Landing Page: what is it and how to create pages that convert?
Your digital business isn’t making a lot of money? For some reason, new customers don’t come to your company. However, you can’t figure out what you’re wrong with? Well, maybe what you’re missing is applying a landing page to your business to increase your sales!
Therefore, in this article, you will understand what it is, how it works and why the landing page is a crucial tool to succeed in the world of digital entrepreneurship. It will even be clear to understand the relationship between the landing page and lead generation, inbound marketing and sales funnel. Check out!
What is a Landing Page and why is it important?
The term “landing page” means landing page. They are pages for filling in data that serve for conversion and lead generation. You can implement a landing page at the home of a website or blog if they have a good number of visitors.
Your website’s organic traffic can be high, and that’s very good! However, having a large number of visitors does not guarantee that everyone who knows your site will complete the purchase and purchase your product.
Therefore, if you want the results of your digital business to be better, it is essential to create a landing page. Since, with this tool, when a visitor enters your website or blog, likes your article – or any other type of content published there – or creates interest in what your company offers, the chances of him wanting to consume more of your material become much bigger.
The landing page is basically a registration page to receive free materials, access webinars, buy online courses and many other types of offers. Simple, isn’t it? However, it is through these pages that you can take advantage of useful data from your customers for your business.
A Good Landing Page Helps You Convert More Sales
For example, someone who owns a natural beauty products company could offer an e-book pointing out the benefits of opting for products with less chemistry. But to purchase this e-book, the visitor would have to fill in specific data on the landing page.
With this acquired data, you can have an overview of the type of person who is interested in your company, you get an information base to study ways to reach this specific audience, in addition to being able to contact the lead and create a closer relationship. close with it, increasing your chances of conversion.
At first, you may not believe that landing pages are capable of generating so much results. But by better understanding the elements used in structuring a landing page, as we will see in more depth later, it is possible to see the reasons that make this method so efficient.
Digital marketing strategies
With a landing page, it is possible to provide important information that will help in your digital marketing strategies and, consequently, increase your number of sales.
1. Lead Scoring
The landing page facilitates lead scoring, which is a way to prioritize and rank leads within your digital marketing strategies. This is because, during lead generation, some of them show that they have greater potential than others, that is, their chances of making a purchase are higher.
As a result, this higher-scoring lead is more likely to be more ready or closer to complete the purchase than the others. And for that reason, it should be prioritized by your sales team.
Given that this way the business opportunity is not lost. Lead scoring makes the salesperson’s job much easier, optimizes conversion and builds a good history of your contacts.
2. Segment your contacts
The landing page is also able to segment your contacts, according to the information that was requested by you in the form. This is useful for companies with more than one product and therefore more than one persona. These businesses need to distinguish the profile of the person who buys each item.
In addition, a landing page also helps the company to distinguish who is actually interacting with the page and is interested in the published materials and content.
3. Lower your customer acquisition cost
The landing page is one of the most efficient and cheapest digital marketing strategies in existence, which seeks to increase lead generation. That’s because, for you to get the information that is provided by this tool, calls and interviews of hours would be necessary, which would require time, investment and a lot of work.
But with a landing page, this is not necessary. Well-publicized, the landing page can provide business opportunities to feed your entire sales force throughout the month.
The landing page is strategic for Inbound Marketing
I think you can understand why the landing page is one of the most important and efficient digital marketing strategies, isn’t it? However, it is also necessary to understand how this tool plays a fundamental role for inbound marketing since the landing page is able to attract the right people to your company.
Inbound marketing is a series of digital marketing strategies, such as the landing page, which aims to attract and convert customers through the provision of relevant content. Unlike traditional marketing, inbound marketing does not go after customers, but rather explores channels, such as websites and blogs, to make the public reach the company.
For Inbound Marketing to work, the content offered on the landing page must make potential customers want to consume more and more materials. In this way, they will move subtly through the sales funnel.
There is no better conversion strategy than landing pages. Therefore, when we talk about inbound marketing, it is impossible not to mention the landing page as one of its main tools.
Landing page link with lead generation and business opportunities
The main objective of getting visitors to fill the landing pages offered is to increase your business’ lead generation. Keeping in mind that leads are not just the contacts of ordinary or random people, but of potential customers, who already show interest in your company.
Therefore, generating leads through landing pages also means more business opportunities. No business will grow with visitors alone. Therefore, it is necessary, in addition to attracting people, to arouse their interest in your company and product.
Let’s explain more specifically how lead generation can help you. Basically, these people interested in your brand will normally fill the landing page at first with just your name and email.
However, this initial information is already very valuable. Since, based on this data, it is possible for your company to start building a closer relationship with your future customer.
For example, increasing his confidence in your business, understanding who your visitors are and if they are in agreement with the persona defined above. In addition to offering your sales team more opportunities to close deals at any time.
A good landing page not only promotes the lead generation, but it should also direct those potential customers to the next level of the sales funnel until the purchase is actually made.
Sales Funnel and Landing Pages
A proper landing page also helps your sales funnel! For this to happen, it is necessary to establish some specific methods for each stage of the customer’s purchase journey. That is, synchronizing the content offered on the landing page with the person’s stage in the sales funnel.
As potential customers move towards the final purchase, the materials must become more specific and acquire even more quality. Thus, you can attract, win and retain your audience through the landing page, as it moves, in a subtle way, towards the end of the sales funnel.
But what is the sales funnel anyway? It is a kind of customer journey planning. The sales funnel shows a person’s entire purchase trajectory, indicating three moments: the discovery of the brand, consideration of the purchase, and finally, the completion of the sale.
The goal of the sales funnel is to take the customer to the last step. The landing page can, if done correctly, help you get the person through each stage.
1. Entry into the sales funnel
For entry into the sales funnel, the idea is to produce attractive content. The aim is to hold the lead’s attention so that he sees your product as a possibility that is at least attractive.
2. Middle of the sales funnel
As for the middle of the sales funnel, the best thing is to make specialized and specific content that seeks to show authority. Since now the user is no longer a stranger. But someone who already knows the brand and consumed some content offered previously. It’s also time to work on lead conversion strategies.
Therefore, the idea is to offer more specific content. They can reach and educate the interested consumer, so you can also make the lead lessen their resistance to providing data.
Potential customers are more willing to give out personal information in exchange for content that might help them. Remember that gaining information is important, for example, for you to be able to shape your digital marketing strategies.
3. End of sales funnel
Now, in the last stage of the sales funnel, be aware of the loss of quality of the content offered, the risk of this happening is great. And any mistake can waste all your effort so far, so pay extra attention at this stage!
In the last step of the sales funnel, use the landing page to present yourself as the company best suited to help your visitor. This is the tone the landing page should follow. The content offered can show product descriptions, success stories, market research and explanatory videos. This will generate a positive result in converting leads and your business’s sales funnel.
How to create a Landing Page?
The composition of a landing page is a decisive factor in converting your leads. Therefore, it needs to have the right elements to attract the audience it wants.
These are the fundamental elements that are present in landing pages that convert:
1. Title
Most people often only read the title of a story or even posts on social media. Landing pages are no different.
Therefore, the headline is the main part of a landing page and the focus on it must be total. Always think about giving very clearly and objectively what you want to disclose, as well as persuasive and impactful sentences that attract the public’s attention.
2. Form
The form must have clear and objective questions so as not to leave doubts about what must be answered. Also ask as few questions as possible so that the lead doesn’t lose interest as a result of the large amount of data that needs to be filled out.
The primary questions are name and email, to get to know the person and keep in touch with him. The other data should be defined through an assessment and research on what your business segment requires.
3. Landing page visual identity
The visual identity of a landing page should be minimalist, with as few visual elements as possible and all focused on one objective: convincing the lead to fill in their data. Use a nice color palette and try to create a layout that doesn’t distract your leads from the main focus. If you are not knowledgeable in design, it is recommended to hire a professional.
4. Visual elements
Try to put original and eye-catching images of your product or service offered on the landing page. Do not use existing images over the internet, as your brand loses its authenticity. Call to action buttons also need to be strategically placed so that the lead’s attention is focused on them.
5. CTAs
The CTAs (Call To Actions) are placed words or phrases at strategic points in order to convince someone to take an action. Always use CTAs that make the visitor feel they have the decision power, such as “I want to receive the content”.
If you want to convert a high number of leads, it is clear that the content offered by your landing page must be of the best possible quality. Produce materials on a subject in which you have a certain domain, if possible hire a proofreader to check that there are no grammar errors and make sure all information is clear.
If your content is a live class, make a well-produced broadcast; with quality sound, image and lighting.
7. Landing page text
The texts used on your landing page need to be able to convince the potential customer. For this, it is necessary to have certain knowledge in copywriting and storytelling to get the attention of your target audience.
Explain in detail all the information in your material, but also succinctly so as not to alienate readers with very long texts.
What is the right size for a Landing Page?
In general, we can say that the ideal size for a landing page depends a lot on your type of business and what you are offering.
There are success cases where a longer landing page got more results than a short one and vice versa. Thus, it’s worth applying an A/B test on your landing page, creating a shorter version and a longer one; change visual elements and specific texts, and thus analyze which one had the highest performance.
However, it’s always good to remember that the more objective your explanation of your offer, the more likely people are to catch their attention on the page and understand it better.
Landing Page Types
Landing pages have unique and specific goals for different situations. See below the most-used landing pages and their main features.
1. Capture page
A capture page is essentially useful for capturing a future customer’s email. It is very common in this type of landing page to have an exchange, where you offer, for example, a material for download by the email of the user interested in such material. With this you get a potential customer for your email list and can use it to offer other products.
2. Pending confirmation page
This landing page is one of the simplest but it is one of the most functional, as it makes it necessary for the user to take action.
Basically, after the email is captured, the potential customer is redirected to a pending confirmation page, so they need to go to their email box to confirm their subscription so they can receive your material. This way you ensure that your company’s e-mail is seen by the user and that in future sendings you do not fall into the spam box.
3. Sales page
A sales page directly offers a product or service. The main factor that attracts a potential buyer on this page is convincing them with solutions to the customer’s problem.
So, posting a FAQ, positive testimonials from other buyers, and the benefits of your product or service will certainly bring you more chances to get a buyer.
4. Thank you page
The thank-you page is where the button to purchase the material offered will be available. You can use it to write a thank you message and thus create a closer relationship with the lead.
But you can also take advantage of the thank you page to link to other related offers. Returning to the natural products company example: the lead downloaded the e-book on the benefits of products with low chemistry.
So maybe he could be interested in another e-book, now about how natural products have less impact on the environment. In this way, he will get closer and closer to buying products from that company.
Another technique used is offering free testing of services, such as the first modules of an online course, or related things.
Tips for Creating a Landing Page That Converts
1. Create a persona
By having a persona defined for your business, it’s much easier to understand how your audience behaves, what their problem is and how best to present the solution.
Consequently, with a defined persona, you will know exactly the type of CTA and copy that appeals to your type of audience.
2. Don’t put outbound links on your landing page
When you place outbound links to other pages, you are inducing the visitor to leave your landing page. It is essential that the focus is fully focused only on your offer and dispersing your audience with external links is a full plate to lose future customers.
3. Focus on your future lead issue
Nobody likes to realize they have a problem and don’t know how to solve it. Identifying the pain of your potential lead and exposing it on your landing page will surely make him feel instigated to know what will be the solution proposed by your company.
4. Add a video to your landing page
An explanatory video can be a great complement to the description of your offer, because with this media format, you can show how the product or service you are offering works, for example.
SEO and landing page
SEO (Search Engine Optimization) or in Portuguese search engine optimization can help you improve your landing page. It’s no use doing the landing page correctly, but nobody gets to it, right? For this tool to work, disclosure is needed.
There are several channels to promote your Landing Page, but search engines are certainly one of the best ways. And to achieve this it is necessary to adapt it to SEO.
Its SEO differential is to offer quality traffic at the right time, that is, when the person is looking for that information. Optimizing your Landing Page as well as your page or blog to be at the top of search engines means that the visitor will need to go through fewer steps to convert and become a lead.
Keyword
But how to adopt a search engine optimized landing page? The main easiest way to do this is to adopt keywords on the landing page . But they must be chosen according to certain criteria.
The keyword needs to take into account the stage of the sales funnel and purchase journey that the person is currently in. This is the heart of the landing page strategy. So, to attract visitors in the first steps, you can add to your keyword some specific terms such as: tips, guide, learn, how and how to do it.
But if the objective is to attract visitors who are considering a solution and are about to decide, it is recommended to have as a keyword, for example, buy, price, discount, best comparison option.
Do not use any keyword that is too generic. Because the competition for search engine top spots with these terms is fiercer. Try to specify the keyword as much as possible and be sure to offer very complete and didactic articles.
How to track metrics on a Landing Page?
It is essential to follow the organic results coming from your landing page, to know what aspects you are getting right and where there are still performance errors.
There are 5 key metrics you should always be aware of:
1. Conversion rate
It is by analyzing the conversion rate that you will know how many conversions your landing page is making. The conversion rate is a calculation of how many people took a certain action on the landing page, such as filling in data, clicking CTA buttons, etc.
Check this metric weekly to see what should be adjusted for the best.
results.
2. Bounce rate
Bounce rate shows the percentage of people who left your landing page without any interaction.
This is because your texts may be confusing, your offer doesn’t deliver what it promises, or the people who are landing on the page are not your target audience.
3. Exit fee
Unlike bounce rate, exit rate analyzes the percentage of people who interacted in some way with the landing page but left the page later.
If your landing page’s exit rate is too high, it may be that it is not very well structured and not very understandable.
4. Clickthrough rate
This rate calculates the number of clicks on each of the buttons on the landing page. If the click-through rate is high, it means the landing page is intuitive and easy to understand.
Therefore, it is important to know how to use CTAs that draw attention, so that your click-through rate will not decrease.
5. Cost per lead
Cost per lead is a metric that measures how much you are investing in each converted lead. It is important to always estimate an amount within your budget that you can spend on campaigns and track the number of sales that result from them.
If the cost per lead is within or below what you estimated, your landing page is on the right track, but if the value is above, you need to change your strategy.
Now that you understand the importance of applying a landing page to your business, you probably want to put everything into practice and convert thousands of leads per month, right? But creating a landing page from scratch can be a bit tricky if you don’t have the necessary knowledge, so let’s show you the perfect solution to this problem.
How can SparkFunnels help you create a Landing Page?
As you may have noticed, creating a landing page requires knowledge in several areas such as programming, design, copywriting and even a little storytelling, in addition to taking a lot of time and energy.
Chances are, you might not know all these things and can’t pay someone else to do it. But that’s not a problem!
Nowadays there are already several tools that help you in creating a landing page and that can put it on the air instantly. Using these platforms, you save time, increase productivity, and generate leads faster.
With SparkFunnels, you can build a landing page With it you don’t need to have programming skills, because the templates are ready for you to use!
We use tried-and-true titles and descriptions that deliver results, as well as many other features needed for a sales funnel process. And the biggest advantage of all this: SparkFunnels is completely free!
We show you in this article all the information you need to create a landing page and also a super-platform tip to start converting leads – SparkFunnels.
So run to build the ideal landing page for your business and become another successful digital entrepreneur! If you have any questions, comment below and we will respond as soon as possible.
Meet SparkFunnels
Want to further increase your conversion rates? Just like the landing page, HeroSpark can help you achieve that goal! This is a tool for creating high-converting sales funnels. So, what are you waiting for to know what SparkFunnels has to combine with a great landing page? Access here and register.