Landing Pages: what they are and how to use them

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You've certainly heard the term landing pages around, in the world of digital marketing or simply as a capture page. But what are landing pages? What are they for?

In this article, we will dissect a little more about these capture pages. Plus, we'll give you some tips to make them more efficient than ever.

What are landing pages?

Capture pages, also known as “landing pages” or “landing pages”, are web pages designed with a specific purpose: to capture information from visitors.

Therefore, they are designed in a way that encourages visitors to take a desired action, such as filling out a form, signing up for an email list, downloading or purchasing a product/service.

These pages have a simple design, focusing on a single call to action (call-to-action – CTA) to maximize conversions.

Therefore, when we create a Landing Page, we design it with the objective of making the visitor perform this action. Because of this, they have less text, links or images, in order to focus the visitor's attention so that they can convert.

How do capture pages work?

Landing pages work by enticing visitors with a relevant offer, such as a free e-book, webinar, exclusive discount, or any other valuable resource.

When visitors land on your squeeze page, they’re presented with compelling information that highlights the benefits of your offer. To access the offer, visitors need to provide information such as their name, email address, and sometimes other contact details.

What types of conversions occur on a Landing Page?

We can say that a landing page can lead to two types of conversion. The first, which is the lead generation, happens by filling out a form, in exchange for some rich material. The second can be a click on a button, which takes the user to purchase a product or service or to some immediate contact with the company.

The data contained in the form on this page may vary, depending on its objective. A page, for example, may be offering material from a top of funnel, and contain few fields. On the other hand, a form on this page may have more information if it is aimed at a visitor who is already at the bottom of the funnel and needs contact from the sales team.

How important are these conversion pages

A conversion page aims to increase your results. After all, it's not enough to have a few forms spread across the website to retain your visitors' registrations. This type of isolated action will give you limited conversion rates. Landing pages can accelerate and increase your rates.

For example, you can promote your conversion page using a Google Ads campaign that takes the user directly to it. You can also include banners on your website that direct users to this page and even promote it in posts on your social media pages. social media.

This type of strategy can optimize your lead acquisition results. If you generally have a low rate of visitors accessing your website and converting, imagine that you can improve these rates by taking them directly to a page fully designed to make them convert.

This is why it is so important to know how to optimize a landing page.

Using landing pages is an effective strategy for growing your contact list and generating high-quality leads. They allow you to target your audience in a specific way, which is essential for targeted marketing campaigns. They also offer several advantages, including:

• Higher conversion rates: due to its conversion-centric design, the landing pages have a higher conversion rate compared to regular landing pages.
• Qualified lead generation: Those who fill out forms on capture pages are usually interested in your content, which makes them qualified leads.
• Precise targeting: With different landing pages for different offers, you can target your audience precisely and deliver the right offer to the right audience.

How to make landing pages that convert

The first tip, as we already said, is to drive specific traffic to that page. It is important, firstly, that the objective of this landing page is clear to the visitor. He must access this page and know what action will take place within it.

To do so, this page must have the conversion path very clear to the user. Do not then place other calls-to-action (CTA) on this page, as the user must be guided to carry out this conversion.

Then, create pages with contrasting cuts, where the CTA should be highlighted in relation to the rest. Typically, colors like blue, green, or orange are used for these CTAs, in contrast to lighter backgrounds.

Another important tip regarding the CTA on this page also concerns the text. There are several strategies that can help you, such as copywriting techniques, largely aimed at carrying out conversions and which can be used to convince the user to complete the registration.

Also keep in mind that if the page has these forms, they shouldn't be too big. The visitor may give up converting if they have to leave too much information.

In summary:

• Choose a value offer: Identify something that your target audience values and is willing to provide information in return. This could be an informative e-book, a free trial, a demo, etc.
• Create a compelling title: Your headline is the first thing your visitors see. Make sure it’s catchy and clearly conveys the value of your offer.
• Clean and simple design: Keep your landing page design simple, focusing on the CTA, and removing any distractions.
• Clear and inviting form: Your form should be visible and inviting. Only ask for the information that is necessary.

Where to create a capture page

There are several popular platforms that allow you to create effective landing pages. Some of them include:

1. Leadpages: Leadpages is a popular platform that offers a variety of highly customizable templates. It’s known for its ease of use and advanced features like A/B testing.
2. Unbounce: Unbounce is another leading landing page builder platform. It offers a user-friendly interface, great customization features, and integration with various marketing tools.
3. Instapage: Instapage is known for its ease of use and speed in creating landing pages. It also offers advanced conversion optimization features.
4. HubSpot: HubSpot offers a wide range of marketing automation tools, including landing page creation. It’s a great option if you want to integrate landing pages with other marketing strategies.
5. WordPress: WordPress has several plugins for creating capture pages, such as Elementor, SeedProd and OptimizePress, with different features and templates.
6. Mailchimp: While Mailchimp is largely known for email marketing, it also offers landing page creation as part of its functionality.
7. RD Station: RD Station is a complete marketing and automation platform that includes tools such as email sending, automatic triggering sequences, capture pages, among others. Its integration facilitates digital marketing actions and landing pages are very easy to build, using templates.

Remember that your choice of platform depends on your specific needs, budget, and technical skills. So, evaluate each one to determine which one best meets your marketing goals.

Test and optimize

To ensure the success of your landing pages, it’s essential to conduct regular testing. So, experiment with different elements, such as headlines, colors, images, and forms. Track conversion metrics to identify what works best for your audience.

In short…

Landing pages play a crucial role in digital marketing. They are a powerful tool for capturing high-quality leads and expanding your customer base. By understanding what landing pages are and how to use them effectively, you can improve your marketing strategies and achieve online success.

Remember that continuous testing and optimization are essential to get the best results from your marketing campaigns. Start implementing landing pages into your strategies and see how they can boost your digital marketing efforts.

Article originally published on 05/14/2022 and revised on that date.