The importance of Landing Pages for a thriving business
They say first impressions are the most important, and that applies to business internet presence too.
A landing page is what people see first when they go to your website, and that first glimpse will determine how they feel about your product or service.
It introduces everything you represent and offer, so it must be designed with a prominent marketing strategy and branding.
Different definitions of authorities in design agree with how important the landing pages are for strong brands and successful marketing tactics.
For example, Outbound defines a landing page as “… a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.”
What is the Difference Between a Homepage and a Landing Page
They sound like the same thing, right? It is not, and if you own a business, you have to be careful to design both great landing pages and a homepage, but with different branding strategies.
The official definition would be that you arrive on its homepage if you are a visitor and enter a site. That does not necessarily mean that THAT is a landing page.
A homepage is a way to introduce visitors to the brand or website and show them what content, services, and information they can access.
The homepage usually has multiple potential distractions for the viewer. Instead, the landing page has to be highly focused on prior marketing research.
A landing page provides visitors to attain a specific goal after a call to action. The landing page design aims to increase users’ interest with less alluring clickables that could distract them from the call to action itself, which is the final objective. That’s why expert designers take their time making the landing page the destination of specific campaigns traffic.
Characteristics of a Landing Page
The visitor has to pick up the main idea of what you are selling or offering. It has to be a clear message written none directly, but clear enough to be perceived and create engagement.
It should never have a lot to say or overwhelm the visitor with too many options. Anything beyond the single topic distracts from the primary goal: convert visitors into customers.
The landing page has to feature design components to receive traffic from one or several specific sources.
Unlike your homepage, the landing page can not have a navigation bar because it risks possible distraction and a chance of threatening the meaningful action.
The landing page has to have that call to action button. It has to be engaging and attractive enough for the visitor to find it natural to make the action. For example, signing up for a newsletter, requesting a free quote, contacting the business with a chat or email, or even registering for a webinar would be successful.
What makes an effective landing page?
Landing pages are a crucial part of any online marketing strategy. They should have:
Unique Selling Proposal. It seems obvious, but it can be tricky to make the company the most memorable possible while checking SEO requirements. That’s why creativity comes into play while creating a landing page, because, is not only the presentation but the transcending idea of the brand.
A persuasive copy. It is vital because this is the first method to get the main message clear, across, and compelling to benefit your business. The brand’s voice, the objectives you want the visitors to take away, both consciously and subconsciously.
Engaging & attractive media. The main recommendation is to use what goes with your brand for its marketing strategy using videos, audio, gifs, etc., maintaining its personality, and working toward engagement.
Trust pointers. There’s no point in being interactive and entertaining if there’s no value in your content. You have to reveal success stories, testimonials, elements that will create a connection with your page visitors and make the landing page a bridge to build branding trust.
The importance of a strong call-to-action (CTA)
This last vital piece of advice deserves its section. The call to action is the reason why the landing page exists. It’s what you want the customer or viewer to do, to engage with you forward beyond this visit.
This critical element has to be placed and designed within considerations. It has to stand out. It has to persuade; it has to be compelling to invite the person to take the step.
The CTA is the last hook. It has to be carefully thought and well designed. You must consider the position, color, words and seize the button or figure you will be using for the call to action.
The location is usually under an image or a testimony to put the trust and excitement that has been building up since the title. Also, it has to be a color that stands out, preferably contrasting with the page design and the before element.
A landing page is a space where people click to be convinced, and the call to action is the end to this convincing. The design of both has to be hand in hand and thought through.
Types of Landing Pages
First Capture. Landing pages are made to gather personal data from the visitor, customarily at the beginning with their information and email address.
Click Through. The individual purpose is to give necessary details about the offer made. It has to explain its benefits and have enough quick content to convince the point of engagement.
Infomercial. They operate by using the type of emotional, exciting language seen in commercials on TV. The user has to read down the page to get involved more profoundly in the sales message. Due to the extensive effort already expended in reading, they get committed and get them reading until the eventual call of action.
Product Detailed. This page has the objective of providing information related to the product or services. The advantage of this type of landing page is that it needs no extra work to create a separate page of call of action to explain more.
Viral Landing. This type of page is made depending on what the campaign goals are but frequently not that used because the landing pages are more focused and detailed.
Microsites. This is another type of landing page that is not that used. Given the viral landing page, it doesn’t contain as much detail as the other.
Who creates a Landing Page?
Creating a landing page takes a creative designer who is a specialist or has knowledge of web development, understands and believes the company’s vision, and has knowledge in UX/UI design.
It has to express it on their design and the goals the business wants to achieve with the landing page marketing strategy.
An essential factor is that the designer has to have excellent communication with creatives, the marketing team, and strategists. These design experts are the ones that modify your landing page to get the best results. They are the ones that find the balance between design and effectiveness; they have to know the marketing tactics and branding strategies to create a successful landing page.
DNAMIC and Landing Pages Design
As a company, we have our eyes set on the future, and design plays an essential role in it, as it does in the present. Marketing, visuals, animation, product design, logo design, and branding, in general, are elements that can create a significant impact on the target audience and even on potential consumers.
DNAMIC has an as fantastic team of experts that bring brand creation and digital transformation with various services focused on design and user experience. We composed the best talent and experienced specialists to take innovative ideas and unique projects to their best possible state for your business.