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Landing page page. What should a landing page be like: how to make a landing page. Use different ways to obtain contact information

What is a landing page and what are its features? How to quickly make a cool landing page with high conversion? Which landing page builders are popular now?

Hello, dear readers! With you is one of the authors of the business magazine “HeaterBober.ru” Alexander Berezhnov.

And I decided so - I’ll tell you about landing pages, about the main techniques that I used to create them. I will give examples of good one-page sites. And each of you will draw conclusions for yourself. Agreed? Then let's begin.

The topic of creating a landing page is not an easy one, but it is very relevant and interesting. Knowing how to do this will help you make money in a variety of ways, such as . Understanding this, you can start your own small business by simply selling goods or services through a landing page.

1. What is a landing page - an overview for beginners

Hundreds of articles have been written on the topic of creating landing pages. It’s difficult to cram all the advice and all the experience into one material. But I will still try to tell you about the most important thing regarding the landing page.

Landing is a one-page website or just a page, the purpose of which is to induce users to take some action: buy, subscribe, call, leave a request.

Landing page is literally translated from English: “target” or “landing page”.

You've probably seen such one-pagers on the Internet.

Why do they make landing pages:

  1. They motivate well visitor to take the desired action.
  2. They are quickly constructed. And they often cost less than a regular website. Another plus: you can create a landing page yourself.
  3. Landing page is easy to redesign– improve, change, add missing information.

Landing pages are created for:

  1. Product sales. For this purpose, calls are used: “buy”, “leave a request”, “call”.
  2. Collection of information. Here visitors are offered: “subscribe”, “find out more”.
  3. Software distribution- software sales.

Landing page and sales funnel

Funnelsales is the process of selling a product/service. At each stage of this process, a portion of people are eliminated - potential clients of a commercial company. We have a separate article on our website about.

The sales process through a landing page looks something like this:

  • 100 people saw a link to the landing page;
  • 40 users followed the link;
  • 10 people submitted an application;
  • 2 people bought the product.

Out of a hundred - two sales. Return – 2%. This is a good option. Not perfect, but not a loser either.

A sales funnel looks like an inverted kitchen funnel: a wide base and a narrow neck.

The widest part is the transition to the page. At this stage, we test the operation of contextual advertising, messages on social networks, and publications on other sites. Determining CTR.

CTR– the ratio of the number of clicks to the number of impressions. Measured as a percentage.

The middle part is the application. We analyze the effectiveness of the landing page - its design, text part.

The narrow part is processing applications and sales. Here we evaluate the work of living people - operators, managers.

When analyzing a landing page, another indicator is calculated - EPC.

EPC– this is the average earnings from one thousand landing page visits.

The higher the return rate, the higher the effectiveness of your advertising campaign.

In what cases is it necessary to create a landing page?

Below we will consider a number of cases when you may be faced with the need to create your own one-page website.

It’s probably no secret to anyone that the bounce rate (as well as the site’s income) depends on the page that “meets” the user. It's like the “science of selling.” In every supermarket, at the checkout counters there are shelves with chewing gum and other small things, because every second hand will reach for them, and in the store itself there is a pleasant and tasty aroma that comes from the bakery. Under the influence of this aroma, your desire to “eat” awakens. Consequently, you buy more than you planned. The same is true with online stores and just websites.

What is a landing page?

A landing page or landing page is a landing page to which users will come not only from search results, but also from email newsletters, contextual ads, and so on. That is, the landing page is the page that you promote.

What does an ideal landing page look like?

It’s better, of course, to entrust this matter to online marketers, those who promote websites every day. The fee for optimizing your site will not be high. This amount will pay off for you in the first month, even if your online store is very young. But if you still decide to reduce the failure rate yourself, then consider the following tips.

10 landing page elements that grab a visitor's attention:

  1. Correct title. The landing page title and tagline should complement each other.
  2. Subtitle. The inscriptions in large font are the first thing that catches the visitor's eye. They should not confuse him or make him bored. Headings should make you want to carefully study the contents of the page.
  3. Impeccable grammar. The credibility of an online store that asks visitors to purchase something, leave personal information and a credit card number, and at the same time writes poorly and makes a bunch of mistakes, can be seriously damaged.
  4. Reviews. Show that you can be trusted.
  5. Call to action. Once a visitor has read the page title, it is critical that they know what to do next. When the Mozilla Firefox browser replaced the “Try Firefox 3” call with “Download now for free!”, the number of downloads increased by 99% during testing.
  6. Highlight buttons. Choose words that will excite your visitors to action, such as free, new, buy or download now. The button should highlight and be located immediately below the call. It should be large, bright and located on the first screen of the monitor (i.e. without scrolling with the mouse wheel).
  7. Fewer links. Simplify the link block. A large number of links to other site pages or other resources will distract visitors, which will negatively affect your conversions. It only makes sense to place a lot of links on the main or information page. In the case of the landing page, the opposite is true - the simpler the better.
  8. Image + Video. Stories, pictures and video reviews on the landing page will have a positive impact on visitor loyalty. Motivate them to carefully study the product or service offered.
  9. Page Height. Don't make me scroll! The most important parts of the page should be placed on the visible part of the screen. Place the call to action button in the visible part of the page, in the place where the visitor expects to see it. Never replace it in the place you need to look.
  10. Experiment! It is not enough to follow other people's advice. You need to look for the ideal option for yourself and your website. Change texts, images and videos, test, see which option is the most optimal in terms of conversion.

What is a landing page?

A landing page (aka landing page) often means too many unrelated things. This term is often used to refer to a website that is built in such a way as to collect maximum traffic and ensure the greatest conversion within this traffic.

Yes, the expression is absolutely true, but it does not have to be one page, because a site, for example, an online store, can have a lot of landing pages.

From a web analytics perspective, a landing page is the entry page where traffic arrives.


Why are landing pages needed?

They are created, as a rule, in matters of conversion optimization: when it is necessary to motivate the user to take a target action. Conversion involves the process of performing certain targeted actions (purchase, download, view, etc.), and the conversion rate is the percentage of users who performed this very targeted action. This leads to a slight inaccuracy when it comes to naming them as “selling” pages, because selling is not the only target action.

Factors influencing conversion:

  • Traffic quality. TO then it comes to the page where these people are from, what they want to see on the site.
  • Interface. The page design should be done in such a way that all the necessary information is before your eyes.

It is worth noting that correctly setting up a landing page increases the number of applications by 5 - 10 times.

To achieve increased conversions, you need to properly optimize your landing pages.
A proper landing page should not contain any distracting links, unclear (non-motivating) texts and overloaded forms.

How to make the right landing page?

  1. Decide on your goals. What actions do you want from the user: submitting an application, purchasing, viewing. These are the supporting points.
  2. Write a good text. The title should be attractive and relevant to the user's search query. Tell us about the product or service. How can the buyer like you, describe the advantages. For example, the headline “We sell reliable security systems in Voronezh” is better than “You have come to the right place,” etc. Remember that the text should not contain errors or typos.
  3. The design should attract attention. If you are selling something, it makes sense to show the “product face” and, even better, to show it in use. Videos and beautiful pictures hold attention.
  4. If the purpose is for the user to submit a form, it should be placed in a visible place. And so that it does not disrupt his general path of movement across the page. The target action should be where the eye falls. Links to other products, beautiful pictures - anything that can motivate a visitor to look further at your site. The application form should only ask for mandatory information. Don't overload the form with too many fields. Leave only the necessary data for further processing. Mandatory: the form must return a response about successful (or unsuccessful, indicate the reasons) submission.


Example of a good application form


And further:

  • Content should work to increase trust.
  • Place logos of famous brands with which you have collaborated, addresses, telephone numbers - anything that can prove that you are real and can be trusted.

Examples of high-converting landing pages

Consider the landing page for a speech technique course:

  • Pay attention to the picture: the person is not looking at the title and this is another technique for managing attention. Pictures themselves attract the eye, but if the model is looking not at you, but at the advertised object, you will unconsciously shift your gaze.
  • Benefits and guarantees are immediately presented: getting rid of defects, a guarantee of results after 6 lessons is indicated.
  • The presence of a price and a “Submit Request” button on the main image are also an important factor.

There is a small note: The “Course Program” block in itself is not a target part, but it can draw users’ attention to itself so that users, having become interested in the program, may not scroll to the end of the page.

The contact page is designed taking into account the nearest metro station and time.

Here we see another “Request a call” form. We do not miss a user who does not want to leave a request, we provide an alternative option.



Logos of famous brands increase trust.

And finally:

And finally, we “pick up” users who, having viewed the page to the end, do not want to scroll up.

Examples of far from the best landing pages

Now let's look at a slightly ambiguous landing page.

The site delivers pizza. Which doesn't have a photo...

In addition to the fact that there is no photo of the pizza, the site does not have the name of the restaurant or delivery service... any name at all...


Only by scrolling down can you see the text and at the very bottom is the phone number. But the name is still nowhere to be found. Delivery? And just home delivery of food... Secret, apparently.

I hope the article was useful to you. I'm waiting for questions in the comments.

What do the best resources on the Internet do with their home pages? What design, marketing and functional elements effectively convert new visitors into subscribers or loyal customers? Does a beautiful landing page necessarily work well?

The interesting thing is that, in fact, ugly websites often convert better than resources with more advanced and trendy designs. Of course, this cannot be taken as a rule, but from time to time such precedents happen and can present you with a lot of interesting marketing insights.

A typical example of a popular resource with terrible design is Graigslist. As you can see, these are just a bunch of blue links grouped together, but this approach pays off, because Graigslist has been considered one of the most successful services on the Internet for quite some time.

Below we will touch on this delicate balance between ugly and beautiful design in more detail. For now, just try to remember that you don’t have to create a cool, modern landing page to make it effective.

Beautiful Landing Pages We'll Learn Today

This list contains cute landing pages that can teach us some important marketing lessons.

"3 Steps I Used to Build 4 Multi-Million Dollar Businesses"

Neil Patel, a well-known entrepreneur, venture capitalist and analyst, constantly changes the appearance of his blog and landing page to increase conversions or provide readers with access to diverse offers.

The current version is one of the most effective he has ever used. This design achieves incredibly high conversion rates even though the lead form requires visitors to provide a phone number.

“Get instant free access to the training platform”

Just recently, Chris Ducker - a successful serial entrepreneur, speaker and blogger - moved to another platform and with it came a brilliant new design. His landing page converts very well, and a lot of that was achieved thanks to the photo of Chris looking (literally) at the header of his opt-in form. We will look at this example in more detail later.

"Exclusive: The multi-billion dollar future of online marketing"

This side project of business manager and entrepreneur Glen Allsop is exactly the case when improving the appearance of the landing page leads to a drop in results. Glen claims that his landing page conversion rates range from 45-64% depending on how it is structured.

So, an offer converts much better if it has only a white background with one single lead form, and there is no scrolling option.

“Be your best self. Free fitness plans for any fitness level"

The current version of this popular site's landing page is so well optimized that it serves as a great example of how social proof should be used.

The company conducts split tests very often and constantly changes offers.

"We're here to make you look your best"

WPMU DEV develops its own WordPress plugins and themes and does it very efficiently. The landing page is carefully optimized to promote the offer, and below we'll talk about what the team did to encourage readers to explore the site in more detail.

“Everything you need to send the right emails”

AWeber recently redesigned their landing page and, thanks to this, significantly increased their conversion rate. The team managed to create a beautifully designed page that really brings impressive results.

10 Lessons These Landing Pages Teach Us

1. A clear call to action

One of the most important takeaways from their examples above is that your landing page should include a very clear call to action. If you can make it your only CTA element, even better. The main thing is that the visitor goes to the site and immediately understands what is required of him. Don't confuse people with unnecessary sentences. Take a cue from Marketing Inc and AWeber's landing pages, which expect users to take one action.

2. Photos (eye contact)

Having good photos is very important for a landing page. Almost all of the landing pages reviewed use very clever images to engage the audience. Chris Ducker outdoes the other examples in this regard, as the image keeps his eyes focused on the area he wants to draw visitors' attention to. In many cases, such a visual reference can significantly increase resource conversion.

3. Mobile responsive differentiation

You probably don’t need to be reminded of this, but in 2016, mobile-friendly landing pages are of the utmost importance. The number of people reading blogs on portable devices is growing rapidly, so you need to make sure that they don't leave your site because of illegible text or poorly structured pages.

A mobile responsive landing page often differs from the desktop version because people tend to perform different actions on different devices. Take a look at the sites listed above from your smartphone and PC, and you will see what interesting solutions these companies use.

4. Well-planned branding

One of the prominent features of all these pages is clear branding. Colors, fonts, styles and images are consistent and appropriate for purpose and audience. Thanks to this approach, websites appear more professional to visitors, which leads to increased conversions. Trust plays a very important role when you ask readers to leave an email, phone number, or credit card number. At the very least, you should test your landing pages and check them for errors.

5. Benefits (not just features)

One of the classic marketing adages is that you should focus on the benefits, not the features of the offer. Don't tell people every detail of your proposal - rather, try to tell them how they will feel and what they will achieve in the end. Notice how the headline on Bodybuilding.com talks about “transforming yourself” instead of showing the selected exercise plan. This is an extremely stimulating call.

6. Quality baits

Almost all good landing pages offer visitors some kind of bait to encourage them to sign up or take a closer look at the offer. Chris Ducker uses this method very effectively, celebrating each achievement that will be available to his subscribers. It's hard to ignore such clear and compelling arguments.

7. Sense of time

Go to Marketing Inc's website and you'll see a clock in the middle of the page counting down until the next webinar. This is a proven marketing technique that creates some sense of anxiety in visitors - they know time is running out, and they act. If you can include a truthful and useful timer in your offer, it will most likely significantly increase your subscriber base.

8. Scarcity

Neil Patel is offering a limited number of places to attend his live webinar. Like time pressure, scarcity motivates people to act because they fear missing out on something valuable. This feature of the psyche is literally built into our consciousness from the time when we fought for survival - sensing the possibility of losing something, the brain sends signals that force us to act quickly.

9. Social proof

The fitness industry quite often uses social proof in the form of before-and-after photos, which is simple and effective. Bodybuilding.com has based almost all of its content above the fold on this concept, making you immediately want to click the button and change your body like the people shown on the right.

Remember that all images must be truthful, because in many countries the law prohibits the falsification of such information. Even if you don't have many people following your blog, try to get some real reviews from readers and other bloggers and post them in the most relevant places on your page.

10. Signs of trust

Place a block with brand logos under your lead form to gain the trust of new visitors. They will see that other reputable companies and clients support you and will provide you with their contact information without any worries. Keep in mind, many people are still afraid to leave their personal information online.

If you plan to use any of these methods on your landing page, be sure to test any changes you implement to ensure they have a positive effect. Remember, what works for one landing page may be disastrous for another.

How can I create a beautiful landing page?

You have three options for the development of events:

1. Redesign your landing page yourself

If you are good at design, you can create a new landing page yourself, and then hire a competent layout designer and programmer to write all the necessary code (or use ). However, we don't recommend this option if you don't understand what elements you should place on your landing page to get the best results.

2. Hire a professional designer

Today there are thousands of web designers at your service on the Internet who can create a very impressive landing page. A full-fledged individual project will cost you a couple of thousand dollars, but even a simple landing page design development will bring noticeable results - especially if you contact our specialists.

3. Buy a ready-made template

The last option is the simplest and cheapest, and is likely to bring you good results. We offer a variety of high-quality themes that will help you save time and money on creating the most attractive landing page.