What is a Landing Page in Digital Marketing and Why Do You Need One?

Author: Team WH

Published On: 12-05-23

Last Updated on: 19-04-24

Estimated reading time: 8 minutes

Do you have a low ROI but cannot pinpoint the reason? Despite your best marketing strategies, you cannot convert your leads into clients. All you might need is a digital marketing landing page. Sounds too easy, right?

A good landing page can help you acquire hundreds of potential leads! In fact, addressing your buyer’s fears and posing your services as a solution on landing pages can enhance conversion rates by nearly 80%.

This article will walk you through what is landing page in digital marketing, different types of landing pages and benefits of creating a landing page.

What is a Landing Page?

Let’s first see what is landing page in digital marketing?

A landing page in digital marketing is any webpage your user lands on, generally via a marketing or sales strategy. Regarding digital marketing, a landing page acts as a standalone webpage with a single focused goal that often includes a call to action.

A landing page for digital marketing is a follow-up to the assurance you have made in your marketing campaign. Essentially, it’s aimed to convert visitors into customers. Your landing page lets you make a trade, some sort of special offer, a piece of information, or a deal, in return for providing contact information.

Its goal is no different than your other content marketing efforts. You want your visitors to convert into buying customers.

Types of Landing Pages and How They Help

Information-heavy homepages can potentially confuse visitors looking for a specific outcome. By creating a landing page, you improve your reader interaction and increase the chances of lead conversion.

This also ensures that you get the maximum benefit from your PPC campaign. You can increase the chance of lead conversions by ensuring the right landing page for the right marketing campaign.

Let’s look at some landing pages and how they can help you convert hot leads!

1. Lead Capture Landing Page

A lead capture landing page is mainly intended to gather leads with the help of a data-capturing form. These types of landing pages are incredibly versatile but are generally used when customers are assessing your offers and are on the edge of moving forward to either convert as clients or go away. A lead capture landing page asks potential customers for information and rewards them.

2. Sales or Product-Centric Page

With a sales page, you are not just aiming for lead generation. This digital marketing landing page is used at the end of the marketing funnel to get visitors to buy your service or product.

Creating a sales landing page requires highlighting product features while addressing buyers’ pain points. This landing page is where good old salesmanship tactics should be used along with your design and marketing strategies.

3. Squeeze Pages

Now, what is a squeeze page? Like a lead generation page, a squeeze page is also made to collect data. However, it is usually used at the beginning of the sales funnel. This digital marketing landing page has only one goal: to collect potential leads’ email addresses.

These are short landing pages with strong headlines and to-the-point content. A clear call to action sets clear expectations for your readers to provide details in exchange for services down the sales funnel if they continue interacting with your brand.

Benefits of A Digital Marketing Landing Page

A digital marketing landing page can be very useful for companies of all sizes. By forming a well-structured landing page, you can maximize lead conversion. Given below are some benefits that effective landing pages have:

1. Ease in Capturing Leads

With a page design like a landing page, it’s simple to collect the contact details of visitors to form an effective marketing strategy. For some services, you might even need additional information from potential leads before follow-up by the sales team. Landing pages make that easy.

2. Streamlining the Process

Landing pages make your customer’s journey simpler by removing unnecessary steps. Having a distracting busy page prevents your customers from focusing on the action you need them to take. Therefore, landing pages remove all those distractions and steps from the process, making it simpler for the visitor.

3. SEO Performance Improvement

Search engines reward websites with high-quality content about client queries with organic search results. Therefore, using search engine optimization tactics when forming landing pages lets you lead directly to users looking for your services.

How to Create a Strong Landing Page for Optimised Results?

The first thing to note is that your home page should never be your digital marketing landing page. Landing pages are for you to send prospective clients to a page that lets them reap the benefit of the offer you have promised them as a part of your marketing initiative.  

Here are some elements for what makes a good landing page:

1. Bold Headline:

The first thing that should attract your visitors when they land on your page is a bold headline. Use this space to differentiate your services from your competitors. This section should not be more than 15-20 words.

2. Supporting Sub-Headline:

Expand upon your offer in this section to support your claims and how you can make your visitors’ life easier with your service. Keep it short, simple and smart.

3. Introduce your Hero Image

Your hero image is a picture, infographic or video that conveys your message easily to your visitor. It is an effective tool to capture their attention.

4. Have a Strong Information Section

Explain the benefits of your services to the visitors in this section. Here you can briefly discuss the customers’ pain points and pose your service as a solution.

5. Offer Social Cues

Humans are dependent on society for their choices. Offering trust statements, reviews and testimonials by other clients will help your visitors take affirmative action.

6. A Strong Call-to-Action

A CTA is the most important element of your landing page. It is the primary goal of having a landing page. Capture your leads with a strong call to action using a button, banner or link.

Digital Marketing Landing Page Examples

To spark inspiration, we’ve highlighted two of the best digital marketing landing pages on the internet and the key takeaways you can use to create your own.

1. Wix

Wix designed their landing page as a creative playground with brilliant and stunning inspiration that follows you down the page. It’s not overwhelming or distracting but rather carefully balanced with precise information. The top section of the landing page contains all the critical elements you’d want to have: the company logo, a strong and concise headline, pleasing visuals, and a strong CTA that’s brought out by the illustration!

What you can learn from Wix’s landing page:

• Use engaging visuals: The company uses a bewitching digital illustration that paves the way for an enjoyable scrolling experience. The waterfall that is over the mountain and flows through the rest of the webpage encourages visitors to scroll down till the end. 
• Focus on key concepts: Rather than inundating visitors with too much product information, Wix highlights the top four features. This makes it easy for readers to quickly skim the website and still feel enticed to learn more.

Includes a strong CTA: The call-to-action “start now” is clear and highlighted by the mountain peak, conveying a sense of urgency. The blue colour perfectly plays out against the background of light orange. It’s also useful that the CTA appears in each section so visitors don’t have to scroll back to find it.

2. Slack

Slack is another company with a great digital marketing landing page with a minimal design supported by two complementary shades. Even so, what makes Slack’s landing page stand out is its messaging. The company doesn’t want to come off as a mere messaging tool and offers a picture urging visitors to see that it is so much more.

What can you learn from Slack’s landing page:

• Show the difference between free and premium: If your product has a popular free version, use your landing page as a chance to reflect what users are missing out by not upgrading.
• Give them a discount: Offers and discounts on your landing pages can be a huge selling point, convincing new users to convert.
• Back it up with stats and clientele: Slack cleverly lists the companies using the software at the top section to build trust in visitors. Besides that, they also share some statistics about their assistance while addressing customers’ queries with FAQs. 

Wrapping Up

Building high-quality digital marketing landing pages is an important part of any lead generation strategy. Employ the above best practices and form lead-generating landing pages for your business.

At WrittenlyHub, we specialise in developing SEO-friendly and conversion-focused landing page content that aligns with your business’s marketing campaigns. If you want to promote your product/service the right way and achieve high ROI, let our expert writers create the best landing page content for you!

People Also Ask

1. Homepage VS Landing Page: What is the difference?

Your homepage’s primary goal is to direct visitors to your other pages where they can look for the information they want. Direct marketing landing pages remove this step as these are the pages your user wants. A homepage is general, while a landing page is specific and offers one simple and precise call to action.

2. Should landing pages have links?

No. Links give visitors the chance to take other actions. That does not help you reach your desired outcome. Limiting barriers like links and other distracting options will increase your conversion rate.

3. Should landing pages have FAQs?

Yes! FAQs can be a great way to inform visitors about your service or product. They can be a powerful resource for answering the user’s queries and can help solve their doubts. This makes the lead conversion process faster.