Landing page (Czech landing page) is a web page that a visitor reaches after clicking on a specific link, ad or search result. It is designed to persuade users to take one specific action - for example, to fill in a form, download a document or order a service. In contrast to the traditional subpages of the website, the landing page has clearly focused content, minimal distractions and the main CTA (call-to-action).
What is the difference between a landing page and a regular page
A regular page (e.g. "About Us" or "Services") provides information about a company, an offer or a product and often contains multiple links to other subpages. In contrast the landing page is designed to lead the visitor directly to the destination, without distracting links and side information. He often has a single purpose - for example, to obtain a contact or order, and is therefore usually devoid of menus, footers, or other detours that could reduce the conversion rate.
What a landing page is used for
Landing pages are most often used in the following situations:
- PPC campaigns (e.g. Google Ads or Sklik) - a different landing page with a relevant message can be prepared for each ad set
- E-mailing or social networking - users from a newsletter or post come to a page prepared only for this target group
- Product campaigns - used to promote one particular product or service
- Lead generation - sites aimed at getting an email or phone call in exchange for e.g. an e-book, consultation or discount
What a good landing page should contain
A successful landing page is guided by several key principles:
- A strong headline that immediately explains the value of the offer
- Subtitle or brief explanation of the problem you are solving
- Main advantages or benefits, ideally clearly stated in bullet points
- Credibility elements - references, client logos, case studies
- Call to action - a button or form that is visually distinctive and easily accessible
- No distracting links that take the visitor elsewhere
Why a landing page is important
The landing page can have a major impact on conversion rate of the entire campaign. If well designed and tailored to a specific audience, it can increase the number of forms, registrations or orders submitted many times over. Conversely, a poorly designed landing page - for example, one that is too generic, confusing or has too many links - can significantly reduce the performance of the entire campaign.
Common landing page mistakes
- Too much information - the visitor does not know what to focus on
- Weak CTA or misplaced form
- Long loading time - increases the rate of immediate abandonment
- Inappropriate graphic design - appear untrustworthy or amateurish
- Inaccurate targeting - the site does not correspond to what was promised in the advertisement
Summary
A Landing page is a key online marketing tool that helps increase conversions by leading the visitor directly to action. A well-designed landing page matches the user's expectations, offers clear benefits and motivates them to take the next step - without unnecessary detours or distractions. If you don't know how to design a landing page, you can contact us or get inspiration from one of our marketplaces, e.g. DesignRush.
