good idea to have security protocols along with testimonials from satisfied customers.

Create a Value Proposition

It is always important to create a value proposition for the customers who visit your landing page. A customer might be ambivalent about the purchase, and it is your job to subtly convince them for the same. The customers always look for value and the right utilization of their money.

You can also offer the customers some perks so that it can add value to their decision to make a purchase. Everybody likes an additional treat.

Do not ask for something you do not need

It should always be kept in mind to be reasonable about asking for information from the consumer. You should only ask for relevant information which your business requires to optimize its performance.

One wrong credential asked can tamper the entire sale. The customers are sensitive beings, and thus everything which you seek from them should be carefully evaluated.

Enable sharing of the landing page

Enabling the sharing of your landing page is a good practice to drive more traffic and, in turn, more leads and information.

You can turn on the link-sharing to various social media channels.

Use the right colors and aesthetics

As briefly mentioned above, landing pages act as the primary juncture between the company and the customer. The color palette and the right aesthetics drive the customer home by matching with the company's ideals and beliefs.

You can also use good graphics and images instead of filling your landing page with text. Good graphics have the ability to compel your customer visually and to leave an imprint for good.

Perfect Grammar

In order to make a perfect landing page, the thoughts and ideas should be conveyed with the best possible use of the language. Grammatical fallacies can reduce the motivation of the customer to go ahead with the decision to trust the company.

All these things look very minute but have a great place in the customer’s mindset.

Highlighting calls to action

The button which you use for calls to action should not be identical to the rest of the content on the page. It should be in a different color or font and should pop out. They tend to divert the attention back to the user’s initial idea of clicking onto the link.

Vibrant colors always tend to catch the user’s attention and make the link more clickable.

 Always be testing

Passing your landing page from a constant spiral of tests is a good idea to evaluate the performance of the landing page. You can optimize the page according to the customer's preferences by running the A/B test and even updating the content once in a while.

You can use a flowable design that does not restrict the flow of the user and helps in consuming the content in one go.

Final Words

In this tough market, every company has to cover some extra mile to lure their customer into making a purchase. The landing page is an initial junction and thus holds immense importance in every customer's journey.

You can follow the above-mentioned steps to ensure a smooth customer experience and to strain as many prospective customers as possible from the funnel. There is also a form of paid advertising that can be incorporated to make your landing page more visible to the world at large.

It is said that there is no set protocol to increase the rating of a landing page, but you can definitely make it more customer-centric to drive customers home. Brainstorm, design, and create the best landing page for your customers to make sure you do not miss out on any sale!