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Landing page – what is it?

What is a landing page? This term can often be found in the context of online advertising, especially paid advertising, such as Google ADS. Landing Page is nothing more than a specially created page to which the link in the ad redirects.

What is the purpose of landing pages?

Of course, getting a specific action from the internet user, i.e. collecting the so-called lead. If we are dealing with an advertisement encouraging to buy a product or service, clicking on it will redirect to the target LP page where you can make a purchase or register in the store. The principle of landing pages is that they should encourage the user to interact – clicking a button, completing a form, viewing an advertisement or other action that will lead to conversion.

What do landing pages look like?

This is a very good question. There are thousands of landing pages on the internet. They have one thing in common. These are one-page pages, without additional subpages and tabs, on which only one thing is presented – a product or service. By design, landing pages are simple pages that focus on one specific thing so as not to distract the user.

What to consider when creating landing pages?

There are some important tips that you should follow to get the most leads from your LP website.

  • Clear and simple message – when describing a product or service, you should write simply and understandably, without generating empty words unnecessarily. Short and to the point.
  • User trust – more and more Internet users are sensitive to all attempts of extortion and fraud on the Internet. Thus, each created landing page should be refined in the smallest detail. No typos, correct grammatical and stylistic form, and compliance with standards and technology.
  • Responsiveness – you cannot forget that the landing page should also be a responsive page. Remember that your ad can be displayed not only by computer users, but also by smartphone and tablet users.
  • CTA or click to action – call to action is the most important element on any landing page. This is the item that the page viewer should click. The button send the contact form or register. A call to action, i.e. CTA, is to be a clear message that will encourage the Internet user to take a specific action.

What to use landing pages for?

Each company can easily find dozens of applications for landing pages. We present a few of them below.

Sale of promoted products or services – a novelty in the store’s offer may be advertised on the web using Google Ads. After clicking them, the user should be redirected somewhere. That destination is the landing page. It can be made for this purpose or it can be a selected product page in an online store.

Subscribing to the newsletter – acquiring a customer who will be willing to subscribe to the newsletter is an important achievement in the advertising strategy. To encourage someone to subscribe to the newsletter, prepare a landing page with the registration form and an invitation to fill it out. It can be, for example, a free e-book sent by e-mail or a discount code for the first purchase.

Additional information – the landing page can also be used to provide the customer with detailed information about the product, service or event. For this purpose, he should also complete the contact form with his e-mail address to which the message will be sent.

Landing page and its creation

Is it difficult to create an LP website? It depends. Having some experience building websites, it’s not technically difficult. The challenge is to create a landing page in such a way that it attracts attention and encourages the user to convert. This in turn requires a good understanding of Internet behavior. The distribution of elements on the page that will encourage, not deter, a well-thought-out selection of colors, and finally correctly edited content that will trigger the need for interaction.