Landing pages are a vital component of any digital marketing strategy. They serve as the first point of contact between a user and a business, and as such, they need to be designed to create an engaging and streamlined user experience. 

I often get this question: what is the difference between a landing page and any other typical website page?

Here is the answer: a landing page is a standalone web page that is specifically designed to capture a visitor’s attention and encourage them to take a specific action, such as filling out a form or making a purchase. Landing pages are often used in digital advertising campaigns to improve conversion rates by directing visitors to a page that is tailored to their interests and needs.

In contrast, a regular content page is a more general web page that provides information about a particular topic or aspect of your business. Regular content pages may include blog posts, product pages, and informational pages that are designed to educate visitors and provide them with value. While regular content pages may still have calls to action, they are not as focused on conversion as landing pages are.

Overall, the key difference between a landing page and a regular content page is the intent and focus of the page. Landing pages are designed to convert visitors into customers or leads, while regular content pages are designed to educate and inform visitors about your business and its offerings.

To develop an effective landing page, you need to continuously and actively understand your audience. This means measuring, testing, and adjusting your landing pages accordingly to ensure they resonate with your target audience’s needs and values. Keep in mind that no two marketing campaigns are alike, so it’s essential to tailor each landing page to the campaign’s specific needs.

Here are 5 key things to remember when building a successful landing page:

A referring source

No landing page stands alone. It is usiabbly step 2 following an ad (paid), a post (usially free), or a CTA (Call to Action) on one of the other sources such as emails, blog posts, social media posts, or other initiatives. Ensure that there’s a clear path for targeted prospects to discover and click through to your landing page. Without a referring source, your landing page is unlikely to convert.

A clear, singular call to action

A successful landing page has one goal it’s asking users to do. The call to action (CTA) should be the star of the page, encouraging prospects to take an immediate next step. It requires a clear value proposition that answers both “what now?” and “what’s in it for me?” from the customer’s perspective.

Limited navigation

A focused call to action and simple navigation help prospects understand what they’re supposed to do next. Remove distractions such as your site’s navigation tabs, which can make it difficult for users to navigate and tempt them to navigate away from your landing page.

Mobile Optimization

Optimize landing pages and related content for mobile devices. This helps landing pages reach all audiences, no matter when or where they are interacting with your site. If you’re not optimizing landing pages for mobile, you’re not accounting for the approximate 70 percent of web traffic that comes from mobile devices.

Consistent Presentation

Vocabulary, tone of content and consistent visual elements significantly impact how prospects interact with and perceive your business. Keep language in calls to action, descriptions, and forms aligned with the messaging style in the referring source. Similarly, keep colors, fonts and images consistent throughout your funnel to avoid confusion, distraction and page abandonment.