What are landing pages? What is a landing page for?

 
Discovering what landing pages are is an important step towards knowing one of the main strategies of digital marketing.
 
By doing this, you will realize how useful they can be to increase conversion and attract customers.
 
After all, the goal of any business, virtual or face-to-face, is to attract the right people.
 
Subsequently, being able to keep them around until they become customers. But especially if you've tried acting in any of these mediums, you've realized that it's not easy.
 
This is because there is high competition and users are increasingly distracted and demanding.
 
In this context, landing pages emerge as an alternative to achieve the aforementioned goals and circumvent the obstacles that have emerged.
 
Want to know how? Stay with us and find out!
 

 

What are landing pages?

 
As seen, the first step is to find out what landing pages are.
 
In practice, it refers to website pages focused on targeting users for a specific action. This can be downloading an e-book, spreadsheet or any other activity that attracts the user.
 
That is, common site pages such as blog are not usually focused on just one action or specifically on conversion. These pages can include tabs like About, Blog, Contact, Contact Us etc.
 
Along with this, there are several other elements, such as menu, text and other information to make the user experience more complete.
 
In this way, they have more possibilities for interaction than on the landing page. If on the one hand this is positive, on the other it increases the chances of distraction.
 
Remember when we said that people these days are increasingly distracted? Some Microsoft research show that human attention span is less than that of a goldfish.
 
In the face of data like this, it's clear that converting users with regular web pages can be difficult.
 
Thus, you can attract visits in these spaces, but they do not tend to advance in the sales funnel. Thus, landing pages come in as a solution.
 
To better understand the characteristics of this strategy, know that it usually has topic summaries of what the conversion is all about.
 
For example, if you are downloading an e-book, the summary tells what will be found in the material. Also, there is a form to fill in the name, e-mail, telephone and some 4 or 5 information about the user's profile.
 

 

What is a landing page for?

 
As you can see, a landing page is more objective and direct in terms of its intentions. In this way, it serves to generate conversions around a specific strategy.
 
So, whoever accesses that landing page already knows what it is about. After all, access was motivated to perform a specific action.
 
Another purpose of the landing page is to collect contact information so that the company can stay in touch.
 
And yet, this is also useful to know the user's profile and develop materials more in line with their wants and needs.
 
Either way, know that the objectivity required by the landing page is no reason to create an overly simple and succinct one.
 
It is still possible to add some summary information and develop the page in an intuitive way so as not to distract users from their focus.
 
So, in summary, the landing page is for:
 
– publicize specific brand actions;
– promote specific products;
– attract visitors;
– distribute rich materials;
– share promotions and special offers.
 

What are landing page examples?

 
Did you understand more about the goals of a landing page? Now is the time to get inside some examples of it to get inspiration and better visualize the information mentioned.
 

BTG

 
Bank BTG's landing page is clean and objective to facilitate the user's action, which is to open a bank account. Thus, the information to be filled in is basic, such as full name, telephone, e-mail, CPF (brazilian tax number) and password.
 
The page also has the option to receive guidance, tips and offers from BTG through the official channels of this bank.
 
In addition, it is also possible to answer if the user already has contact with an advisor and, if so, fill in their name.
 
 

Rock Content

 
Rock Content's landing page, more specifically the one aimed at downloading rich materials, such as the e-book, maintains objectivity in the texts and colors that highlight some elements.
 
Thus, the title stands out in bold, followed by the subtitle, also in bold.
 
Further down, we find a short bullet list under 10 words to resume the content found in the material.
 
Then the user fills in the form with basic information to get the said content.
 
In return, the lead provides some data such as website, segment and number of employees of the company he works for.
 
Along with this form, Rock Content acts with transparency and says why it needs this information, in addition to showing the link to the company's Privacy Policy.
 

What are the main elements of a landing page?

 
We hope that the above examples have helped you to understand and visualize these pages better.
 
For greater understanding, know that there are some essential elements in this strategy. Check them out:
 
– Offer: it is necessary to generate value for those who access the page;
– Title: the title must convey a clear message;
– CTA: the CTA must state messages in the imperative form for the visitor to take an action;
- Description: this element is optional, but if there is, it must summarize the offer to be found by the user;
– visual content: Visual content is usually clearer and more attractive to lead to conversion.
 

 

Did you understand what landing pages are?

 
As seen, they are landing pages that help the content marketing strategy. Thus, they can expand sales possibilities, attract visitors, distribute rich materials to nourish users, etc.
 
But to have positive results, it is important to have a marketing agency.
 
So, want to know more about how to make the landing page more effective?
 
Contact us from Able digital and find out how we can help you streamline this process!