What is a landing page and when to use one?

Web Development

With more and more business conducted online every day, having a standout website is no longer enough if you want to make yourself seen online. Quite often, the factor that pushed prospects to convert is a well-crafted product or service landing page. Whether you’re new to online business or a seasoned veteran, make sure you fully understand what turns a good landing page into a great landing page.

What is a landing page?

Before we can talk about the components of comprehensive landing page services, we need to clarify precisely what a landing page is. Put simply, a landing page is a web page that is specifically designed to serve as an entry point for a website visitor. These pages are tailormade with a particular goal in mind, whether that means promoting a product, gathering leads, or driving users towards a desired action.

Where landing pages diverge from regular web pages is their single focal point. Most web pages are loaded, sometimes overloaded, with unnecessary distractions, such as multiple links and navigation menus. This distinction makes landing pages a powerful tool to boost conversion rates because the sole purpose is to direct traffic to the primary call-to-action (CTA).

When to use landing page services

Knowing the difference between landing pages and other website pages is important, and just as important to a cohesive digital marketing strategy is knowing when you need to use landing page services. Knowing the right time to use landing pages can be the difference between a successful campaign and a subpar one. Whether you run your digital marketing campaigns through Google Ads, social media, or other streams, having stellar landing pages can be the key to turning clicks into conversions.

Whenever you launch a new service or product, a landing page lets you present this product or service in a compelling, engaging manner that focuses on the unique benefits and selling points of that product or service. You can generate buzz around your offering, which will usually attract more leads and sales.

Regardless of your business goals, landing pages play a vital role in hitting these goals. Growing your list of email subscribers is often best done with enticing lead magnets reinforced with a powerful, persuasive CTA. If your offer or your content appears desirable enough, visitors will happily exchange their contact information for more details.

Landing page services can get you out of a bind when the clock is ticking, too. If you are running a limited-time sale or a time-sensitive promotion, effective landing pages can help interested parties navigate directly to your product or service without any distractions or confusion. When would-be customers arrive at your landing page quickly and contently, they are much more likely to follow through on the purchase.

What makes a good website landing page design?

Now that we’ve clarified the basics, we can get down to the nitty-gritty. Landing page design is where the true experts show their colors. Creating effective landing pages goes far beyond simply putting a basic web page together. The best landing pages are carefully crafted by professionals who provide industry-leading landing page services. What sets these professionals apart is their ability to combine the following key elements in a user-friendly manner.

Compelling Headline

A striking and attention-grabbing headline that communicates the value proposition and entices visitors to keep reading is a must for any landing page. If you can’t keep a visitor’s attention with your headline, you will struggle to keep them on your site.

Engaging Content

Creative, well-crafted content that highlights the benefits of your product or service, resonates with members of the target audience, and nudges them into taking action will help you hit your goal for this landing page.

Clear Call-to-Action (CTA)

Your CTA must be clear, prominently placed, and include persuasive text that gives visitors a crystal-clear pathway toward the desired action. Whether it’s making a purchase, filling out a form, or subscribing to a newsletter, your CTA will play a huge role in dictating the outcome of the campaign.

Captivating Visuals

High-quality images or videos reinforce your message and help capture and hold the audience’s attention. Your landing page simply must be visually appealing, or users will not just leave without completing the desired action, but they may be put off from returning to future landing pages you develop.

Mobile Responsiveness

Mobile use continues to rise with no signs of relenting. That’s why mobile responsiveness is paramount to guarantee users a seamless experience on your landing pages, no matter what device they are using.

After the landing page is operational, it must be optimized like any other web page. Throughout its lifecycle, the proper optimization protocols must be established and followed to ensure the landing page performs as needed. Without a coherent landing page optimization strategy, your hard work in creating a brilliant landing page will go to waste.

Get help designing your landing page strategy from inSegment

Crafting landing pages is one thing, but designing a conversion-focused, data-driven landing page can be a challenging task, particularly for those new to the realm of online business. That’s where inSegment, Boston’s leading landing page service provider, comes in.

inSegment offers comprehensive landing page development services custom-tailored to meet your specific marketing goals. The team of skilled designers, digital marketers, and creative copywriters work in tandem to create landing page strategies that deliver results. The collaborative effort of inSegment teams sees data lead the way, with A/B testing, analytics, and optimization steering any adjustments to the campaign.

With inSegment’s expertise, you can rest assured that your landing page strategy is in safe hands and that your landing pages will deliver the all-important conversions needed before the end of the quarter.

What is a landing page and when to use one?

Web Development