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    LEAD GENERATION
    PERFORMANCE MARKETING
    DIGITAL DEVELOPMENT
    Landingpage

    Landing page

    LANDING PAGE ACTS AS A RELIABLE AND EFFECTIVE CUSTOMER MAGNET

    Does a website fulfil the purpose of generating customers? Does it achieve the other goals, such as increasing sales? Does it leave a lasting impression on website visitors? These are the goals that companies pursue with their online presence. The landing page plays an important role in this respect. It fulfils a special purpose: as the name suggests, this page serves as a landing pad for ad campaigns and online ads.

    WHAT PROMISE DOES A LANDING PAGE FULFIL?

    A landing page fulfills the promise it made to the visitor in the ad. As a result, it matches the ad perfectly in terms of text, image selection, and design.

    Finally, users should get the feeling that the landing page presents them with exactly what the ad promised. Because landing pages only deal with selected topics, they are not found in the navigation menu.

    For example, if an ad promises that the visitor will receive an exclusive discount code on the landing page, the landing page must offer exactly that.

    If the landing page does not fulfil the promise, the visitor will probably leave the page and there will be no conversion. A successful landing page is therefore able to credibly fulfil the promise of the ad and persuade the visitor to take action.

    What are the benefits of a good landing page?

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    Landing pages do a good job of generating leads.
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    They increase traffic.
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    The other advantages of the landing page include not only the sale of products but also precise targeting.
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    Users reach the landing page in different ways

    Newsletter content, email marketing, social media posts or Google Ads are a good way to attract users to the landing page.

    Offline advertising from TV, radio, print media and QR codes acts as a good method to lead users to the landing page.

    ONELINE recommends focusing on QR codes at this point because they require a low level of activity from users. Print media and broadcasting require a higher level of engagement and time from users, which is why there is a break. Consequently, they do not visit the landing page at all.

    A landing page must be convincing and build trust

    A landing page should show the visitor clear advantages and benefits to convince them to take action. These can be special functions, special offers or other unique selling points.

    Call to action

    A landing page should contain a clear call to action that encourages the visitor to perform a specific action (e.g. “Buy now”, “Try for free”, “Sign up”). This call to action should be prominently placed and encourage the visitor to act directly on the landing page.

    FROM PLANNING TO GENERATING AND USING

    Users reach the landing page in different ways

    Newsletter content, email marketing, social media posts or Google Ads are a good way to attract users to the landing page.

    Offline advertising from TV, radio, print media and QR codes acts as a good method to lead users to the landing page.

    ONELINE recommends focusing on QR codes at this point because they require a low level of activity from users. Print media and broadcasting require a higher level of engagement and time from users, which is why there is a break. Consequently, they do not visit the landing page at all.

    A landing page must be convincing and build trust

    A landing page should show the visitor clear advantages and benefits to convince them to take action. These can be special functions, special offers or other unique selling points.

    Call to action

    A landing page should contain a clear call to action that encourages the visitor to perform a specific action (e.g. “Buy now”, “Try for free”, “Sign up”). This call to action should be prominently placed and encourage the visitor to act directly on the landing page.

    How do successful companies build their landing page?

    Even if companies decide for themselves how to build their landing page, ONELINE advises them to follow certain design rules.

    A landing page should have a clear structure and be visually appealing to attract the attention of visitors. The design should be aligned with the goal of the landing page and offer the visitor a clear added value.

    A landing page should have a clear goal, such as generating leads or selling a specific product. The entire landing page should be geared towards this goal and encourage the visitor to perform the desired action.

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    Motivate users to stay on the landing page

    The header resembles the website and the logo is ideally linked to the homepage. This motivates users to stay on the landing page and perform an action.

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    A good image together with sales arguments acts as an unbeatable duo

    Under the headline, there is ideally an image with convincing, but less promotional, sales arguments. This is followed by a call-to-action button.

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    Testimonials and videos round off the landing page

    Positive customer reviews and product videos round off the landing page and motivate users to take an action.

    Frequently asked questions about
    Landing page

    How does a landing page differ from a homepage?

    Homepage pursues the goal of drawing website visitors into the company’s spell. The landing page, in turn, acts as a means for conversion. Users who arrive at this point are not supposed to look around further, but to carry out a chosen action.

    When do landing pages generate more traffic?

    In order for companies to generate more traffic via organic search results, they should ensure that their landing pages land high in the search results pages of Google, Bing, Yahoo and others. Therefore, these pages are optimised for search engines and keywords.

    What elements does the landing page contain?

    In addition to the company logo, headline, subheadline, product information and the unique selling proposition, the design elements that are missing on every landing page include the data query for the user data and a call-to-action.

    Are there elements that should not be present on a landing page?

    Yes, there should be neither superfluous nor contradictory product information on a landing page. Social media buttons and a navigation menu with unnecessary links are just another distraction and therefore not present on any landing page.

    Which ideas are suitable for a landing page?

    Companies can adapt the purpose of their landing page to their needs as well as to the needs of the users. They can choose between selling a product or ordering a service. The arrangement of on-site appointments and consultations are also among the useful design contents of a landing page. Donating money, lead generation and sign-ups for certain company activities or newsletters also fall into the category of “interesting ideas for a landing page”.

    Need some inspiration?

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