How was Lid born? On the landing page!

What is a landing page? What is it used for? What should appear in it and what to pay attention to in order for it to bring the benefit we are interested in?

A landing page, or Landing page, is a single web page (as opposed to a website where there are many pages), which is set up so that they "land on it", and reach it through a link that appears in various publications such as Facebook ads and Google AdWords.

The role of the landing page is to focus the visitor's attention on a specific message and motivate him to continue the action of leaving details (this way he becomes a lead) or even directly buying the product (which is already a conversion). In any case, the purpose of the landing page is to make the visitor feel that he has reached exactly the product or service he was looking for.

The advantages of a landing page are many, especially over an entire website. First, it is one page, usually short, that captures the surfer's attention and presents him with a specific product or service in a clear and concise manner. Since the attention span of the average person is around a few seconds - it is likely that the casual surfer will not have the patience to read long content, so it is better to present him with a targeted page that is an advertisement, providing information and collecting contact details.

In addition to that, the landing page is relatively quick to set up and significantly cheaper than building an entire website (which includes multiple contents, graphics, photographs, an electronic sales system, etc.). Even though it is not a complete website, the landing page can look stylish and prestigious, Contain an inviting design and graphic elements that will move the surfer to action - such as a sophisticated form for leaving details, a purchase button, a subscription to a mailing list, and more.

In more advanced and complex stages, the landing pages can also be used to collect relevant information about the surfers who were interested in the specific product - it will be possible to collect them and their ilk into a "target audience" for additional advertisements, it will be possible to use them for remarketing, to offer them specific offers and more.

The relative simplicity of setting up landing pages has made them quite popular. In fact, most of the advertisements found in the results of the sponsored search in the search engines lead to landing pages - and this is in order to maximize the potential profit from financial investment in advertising. But, don't let this popularity fool you, it's not that easy to build an effective landing page that generates conversions.

A good landing page is one that relies on the art of persuasion; On the one hand, it must convey credibility and confidence among surfers, because nowadays not everyone is willing to leave their personal details around the web. On the other hand, the landing page must be enticing and create a sense of urgency - "If you don't click now, the offer may disappear". There are entire teachings detailing the ways and tricks by which the surfer can be made to feel relaxed on the one hand and on the other hand so that he does not miss the offer you want to make him.

Congestion, clutter, or a lack of focus on the landing page may result in an overflow of information that will cause the visitor to leave the page and not perform the action that the advertiser expected to receive. A landing page that is not built correctly may provide irrelevant leads or no leads at all. And on the contrary, an effective landing page that is built correctly, can significantly improve the conversions between click and purchase, increase the number of your customers and catapult your business forward!

In conclusion, the landing page is a relatively cheap, convenient, and fast replacement for a complete website, especially for small business owners who offer specific services and wish to collect details from potential customers. Nevertheless, the construction of a smart landing page is a real work of thought, which must come in a mix with polished marketing work - segmentation of target audiences, appropriate graphic design, content editing, and more.

Don't settle for half jobs - turn to experts who do it all.

Oasis Media - smart digital marketing.