What are landing pages?
You might need landing pages for your business to take off!
Landing pages — they’re not something out of a pilot’s training manual. Well, they might be, but not the landing pages we’re talking about.
And if you like what you hear and want to reap the benefits of landing pages, remember that WEBPRO can help. We design unique landing pages and use professional copywriters to get your message across effectively. Speak with our team for more information!
What are landing pages?
Landing pages are standalone web pages, often fitting the overall style of your main website, made to highlight a product or service’s benefits and get the reader to enquire or buy in that moment. They are typically longer than normal web pages and include sales content broken up with graphics, videos and clear calls to action.
They are hard-hitting and to the point. First, they identify a consumer problem that needs solving and then introduce a product or service and why it will solve the consumer problem. They focus on the benefits and immediate emotions to make sales quickly. You will find multiple Calls to Action (CTAs) within the content of a landing page. Getting the reader to take action through the CTA is the only goal of a landing page.
Landing pages are not your typical web pages. You can think of a website as a roundabout and all the users exploring it in different ways. But your landing pages are a one-way street to the CTA button, with readers taking in the scenery (benefits and USPs) as they head towards that CTA.
How are landing pages constructed?
A landing page isn’t heavy on written content. It provides quick bursts of information broken up by visuals. An example would be bulleted benefits of a product or service or using a graphic to explain your service process clearly.
The type of copywriting in a landing page is known as direct response copywriting, simply because the style stirs the reader’s emotions to elicit a fast response.
Are all landing pages the same?
Not all landing pages are exactly the same. There are two distinct types of landing pages that serve different purposes and industries. These are:
- Lead generation landing pages — used to collect contact information and a database of clients interested in complex services and big-ticket products. They are advantageous for B2B marketing because business owners do not make rash decisions about businesses. Declaring their interest quickly is a lot more likely than getting them to sign up on the spot
- Clickthrough landing pages — usually used by eCommerce companies to get readers to click through to a product and make a purchase. The CTA sends the reader directly to checkout
If you’re unsure what type of landing pages your business needs, WEBPRO is always on hand to advise and support.
Are landing pages a type of online marketing?
For example, you could use landing pages inside Google Ads campaigns, within a marketing email or on social media. When the user clicks through from one of these channels, they will be taken to your landing page.
They are most prominent within Google Ads campaigns. If you want to explore this type of online marketing with sales-driven landing pages, get in touch with the WEBPRO team. Our marketers and copywriters will get on the case.
New trends in landing pages
Our WEBPRO marketers have noticed a new trend in landing page design in specific industries. Fewer businesses are using contact forms straight away in the header, and some are managing to make the experience more personal.
The latter is best achieved in the financial services and property industries with postcode checkers and financial calculators. Animated videos, explainer videos and sprawling graphics are on the rise too.
Recap: Landing pages are standalone pages with a single goal. They are used within various online marketing campaigns from Google Ads to social media and email campaigns. They use distinct copywriting techniques and CTAs to get the reader to declare an interest or make a purchase, depending on the type of landing page you need. Landing page trends are always changing, and WEBPRO is always on the lookout for the most effective and modern landing page techniques.