Landing Page Definition: The Complete Beginner’s Guide to Landing Pages

If you’re looking for a clear landing page definition and how you can use them as a complete beginner, you’re in the right place. The good news is landing pages are very easy to understand and thanks to great tools, easy to implement, too. Landing pages can revolutionize the way you sell and skyrocket your sales – no matter what you sell, so they are well worth the time investment in learning how best to use them.

That said, let’s start at the very beginning. What is a landing page?

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Landing Page Definition: What is a Landing Page?

A landing page is a stand-alone web page that is created specifically to communicate a message for a marketing or advertising campaign, with an aim to get the visitor to take action.

The term “landing” comes from the idea that visitors “land” on your page from various traffic-driving sources, depending on the aims of your marketing campaign.

For example, if you create a landing page (single page) for a product you sell, you could drive traffic to it from Facebook ads, Google ads, YouTube ads and videos, social media promotions, links on your website, email marketing, affiliates and more, depending on who you want to market the page to.

The aim of this page is to be hyper-focused and streamlined toward one goal. That goal may be to send an inquiry, make a purchase, or simply sign up for your newsletter.

Regardless of the goal, the rest of the page must be driven toward getting visitors who land on the page to convert (do the thing you want them to do).

There should be a very clear CTA (call-to-action), which is where you ask visitors to take action such as making a purchase, signing up for a trial, signing up for a call, or to your newsletter.

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So, How Do You Plan and Implement a Landing Page?

Set Your Goal

Your first step should be to define your goal. What do you want the landing page to do?

Why do you need one? Landing pages have been proven to work extremely well, but they can’t convert if the goal is vague, unaligned with the overall aims of your marketing campaign, or absent.

You need to set a goal that has a purpose and is measurable. Do you want visitors to buy from you? Sign up for a free trial?

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Be Aware of the “Ask”

This means you need to be aware of what you’re asking your visitors to do and where they’re coming from.

Too many landing page and marketing newbies create a landing page without thinking about where the traffic is going to come from – if it’s stone-cold you need a different message on your landing page to if they’re warm. (Cold traffic = they don’t know you, Warm = they know you.)

Think about whether what you’re asking is reasonable for the audience it’s aimed at.

If you need multiple landing pages for different audiences then that’s what you need – it’s far better to take the time to craft two versions of the same message for two different audiences than leave your cold traffic feeling bewildered or bore your warm traffic with information they already know.

The aim of a landing page is always to cut to the quick.

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Create a Clear CTA

Get clear on exactly what you want your visitors to do and set a measurable goal, then craft your CTA.

Some landing pages are super simple with a little information and a form to enter their contact details to receive more information on something they’ve expressed an interest in.

While others will need to explain why what your offering will solve their problem before you ask them to purchase there and then.

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Set Expectations

What kind of results do you think you can get?

This is a hard question to answer for the first time you use a landing page, but if you’ve done any advertising for this product or similar campaigns, you may be able to gauge your results.

If you have more experienced contacts in a similar industry or niche, you may be able to ask them what kind of results you can expect.

Set a number or percentage of conversions – but be conservative. This is your first try at this, so you have plenty of time to improve.

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Design the Landing Page

Finally, write and design the landing page.

Best practices for 2020 are that your landing page should be completely distraction-free – no header, no unnecessary footers, and no links to other areas of your website on your landing page. Don’t let your visitors get distracted.

Your landing page should be modern, sleek, but colorful. It doesn’t need to be a piece of art, but it should reflect your brand and look like an attractive and trustworthy source when visitors land on it.

Also, don’t forget how many people will land on it on mobile; make sure you check that it looks and works well on mobile devices.

Finally, keep copy on-brand and to the point. Long-style sales letters don’t work anymore – they only serve to scare people away. Clarity should trump all else on your landing page.

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Landing Page Definition: Isn’t any Page a “Landing Page”?

If you want to get technical about landing page definition, sure, but the key to a landing page is the focus.

Is your home page a landing page technically?

Sure, but likely it’s not following the key focus and formula of a landing page unless you have a one-page site.

Should I A/B Test My Landing Pages?

Absolutely – provided you know how to do that without too much of a learning curve.

If this is your first ever landing page and one of the only marketing campaigns you’ve planned, just ensure you have one landing page per audience and see how that goes.

You can always A/B test later for the same audience once you know what you’re doing or are using tools that make it easy to do.

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Key Points

• A landing page is a stand-alone web page that is created specifically to communicate a message for a marketing or advertising campaign, with an aim to get the visitor to take action.
• The term “landing” comes from the idea that visitors “land” on your page from various traffic-driving sources, depending on the aims of your marketing campaign.
• Your first step should be to define your goal. What do you want the landing page to do?
• You need to be aware of what you’re asking your visitors to do and where they’re coming from.
• Create a clear CTA on your landing page.
• Set a number or percentage of expected conversions but be conservative.
• Design the landing page or hire BUJOI Media to design and build it.
• The key to a landing page is the focus.
• Do A/B testing for your landing pages.

We at BUJOI Media can handle all aspects of your landing page, from copywriting to design, responsiveness and search engine optimization. Contact us today.