The landing page is one of the key elements of lead generation. Being the first thing users see after they click on a link, the landing has to guide them to perform a certain action, such as filling out a form, purchasing a certain product or service, signing up for a newsletter, or reading a piece of content.
An effective landing page is targeted to a particular traffic stream (e.g., linked to an email campaign or an ADS campaign). It succeeds in converting a higher percentage of visitors into leads than you could in other ways.
Why building a static landing page?
The answer to this question can't just be “to convert visitors into customers”. It is not just that. To explain what is the deep meaning of landing pages, we have to introduce an important concept. What many people do not take into consideration when designing a site and creating a digital marketing and sales strategy is that traffic on web pages must be “planned” or rather, flows must be planned.
We need to decide in advance the paths we want our visitors to take. Since we want our site to be our 24-hour active business, channeling the traffic that comes from advertising, e-mail, or social media to the home page of the site is a missed opportunity! A waste of budget!
Instead, if you channel the flow of traffic to a landing page, built to channel users into the conversion funnel, you will have more changes to improve the ROI of campaigns and to know how many leads a specific campaign brought you.
Much better than investing budget for potential customers to just see a page!
Let me give you a concrete example. Imagine you have a Google Ad for one of your top keywords, “blue shoes”. If a user clicked on the ad and ended up on the home page, talking about all the shoes you have in your shop, what would they do? They would most likely leave the page because the home page is usually very generalist, and probably will show also red or black shoes.
If by clicking on the Ad the user was directed to a landing page that shows them all of your blue shoes, and that they are the best in their industry, the user will be much more likely to purchase or fill out the form and, thus, convert. Simply because the page showed them exactly what they were looking for.
In this way you will have invested a budget not only for “visibility” or brand popularity but more importantly to have contacts of people very interested in buying your products.
Types of landing pages
A landing page is typically a page separate from the main website, with simple and essential features, in fact within a landing page there cannot be too many internal links or navigation menus such as to distract the user from performing the desired action.
Landing pages differ according to their purpose and intended target audience. Generally, we tend to distinguish between two types, one to obtain new leads and one to sell a product or service.
Landing page to obtain leads
The goal is to obtain new users that are potentially interested in the product or service offered by the company, and to contact them at a later stage, when the product is ready.
The goal of this landing pages should be the visitor's email, and maybe some information on why they are interested in the product. It goes without saying that the main element of the landing page is the form, which must be in a prominent or otherwise easily accessible location.
Landing page for sales
The goal is to convince the user to buy a particular product or service by highlighting the benefits it can bring to the buyer. Here the main element becomes the Call to Action that prompts a purchase and is usually repeated several times within the same page.
To be effective, a landing page designed for this purpose must focus on a single product or service.
How to design a landing page
As we have said, the landing page must be essential. Its sole purpose is to guide the user to take the action for which it was designed.
A landing page is effective when its elements succeed in quickly attracting the attention of users potentially interested in what is being offered and converting them into customers.
There is no one-size-fits-all solution for structuring an effective landing page. In fact, all the elements present must fit the objective that has been set, the target audience, the product or service that is being offered, and the content that you want to communicate.
In general, the elements that must be present within a landing page are:
Title and subtitle
They represent two fundamental elements, as they have the task of capturing the user's attention and prompting them to continue reading.
Specifically, the title must be able to summarize in very few words what is offered within the landing page. The subtitle must be consistent with what is expressed in the title and give some more information about the proposed offer.
It is essential to give a lot of importance to the choice of the title and subtitle to be used within a landing page, remember that it usually takes the user only a few seconds to decide whether to continue reading or move on.
Visual elements
Images, icons or infographics that must continue to attract users' attention. Images and icons also break up the text, making it lighter and consequently readable. Finally, one should not forget the strong communicative power of these elements, which turn out to be more easily and immediately understandable than text.
Main body
Must contain all useful information for the user. The text should not be too long (better to divide it into several blocks), but at the same time it should be specific, clear, direct and comprehensive.
This part of the landing page should describe the characteristics of the product/service and what benefits and opportunities it offers. Within the text it is good to avoid terms that are too technical, better to use language that is professional, but easily understood by all.
Benefits
Within the main body there should be a section on benefits, that is, the concrete advantages that the product/service can bring to the user. When it is present, it usually focuses on a feature of the product that the competition cannot offer.
Testimonial
This is about putting the principle of social validation into practice.
Publishing the opinions and experiences of users who have already chosen that product/service helps to more easily gain the trust of visitors and convince them to buy.
Form and Call To Action
The form within a landing page should be highly visible and, above all, it should be structured in such a way as to
Why static is better?
Static webpages are much, much faster than their dynamic counterparts. Usually, Dynamic sites took an average of 2,343 milliseconds to load. WordPress was the highest, taking an average of 3,081 seconds to load. This is too much, a lot can happen in 3 seconds! Most likely, the user will leave the page before they even see it.
That is why static is the best choice when it comes to choose a landing page.
Why should I use IceLanding?
The only problem is that, there are not many static landing page builders or generators. Moreover, you need to contact a developer and a graphic designer to build one!
IceLanding provides the quickest, no-code, solution to create a static landing page in a few minutes, without having to call a designer or a developer.
Just a few clicks and you will be able to test your product on the market!