home-Browsers-What is a landing page. What is a landing page? How to create a landing page? Filling the landing page with information

What is a landing page. What is a landing page? How to create a landing page? Filling the landing page with information

In order to start attracting referrals, you first need to create a landing page, which is also called a landing page.

Landing page is a page that should interest and provoke the visitor to a certain action. The action in our case, the action will be the transition to our referral link.

In fact, a landing page is a one-page site that is executed according to certain rules, which ensures maximum conversion.

Conversion is the ratio of the total number of visitors to the actions taken. It is calculated as a percentage. For example, if 100 people went to the site, and 5 people followed the link, then the conversion is 5% (conversion = (100/5) * 100%).

So, your task is to create a landing page with the highest possible conversion. To do this, the landing page must contain elements that increase conversion. Ideally, all of the items described below should be present. But if it is not possible to use all of them, then strive for the maximum possible number.

What should a landing page consist of?

In my example, I used one of the investment projects that have already ceased operations.

1. Title.

You only have a few seconds for the visitor to understand your offer, become interested and stay longer on your landing page. First of all, the visitor will read the title and, if he is not interested, the potential referral will immediately leave your site.

If you don't know how to make a striking headline, then you can use a proven technology called 4U.

4U it is named because of the 4 elements that must be contained in the header:

  • Usefulness(utility). Your offer should be of benefit to the visitor. In our case, this is an opportunity to earn money. Therefore, this element may sound like: " Start earning without experience ",« Make profit easily" etc.
  • Ultra-specifity(ultra-specificity). This is concreteness. How much you can earn specifically. It is best to indicate in numbers. For example: " From $ 100 per day», « 30% per month" etc.
  • Urgency(urgency). Here we indicate how quickly the result can be achieved. For example: " Double your deposit in 30 days».
  • Uniqueness(uniqueness). Here we indicate how our offer differs from the rest and what is its advantage. For example: a real company investing in gold, support from the UK government, etc.

So, our ideal headline in a vacuum looks something like this: “ Register in an innovative international project and get 1000 dollars in 30 days!».

If you cannot use all the elements in the header, then you can make a 2U or 3U header. But the more elements, the better.

Please note that the title should be prominently displayed (ideally at the top of the page in the center), be fairly large and stand out.

2. Description.

If you manage to grab the user's attention with a headline and interest him, then he will continue to study the landing page. The next element that he will pay attention to will be the description of your proposal.

In our case, you can write there that the profit can be withdrawn daily, clarify about the minimum deposit, describe investment rates, indicate the payment systems used, etc.

3. Call to action.

Tell the visitor what he needs to do. Write: “ Go to the project and register», « Start earning" etc. These labels should be the most visible elements on the page. They are often designed as buttons with a bright background.

It is from these buttons that the referral link to the project advertised by you should lead. After clicking on this button, the visitor should be redirected to the project, the transition to which is considered the target action.

It is desirable that the call to action be repeated several times on the page. You can use the same button text, or you can simply duplicate it. But it is advisable not to change the color of the button.

4. The author and his history.

To improve performance, you need to personalize your page. To do this, post your photo on the landing page and tell us a little about yourself.

If you want to remain incognito, you can post someone else's photo and come up with a first and last name for this character. It is important that the visitor subconsciously perceives this landing page as a conversation with a real person.

To do this, tell him a little about yourself. Can you tell us a success story related to your collaboration with this project. Of course, it can be invented or a little embellished.

5. Benefits of the project.

This element should be formatted as a list. After reading this list, the visitor should understand what advantages this project has over others. It is also worth noting what benefits a visitor will receive if he clicks on the link and signs up.

For example, if you indicate that a large number of payment systems are represented on the company's website, then do not forget to explain how this will be useful to the visitor. You can write like this: “ The site contains a large number of payment systems. This means that you can make a deposit both in rubles and in dollars.».

6. Confirmation.

Then you have to show the visitor what needs to be done by your example. To do this, you need to publish on the landing page a confirmation that you have made a contribution or earned a certain amount. Moreover, the larger the numbers, the better.

If you yourself have contributed to this project, then there will be no problems. You just need to make a screen of your deposit or balance. But, if you did not make a contribution, then you have to come up with something.

The only way is to take someone else's screenshot and paint over it a little. If the project is popular, then it will not be difficult. If you cannot find anything, then you can skip this item.

7. Official documents.

If any documents are posted on the project website, then they must be published on your landing page.

8. Reviews.

Another element that boosts landing page conversions is the testimonials block. Reviews about the project can be taken from the company's website, from the forum, from comments under the article, in some blog, etc.

If you could not find reviews in this way, then you can just come up with them.

9. Contacts.

In fact, this is one of the most important elements on your landing page. The more ways visitors can reach you, the better. Place your e-mail on the site, indicate your Skype. It is advisable to place an online consultant on the landing page so that people can write you a rhinestone from the page.

Of course, you need to communicate with visitors and answer questions about the project. This is where your selling skills come in handy.

These are the basic elements that this type of landing page should have. Of course, other information can be placed on the landing page, for example, a video clip.

How to make a landing page? My example.

The advantage of a landing page is that it can be done very quickly. If you do not bother with the design, then it will take no more than one working day to create it.

This is the one I used to attract referrals to one of the projects. I am not a designer or a programmer. It took me about 6 hours to create this landing page, but, as you can see, I totally forgot about the design. At the same time, this page did a good job of converting visitors to registrations.

I made this landing using Adobe Muse. This method is suitable for those who know how to work with various graphic editors, for example, Adobe Photoshop. But let's talk about all the ways to create a landing page.

3 ways to create a landing page.

1. Use a constructor.

The first method can be called shareware. You can use one of the website builders to create your landing page.

All constructors are different and have different functions and interfaces, so I cannot give you instructions on how to work with them. Below I will list some of the most popular services that have a free trial period:

By using these or any other builders with a free trial period, you can save your budget. After creating the landing page, you will have 15 days to receive income and, if everything suits you, pay for the site with profit.

Pros: convenient, even a beginner can handle it.

Minuses: after the test period, you will need to pay monthly.

2. Order development.

This method is most likely suitable for someone who already has experience in attracting referrals using a landing page and is sure that the money for creating a page will pay off.

It is most profitable to use freelance exchanges for this. The most popular Russian Internet exchanges are:

Here you can view developer portfolios and compare prices. But everything is not so simple, because you have to write a technical task. All texts, most likely, will have to come up with you the same way. The developer will make a unique design, arrange elements beautifully, select fonts, etc.

Pros: you will get a unique professional design.

Minuses: a beautiful landing page is expensive, you need to write a technical assignment, the deadlines can be disrupted.

3. Borrow someone else's landing page.

The method is not very honest, but it is fast and cheap. I will not dwell on it in detail.

4. Make the landing page yourself.

In addition to the landing page itself, created in one of the editors, you will also need a domain and hosting. I use this method a lot.

If you know how to work with Photoshop or another similar editor, then you will quickly figure it out with Adobe Muse too. Muse can be bought or found on torrents.

After watching a few video tutorials, you can confidently work in the editor. Muse is a bit like a landing page builder, so you can easily create a landing page in it.

After the page is ready, you will need to buy a domain. The price of the issue is about 100 rubles. After purchasing a domain, do not forget to redirect it to your hosting by changing the DNS.

To get started, you can use free hosting. I don’t use free hosting, so I can’t recommend anything. But I myself am a client of Beget paid hosting.

Analytics and goals.

After creating a landing page, you need to think about an analytics system with which you can evaluate the quality of traffic. In our case, we need Yandex.Metrica.

Depending on the method you choose to create a landing page, the installation of Metric on the site will be different. The algorithm itself will look something like this:

  • First, you need to register an account with Yandex.
  • Go to the Yandex.Metrica website and add a new website.
  • Register your site and generate a counter code.
  • Place the counter code on your landing page.

Hello friends 🙂

Today I decided to take a break from writing articles on Laravel for a moment and talk to you about more mainstream topics, namely, everyone's favorite e-commerce.

If you have been following the DIY website project from the very beginning and are subscribed to updates, then you probably remember the introductory articles about the various.

Then we took a closer look at the blog and the online store. Today I decided to continue the conversation (all of a sudden ... 🙂) and tell you about what a landing page is and how to create it with your own hands.

Landing page is an excellent and unique e-commerce tool that allows you to increase sales by 20-30% even for owners of large and famous online stores.

Well, if you are just starting your online business, your assortment is not yet so large and is limited to a couple of products, then the value of the landing page for you is even higher than an online store.

Not only due to its targeted impact on the audience, but also due to the simplicity of implementation, which allows people who are not previously familiar with programming to create them on their own.

We will talk about this in today's article, where I will tell you about what a landing page is, how to create them and use them wisely for your own purposes.

We will also look at examples of different landing pages and how the landing page differs from the site.

Let's go 🙂

What is a landing page?

In simple terms, a landing page is a very simple one-page site, usually dedicated to one product.

The main advantage of such a page is to convey the basic information about the product to a potential buyer in a concise but very informative form. If a regular site is most often multipurpose in nature, then the landing page is focused only on a specific action.

Landing page goals (another alternative name for the landing page) can be very different.

With its help, you can not only effectively sell a certain product from your store, but also collect registrations for various events, provide users with the opportunity to download interesting thematic materials, books, brochures, etc.

The first landing page was developed by American marketing specialists. In a highly competitive environment, the landing page has become almost the first effective tool for successful sales.

The landing page came to us a little later, but they also perfectly fit the realities of the Runet.

Landing pages are created and successfully used by trading companies of all sizes and niches, entrepreneurs in the field of information services, companies operating in the market of unique goods, travel operators, beauty salons, sports clubs, cafes, restaurants.

The list goes on and on, but it's already clear that landing pages are effective for any type of activity.

Landing page structure

Landing pages can be very different, but their structure, as a rule, obeys a single average rule:

Landing page types

Landing pages, despite the uniform requirements for the structure, may visually differ from each other depending on the functions they perform.

Today, at least four types of landing are known:

  • long page (long one page);
  • short page (short landing page);
  • one step (one-step page);
  • two step (two-step page, where on the first page interest in the product is generated, and on the second - a call to action is carried out).

If the first two types depend on how much detail you will talk about your product and service, then the choice between the last two should be based on your desire to create intrigue.

This method, by the way, can be great in situations where you are selling an innovative product for which the market is not ready. However, the main thing is a sense of proportion so that visitors generally have a desire to go to the second page 🙂

Why do you need a landing page?

The answer to this question is pretty simple. Ready-made landing pages are necessary in order to sell and increase sales volumes several times. In addition, it is a great way to build a contact base.

The main indicator that landing is really effective and brings benefits to its owner is conversion. Even with a minimal conversion of 2-4%, we can say that the need to create a landing page is completely justified.

Landing page tasks include:

  1. Allows the client, after reading important information for him, to make a final decision for himself and order your product.
  2. Registration of an application for a call back from the manager of your company to discuss some details regarding the purchase of a product, its possible delivery and other parameters.
  3. Subscribing a user to your newsletter to keep abreast of some new products, promotions and other lucrative offers, or to register for an event.
  4. Downloading books and other material, browsing catalogs, etc.
  5. Job search and viewing current vacancies.

Of course, these are far from all the tasks that a landing page can solve. However, a beautiful landing page will definitely increase your conversion and attract the attention of your target audience.

A page with a conversion of 15% or more is already considered to be well-created and effective.

An ideal landing page is a place where a user can get answers to all their questions regarding a product. Such a page should not leave the user in doubt that he needs this particular product.

A good landing page always means simplicity of design with logically arranged elements leading to a single action.

How to create a landing page?

We answered the questions about what a landing page is and why it is needed. Let's now talk about how you can create a landing page yourself.

The advantage of creating a landing page lies in the speed of its implementation, as mentioned above, high conversion and effective advertising of the product with the most minimal investment.

Today there are a lot of services that offer their users landing page designers, without requiring them to know programming and attracting them with their pricing policies.

But I honestly don't like them ...

  • First, no matter how cool the designer is, its capabilities are always limited.
  • Secondly, the choice of templates is also quite sparse. The only way to make your site even more or less attractive in such conditions is to change the background color, fonts and add some additional labels and buttons.
  • And, thirdly, you do not have access to the source code of the site, and therefore are forever tied to the hosting and service developers. And their quality is not always ideal.

Therefore, I advise you to initially seek help from professionals or do everything yourself, especially since it is quite simple even for people who do not have programming knowledge.

So how do you make your own landing page?

Choosing a landing page template

Landing page is a special type of website.

While to create online stores, portals, blogs it is difficult to do without ready-made platforms in the form of CMS, frameworks, etc., to create a landing page, you just need to buy a beautiful template, fill it with relevant information (contact information, information about product) - and the site is ready!

And since a correctly selected template is 90% of success, then its choice must be approached with special responsibility.

The first step on this path is to decide on a template exchange.

The selection criteria should be as follows:

  1. Large selection of templates.
  2. Thorough technical moderation of added products (a poor-quality template can not only look unpresentable, but also become a source of a virus).
  3. Guaranteed technical support.
  4. Democratic prices.
  5. Convenient payment system.

It would seem that there is nothing supernatural in these requirements. But in reality, finding a landing page template exchange that meets all these requirements is very difficult.

Personally, I have been looking for a suitable one for a long time and in the end I settled on TemplateMonster, as it ideally matches them. There are really a lot of templates.

I will cite a few that impressed me especially, which are suitable for creating a landing page on various topics.

Photo topics / Business

A one-page page that allows you to contact the owner of such a landing page to order any service. Blocks for posting additional information, a Call to action button, a photo - inside all the functionality for quickly launching a landing page.

Wedding theme

Landing page template with its own admin panel. A handy tool for inviting family and friends to an event. There is a countdown functionality.

Art and photography

Another solution for presenting your services and works for ordering.

Organization of events

The landing page template solves the problem of collecting contacts of potential customers.

Regarding the options considered, I will say that the quality of their development is excellent. Technical support is also carried out regularly.

This is especially critical for beginners who decide to create their first website without much knowledge. On all questions of interest, you will be advised either by technical support, or directly by the template developer.

Moreover, these questions may even be related to the installation of the template and its configuration.

This, by the way, is an important reason why you should pay for templates and not use free ones.

Moreover, the prices for TemplateMonster are quite reasonable. For example, a quality landing page template can be purchased starting at $ 19.

Well, and especially I was pleased with the payment system on this resource, thanks to which I permanently refused the ThemeForest services, which I used before, and finally switched to TemplateMonster.

There are a lot of payment methods, from MasterCard / Visa cards to the usual WebMoney and Yandex.Money.

ThemeForest is strongly tailored for the Western audience and PayPal, in which it is unrealistic to open an account in Ukraine or Russia.

MasterCard / Visa are also present, but each payment is charged a commission of $ 2, which is not very nice. When you choose a template, you count on one cost, and when you pay, it turns out to be different.

Filling the landing page with information

So, a template solution has been selected. Now you can start entering information about your product or service, contacts for communication and links to groups in social networks.

If you have at least a basic knowledge of HTML, then you may well consider the option of a pure HTML template to create your ideal landing page. In this case, it will not be difficult for you to independently replace the topic text with your own.

Thanks to her, you will learn how to find the element of interest in the code, and changing its value to your own is a matter of technique 🙂

If you understand that the above is still too difficult for you, you need to change the “hard-to-reach” labels in the template (for example, the text on the slider button) or change some blocks in places where it will be more convenient to use a template solution based on CMS.

If you use a CMS for a landing page, you will have an admin panel where you can perform all the necessary actions without delving into the site code.

By the way, when buying a template on TemplateMonster, you have the opportunity to order the installation of the admin panel even on the HTML template of the landing page and "stretch" it to the CMS you are interested in for a fee.

Uploading the finished landing page to the hosting

This process is completely identical to publishing a regular website on the web.

First, you need to select and register the domain name of your landing page. This can be done using special registrar sites.

Approach this issue as responsibly as possible, because as you name the ship, so it will float 🙂

After that, you need to be no less serious about choosing a hosting and tariff.

I immediately discard the option of using free hosting, tk. losing time and money on creating a landing page and losing your site after a while - the cost of saving $ 10 per year on paid hosting services is too high.

Hosting companies can be selected according to various ratings, but remember that most of them are paid for. Therefore, personally, I recommend listening to the reviews of real users who have experienced all the advantages and disadvantages for themselves.

For example, I can confidently advise my hosting, which I have been using for two years now, and it has never let me down. The site has been available all this time, the control panel interface is clear (although it looks out of date), technical support responds promptly, well, and the prices are very reasonable.

By the way, about the prices. Since most of the landing pages are not demanding on the technical resources of the hosting, the most basic and cheapest plan may well suit you.

Landing page promotion

So that is all. This completes the process of creating the perfect landing page.

However, this is not yet a reason to sit back and wait for high conversions and high sales volumes. In order to get all this, you need to pay serious attention to promoting the one-page to reach a larger audience.

Ways to achieve your desired mass. Let's briefly consider the most effective and working ones.

    There are tons of free sites out there where you can blog. This is still a powerful way to drive users to your site.

    Exchange of articles.

    Share your posts with other blogs, link them to your one-page page.

    Contests and sweepstakes.

    Interactivity is rarely uninteresting and unattractive. This is a very effective way to get attention.

    Communication with partners.

    Collaboration that is mutually beneficial for both parties will help expand your target audience. Exchange informational posts and form friendships with influential players in your market.

    Even on a small budget, pay attention to social media ads.

    SEO optimization.

    This point is one of the most important. With proper SEO, you can expect to rank well in search engines.

    Plus, the SEO costs always pay off.

As you can see, there are really a lot of tools for driving traffic to the landing page.

But if such methods of promoting one-page pages as creating advertising campaigns, ordering articles for a blog require you to have special knowledge and significant financial investments, then you can do the initial SEO optimization of the landing page on your own and absolutely free.

To do this, it is enough to perform just a few steps, described below in the form of short instructions.

The so-called technical or internal SEO landing page optimization includes:

    Meta tags title and description.

    They must be filled in using the keywords with which you will promote your product.

    Meta tag keywords.

    Although Google and Yandex have not taken it into account for a long time, a lot of other search engines still consider it.

    Here you need to register only the key phrase by which you want to promote your landing page.

    Headings H1, h2.

    The main heading H1 should be used on the site no more than once, while h2 can be written up to 6 times on one landing page.

    Alt and title in images and other graphics.

    Be sure to write these attributes using keywords.

    There is an opinion that you don't need to write anything in the robots.txt file for one-page pages, but even such little things will help you promote your landing page more efficiently.

You can learn more about it from the article at the link.

So, we talked about what a landing page is, what they are and how they help to improve the position in a business in the presence of high competition.

A minimum of functionality and only concise information about the product effectively influence the decision to purchase.

We also examined the process of creating a landing page and promoting it on our own and with minimal investment. So try it, dare and write in the comments about your experience of using landing pages for a successful business.

Remember that only conducting experiments and always looking for opportunities to develop your project will help you achieve conversion rates of 25-30% and sell successfully on the Internet. But in a different way in the modern world with its fierce competition it will not work 🙂

That's all for me.

Good luck and see you soon! 🙂

P.S.: if you need a site or need to make edits to an existing one, but there is no time and desire for this, I can offer my services.

More than 5 years of experience professional website development. Work with PHP,

Translated from English, landing page is literally "landing page". This concept means a separate page on the Internet, where there are almost no links to other sections of the sites. This is a kind of "stub", a dead end on the Internet, where the visitor has only two options for action - either do what they want from him on the landing page, or leave.

Practice has convincingly proven that landing pages sell much better than conventional multi-page sites. But ... not always. In this article, we will analyze from A to Z what landing pages are, why they are needed (or why they are not needed) for you personally. We will also look at specific examples of good and bad landing pages so that you have something to build on.

And let's start with the question - who needs landing pages and why. Think it's just for business? Not at all.

What are landing pages for (and what does Chernobyl have to do with it)?

Do you know the main reason why a person does not buy what is offered to him on the Internet? It's not because he doesn't want to buy it. Most often, the reason is that he simply does not understand:

  • That they offer him something
  • What exactly is he being offered?
  • Why does he need what he is offered?
  • etc

That is, people simply do not notice your advertising offers. There is too much information around. Websites are full of banners, links, vidos, pictures. The average Internet user has 10 - 15 browser tabs open in parallel, between which he randomly moves ("surfing").

Landing pages are designed to solve exactly this problem - to maximally focus the visitor's attention on the information that you offer. Of course, entrepreneurs were the first to appreciate all the advantages of landing pages. A regular site gives 0.1 - 0.5% conversion per order. A landing page gives 1 - 7% conversion per order. Output? We will make a lot of landing pages.

Moreover, it is not difficult at all. It is much easier to make one separate page than a classic multi-page site. By the way, below in the article I will give you instructions on how to make a landing page yourself - and you can do it in half an hour, with your own hands.

But what do you say for example that's about it(link will open in a new tab)?

This is also a landing page on which we are shown an ordinary article. That is, no one sells anything here. Journalists prepared material about the Chernobyl disaster and posted it on the landing page - a separate page. Although they could well have placed this material in the same way on the website of their newspaper. What would change in this case?

They would lose our focus. On the landing page, all attention is focused on what you are trying to convey to the visitor. By the way, this material about the Chernobyl nuclear power plant has become one of the most visited on the Runet on this topic. I don’t think they would have been able to achieve the same success if they had just posted the article on the site. Having looked through this landing, I just want to go through "S.T.A.L.K.E.R - Shadow of Chernobyl" again.

Conclusion - landing pages should be used where you want to get maximum attention from your audience. Whether you are going to sell something, to call for something, to proclaim something - it does not matter at all. The important thing is that in any case they will listen to you much more attentively.

By the way, what is the “magic” of the landing page? Is it just that there are no extraneous links and menus?

The second reason why landing pages perform better than regular websites

We have already sorted out the first reason for the increased power of the landing page. This reason is purely psychological. If you give a person many links and other opportunities to leave the selling page without ordering, most likely he will use these exits.

After all, clicking on some interesting heading in the menu is much easier than placing an order and paying money. Therefore, we do not give people a choice - either buy or leave. No "left and right". Therefore, when you create a landing page, be sure to make sure that there are no extraneous links on it that take the visitor away from the target action.

But this reason is not the only one. Another important point is the beautiful graphic presentation of information.

Do you know how regular sites work? They work on some kind of "engine" that automatically generates pages. At the same time, the design and structure of all these pages always remains unchanged.

If you want to add any special elements, then you have to work hard (and not the fact that you will succeed). A landing page is a separate "world". There you can create whatever you want. And this is very important.

Landing page design is all about emphasizing and reinforcing what you want to say with graphic elements. These can be pictures, arrows, special fonts, videos. All this will work to ensure that the visitor "consumes" the message that we want to convey to him to the maximum.

Below I will give you an example of a landing page where information is very successfully enhanced with the help of design. For now, let's get back to the landing page about Chernobyl. Have you flipped it? Let me guess how you acted.

You scrolled through, snatching out pieces of text, and stopped at video inserts that played automatically when scrolling. You may not have watched these video cuts until the very end, but you have watched them for a while, right?

But for some reason you did not watch the usual videos that are located on the sides on the same landing page and which do not automatically turn on. This is the difference between the design of a regular website and a landing page. Try to make a video insert on a multipage that would turn on when you swipe. This is very difficult.

And if you insert regular videos into your article, no one will watch them. And the same with the rest of the graphic elements. What is highlighted in color, font, drawing - attracts attention and remains in memory. Plain text is read "diagonally" (at best).

Therefore, do not think that it is enough to make a separate page without menus and links, and you will have a landing page. No, competent design is the whole point of the landing page. By the way, let's take a look at a couple of examples.

Perhaps you are now thinking that making a good landing page is very difficult. All these graphic elements, structure, design - for sure, one cannot do without expensive design and web-programming specialists.

In fact, this is not the case. Your landing page doesn't have to be very pretty and stuffed with the latest scripts. More often it is even the other way around - simpler landing pages made on the knee work better than professional ones. There is a reason for this. Excessive beauty distracts from the content no less than links and menus on ordinary sites.

Therefore, your landing page can be kept simple. The main thing is that it is neat. And here's an example for you, where accuracy never lay close.

Yes, of course, the landing page can be simple. But try to make sure that it does not come through with "handicraft". Because this will greatly undermine your trust. I apologize to Oleg Osipov, whoever he is, but such landing pages cannot be made for living people.

Your site's visitors think something like this. The landing page is badly done, which means they don't have the money for specialists who would do it normally. Since there is no money, it means that no one buys anything from them. And since no one buys anything from them, it means they have a bad product / service.

Of course, they "read" all this subconsciously, but the fact remains that your landing page will work very poorly. Below, again, I will give you instructions on how to make a neat and professional landing page with your own hands.

For now, here's another example. Just compare and think about which landing page gives you more credibility?

An example of a cool landing page

It's rare to find a truly high-quality landing page. Either too overloaded with graphics and scripts, or too primitive, or stupid text, or too much of it ... Of course, you can make a lot of mistakes when creating a landing page.

But here's an example of a landing page that you can safely use as a reference.

You can see the full version of this landing page. In my opinion, everything is in moderation here. And most importantly - a minimum of text, and each thought is beautifully framed graphically. So that you will not miss anything important.

Note that in both the first and second examples, the landing pages “sell” a free action. In the first case, download a free book. In the second, sign up for a free webinar. But how different are the sensations they cause.

Do you want to be able to make the same beautiful landing pages yourself? No problem.

How to make a landing page technically

Today, there are two main options for how you can create a good landing page yourself. The first option is from a ready-made html template, the second - using one of the many online landing page builders.

Each of these options has its own pros and cons. To create a landing page from a template, you need, firstly, a template, and secondly, at least basic knowledge of html. I tried to make it as easy as possible for you, and I wrote. There I also give you a ready-made free template that you can edit to fit your needs.

As for online builders, I don't really like them. Your possibilities there are always limited by the capabilities of the constructor itself. In addition, many elements do not look very nice, and you won't be able to "tweak" them a little. In addition, such constructors tend to generate a lot of unnecessary code. This makes the page heavy and slows to load.

However, this is the best option for those who do not understand html at all, but also want a large and beautiful landing page. Of the free high-quality constructors, I can advise you, for example, this one. There are many different templates for any need.

This is what the workspace of this designer looks like.

But making a shell for a one-page page is only half the battle. The most important thing is its competent filling.

What to write on the landing page to sell

Making a landing page with a high conversion is also a task. And here you will certainly have to act on your own. Because neither the designer nor the programmer knows how to sell your products and services.

I have prepared a material for you, in which I painted it (opens in a new tab). In the same place, I gave more examples of landing pages from different areas, and described the mistakes that were made there. So you already, I hope, will not do them.

And after you have a beautiful landing page ready, and even filled with the right content, it's time to bring visitors to it.

How to properly promote a landing page

Multi-page sites have historically been promoted with SEO optimization. This will not work with landing pages, because there is usually too little valuable content there to interest search engines.

Therefore, landing pages are mainly promoted through contextual advertising. These are such systems as Yandex-Direct, YAN, Google Adwords, KMS, targeting VKontakte and others. There you advertise, attract an audience that might be interested in your offer, and pay separately for each click on your ad. That is why it is called "PPC" - that is, "pay-per-click" ("pay-per-click").

Of course, landing pages can be promoted through SEO, but this is a separate topic for conversation. In the meantime, I would like to make a small conclusion.

Landing pages are not a panacea. Even good landing pages are not a panacea. Before you start making your first one-page page - think carefully about what you need in your specific situation -.

But if you want to get the maximum attention of the audience to your offer, you can't think of anything better than a landing page. Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (extract from personal experience for 10 years =)

See you later!

Your Dmitry Novosyolov

It's no secret that one of the ways to fight for a client is advertising. It can have a wide variety of manifestations, but the main goal will always be the same - the attention of the audience. Recently, so-called landing pages have become widespread on the Internet, designed to attract users and turn them into buyers, customers, subscribers and other groups of customers loyal to the company or product. This type of online advertising is very effective and is often one of the main factors in gaining the trust of a large audience. In this article, we'll go into detail on what a landing page is, how it works, and what you need to know in order to create a successful landing page.

Landing page: concept and reasons for creation

Surely you have come across this phenomenon more than once while surfing the Internet. Perhaps you just didn't know you were dealing with a cleverly disguised ad product. However, after reading the article, it will not be difficult for you to recognize it. So what is a landing page? The term comes from the English landing page and translates as "inbound / landing or selling page". It is a web page containing important information about a product or service and is used to enhance the effectiveness of advertising and increase the audience. They get to it simply - through an Internet ad banner or a link in a search query. Often, the transition to the landing page is carried out from email newsletters, social media, as well as various advertising campaigns in search engines.

The reasons for creating a landing page are obvious. They can be roughly divided into three groups:

  • encourage the user to subscribe to the newsletter or simply register on the site;
  • push to download or install any software;
  • sell a specific product in terms of a promotion, sale, etc.

If we summarize the above reasons, then we can formulate the following purpose of the landing page: to turn an ordinary visitor into a buyer / subscriber and encourage him to take any specific action. I must say that the landing page does an excellent job with this.

Landing page classification: types and types

We figured out what a landing page is and what it is for. However, it is important to know another thing - how it looks. There are several options for creating a landing page.

Landing page types

Let's take a look at the most popular types:

  • main site;
  • microsite;
  • autonomous.

Some companies set aside several pages of their main site to create a landing page. Such an implementation takes place, but in most cases it is ineffective. This is due to the large number of navigation elements in the site design, which distract the user's attention from the advertising page.

A separate microsite, consisting of three to five advertising pages, will be more effective in this situation. They contain, at least, information about the product / service (only the most necessary), many attractive pictures, video clips. A microsite is commonly used to host promotions by large companies.

The most popular type of landing page is the standalone landing page. It is also called CTR landing page. a detailed advertising offer, the main task of which is to induce the user to take an action right now. The Clickthrough rate prefix means click-through rate (the ratio of the number of people who went to the page through the banner to the number of its impressions). Its main attributes are minimalistic design, inviting slogans, emphasis on the advantages of this offer, large buttons, countdown timers. Such a page is considered the most effective method of attracting users.

Landing page types

There are also several main types of landing pages. It:

  • viral;
  • lead pages;
  • advertising.

The viral landing page contains no explicit advertisements. Here it is disguised as an article, video clip or game, while the company logo is usually located somewhere in the corner / side and "acts" unobtrusively. In this case, the effect is achieved due to the user's getting used to interactive entertainment, which as a result creates subconscious trust in the company / brand.

Lead page is used, as a rule, in the course of marketing research. It helps to collect information about the target user of the product / service through tools such as questionnaires. Then, on the basis of the received data, an effective proposal is formed.

An advertising landing page is an aggressive form of influence on a visitor. It contains a large amount of graphic, textual information, video material. It is aimed at encouraging action through a powerful flow of informational influence.

Landing page creation: basic rules

Before talking directly about creating a landing page, you need to understand what a landing page is from different points of view. At least three sides can be distinguished here:

  • technical - a web page consisting of various elements (HTML, CSS, texts, graphics, videos);
  • business - a page that pushes the visitor to a specific action in order to obtain benefits (purchase / subscription);
  • user - a page that he came to via a link from a search engine / another site / through a banner.

Considering all these aspects of a landing page, we can formulate the main criteria by which a good landing page can be built. And the first thing here is the call to action, or call to action. In order for it to work, the following rules must be observed:

  • be clear - clearly tell the user what he needs to do and what he will receive as a result;
  • limit the number of calls - the fewer there are, the faster the visitor will perform the desired action;
  • have additional information in stock - it eventually becomes a decisive factor for making a final decision;
  • use buttons - they should be visible and encouraging to click.

However, before seeing the call, the user must linger on the page. To do this, you need to use the correct headers. They must meet the following requirements:

  • be simple and short;
  • be attractive in terms of design (layout, font);
  • be capacious, contain relevant words.

It is also important that the page itself is pleasant and understandable to the user. To do this, it should be made as simple and convenient as possible, but riveting attention. What is important to observe:

  • all elements of the landing page should prompt action;
  • There should be one main call to action on one landing page;
  • there should be a lot of "air" (free space) on the page itself;
  • elements should be located in a clear logical sequence;
  • use graphic elements to guide the gaze;
  • it is desirable to separate parts of the page with contrasting colors.

In addition, there are a number of additional techniques that will make your page more efficient. What is a landing page if not a motivator for immediate action? And to make it at the moment may be prompted by any restriction - lack of time, product, etc. To create a sense of urgency, place on the page countdown timers of the time remaining until the end of discounts or a counter of the number of available goods.

Another important point is to convince the user of absolute safety and reliability when performing any actions. To do this, post social data from reputable web services on the page (for example, the number of likes on VK or Facebook), do not use fake reviews and statuses, set trust elements next to calls to action.

By following these simple but important tips, you can create an effective landing page.

Conclusion

Advertising is the engine of any business. On the Internet, it takes on special forms and manifestations. In this article, we looked at what a landing page is and how it works for a business. We also learned about what it is like, what it includes, what rules you need to follow in order to create a good landing page. Use the suggested tips in order to compile a landing page for developing your own business. Good luck!

Landing page ( Landing page ) is a web page that comprehensively (but briefly) describes a product or service, and also contains a simplified feedback form for taking an active action.

Such a page is seen by a user who went to the site from a search engine or when clicking on an ad in order to take a certain action: make a purchase, register, download something, and so on, there can be many options.

The term landing page got into the Russian language from the English expression landing page, which literally translates as "landing" page. The real meaning is slightly different: a landing page in the Internet industry is called a certain promotional page containing a commercial offer to a potential client (in network marketing terminology, it is called an "offer").

An active action is an action to which the visitor is prompted. It can be ordering the proposed product, sending personal information, subscribing to a newsletter, and much more. A landing page visitor who takes an active action is called a "lead" by network marketers.

Depending on the goals of the landing page and the reputation of the company, the form of the offer can be radically different. It can be aggressive: show only the good sides of the product, mimic the personal blogs of celebrities, and so on - or informative: provide comprehensive information and show real reviews.

Landing page advantages

Landing pages are often used to refer to a large group of network marketing tools. Business card sites and one-page sites are attached to various types of landing pages. This is partly justified, because a one-page page can be a landing page and, at the same time, can function as a business card site.

However, it is wrong to combine these tools. Business card site - a site (often a one-page) that describes the services or products of the company and contains contact information. More is not required of him. Landing page is created in order to familiarize the visitor and encourage him to take an active action.

The main advantage of a landing page is that it is more active in converting visitors into leads.

Conduct a thought experiment: there are two pages, one of which contains information about the product and a point on the map where you can buy it; the second page, in addition to information, contains laudatory reviews from users, describes in paints how the product solves your problems and offers to place an order right now, by simply pressing the "order" button.

Obviously, the services of the company that created the first site will only be used by those visitors who are specifically looking for these services. Leads of the landing page are those who are looking for this service, and those who accidentally clicked on the advertising link and became a "victim" of network marketing.

Goals and objectives of the landing page

The main goal of a landing page is to convert visitors into leads. Therefore, often the priority of the landing page becomes, not the supply of relevant and truthful information, but "luring" visitors with marketing moves and encouraging them to take active action.

The goals and priorities of the landing page change depending on the task:

  • if you want to collect information about potential customers - ask them to leave personal information in exchange for a discount or a great offer;
  • if you want to get a lot of leads - use more marketing moves (not necessarily "clean" ones), make the offer more aggressive;
  • want to increase the conversion of leads to customers - provide only truthful information and real reviews, try to earn a good reputation.

You've probably noticed that leads and customers are not the same thing. The difference is that a lead is a visitor who has completed an active action, and a customer is a lead who has made one or more orders. Thus, the client not only makes marketing communication, but also makes a profit.

How does a landing page sell?

The question posed in the subheading is actually not entirely correct, because the landing page does not necessarily sell (in the literal sense of the word). However, for simplicity's sake, it is convenient to call the process of converting a visitor to a lead a sale.

In general, this sale proceeds like this:

  • the visitor gets to the landing page (it doesn't matter on purpose or with the help of "click-bait");

Click-bait is a marketing technique designed to get the attention of a person with the help of provocative news or shocking pictures. You've probably seen fake news about celebrity deaths or miraculous methods of losing weight. This is called click-bait.

  • then he sees an offer of a product or service that miraculously solves his problems;
  • he still does not trust you, so it's time to acquaint him with laudatory reviews (truthful or not so);
  • At this point, the visitor is aware of the wonderful offer, checked it out with the help of customer reviews, so it's time to invite him to take an active action (using a large order button or a simple feedback form).

What is landing page conversion?

Conversion is a quantity that characterizes the effectiveness of the sales of a landing page. Numerically, it is equal to the ratio of the total number of visitors to the landing page, for a certain period of time, to the number of leads.

Conversion is a very important metric, because it shows how well the landing page is performing its main task.

There is no universal criterion for evaluating conversion - for different offers, a good conversion can be any number from 0 to 100%. For example, the conversion of an offer offering to receive a product or service for free by subscribing or leaving personal information may approach 100% (depending on the profitability of the offer). On the other hand, a good dealership conversion rate can be less than 1%.

Landig types

The types of landing pages vary depending on the tasks assigned to them. For example, you can highlight:

  • advertising site,
  • "Viral" page,
  • lead page,
  • ctr page,
  • main site.

All these types can overlap in one way or another, so we will highlight only their main features and tasks.

An advertising landing page is designed to inform the buyer about a product or service and offer a purchase. In this case, the offer is as close as possible to a regular commercial offer. The main goal of an advertising landing page is to increase sales and get customers.

A "viral" landing page is a page with shocking or provocative information, a page with fake celebrity quotes. In other words, this type of landing page uses the most aggressive marketing methods. The main goal is usually maximum conversion.

A poorly crafted viral landing page can not only damage a company's reputation, but also lower sales.

Lead pages are designed to collect information about potential customers. On them, visitors are invited to leave their personal data, in exchange for discounts or other benefits. The main goal is to get a lot of leads and, as a result, get good statistics.

Conclusion

Let's highlight the main points presented in the article:

  • the purpose of the landing page is to turn visitors into leads;
  • you need clients - value your reputation, you need leads - make aggressive offers;
  • there are no universal conversion criteria: for each case, a good conversion is determined individually;
  • use different types of landing pages for different purposes.

The main principle of the Landing page- to give the user the information, looking for which he visited this site, as well as induce him to take targeted action. In other words, turn an ordinary visitor into a customer or customer of the company. It is important that on this page the user gets what he came to the site for.

Landing page feature is that information on it is provided in the form of good and high-quality images, short and informative blocks of text paired with "capture points" of actions that can be performed instantly, namely: leave a request, call, register, buy, download.

There is nothing random about such pages. Typically, their design and content are carefully thought out from both aesthetic and practical points of view. The features of the target audience have been studied, the structure of the interface has been built, navigation and user scenarios have been worked out, and the need to introduce various services on the site has been determined.

When developing Landing page design the creators strive to maintain a balance between style, convenience and functionality. Often the design of only the "action button" itself determines the fate of the landing page. It is important that, in addition to a pleasant and non-repulsive design, a form of contact with a client, the ability to view and create reviews, and a fast loading of the site are debugged.

To achieve good traffic to the Landing page only high-quality, unique, informative and competent content is posted on it. It should be easy to understand and interesting and informative for users. It is possible to include bright examples or curious facts related to the main topic. The user should understand without any questions what this site offers.

Meets two types of Landing page: reference and transactional.

Reference - display information based on search results for a given topic. They instantly give a detailed answer to any question that interests the user. Pages contain not only text, images or links to similar topics, but also advertisements, which in many ways pays for the creation of the site for its owner.

Transactional - deliberately adapted only for advertising material and are its consistent continuation. Such pages are pushing for immediate action: purchase a product, fill out a data form, download. Very often, their design is rather modest, but informative enough so as not to distract visitors from the main action.

Today, single-page Landing page sites are more effective than complex multi-page sites, and are also a fairly profitable marketing tool for both small businesses and the promotion of individual services of large companies.

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