You hear the term “landing page” often, especially when delving into digital marketing. But what is a landing page and how is it different from your company’s current site?
The purpose, goals and often even the traffic source of a landing page are different from those of a homepage, so it’s critical to make sure that you optimize both for their intended purpose. To do that, you have to understand how the two differ in 4 key areas.
Audience for the home page and landing page is the first area and major area of differentiation between the two.
As the name suggests landing pages are exactly what they sound like. It’s a “page” someone “lands” on after clicking on one of your ads.
Specifically, with paid search ads, the viewers present on your landing page are the ones who have already shown interest in your company or product. For example, someone might search for “Movie theatre in (your city)” and then click on your paid search result.
Landing pages has a single agenda or one goal: convert traffic. Homepages, on the other hand, have to wear a lot of hats and be diverse in their operations.
For example, on a typical homepage, there is usually some navigation bar up near the top. There might also be several more site links in your footer, or social media links on your blog. All these links help your visitors get to where they need to go or interact with your site in the way you want.
On your landing page, however, you shouldn’t have any of these links. Keeping your viewers on your landing page until they convert is your main goal, so you should try to avoid these potential distractions.
Although you might use some of the same information you put on your homepage, a landing page should only have content that is specific to the offer, product, or service that you are trying to promote.
Unlike organic traffic to your homepage, you are aware of what ads and search terms brought your visitors to your landing page. As a result, your landing page should be specific to those searches or ads.
Ideally, your landing pages should be set up so that someone who clicks on your ad arrives at your page and thinks, “Yes! This is exactly what I was looking for!”
Landing pages are action-oriented which makes it different from homepages. In other words, landing pages should have some type of Call-to-Action (CTA) that encourages your viewers to convert.
A CTA can be anything from calling a phone number to filling out a form or even plain buying your product. But, regardless of what your CTA is, it needs to be obvious and straightforward. For example, “Get Your Free Evaluation!”, “Call Us Now!” or “Get Started Today” are great examples of CTAs. What are the 5 main pillars of a successful landing page?
|A good homepage typically does the following things:||A landing page, on the other hand, more often:|
Landing page building tools
Right landing page will require the right tool. You may ask question:
What are the best landing page builders?
Often termed as a great landing page builder, leadpages has more than 350 templates to choose from, including hundreds of mobile-responsive options. Leadpages will definitely have a landing page that resonates with your business model.
The simple drag and drop customization helps you to get up and going with your custom design and their analytic tools allow you to track the effectiveness of your conversions.
Pricing structures are well discounted when paid annually. On a monthly basis the Standard plan is $25/month, Pro is $49/month and the Advanced for teams and agencies is $199/month.
The ultimate goal of a landing page is to keep your visitors from bouncing off of it and Unbounce does just that.
Unbounce offers a free trial run which allows you to explore their Unbounce builder before committing any further. Unbounce landing page templates in their library are fully customizable making it hassle-free to maintain your brands image. The integrating functionalities within Unbounce tie in well with WordPress, CRM’s and marketing platforms helping you create high converting landing pages.
Unbounce is considered mid-to-high in terms of pricing but the feature rich set is well-suited for a more hands-on management to your landing page. The base level for new businesses starts $49/month with the top enterprise level starting at $499/month.
Lander is a landing page builder that helps convert your visitors into paying customers and that’s exactly what you want.
Its design is easy with the use of editor which allows you to change template and colors, while the A/B Testing Tool allows you to geek out on all the analytics. The integrated embedding tools include a Facebook page tab and Google Maps coordinator, tying in with the social media platforms where most of your visitors are likely to come from.
A 14-day free trial welcomes you into the Basic $16/month plan with options to upgrade to enterprise levels.
Landingi’s provides live online trainings and webinars that keep you abreast on the latest in landing pages and increasing conversions. Another strong point of Landigi is their customer service.
Landingi also helps you design custom landing pages if you are not able to find one that fits your style amongst the 100+ template library. Pricing ranges from $19/month to $499/month depending on leads generated and they also have a free version.
OptinSkin keeps it simple with only 18 landing page templates to choose from. If you are able to work with HTML and CSS you can forward optinSkin the code base and they’ll work with you to realize your custom design.
Confidence in their approach is proven by their 60-day money back guarantee. If you are satisfied and decided to continue they have two price categories: single site at $67 and multi-site at $97.
What is the best platform for optimizing landing pages?
Landing Page Analytics
2. PPC Advisor: Landing Pages and Leads by Wordstream
Landing Page Creation
3. the ion landing page platform
Landing Page Creation, Analytics, Testing
Landing Page Creation and Testing
5. Google Analytics and Content Experiments
Landing Page Analytics and Testing
6. Visual Website Optimizer
Landing Page Testing
Landing pages are all Pro’s with virtually no Con’s. Just about every website will benefit from having one. Also SEO will be boosted. Whether or not you are selling a product, visitor engagement and retention is key to grow your online presence.