What are Landing Pages?
Usually when discussing “landing pages” with clients I am talking about the option to create a standalone web page distinct from your main website.
Technically a landing page is really any web page that a visitor can arrive at or “land” on. But usually when Medlicott Design is discussing landing pages, this will be in relation to marketing and advertising and the suggestion will be to build a “landing page” that has been designed for a single focused objective.
This usually means that your landing page will have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
So if you have a special event you want to promote or sell then a landing page could be a great option to look into.
Types of Landing Pages
From a marketing perspective there are two basic types of landing page, Lead Generation and Click Through.
Lead Generation / Call to Action Landing Pages
These are the types of pages Medlicott Design generally works with clients on. The landing pages are used to capture user data, such as a name and email address, or create a “call to action” like a booking for an event.
This type of page collects information that will allow you to market to and connect with them at a later time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.
The other option is to create a form that captures a booking for an event e.g. Mothers Day in a restaurant, Fundraiser Ball tickets, other special occasions that might be over and above your general website information.
Often the event you are promoting may be using an array of colours, or a special feature that might not sit well with your website aesthetically or for other reasons, but you can create a really cool landing page that does all that and gives potential clients a “Wow” factor.
There are many uses for lead gen landing pages, some example uses and the items given to the user are listed / shown below:
- Special Event Booking – e.g. Mother’s Day, Valentine’s Day, Pop Concert
- Ebook launch
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
Examples of landing pages created by Medlicott Design can be seen below. Some have booking forms, others have countdowns, and some have videos that really give a single page a lift.
Landing Pages with Video Backgrounds
Landing page example with video backdrop to promote a business product or service. Here it was a special meal deal in a restaurant.
Landing page example with video backdrop to promote an upcoming event
Click Through Landing Pages
Click through landing pages have a different purpose in the advertising/marketing sphere, usually with the goal of persuading the visitor to click through to another page. Typically used in online shopping (ecommerce) funnels, they can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.
Often, inbound advertising and marketing visitors are directed straight to your shopping cart or registration pages. This can lead to poor conversions as the advert doesn’t provide sufficient information for someone to make an informed decision. You see this often in magazine and newspaper advertising from both extremes, where the link address advertised either makes it difficult as they send you to the home page and then you have to find where to go to find the product, or straight to the buy button without a chance to compare to other options.
This is where the click through page can be a useful option. You give more information specifically about the priduct or service you have been advertising, and fom that page the next button with take the visitor to the shopping cart or registration page – now with a much higher chance of conversion having passed through the details of the landing page.