A landing page, sometimes known as a “lead capture page”, “static page”, or a “destination page”, is a page on a website or even a one page website that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement. A landing page will usually display directed sales copy that is a logical extension of an advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser’s conversion rate.
Landing pages cannot have attachments, they do not have separate pages, nor do they have navigation links to other pages. A landing page can be a single page website or as a seperate part of a multi-page web resource. For example: a multi-page site may have a landing page, but a landing page cannot have other pages. A landing page is a great tool for promoting a business, but if it ends up in the wrong hands, it may disappoint the user and they will leave the resource for good.
ITLab Studio specialists know where a landing page as a one-page site will be appropriate. Our experts will tell you in which cases and where a landing page can be used, and in which cases it will be inappropriate. It is needed to quickly capture a user’s attention and keep the user’s interest in what you are going to tell them about.
Landing page as a single page website is used for:
- Product or service presentation – announcing an event in the near future. A release date of a new model of a smartphone could serve as an example.
- Event announcement – for event announcements such as seminars, presentations, holidays, events, a single page website Landing Page is best suited, even if you already have a website. The advantage is that you can accept applications for participation directly from the landing page;
- Getting contact information from potential customers – alongside active sales, you should also expand the audience that may be interested in your offer, if your business is to succeed. This is where a landing page comes handy. Everyone, who is interested in the offer, can send their request for more details through a feedback form.
- Sales testing – when expanding the sales market, the best way to test a new sales offer is through a landing page, which will help study the quality of sales and determine the best offer as well as identify vulnerabilities;
- Target audience segmentation is especially important for large web – resources, where a low profile offer can simply be lost in a huge number of pages of the main site. For example, if a company was looking for an employee or business partnership and, if it placed an advert on its website, it would be very difficult to find the advert among other stuff that may include the information about the products or services on offer, information about the company etc. This is where the landing page comes in handy.
A one-page landing page website enables to:
- Quickly sell one product or service – if there is a need to sell just one type of a product or service, then a landing page is very well suited for this job, where you can tell the audience about the benefits of this particular offer properly;
- Sell information products: courses, webinars, books, software. Landing pages are well suited for service oriented companies. Users don’t pay for products or services on a landing page and the purchasing process is fundamentally different to the purchasing process of an online store;
- Attract the target audience and convert them into potential customers. Landing Page is also used to identify and collect additional information from the target audience. Applications are collected from people who want to participate in a thematic event, which gives the opportunity to determine the range of their interests;
- Shorten the conversion path – a regular web resource has a complex structure, which often confuses a user and may reduce the conversion rate, especially when it comes to selling just one type of product. A landing page will not allow the user to go to other pages, because it doesn’t have any links and there is no need for it as all the information is already available on the page;
- A landing page’s structure is very simple, the cost of development is relatively low, its load speed is fast and it can be developed in a fairly short period of time.
There are also some downsides to this type of web resource including:
- It is important that a landing page doesn’t contain more than one type of product or service. The more types of items are on such a site, the lower the conversion will be;
- It is extremely hard to promote landing pages. So is it hard to move them to the top positions of the search engine results page. Organic traffic visitors are not to be expected;
- A landing page cannot be the only tool, through which you communicate with your target audience;
- Because landing pages share pretty much the same design, they look similar to each other. Thereby trust towards them is lower than towards regular websites.
A landing page can be a one page website or as a separate page of a web-resource. ITLab-Studio developers will create a landing page for your specific product or service that will meet all the requirements of a landing page. Our Internet marketing experts will correctly set up an advertising campaign, aimed at directing users to the landing page.
A landing page is not an alternative to a fully fledged website. It only does a slightly different job than a regular site and increases the efficiency of the main resource. In order for a website to become more efficient a lot of continuous work is required. And we will increase your site’s efficiency.