Landing Page Design Agency Advice
What exactly is a landing page? If you look it up online you’ll probably see lots of different explanations, which can provide you with a bit of a headache.
A common misconception is that a landing page is every page you “land on” after clicking a link.
Well, that’s just not true. A link can lead you to virtually every kind of page and I can assure you most of these pages are not landing pages, just web pages.
A landing page is indeed a page that you “land on” (or simply visit) but it’s defined by two features:
- It’s created to persuade the visitor to give out some information about themselves (such as email) to continue with the marketing
- It exists solely to fulfil a single function – like promote a product or a service, or offer the users something for free to build a relationship.
The main purpose of a landing page is to convince the user that there are benefits of using your product or service. It should make it easy to purchase the product via a user-friendly experience. They are essential for any marketing campaign.
There are three different types of landing pages:
- Landing pages that are dedicated to selling one single product.
These landing pages are created to warm up the customers to the idea of buying your product (also known as click-through pages. They usually lead to another page with the option to directly buy/order the product).
- Landing pages that are dedicated to informing you about a certain product or service
There are usually pictures and/or videos about it, testimonials and short descriptions about the quality of the product. People usually “land on” these pages through email marketing campaigns and their goal is to warm the users to the idea of purchasing the product. They have call-to-action buttons like “Learn more about it”; “Products and pricing”.
- Landing pages that offer something for free in exchange for personal details otherwise known as a lead magnet
It’s usually nothing more than a name and email, but these are the strongest weapons in the hands of an online marketing guru. In return people usually get goods such as free ebooks, online guides, free webinars, free trials and many more.
So where can you go wrong with landing pages? Keep reading to see how to avoid the biggest mistakes that will turn people away.