A landing page, or landing page, is a web page specifically designed to convert visitors into leads.
Because it is important?
His reasoning is simple: if we offer something that seduces the user, he will be more willing to leave information through a form, if with this he will be able to access it and other content of interest.
This page helps us convert users into end customers, hence the importance of creating a landing page that truly converts.
How does a landing page work?
Let’s see it with an example: The user accesses a post written on our blog or website about how to make a content marketing strategy. Next, you decide you want more information, so you click on a call-to-action in an ebook on “the perfect content marketing strategy” that will direct you to our landing page.
Finally, this page will ask the user to send us their contact information to download our content. You will then be redirected to a thank you page with the download link, becoming a valuable lead.
The number of downloads that we register translates into personal information of potential clients. This is how we get the perfect opportunity to contact them directly and in a personalized way, to be able to influence their purchase decision.
Landing page types
There are many types of landing pages (almost all depend on the tool with which they are created in terms of design), but the vast majority of them could be categorized into two large groups:
Those that we find within our website
These types of landing pages are those that we find within a regular navigation through our website, either by clicking on a CTA, accessing one of our categories, at the end of a post …
It is common for the design of these pages to follow the aesthetics of the web in which they are located and they are usually accessed organically, either by browsing itself or by related searches in a search engine, that is why it is vital that are correctly optimized.
Remember: that these landing pages are well positioned in search engines, such as Google, is key to obtaining good results.
Those that are microsites outside of our website
The most characteristic thing about this type of landing pages is that they are web pages that have been expressly created for a specific purpose, which is usually the capture of leads, and are outside the navigation of our main web page.
Due to this, it is even more important that this type of landing pages contain all the necessary information to seduce a user and that they give us their data, in addition to a CTA where they will be collected.
Since they are not found within a main website, it is difficult to access them in an organic way if it is not with an exact search in a search engine. To derive traffic to these types of pages, paid media or SEM strategies are usually used, which involve extra investment.
Whichever option you choose, remember that your landing page must collect all the necessary information so that your users decide to give you their data, becoming those leads that you want so much.
I forgot, according to the RGDP it is mandatory that our leads give us their explicit consent to receive commercial information, so this information must be very clear in the content of our landing page.
- Write clearly and concisely. It will try to speak the same language as our user, without exceeding too much so that their level of expectation does not decline at any time.
- Clearly explain the value and importance of the offer to people. The most important thing is to offer value to the person, focusing at all times on how they can get the most out of the content that is offered to them.
- Use listings to make information easily understandable. This helps us to focus the user’s attention on the points that we consider most important and what else may be useful to them. It is about giving relevance to the benefits and benefits of our content.
- Select the appropriate number of fields for the form. We must not fall into the error of requesting a huge amount of information from our user that may turn him back. The idea is to build a long-term relationship and, for this, we will have more opportunities to exchange information.
- Eliminate the main menu and the rest of the links that may distract the user. With the main objective of focusing attention on the offer, everything that does not add value must be eliminated to avoid leakage of our user.
- Include relevant multimedia information that captures the user’s attention. Multimedia content best enters through the eyes. A good video or image can help to improve the perception of our user.
- Add icons to share on social media. If the user considers the content of interest, he will surely want to share it through social media. Why not provide it to them through some icons at the end of the offer content?
- Add testimonials if they provide relevant information. A content that others have already enjoyed and on which they have a good rating will help to finish convincing our people.
- Show awards or recognitions received by the organization. Without falling for the self-promotion, do not miss the opportunity to include recognitions received for a good job. The user will value and appreciate it.
In short, landing sites play a fundamental role in the conversion process of the users who visit your website / blog. Its optimization is key for you to get leads.