Landing pages are specific pages on websites or standalone webpages, which are created for specific marketing or advertising purposes.
For example, the page that you land on when you click on a Google Ad or Facebook ad is usually a landing page.
Landing page is designed with a special target in mind. It can be to collect leads, sell tickets or anything similar. This target is what defines Call-to-Action (CTA) which dominates the design of the landing page.
In majority of cases, landing pages are designed for paid traffic.
Though if your blog is designed to sell a course or a service, then that goal needs its own landing page.
I have also shared few top landing page templates being used by top performing companies. You can find them at the bottom of this page or click here.
Benefits of Landing page
A well designed landing page can provide conversions (people who actually take the intended action of the page) which is way above what you normal website can provide.
Besides this obvious benefit, there are more benefits of a landing page:
- It allows you to direct your visitor to your intended action. In a well designed website too, you are directing the flow of a visitor depending on your content, but this becomes difficult with increasing number of posts and pages. A landing page take care of a singular event.
- It allows you to track the value of your traffic and help in proper optimization. Though, you have analytics and heatmap on your website, they are not that illuminating as a landing page is. Here you can have detailed report about what is working and what is not, leading the next benefit of having a landing page.
- A/B testing. A professional marketer is always testing. Because no one knows for sure what will convert. You can’t assume the actions or intent of your visitors. You need to test out different variations and then optimize the one which is providing better result.
- Access to best converting landing page templates. We believe in using the already available research data and results and then build your site from that point onwards. Each landing page builder provides their best converting templates, segregated according to industry you are targeting. This saves you a lot of time in long run.
But before these benefits make you sign up for a landing page builder, you should ask yourself, if you need one at all?
When do you need a separate landing page?
Not everyone needs a landing page. If your blog is about news, tips & tricks or informational, then what you need is proper site structure but not landing page.
Landing page is best suited for e-commerce stores, courses, apps & services. And when you are a digital marketing agency marketing on a client’s behalf.
Anything other than above mentioned scenario doesn’t need a landing page. What you need in that case is a well designed, easy to navigate website.
Important factors of a good landing page
- A Clear Call to Action (CTA): Everything on your landing page, right from headlines to images should be designed to make CTA the obvious and compelling action on the page. Without a clear CTA, the purpose of your landing will be lost in no time. Once a user has bounced out of your page, he is gone for good. Make most of his time of your page.
- Simple, clear & concise: Be it a real estate listing or an event ticket or an offer on your course, a simple copy is easy to read and is actionable. You can look at the top landing page designs of 2018 to see how they have kept it simple and yet elegant.
- Create different variations of same page and test them all. Finding a good landing page for your goal is matter of hit and trial. What seems like an awesome landing page to you may not feel like to someone who clicked on ad leading to that page. Hence, keep testing and changing according to user behaviours.
Where to place the landing page in your blog?
If you already have a blog which growing well and now you have something to offer to specific niche, then it becomes little tricky about where to place your landing page.
The answer is: It depends on where your traffic is coming from? And how is your navigation designed.
If your blog is designed around your content, then it is good idea to place the link to your landing page in sidebar. It can be an image which captures the reader’s interest.
When the reader click on the image, he reaches the landing page of the product/offer in separate tab.
If you blog has a homepage and blog section is there as one of sections, then either your homepage is your landing page or it can be a scrollable section on the home page.
For example, you can see the homepage of Blogging site Bloggingcage.com
If you traffic is paid, then it is no brainer that your landing page is a standalone page. Don’t place your blog link anywhere near the CTA as it may divert the user away from CTA, thus defeating the very purpose.
Top landing pages designs of 2018
There are plenty of good designed landing pages, the list below mentions the one who are use all the above mentioned factors efficiently and the way it works best.
Tops Landing pages of 2018:
No surprise here. They have actually created a book on creating landing page, and this a landing page in itself. Look for yourself:
Look at the navigation and clear CTA with social proof visible right there.
Unbounce has established itself as the leader of landing page. Here in their landing page, they are using their co-founder Oli Gardner to teach the course about creating your own landing page on the go.
There are clear benefits listed out there. Plus, the small bar at the bottom points out the video part of the course. So, if you are not ebook type, you are covered too. This way, they don’t leave out anyone who is slightly interested in creating landing pages and learning about from one of the best.
A simple landing page with clear CTA and then exit intent based pop up to capture the lead:
Lot’s of space, minimal distraction, clear focus on the offer. This is how this page is designed.
As ConversionLab works on improving the efficiency of your landing page, the CTA is geared towards setting up their free consulting offer.
The exit intent pop-up is designed to capture people who are not so sure about the initial offer. This form is also clean, with one line telling what the visitor can expect.
Shopify’s trial landing page is simple, clear and elegant. Their free trial with no details required is compelling CTA. Have a look at it yourself:
One more thing that captures the eye is the use of whitespace around their main CTA. No distraction for the visitor.
There are more well designed landing pages on the web. We picked these three for they are related to our focus about creating online business.
Final thoughts about creating your own landing page
When you are designing your own landing page, the best idea is to look around. Within your niche.
Do a simple google search and check out the top 5 results. It will give you fair idea about top performing pages in your niche, as well as your competition.
What we have seen is that there are plenty of high performance landing page creators, each with their own merits. (That’s why put together a list of best landing creators, go check ).
Once you have a fair about the design that will work best for you, chose the relevant landing page creator and either DIY or get one done.
Our experience tells us that it takes several tests and optimisations to get to the final design that converts the best for you. So, don’t wait for that, design one and start putting it out. You can always improve it as you go forward.