Create a landing page that can help welcome potential customers to your website with the goal to actively convert them. While social media, Pay Per Click Ads, and a killer SEO (Search Engine Optimisation) strategy could send good volumes of traffic to your site, a landing page can inspire visitors to act.

Scenario: You see an ad online that interests you. You click the Call To Action (CTA) button and you’re taken to the company’s home page. Now what? Sure, you are free to browse around but seeing as it is probably your first encounter with the site, you might feel overwhelmed by all the information displayed. It’s like being in a store and looking for something specific. It just helps if someone guides you to where you need to go. And that’s exactly what a website landing page can help achieve.

Read on as we look at the ins and outs of this “power” page, plus give some pointers to create one that converts.

BONUS READ: 7 Ways to Keep Website Visitors Interested

KEY TAKEAWAYS

• A landing page is a short and compelling page that has one goal and that is to convert.
• A website landing page can help increase the success of your online ads e.g. PPC ads, because it is highly targeted, and goal orientated.
• Sending leads to a Home Page or other page where the main objective is to educate and convert over time, might cool down their desire to act right away.
• There are various types of landing page examples with the most popular being lead generation, sales, click through, and sign-up (squeeze) landing pages.
• Implementing an effective landing page strategy as part of your ad campaign can boost results, increase return on investment and enhance SEO.
• Use clean design, fast loading times, and mobile-first layouts to keep visitors engaged.
• Write headlines and CTAs that speak directly to your audiences’ needs and drive action.
• Analyse visitor behaviour, run A/B tests, and continuously tweak your landing page to improve conversions.
• Partner with Domains.co.za for fast and reliable Web Hosting packages.

What Is a Landing Page?

Like the name suggests, a landing page is the page a visitor will land on after clicking on an ad or link online. The goal of this page is to further promote the product or service that led visitors to the site and encourages them to click the CTA button.

Popular landing page examples include:

• Lead generation landing pages – with the goal to collect data about potential customers in exchange for a free eBook, webinar, etc.
• Click though landing pages – with the goal to promote a specific product or service and get visitors to click through to another page to learn more.
• Sales landing pages – with the goal to make the sale there and then.
• Sign up landing pages – with the goal to get a visitor to sign up for a newsletter or free trial in exchange for a discount or not-to-be-missed deal.

The Difference Between A Landing Page, Pop-Up Page and a Web Page?

A landing page is a standalone page designed for a specific goal like collecting leads or making a sale. It has minimal links to keep visitors focused on one action. This page is solely focussed on conversions.

A pop-up page is a small window or box that appears over a web page, often used for promotions, sign-ups, or special offers. It’s not a full page and is aimed at grabbing the attention of the visitor and converting.

Any web page on a site, like the Home Page or About Us, are generally long and informative and aim to drive a visitor through the sales funnel. CTAs and links are included to encourage a visitor to spend more time on the site.

Benefits Of Using Landing Pages

If you are running online ads on social media and Google, a landing page is a must, and here’s why:

1. Boost ad campaign results

PPC ads cost a whole lot of money. If you are tracking your website traffic, you’ll be pleased to see that people are clicking through to your website and spending time there. Without a landing page, visitors are free to roam your website at their own leisure and become part of the long game your website pages play. However, with a landing page, you can get the opportunity to play a shorter game and obtain immediate results, thereby boosting the results of your ad campaign.

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2. Save on cost per acquisition

The purpose of any ad is to convert. If you need to target and re-target the same person a couple of times before they take a “favourable” action on your website, it means the cost per acquisition will be high. A great landing page can help bring this cost down. With one focussed goal, you eliminate distractions – making it easier and faster for visitors to take an action.

3. Showcase a product or service

Landing pages give you the perfect space to shine a spotlight on a specific product, service, or special offers. Unlike a Home Page that covers everything, a landing page is focussed and persuasive, helping your visitors understand the value of what you’re offering right away.

It is important to tailor the messaging, visuals, and benefits to match exactly what your target audience is looking for. In the next section, we cover how to do this in detail.

4. Create a great first impression

Your landing page is often the first thing people see after clicking on an ad. By creating a well-designed, professional landing page that speaks directly to the needs or interests of targeted visitors, you can build trust quickly and set the tone for a positive experience with your brand.

Consistent branding and a user-friendly layout go a long way to gaining credibility from the start.

5. Obtain actionable feedback and insights

With the right analytics tools in place, you can track exactly how visitors are interacting with your landing page, from clicks to form submissions. This data can help you better understand your audience and refine your marketing approach with real evidence.
It also gives you clarity on what’s working and where you might be losing potential leads.

6. Validate and test your ideas first

Sometimes you need a little more guidance and direction to perfect a product. A landing page can help you test the waters first. You can use it to see how people respond, tweak the messaging or visuals, or use the results to decide whether to upscale the idea or adjust your strategy.

This kind of real-time feedback can help you launch smarter and reduce the risk of failure.

7. Enhance SEO

By creating a well-optimised website landing page using specific keywords, it is possible to gain visibility in search engines. This means even more potential customers can discover your offer organically – giving your campaign an added boost without incurring additional ad expenditure.

Additionally, a high-performing landing page can earn backlinks, which further supports your website’s overall SEO health.

RELATED: Tips To Get Started With Off-Site SEO For Your Small Business Website

How To Create A Website Landing Page That Converts

Whether you’re launching a product, running a special offer, or just trying to collect leads, a well-created landing page is standing between you and success. But great design alone just won’t cut it. Here’s how to get it right:

1. Write clear copy

First off, it is important to match your landing page’s tone and voice to the audience your online ad is targeting. Write a catchy headline that solves a problem (or sells a better life) and a sub headline that explains how your product or service can help. Then, include body copy that backs up the claims.

Pro Tip: Keep your sentences short and benefit-driven. People skim, so make sure every word counts.

2. Use engaging visuals and layout

Marry your visuals and copy in a way that’s pleasing and engaging to look at. Use white space effectively, and if you can, consider video. According to statistics, videos can increase conversions by up to 80%.

Bonus Tip: Use images that evoke emotion or demonstrate your product in action to strengthen the message.

3. Add trust signals

Social proof is a must, especially now as most online shoppers are both savvy and sceptical. Whatever you say your product or service can do, give them factual proof in the shape of testimonials, awards, or number of sales i.e. “Best seller”, “5000 units sold” or “Sold out 3x times this year”, etc.

Don’t Forget: Include logos of well-known brands you’ve worked with or media mentions for extra credibility.

4. Prioritise functionality

If your landing page doesn’t load quickly enough and isn’t mobile-responsive, your page won’t do well. Invest in fast and reliable web hosting and design your page for mobile-first. Furthermore, make sure your landing page is SEO-optimised to help its organic ranking potential, and remove unnecessary scripts or plugins to speed things up and improve performance.

RELATED: How To Find The Best Web Hosting Provider For Your Website

5. Make a tempting offer

Sweeten the deal and make it irresistible for page visitors not to jump at the opportunity. Like a great discount, a freebie or even the sharing of information that will benefit them like Tips and Tricks. Play around with offers and make it worth their while.

Other Ideas: Consider bundles, limited-time deals, or exclusive early access.

6. Add a convincing Call To Action (CTA)

Your CTA must push your end-goal. What do you want them to do? Tell them to do it and use wording that drives immediate action like “Shop now – limited stock available!”, “Download before the offer expires.”, “Act fast to get this offer”, etc. Make your CTA button stand out using bold colours and keep it above the fold, i.e. before the scroll up to continue reading.

If you are including a form – less is more. Having too many fields may make a visitor less eager to convert.

7. Test, analyse and adapt

The thing about landing pages is that you won’t necessarily get it 100% right the first time. You need to test it, analyse the results and improve it. So, once your page is ready, launch it and let it run for a couple of weeks, then analyse your data. Work out the conversion rate by dividing the number of visitors by the actions taken on the page. Use a heat map or scroll tracking to see what worked on the page and what didn’t. Then run an A/B test and deploy the winner. Even small changes like button text or image placement can lead to big wins over time.

At Domains.co.za, we want to help your landing page succeed. Partner with us for the fastest and most reliable and secure Web Hosting packages.

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