What is a Landing Page and How Can I Use One for My Business?

What is a Landing Page and How Can I Use One for My Business?

Engaging customers is tricky business. But a well-designed landing page can make your life easier. It can significantly increase conversions for your pay-per-click (PPC) and email marketing campaigns.

But what exactly is a landing page and how can you use it in your business?

What is a Landing Page?

what is a landing page

In plain terms, a landing page is where a website visitor “lands” on. The visitor could be directed to it from a social media link, online ad or newsletter.

A landing page is meant to limit the visitor’s options by presenting specific information. By doing so, it aims to optimize conversion. Most marketers use landing pages for sales announcements, contests and product launches.

If done well, a landing page can generate leads and give you more bang for your buck.

How Can Small Businesses Use Landing Pages Effectively?

what is a landing page

Be Specific

Put yourself in your customer’s shoes and picture this. You see an interesting restaurant ad about lip-smacking seafood from Korea. But when you click on it, you are taken to a page that talks about seafood, in general.

How would you feel? Will you stay on the page for long?

Presumably not, and who can blame you? When users don’t get exactly what they are looking for, they tend to lose interest. That’s why, it’s very important to not beat around the bush and be specific.

Include a Clear Call to Action

what is a landing page

So let’s assume you create a specific landing page that provides the exact information to the visitor.

What next? What do you want the visitor to do now?

Go back to the goal that you set for the landing page. For example, if you created the landing page to announce a special offer on Korean seafood dishes at your restaurant, add a call-to-action that explicitly mentions that.

Keep it Simple

Don’t make your customer scroll down the page too much for all the information you want to provide. Reduce text and strike the visual balance to keep your customers intrigued.

You may also add some bullets to capture your key messages. Remember a clutter-free layout draws more attention and serves your overall purpose.

Leverage Social Proof

People are more likely to trust and engage with a page when they see testimonials or endorsements. Including a section on your landing page where past customers, clients, or renowned industry figures vouch for your product or service can help build trust with new visitors.

Optimize for Mobile Devices

what is a landing page

With the majority of users accessing websites via mobile devices, it’s crucial to ensure your landing page is mobile-responsive. A page that doesn’t render well on mobile can deter potential leads or sales.

Use Engaging Visuals

While you don’t want to clutter your page, using relevant, high-quality images or videos can engage visitors and convey your message more effectively. Visual aids can help break up text and make your landing page more appealing.

Track and Adjust

Using analytics tools can help you understand where your traffic is coming from and how they’re interacting with your landing page. Regularly review these metrics and make necessary adjustments to your page design or content based on the insights to improve conversions.

Landing Page StrategyDescription
Be SpecificAddress the exact need or interest the user has when they arrive at your page. Don't provide general information that's not related to the reason they clicked.
Include a Clear Call to ActionDetermine the main goal for the landing page and make sure there's an evident and compelling action for visitors to take.
Keep it SimpleEnsure the page is not cluttered, reduce excessive text, and maintain a visual balance to retain user interest.
Leverage Social ProofBuild trust by showcasing testimonials or endorsements from satisfied customers or industry experts.
Optimize for Mobile DevicesMake sure the landing page is responsive and provides a good user experience on mobile devices.
Use Engaging VisualsIncorporate relevant and high-quality images or videos to enhance the message and make the page more attractive.
Track and AdjustMonitor user interactions with analytics tools and continuously refine the page based on insights for better results.

Maximizing the Impact of Your Landing Page

A well-crafted landing page is a powerful tool in the digital marketer’s arsenal, designed to convert visitors into leads or customers. To truly harness the potential of your landing page, it’s essential to focus on both its creation and the strategies to drive traffic towards it.

Let’s dive deeper into optimizing your landing page for maximum conversions and explore additional strategies to attract visitors.

Refining Your Landing Page

To make your landing page even more effective, consider incorporating personalized elements that resonate with your target audience. Tailoring content based on the visitor’s past interactions with your website can significantly enhance their experience and increase the likelihood of conversion.

  • Segmented Offers: Use different landing pages for different audience segments to provide the most relevant offers.
  • Dynamic Content: Implement dynamic content that changes based on the visitor’s location, browsing history, or device type.

Enhance User Experience (UX)

User experience on your landing page plays a crucial role in conversion rates. A seamless, intuitive, and enjoyable UX can greatly reduce bounce rates and encourage visitors to take the desired action.

  • Fast Loading Time: Ensure your landing page loads quickly to minimize visitor drop-off.
  • Easy Navigation: Keep the navigation simple and intuitive. If your landing page is part of a larger site, ensure visitors can easily find their way back to your main site or other important sections.

A/B Testing

Continuously test variations of your landing page to determine what works best. Experiment with different headlines, calls to action, images, and layouts to find the combination that yields the highest conversion rate.

  • Test One Element at a Time: To accurately measure the impact of changes, only test one element at a time.
  • Use Clear Metrics: Define what success looks like for your landing page, whether it’s sign-ups, sales, or another action, and use these metrics to evaluate the effectiveness of different versions.

Tools to Create Your Own Landing Pages

what is a landing page

There are two ways to create landing pages: you hire a web design company or you simply do it yourself. Luckily, the second option is easier than you can imagine.

Here are some tools worth exploring.

LeadPages is user-friendly for beginners and marketers who want to save time. It also has some cool templates to explore.

Unbounce is a bit more sophisticated option. It has several options in a drag and drop format.

Instapage is great for those who can’t spend too much time on creating landing pages. It takes about ten minutes to get one done.

PageWiz is yet another option for beginners. It features in-depth analytics and A/B testing.


How to Drive Traffic to Your Landing Page

Successfully creating a landing page is just half the battle won. To reap the benefits, you need to steer potential customers to it. Here are five effective strategies to drive traffic to your landing page:

  • Search Engine Optimization (SEO): Make sure your landing page is optimized for search engines. This involves using relevant keywords, meta descriptions, and high-quality backlinks. A well-optimized page can rank higher on search engine results, bringing organic traffic.
  • Social Media Promotion: Utilize platforms like Facebook, Twitter, and Instagram to share your landing page. Regularly posting and engaging with your audience can create buzz and encourage clicks.
  • Pay-Per-Click (PPC) Advertising: Invest in paid ads to target specific demographics. Platforms like Google Ads or Facebook Ads allow you to create campaigns that can direct paid traffic straight to your landing page.
  • Email Marketing: Sending targeted emails to your subscriber list with compelling call-to-actions can drive direct traffic. Ensure the email content aligns with the message of your landing page for maximum conversions.
  • Collaborate with Influencers: Partner with influencers in your industry to reach a wider audience. A shoutout or a promotion from an influencer can introduce your landing page to their followers, leading to increased traffic.

Content Marketing

Leverage content marketing to draw visitors to your landing page. Creating valuable and relevant content that addresses the needs and interests of your target audience can attract traffic organically.

  • Blog Posts: Write blog posts that offer valuable insights or solutions and include a call-to-action (CTA) leading to your landing page.
  • Guest Blogging: Publish content on other reputable websites in your industry with a link back to your landing page.

Retargeting Campaigns

Retargeting campaigns allow you to reach out to users who have previously visited your website but didn’t take the desired action on your landing page.

  • Display Ads: Use display ads to remind these visitors of what they’re missing out on by not taking action.
  • Personalized Email Follow-ups: Send targeted emails based on the specific actions visitors took on your site, encouraging them to return to your landing page.

Leverage Partnerships and Affiliates

Partnering with other businesses or affiliates that share your target audience can be a highly effective way to increase traffic to your landing page.

  • Cross-Promotions: Engage in cross-promotional activities with partners to share each other’s landing pages.
  • Affiliate Programs: Create an affiliate program where affiliates are rewarded for directing traffic to your landing page.

Unlocking the Full Potential of Landing Pages

Creating a high-converting landing page is just the beginning. By focusing on continuous improvement through testing and personalization, enhancing the user experience, and employing diverse strategies to drive targeted traffic, you can significantly increase your landing page’s effectiveness.

Whether through SEO, social media, content marketing, or strategic partnerships, each traffic-driving tactic you employ should align with your overall marketing goals and target audience.

Remember, the ultimate aim is to provide value to your visitors, compelling them to convert through a seamless, engaging experience that meets their needs and exceeds their expectations.

Landing Gear Photo via Shutterstock

Shubhomita Bose Shubhomita Bose is a Staff Writer for Small Business Trends. She covers key studies and surveys about the small business market, along with general small business news. She draws on 8 years of experience in copywriting, marketing and communications, having worked extensively on creating content for small and medium sized enterprises.