What is a landing page and how does it work?
A landing page is a singular web page that is used separately from the rest of a website to promote a particular product or service, generate leads or to direct traffic.
A professional landing page design usually contains a summary of information and then a Call to Action, prompting the user to either fill in a lead capture form, click through to a website or download information. It’s ideal for many aspects of digital marketing, especially for supporting a specific advertising or PPC campaign.
What makes a good landing page design?
An effective landing page design will be engaging and informative without the waffle.
The reason landing pages are good for promotional or product-specific purposes is that they can be honed down to a single goal. Traffic to landing pages is usually via social media or through ads that are considered relevant to the user. This ensures that the product or service is of interest and therefore, a conversion is more likely.
Custom landing pages are good for ‘coming soon’ announcements for new products, apps or website launches. They can create a real buzz before release and establish a stronghold on keywords and searches related to your product or brand.
A creative landing page will compel visitors to take a specific action on your site, using some or all of the following components:
A landing page designer understands how to use all these elements to support your goal and optimise the customer journey. They know how to use web design to drive conversions or more leads. A good landing page agency will create a robust, responsive design that resonates with your potential customers, and delivers qualified leads or sales.