What is a landing page?
A landing page is a special page on which the user lands from certain marketing measures. These can be, for example, campaigns on Google, advertisements on Facebook or other social media channels.
The aim is to get the user to react in a certain way. This is why a landing page is designed to meet the needs of the user.
We can take an upcoming concert as an example. The user is still looking for tickets for the band XYZ and lands directly on the landing page through an advertisement. Only the most important information is displayed on the landing page, which should directly encourage the user to order tickets.
In most cases, no further information such as a menu or navigation is displayed on the landing pages. The focus should only be on the goal to be achieved.
Most important points of a landing page
- Addressing the right target group
- Focus on the goal of the landing page
- Keyword optimization
- Correctly setting up the structure of the landing page
- User-friendly
Is a landing page important for a company?
A well-structured landing page can bring your company many advantages. You reach exactly your target group and the user finds exactly what they are looking for. With an adapted SEO optimization, you will achieve more traffic and therefore more leads, which means more sales. In short, with an optimized landing page you make more sales.
The structure of a landing page
As the objectives of a landing page can vary from company to company, the structure also depends on your products. However, you should always structure your landing page in a goal-oriented way. Here are the most important points that should always be present:
The logo
In order to benefit from the recognition value, the logo should be positioned optimally. The logo should be placed at the top of the landing page. This allows the user to see directly which company is involved. Optionally, it should be placed in the same position as on the main domain.
The headline
As the headline is one of the most relevant elements of the landing page, it should be clearly formulated. The benefit of visiting the landing page should also be clear.
What should the headline contain?
- Benefit
- Advantages
- Product
The introduction
The introduction should clearly describe the goal of the landing page. It should be interesting and clear to read. An optimal introduction makes the user want to continue reading the landing page. The introduction should also clearly focus on the goal of the landing page.
Call-to-action
Now we have reached a point that is very important for the success of a landing page. The CTA (Call-to-Action) button should be clearly present several times on a landing page. It can be formulated in different ways, e.g:
- Buy now
- Click here
- Make an appointment
- Book ticket
The call-to-action button encourages and prompts the user to take action. For this reason, the element should be positioned very well and optimally on a landing page (even several times).
Sales arguments
You should present clear, topic-relevant content on the landing page. The user should receive precise information about the products on offer. The advantages of the product should also be clearly listed.
The content can consist of the following elements:
Customer reviews (testimonials)
Nowadays, positive customer reviews are very important and can strongly influence a purchase decision. A product with a good review profile will sell much better on a landing page. That’s why you should never do without testimonials on your landing page.
Trust elements
Certificates and awards are particularly popular in Germany. This ensures trust among your users and makes your sales easier.
You can use the following elements for this:
- Seal
- Certificates
- Awards
- Likes from the social media channels
As the creation of a landing page is an important sales channel for your company, you should include this sales opportunity in your company. We would be happy to advise you on this topic free of charge and without obligation.