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What is a landing page?
A landing page is a single web page with a very specific function. Its main purpose is to promote an offer and generate conversions. It is on the landing page that the recipient lands after clicking on the ad.
A landing page is a great asset to any marketing and advertising campaign. A landing page can be displayed, for example:
In response to a search query
(as an SEO optimized search result)
As a result of clicking on a link provided in an email marketing, social media campaign or online advertisement
Lead collection landing page - with free downloadable content to your email address
Click-through landing page provides detailed information about the offer and has one main goal – to convince the user to make another click (click-through) to proceed to a transaction or other type of conversion.
Business use : presenting an offer and persuading users to click to a purchase page.
Splash landing page - A splash page often serves as an announcement, such as a conference, event, or promotion. It can also precede the main page and include an important question about the user's age or language preference. Splash pages contain little text, focus attention with a large background image, and generally ask for only a few pieces of information.
Business use : determining language preferences, asking about the age of users, publishing an important announcement before allowing users to visit your sites.
Squeeze landing page. Squeeze pages are also known as “opt-in pages.” They often offer access to e-books and other downloadable content. Other examples of squeeze landing pages include booking pages for services, consultations, or open house visits. This format is especially popular with those who are just learning how to create landing pages that are effective and will help you achieve results with minimal time investment.
Business use: Collecting email addresses from users in exchange for a free offer.
Thank You Landing Page - Saying “thank you” is a good manners and a simple way to show gratitude, so creating a thank you landing page can bring numerous benefits to your marketing efforts. This type of landing page is aimed at customers who have already shown some interest in your offer – so it’s worth taking advantage of the opportunity and building more opportunities to build more relationships and build engagement.
Business use : nurturing relationships with current or potential customers by providing them with additional offers and content.
Sales Letter Style Landing Page - This type of landing page is used at the bottom of the funnel – where a prospect is already close to making a purchase. The goal of the page is to showcase your product, including reviews, testimonials, quotes, videos, and CTAs, and convince the user to complete the transaction.
Long-form sales landing page templates sometimes include a discount code to enhance persuasiveness. However, the most important thing is thoughtful, interesting, and persuasive text. When preparing a long-form sales page, include as much information as possible that is important from the customer's perspective.
Business use case: Close sales with compelling content that takes customers to the payment stage.
Unsubscribe Landing Page - For users who cancel their paid subscriptions, try to present your products or services in an interesting way again or offer an offer to encourage them to stay with you, e.g. offer a discount. When a user is determined to cancel your emails, you can suggest in your farewell text that they follow your social media accounts.
Business use : last chance to keep the user interested – here it is worth proposing a change that is important for the user or offering them a bonus as an incentive to maintain subscriber status.
"Coming Soon" Landing Page
Provide a release date or include a countdown until the launch of your big project so users know when to return to the page to learn more about the offer.
And most importantly – add a form with the slogan “Notify me” and a place for users’ email addresses, which will allow you to deliver a message with a link to the page about the offer as soon as you launch it. At the same time, you will build an email list of people potentially interested in your products or services – and this is the first step to the success of future marketing campaigns.
If you are not working on a new project, but are changing your pages, you can use the template for pages under construction .
Business use : getting users interested in the initiative and collecting leads for a new offer or when updating the website.
Product Page - Websites usually present numerous products and offers, but when you want the user to focus on one specific offer, create a product landing page. What are some popular examples of this type of landing page? This model is generally used in retail, especially in the field of technology products. A product landing page can provide a complete set of information about what the product is for, how it works, what its main functions are, and what needs it meets.
Want to know which products are worth creating landing pages for? Review your site traffic analytics and see which products are most searched for and get the most visits. When working on your landing page, add lots of good graphics, photos, and multimedia to your product landing page template – you know that a picture is worth a thousand words.
Business application : strategic product presentation.
Event Landing Page - We are all busier and more time-constrained. So when you are organizing an event, conference or meeting, you need to explain to potential attendees why it is worth investing their time in it. Create an event landing page with all the important details and information, add a registration form - this is where you can use a ready-made meeting planning tool .
Choose a landing page template about your event and add your own information, such as a countdown to the event date, and include videos or photos from previous events of this type. This will give users a taste of the event and even trigger FOMO (fear of missing out). If you want a large number of registrations, ask users for only the most important information necessary for registration in the form.
Business use : providing information about the event, increasing the number of registrations and participants.
At this stage, it is already clear what makes a landing page different from a regular page, but just to be sure, I will describe it additionally:
The home page is your company website that presents an overall picture of your business. It is the place where users can learn more about you and your products.
A landing page is a specialized marketing tool that aims to convince a user to take a specific action, such as purchasing, registering, or downloading an e-book.
Example: Imagine you run a clothing store. Your homepage will showcase different product categories, new products, and promotions. If you want to promote a new collection of dresses, you will create a landing page that only contains information about those dresses and encourages people to buy them.
Why are landing pages so effective?
Focus on a single goal: This helps avoid distracting the user and increases the chances of achieving the intended effect.
Personalization: You can tailor your landing page to a specific audience, making it more effective.
Easy to track results: Analytics lets you precisely measure the effectiveness of your campaign.
How to use landing pages in your business?
Promoting new products or services: Create a dedicated landing page for each new product.
Lead collection: Offer free materials (e-books, reports) in exchange for an email address.
Increasing sales: Encourage users to make a purchase through attractive promotions and special offers.
Organizing events: Invite to webinars, trainings or conferences.
Want to learn more about how to create an effective landing page? Contact us!"
Additional suggestions:
Use simple and understandable words
Highlight user benefits
Add visual elements (photos, graphics)
Optimize your text for SEO
Remember that an effective landing page is one that leads to the achievement of a specific goal.
10 Rules for an Effective Landing Page:
Less is more:
Focus on the most important information.
Avoid long descriptions, use short, concise sentences and lists.
Use strong, persuasive words.
Simplicity and clarity:
Clearly define the purpose of the page.
Use legible fonts and appropriate colors.
Make sure your navigation is intuitive
Encouraging CTA:
A striking button with a clear call to action.
Place your CTA somewhere visible.
Minimum scrolling:
Place the most important information "above the fold."
Avoid long, drawn-out pages.
Visual consistency:
Maintain consistency with your brand's visual identity.
Take care of color and stylistic harmony.
Attractive visualizations:
Use high-quality photos and graphics.
Show, don't tell – a picture is worth a thousand words.
F or Z structure:
Arrange page elements according to natural reading patterns.
Pay attention to first impressions.
Struktora strony "F" 
Struktura strony "Z"
Focus on the goal:
Every element on your page should lead to a conversion.
Eliminate everything that distracts.
Promotion on social media:
Share the page on your social media channels.
Encourage sharing.
A/B testing:
While there are some best methods for optimizing landing pages, consumer psychology —perceptions and resulting behaviors—can be surprising. If you have doubts about your landing page design, the best thing to do is experiment and test different versions of the page.
Show selected people slightly modified versions of the same design – e.g. play around with different colors, slogans, CTA positioning – and see which ones give the highest conversion rate.
Testing leads to more and more effective pages. According to an English-language report on conversions For 2021, the average conversion rate for landing pages is 9.7%, so you should aim to achieve at least that level.
Thanks to testing, your decision on the final shape of your landing page design will be based not only on the aesthetic values of the page, but also on hard data regarding its effectiveness.
Test different versions of your page regularly.
Optimize with data.
Additional tips:
Show benefits: Explain what the user will gain from your offer.
Use numbers: Specific data builds trust.
Make sure your site loads quickly: A slow site discourages users.
Optimize for mobile: More and more people are using phones.
As you can see, once you know the secrets of creating a landing page – what it means and how to effectively use the capabilities of landing pages – you can build pages for your marketing campaigns.
Precisely directing attention to a specific goal makes landing pages a very effective tool for increasing conversion rates while reducing the costs of acquiring leads and generating sales.
Building landing pages doesn’t require advanced skills, especially when you use a professional builder . Just choose a good design, customize it to your needs, publish it – and enjoy the growing number of customers. If necessary, you can always hire a Wix specialist who will help with any of your problems. Good luck!
Regards
Małgosia from Milimetriks Graphic Studio
+48 669 534 747 Expert WIX Level Icon / Specialist Editor X / Webdesigner
Digital Marketing Specialist by Google
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