What is a landing page?
A landing page is a GRABYOU in your digital marketing strategy. It’s a standalone web page that exists for one reason: to get a click (a conversion).
On other page types (like a homepage or blog page or service page), you add links to other pages, keep a navbar at the top as a clickable menu sitemap, show a footer at the bottom for more useful links, and present the visitor with several options as to where they can go from there.
Those pages are to educate, build industry authority, and improve your SEO (search engine optimization) by keeping visitors around for minutes on end, scrolling through your content.
On a landing page, you take all that choice away.
A landing page doesn’t have a menu bar or a footer section. It doesn’t link out to other pages either.
What it does have is a hero section (the top of the page) with a headline (your H1), a brief blurb that promises to fix the problem the visitor has, and a form that is the gateway to their answer.
Some landing pages have more information under the fold (below the hero section) that the visitor will see if they scroll.
You want visitors to get what they came for as soon as they land on a landing page.
You want them to love what you’re saying and offering so much, they can’t wait to click the only button you give them to click.
What is a conversion?
A conversion means that a visitor completed a desired goal. In the case of a landing page, a conversion changes the passive visitor who landed there into one of these two things:
- A lead
- A buyer
When a landing page is set up properly, it flows like this:
A visitor lands, they scan, they like, they click.
The click is the conversion.
Landing there in the first place probably had something to do with your advertising campaigns. But scanning your landing page elements and liking what they see is the optimization part.
What is optimization?
Optimizing your page is all about tweaking things to be better. It may be as simple as cutting your words down by half so your information gets read. Or it may be adding a non-threatening form (more on this later) right at the top of the page to make the thing you want them to do obvious and available right away.
When you optimize, you focus on the things that will get you more clicks (increase conversions).