A landing page is a page where the visitor is supposed to perform a certain action. This could be buying a product, filling in a form or signing up for a newsletter. Often, visitors are directed to landing pages via advertisements in Google's ad network, for example, Google Ads. The aim here is to achieve the highest possible conversion rate - i.e. the highest possible percentage of those who click on the ad will also carry out the specific action.
By following up and adjusting the advertising and not least the landing page itself, it is possible to make the campaign more effective and optimised in the long term. In this article we will look a little deeper into what a landing page is, what the purpose of a landing page is and how you can build a good landing page.
Landing page as part of Search Engine Optimization
In addition to the purpose of getting a visitor to perform a specific action on a landing page that receives traffic through advertising, a landing page can be a tool for search engine optimisation. It is frequently used when focusing on local SEO i.e. to appear on search terms containing specific towns or cities. It is better to use blogs or articles to focus on general major search terms e.g. "SEO agency" and you use many landing pages to focus on location-specific searches such as "SEO agency Stockholm" and "SEO agency Danderyd" for example.
When the purpose of a landing page is e.g. local SEO, the focus ends up being on building a website with such relevant content that Google ranks it highly. This is a whole science in itself, but in short it's about building what Google's algorithm considers a "trust" - it's about relevant and rich content, links in and out of the page, website history, structure, images, captions, response time and much more.
Get the visitor to do what you want
When we talk specifically about landing pages and the action that the visitor should perform, it is very much about building a clear web page that encourages the visitor to perform that specific action. If it's about selling a specific product, it's important to have a clear product description, images, preferably video, and a clear and smooth buying process with easy and secure payment options.
In addition, really comprehensive product and category descriptions can help buyers who are in doubt and feel they need more knowledge before making a purchase.
A landing page is created to promote something. It is important to create a page that is adapted to the target audience and where the text is optimised with a clear message for the specific purpose. Here are some examples of what this might be:
- to get the visitor to join your newsletter
- that the visitor should provide their e-mail address to download an e-book, educational material or similar
- the visitor has to provide his/her e-mail address to participate in a contest or receive a discount coupon
- that the visitor should buy or certain product or service
- the visitor to register for a specific event or training session
An important principle for landing pages is to always try things out in order to increase the conversion rate in the long run. Try tweaking your ads, your texts, headlines and images to see if the conversion rate changes. In this way, you can slowly but surely optimise your landing page. The way to do this is called A/B testing , where you create an alternative landing page with, for example, a different image and see through the data whether the alternative image has a positive or negative impact on conversion rates.
If it's about getting the visitor to sign up for a newsletter, there are players on the market that offer newsletter creation services where you can also build the landing page in the tool itself. These tools are easy to use and since you get two tools in one, you can save some money.
There are also a number of other, more general tools on the market for those looking for a tool to facilitate the creation of effective landing pages. Some examples are Leadpages, Unbounce, Thrive Architect, SharpSpring, HubSpot etc.
Concrete tips for creating a good landing page
Let's go over some concrete tips for creating a really good landing page. Firstly, plan and structure your landing page in advance. Think about what elements you want to include and what content you want to include. The planning phase is very important, so don't skimp on it. This is where you lay the foundations for a successful landing page.
The next step is to create a plan to drive traffic to your site. Without traffic, you'll never be able to test, evaluate and optimise your landing page. Think about your target audience and how to reach them. Is the landing page aimed at 20-25 year old men or 50-55 year old women? Maybe this matters for the look and feel of the page and the tone of your approach? When the target group visits the page, they need to feel met and identify with what you describe in text and images. We usually talk about adapting your content to their personas and it's always good to have their persona in mind when designing the landing page.
A good headline
A clear and relevant headline can be an effective way to attract attention. Similarly, a misleading headline can scare visitors away. Put some extra time and effort into making a good headline - and again, if it doesn't work, try something else, until you get it right!
Feel free to add a subhead that supports the main headline - especially if you feel there's a message you want to get across that doesn't quite fit in the headline.
A relevant and appealing image or video
Images and video are effective recipes for communication when it comes to landing pages. Add a video or image that explains your message in a quick and easy-to-understand way. Remember that your message and the purpose of your landing page must be absolutely clear to the visitor. He or she should quickly get an idea of what is being offered and what the offer contains. If there is the slightest hesitation or confusion, there is a high risk that the visitor will choose to move on, to another service or provider in the same area.
Hopefully, you now have a good basic understanding of what a landing page is. Maybe you've also got some inspiration and some handy tips on how to build a really successful landing page. Good luck!