Even though they seem simple, landing pages might be a complicated topic for an owner of a site that doesn’t work in SEO or digital marketing in general. What is considered a landing page, and what doesn’t? Is it every page you land on? What about Landing Pages in Google Analytics? Can you optimize them for search engines and conversions? Here are some important things to know about landing pages:
What is a landing page?
In the digital marketing world, a landing page is a page specially designed for one purpose: to make a user convert. Whether it’s signing up for an event or subscribing to a newsletter, a landing page’s purpose is to do that. Hence, it’s solely centered on a single action. The intention is that this focus and taking away potential distractions enhance the chance of a conversion. Marketers most often build these types of pages as part of a marketing campaign.
How does a landing page work?
The internet is full of distractions and landing pages of a marketing campaign trying to get rid of all these diversions. As an example, if you would have ended up on a page solely focused on an event, presenting the necessary details and an eye-catching call-to-action directing to the cart, you probably would have purchased the tickets already.
How you optimize one?
When you build a landing page for marketing objectives, the first thing you have to do is figure out what you’d want people to accomplish on that page. If you have a distinct goal for your campaign, it shouldn’t be too difficult. As an example, you could be selling tickets for a concert. If you know your goal, you can begin optimizing the page for the target group and add all necessary elements on the page.
Essential elements of a landing page:
You should create a landing page to give your users what they need as well as persuade them to participate at the same time. Therefore it’s essential you know your audience. Nevertheless, some elements are so common you can find them on almost every great landing page. We’ve listed them here for you:
- A title that sends the message: what should the user do here?
- A call-to-action (CTA) or a brief contact form people can fill out right away
- Some main details the user would want to know before clicking the CTA
- Visuals: an appealing image or short video
- Social proof (a quote of a satisfied user or participant, for instance)
- Payment options in case of a purchase or donation