What is a landing page

As the name suggests, a landing page is a page where web traffic “lands”. If your website was a city, your landing page would be its airport. And just as the opinion of a city starts at the airport, your visitors also get an idea about you, your brand and what you offer as soon as they arrive at your landing page. And that’s why the design is crucial. It’s where you grab people’s attention and get them to do what you want them to do.

The difference with a homepage

The home page exists to direct the user to the different content categories through a menu and many buttons and links. A landing page has a much more specific purpose: it must make the user want to perform a single action. A landing page has no menu to avoid distracting or even losing the user. It is a conversion page with a single Call-to-Action, usually a button.

Benefits

This is where you really “sell” your offer. Benefits are often listed to grab (and hold) the attention of visitors who tend to skim web pages, as lists are really easy to look at and digest. The benefits of your product can be added to your text or be a separate section. The goal is to quickly explain why your offer is so interesting.

Social networks

One of the most used channels to promote landing pages is Facebook. Social networks, and Facebook in particular, offer great possibilities to promote your company through sponsored content. Via advertising, you can push your them with the CTAs present in the sponsored content.

The URL of your landing page

In SEO, every detail counts, even the URL of your landing page. This gives information about the content people will find on the page. The URL also reflects the structure of the site, revealing how a particular piece of content fits into your overall website. Try to keep your URL short: ideally, it should be between 50 and 60 characters long.

Landing pages are essential for increasing brand visibility, generating more sales, improving your SEO practices and generating new leads.