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Landing Page Basics: What, How, and Why

Inaka Blog wrote this on October 29, 2013 under how, inaka, landing, pages, what, why .

What is a landing page?

A landing page is a single webpage designed to convert a high percentage of leads. It is clean, simple, and clear, meant first to capture the visitor’s attention, then to capture the visitor’s contact information. Typically, contact information is provided by the visitor through a simple contact form filled out in exchange for something of value, like free trials, demo coupons, or exclusive articles.

Ideally, this offer is targeted towards a specific audience, typically determined by how they found the landing page. For example, an exclusive article may be offered to those who found the site through a similar ebook, or a free consultation may be offered to those who found the site through a consultation-related banner ad. Through pinpointing the demographic and tailoring your offer accordingly, the landing page will convert a higher percentage of leads.

Landing pages can also be used to gauge interest before committing to a project, like writing an ebook or launching a start-up. Those who are interested will provide you with their emails to receive updates on your progress. Then, if you decide to follow through, you have a ready-made audience.

How does it work?

Let’s do a quick walk-through. Say you’re looking to build an app, so you search for “how to build an app." Maybe the search leads you to an article of ours. From that article, we link to our website, but it’s a landing page. (This article-to-landing-page link is called the call-to-action [CTA] and is an important step, because it’s through strategic CTAs that you can easily filter demographics and interests.)

On the landing page, we provide additional information about our company – not too much, but just enough to give you some context and ourselves some credibility. Then, because we already know you’re interested in building an app, we offer you a free consultation. In exchange, you give us your contact information so we can follow up with you.

Not only is this a viable lead, but we also know that you actively want us to follow up. In fact, you expect it.

How do I make a landing page?

By virtue of its simplicity, landing pages are not so difficult to make. You’ll probably want a heading, good copy with keywords, the conversion form, some kind of image (but not stock, please!), and a thank you page. Minimal distraction is key.

Make sure it’s targeted, and make sure it’s a simple, risk-free offer.

Why do I need a landing page?

Internet users are an impatient bunch, so if you don’t grab visitors immediately, they leave. Instead of sending them to your homepage – which is valuable in its own right, but can be deceivingly complicated – send them to simple, targeted landing pages.

If it looks easy and advantageous to follow through, more people will follow through. It’s as simple as that.

Through landing page conversion, you’ll not only have more viable leads, but you’ll better understand who is actively interested in your products and services. Not to mention, you’ll be able to compare the success of various marketing offers and conversion rates over time. You can’t lose!