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Do you really need a landing page?

In digital marketing, a landing page is a standalone web page created specifically for a marketing campaign. But what is a landing page, really? What is its role and why is it so important?

Broadly speaking, visitors to a website land on this page when they click on a link in an email or a paid ad on Facebook, Instagram, Google or YouTube.

Unlike web pages, which usually have many goals and encourage site exploration, landing pages are designed with a single purpose, known as Call-To-Action (or CTA for short).

This makes landing pages one of the best options for increasing the conversion rates of paid campaigns, and landing pages can also contribute significantly to reducing the cost of acquiring a potential customer or sale.

In 99% of cases, landing pages are built and used within a website specifically for the implementation of an online or offline marketing campaign.

With this rule in mind, when we refer to landing pages in this article, we are strictly referring to pages designed specifically to capture traffic for a specific Facebook Ads or Google Ads campaign.

The objective is that the traffic sent to such a landing page will perform certain actions (in marketing, these actions are known as conversions), such as:

  • Making a purchase.
  • Generating a lead by filling out a form.
  • Contacting the business via chat (Facebook Messenger or WhatsApp).
  • Subscribing to a newsletter.
  • Registering for an event.

All these conversion actions fulfil the same basic objective: they help to move people through a funnel focused on turning them into paying customers.

Important elements of a landing page
Clarifying what a landing page is and how we will use this term in the article, let’s talk about the 5 essential elements of landing page design.

For your reference, here is an infographic from disruptiveadvertising.com that will help you understand how each element fits into a landing page:

However, as you can imagine, not every landing page will match the previous sketch, but that infographic gives you a good starting point for building a landing page for your business.

It can be seen from the infographic that a landing page is basically divided into 5 main sections:

  • ABOVE-THE-FOLD.
  • CTA (Call-To-Action).
  • Benefits.
  • Social Proof.
  • Closing argument.

However, the first section of a landing page is made up of 4 other equally important sections for attracting and converting new customers:

  • Main Title.
  • Subtitle.
  • Image.
  • Benefits summary (bullet points).

And then the most important section comes into play, the CTA of the landing page (the conversion goal of the landing page).

Landing pages need to look appealing, but most of all they need to convert. - Russell Brunson

Making a landing page as a method of attracting customers
All the previous theory about what a landing page is and what one looks like is nice, but designing an effective landing page is a bit more complex.

If you want to build a landing page for your business’s marketing campaigns, you have two basic options:

Build the page directly on the business website.
Build the landing page using an effective landing page design tool.

Build a landing page on your own website
The first option is quite simple. Like any other page on your website, you will build and host the landing page on your own website.

The only difference is that you build specific marketing campaign pages, instead of regular pages in the site architecture.

However, many companies prefer not to add dozens or hundreds of additional marketing pages to the site.

In addition, creating a landing page on some sites can be a real headache, so unless you have solid design and coding skills, building landing pages on your own can be overwhelming.

Using a dedicated landing page design tool
This is where tools that allow you to create and host landing pages via a third-party service come into play.

Yes, there are some costs involved here, but these tools come with very user-friendly design interfaces and many other advantages (depending on the tool chosen).

The main design tools for landing pages are:

Nillia PPC agency’s team of specialists works with Unbounce, Instapage, and Leadpages solutions, but also with custom landing pages created directly on clients’ websites.

While the term “landing page” can be applied to any page on a website, in marketing this term is usually used to refer to certain pages made specifically for a particular campaign.

These types of pages are effective as customer engagement and conversion strategies because they help you provide targeted and personalized experiences for the traffic sent to each landing page.

In this article, we’ve introduced you to what a landing page is, what it looks like and how to create a landing page.

However, this is just the tip of the pyramid. If you would like help in creating landing pages for your business, you can contact us.

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