In this blog, I’ll answer the questions:
- What is a landing page?
- What makes a landing page effective?
- How should you promote a landing page?
So, you’ve heard that a landing page can generate leads for your business, but you’re not sure how.
Maybe you’re not even clear on what it is and how it’s different from the regular pages on your website.
Let’s clear things up a bit.
What is a Landing Page?
A landing page is a marketing page designed to get visitors to leave their details, purchase a product/service, or achieve any other defined goal.
It’s usually connected to an ad campaign and is meant to feel like a natural continuation of the ad that brought the visitor there.
A landing page has one major advantage over a standard website page:
Landing pages are more focused.
When planned correctly, they leave no room for distractions or confusion.
Why? Because there are no additional pages to navigate to, there are usually no external links, and the entire page is designed to guide visitors from the point of indifference to the point where they’re ready to leave their details or make a purchase.
What Makes a Landing Page Effective?
Every good landing page meets two key criteria:
- It’s persuasive, intuitive, and focused.
- It meets the expectations set by the ad that led to it.
How do you make a landing page persuasive?
You know your product/service better than anyone else.
Ask yourself:
- What problems does it solve?
- How does it solve them?
- How can you prove it solves them effectively?
- How can you show that you’re trustworthy enough to sell it?
- What benefits will people gain if they purchase it?
Once you answer these questions, you can start planning the page and deciding which sections to include and their hierarchy of importance. Remember to stay focused and avoid discussing irrelevant details.
Tips for Creating a High-Converting Landing Page
The first section must answer the question: “Is this relevant to me?”
If visitors click on an ad with the title “Personal Trainer in New York” and the first line they read on the page says “Best Gyms in Thailand,” they’ll immediately abandon the page. It’s not relevant to them.
Your buttons should be clear and prominent, and visitors need to know what will happen after clicking them.
The text “Schedule a free consultation” is much clearer than “Contact us.”
This may sound minor, but extensive research (including studies by HubSpot and Unbounce) has proven that this makes a big difference. When people know exactly what happens after taking action, they’re more likely to do it.
Another surprising point about buttons: Writing the text in the first person can significantly increase conversion rates. A small change made by ContentVerve from “Open My Account” to “Open Your Account” reduced their conversion rate by 25%!
Make sure your page is clear, to the point, and free of unnecessary distractions.
You want to guide your potential customers. Don’t send them to other pages on your site – It might even be smart to remove the top navigation menu that appears on other pages.
You can create a unique menu for the landing page, to help visitors find the information they need on the same page. Just make sure it’s not overloaded. A good example rule of thumb would be no more than menu items, with your main call to action standing out above the rest.
Address Your Potential Customers’ Concerns
I’m sure you’ve experienced this in your own life.
Sometimes a short line like “3-year warranty” makes all the difference – especially if the product is expensive.
A great way to handle this is through an FAQ section. Phrase their fear as a question and debunk it with a clear answer.
For example, a question on a landing page selling software could be: “Do I need to enter credit card details to start my free trial?” And the answer could simply be “No.”
Invest in User Experience Design
It’s easy to overlook the importance of user experience (UX) design, especially if you’re not very familiar with it. But all the tips I’ve shared so far are there to improve the visitors’ experience.
I’ve written extensively about this in previous blogs, so I won’t dive in too deeply here.
What I will do is share a few crazy statistics that highlight why this area is so critical for the success of your landing pages and website:
- A Stanford University study found that 75% of users judge a business’s credibility based on its website design.
- 88% of users say they won’t return to a site after a poor user experience.
- 42% of users say they’ll abandon a poorly performing site.
- A Forrester study found that every dollar invested in UX design yields a $100 return.
OK, You Have a Landing Page You’re Confident About – How Do You Promote It?
There are many advertising options, but I personally recommend Google Search Ads the most.
Why? Because when people search on Google – especially with words like “service” or “order” somewhere in the query – they usually have clear intent. They are actively looking for that service/product.
In contrast, if you advertise on Facebook, there’s no guarantee that people are in a buying mindset. Even if they are, there’s no way to know they’re specifically interested in what you’re offering.
They might just be scrolling through their feed, and when your ad pops up (especially if it interrupts a video they’re watching), they’ll likely skip over it because it’s annoying.
That said, I’m not saying social media advertising doesn’t work – it definitely can. But I do think it works less effectively with landing pages.
But How Can You Ensure Your Ad Ranks High on Google?
Google uses something called a “Quality Score” to decide where to place your ad.
The higher your score, the less you pay, and the better your ad placement will be.
What determines your Quality Score?
Three main factors:
- How well your ad matches the intent behind the user’s search (keyword relevance).
- How relevant and useful your landing page is for people clicking on the ad (this includes good, intuitive UX and relevant content).
- The expected click-through rate (CTR) of your ad.
If you’ve ensured that your landing page is relevant, persuasive, and focused – most of the work is already done.
Now you just need to make sure your ad matches the content of your landing page and that both align with the users’ search intent. That’s it! From here, it’s all about optimization.
If there are other topics you’d like us to write about, let us know! 😀
