A comprehensive guide to landing pages in 2021

You’ve set up a beautiful and responsive website and visitors are streaming in daily.

But they aren’t converting.

Why?

Odds are, you aren’t using landing pages.

If you could do anything to generate leads for your business and you don’t have at least a few landing pages, you are missing out on the key opportunity to turn website visitors into potential customers.

Now the question is- why is it necessary to create a different page other than your home page to drive traffic?

Apart from this, one of the most common questions include:

Why I'm not driving conversions?

In case, you aren’t interested in easing up competitor’s efforts to gather more leads, leverage the power of landing pages NOW!

If you are looking forward to increasing conversions and make your marketing more effective, creating a landing page is imperative.

But how does it work and why does your business need one?

This guide will help you understand what a landing page is and how they work in marketing. How to make your landing page powerful enough to maximize conversions? 

“What’s in it for me?”

• What is a landing page?
• Why is a landing page important?
• Landing page Vs. Home page
• What is the purpose of a landing page?
• How does a landing page work?
• What elements a landing page include?
• How many CTAs should a landing page include?
• Where you should put the CTAs?
• How to create a well-converting landing page in 2021?
• Do I need a Landing page If I have a website?

A page visitor lands on the landing page after clicking a post or an ad or a CTA in an email. These standalone pages help drive the attention of your visitors to a single objective to persuade them to take further action.

What is a landing page?

A landing page is a single webpage created for a specific marketing or advertising campaign. It is called a landing page because visitors after clicking an ad lands on the landing page to know about the offer in detail. It is a page on your website where you can offer a resource from your resource in exchange for a visitor’s information.
 

For example, Minimalism is the key to success in landing pages. Anylist is an example of that. It doesn’t complicate things instead has a clear design with a high-resolution image, followed by download links to other apps. It really can’t get any straight-forward than this. Sometimes, simple is better. 

Why is a Landing Page Important?

Do you have a well-responsive website?

Great!

But does it have a landing page too?

Simply having a website and then forgetting about it, won’t fetch your sales. Your prospects and customers won’t come until you walk the extra mile!

Landing pages are the medium of introducing people to the top of the funnel or the awareness stage.

Landing pages provide you an opportunity to turn maximum visitors into potential customers.

Not using a landing page is detrimental for your business as it leads the customer to a specific product, service, or offer and encourages them to take the action.

It allows you to create conversions and build a reliable customer base.

Landing page Vs. Homepage

When a Visitor follows a campaign and land at the desired landing page, take the desired action by clicking on the CTA, it is called a conversion.

What is the Purpose of a landing page?

The main purpose of a landing page is to provoke the visitor to take action and generate leads. Furthermore, you can define those leads and offer one or more types of content experience through a landing page.

Landing pages are used for capturing information of the website visitors in exchange for a branded content or offer. These include e-books, email newsletters, industry events, free product trials, etc.

How Does a landing page Work?

Imagine getting stuck on the local venue concert ad while scrolling Instagram. You scream almost instantly, Whoa “It’s my favorite band?” You are super-excited to get tickets. You click on the link and end up landing on the home page venue and start looking for further information regarding time and venue. You come to know about exciting offerings and giveaways too! What will be your next step? To Sign up and register?  Yes!

This is how a landing page works.

Like this, your visitor also gets succumbed to an unavoidable offer or a piece of news.

If they click on the ad to reach the landing page, they have already shown interest in whatever you are promoting. It will educate the visitors further on the information and provoke them to take the desired action, purchasing the tickets already!

For conversions your landing page needs to have necessary elements, else you may fail to convert even 1/3rd of what you aim for.

What elements does a landing page include?

You can’t launch a landing page without knowing what your customer will be eager to know about.

You need to know your audience first.

Some common elements your landing page should have are:

• A headline that conveys the message
• Unique selling proposition
• A clear call to action or a form that people can fill right away
• Some specific details about the offer in bullets
• Visuals: an appealing image or video
• Social proof
• Payment options
• Closing statement (communicate the benefit in line with the unique value proposition)

How many CTAs should a landing page include?

An attractive Call to Action (CTAs) will bring you closer to your conversion goals. Its purpose is to encourage people to complete an action. Its purpose is to provoke the visitor to complete an action. Your CTA should align with your heading. The message should be clear.

Ideally, a landing page should have only one CTA.

Your CTA must be compelling and personalized to gain more leads.

Where Should You put CTAs on the landing page?

Traditionally, the best space to place your CTAs is- “below the header” on the landing page.  It is because it is visible to the user without having to scroll. After all, you want the visitors to fulfill the action. Furthermore, you can use a secondary call to action for the ones who aren’t interested to buy – like learn more or See Menu.

How to create a well-converting landing page in 2021?

So, you’ve done all the hard work, created a wonderful website for your product or services, and started bringing in visitors to your website.

Collect emails and convert those visitors into leads or make a sale, right?

How you are going to get the information?

Yes, landing page!

There are 2 types of landing pages:

Reference landing page: It is a page that provides appealing and relevant information to the visitor and a summary of the product.

Transactional landing page:  As the name implies, it aims to encourage the viewer to make a purchase or provide contact information so that they may become a strong sales lead.
 

Here is how to create a well-converting Landing Page in 2021:

1. Create a persona

Who is your “Yes, I want that” audience?

Are your acquainted with their age, habits, budget, and other characteristics?

Are you aware of their pain points?

Your persona is your targeted audience.

No?

This is the reason you first need to create a buyer’s persona and know your audience! Figure out what your targeted audience’s current fears are, their pains, aspirations, frustrations, and objections.

You can conduct surveys and online research to build your personas.

2. Define your goal

What’s the purpose of creating a landing page?

What actions do you want your audience to take? The major motives of launching a landing page can be:

• Fill out a form
• Sign-up for a free trial
• Download a free-e-book
• Register for a webinar
• Subscribe to a newsletter
• Order a product
• Fill out a survey

Always remember, sticking to a singular goal improves the chances of conversions. It minimizes the choices for your visitors and makes it truly impactful.

3. Target the right Keywords

Yes, optimizing the landing page with the right set of keywords is crucial for attracting maximum traffic and visibility. Try including and targeting long-tail keywords as it produces high ROI.

Suppose you run a cake shop in Mumbai. Your keywords can be- Buy cakes online Mumbai, buy best cakes in Mumbai, order best cake online, online cake delivery in Mumbai, etc.
Make a list of relevant long-tail keywords with high search volume to ensure maximum reach.

4. Write a catchy Headline

According to a marketing expert “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

5. Write the offer

While writing the offer make sure to mention the unique selling proposition of your brand. What makes you distinct from others?
 

For example, This is a landing page by Transifex, that dispenses a clear message of what you will get after signing up for it. The Font, the caps, and the characters simply contribute to a single message. Just hit the button and let the specialists do their job.

Thus, a headline is the first thing that a visitor reads. It should be a captivating one!

6.Write a clear call to action

Who says Call to action is a no-brainer?

It can make or break the deal for you!

CTA is an important part of the customer journey that takes him to the next good step.

Try incorporating CTA below the header, to gain maximum hits and leads.

7.Use Visual content

Who is your best friend when it comes to drawing the attention of your prospects?

Visuals!

An image can convey a thousand words. Visually appealing images strengthen the messaging and influence visitor’s behavior online. By using visuals, you can direct the customers exactly where you want them to be!
 

For example Jokes apart! Could you resist what the words in the red band say? Of course not! That is a powerful CTA. “Join Free for a Month” is a reassuring sentence and will invite more hits!

8. Add Social Proof (Testimonials)

You can add testimonials to provoke the user to take immediate action. Social proof helps in eliminating any doubts and fears the customer has.

For example, the above image is a testimonial on the Unbounce landing page by Nemo (Director of customer acquisition at Kiss metrics). You can add a lot of value by adding social proof to your landing page.

These are the ways you can utilize to create a landing page in 2021.

Do I need a Landing page If I have a website?

As I mentioned earlier in the blog, having a landing page and website home page is different as they both have different goals. Landing pages can improve the conversions by 266%. It helps build online visibility, improve brand awareness, and develop trust. It is the best way to increase conversions. So, yes, you can create different landing pages designed for a different purpose of marketing other than the website.

Creating a well-responsive landing page is critical to ensuring the success of your brand online. Find the right vendor, like Click nurture that helps in creating a landing page that-

• Drive enormous leads by integrating them with the right tools
• A well-designed landing page that provides value
• Follows search engine best practices
• Turn visitors into long-serving customers.
• Easy to integrate with no-technical assistance

Takeaways

This guide helped in understanding landing pages as to how they are and how they work.

Landing pages are destinations for marketing campaigns, helping businesses to generate leads or sales.

You don’t need your own website to create a landing page.

Each landing page focuses on a single call to action.

Since you need a different landing page for each campaign, it’s fine to have multiple landing pages.

Did I miss out on something?  Feel free to comment and share your thoughts!

Call Click Nurture and know how you can create a landing page that converts every visitor!