In the following article, Growketing will delve into one of the secrets to convert those users who visit our website into potential customers or consumers: the landing page. Landing pages, or “páginas de aterrizaje” in Spanish, are sites where a user arrives after clicking on an advertising ad. Their ultimate goal is to achieve a specific objective, such as a commercial sale or data collection. The main purpose of a landing page is conversion.

–These sites function through lead magnet techniques, which means offering users some kind of benefit in exchange for completing a form with certain personal information and relevant data, such as name, email, or even phone number.

What is the purpose of creating a landing page?

–Increasing the number of sales: Having a high-quality and precise landing page is one of the key secrets to increasing a company’s sales. Its design should be attractive and clear, inviting the user to complete the final conversion.

-Growth of subscriptions: Landing pages are also a great alternative to increase the number of subscribers to our website. They are widely used to boost followers for tutorial sites or various online courses.

-Public segmentation: It is an excellent strategy to understand the audience in-depth, allowing us to specify and target the offers we provide, as well as to learn about their interests and needs, thus improving customer service.

What types of landing pages exist?

-Internal: These are landing pages that are part of our website, usually found at the end of content, accessing a specific category of the site, or by clicking a CTA (Call-to-Action). As they are internal and part of the same site, their design and aesthetics should be similar to that of the Home page.

-External: These are microsites that exist outside of our main website, created solely with the goal of conversion. To achieve this, we must ensure that they have all the necessary information to instill confidence and security in visitors, along with a particularly appealing design.

Best practices within a landing page

-Captivating titles and images: As we know, the attention span of users within a website is decreasing, so having captivating titles and images that invite the user to stay on the site is essential to accomplish the conversion task!

The title should be clear, understandable, and precise, just like the images, which should quickly and effectively capture users’ attention.

-Precise and concise information: The description of the product or service being offered must be precise, showcasing all its qualities while avoiding text overload. To achieve this, the use of bullet points, lists, or interactive materials is essential.

Additionally, subtitles should be attractive and provide answers to the most common questions. Avoiding spelling mistakes is crucial to generating trust in site visitors!

-Effective form: The form is a key aspect of every landing page! It should only contain essential fields to collect the information needed for conversion. Overloading visitors with fields to complete may lead to fatigue.

Also, the form should be placed at the top of the page so that users don’t need to scroll to access it.

-Avoid distractions: Simplicity is a great ally when it comes to achieving conversion within our landing page. The cleaner it is from distractions, the better! Reducing possible exit points for users, that is, opportunities to leave the site, is essential to achieve the goal.

Therefore, we should not include links or information unrelated to the initial conversion search.

Tips to perfect our landing page!

-Browsing speed: The loading time of a landing page should be minimal! n addition to ensuring its proper functioning on all types of devices (tablets, laptops, mobiles, or desktop PCs), it is important to have fast browsing speed to avoid any inconvenience that could lead the user to leave the site.

-Include customer testimonials: Adding a brief review with testimonials from users who have already accessed the website, along with showcasing received awards or accolades, is a good way to instill trust in new visitors and create a positive image. Including icons to access social media is also an excellent idea!

-Multimedia content: Instead of long and sometimes tiresome texts, presenting multimedia content, such as videos, gifs, or audiovisual productions, is an excellent alternative to create a dynamic and attractive landing page. At the same time, we should ensure not to overload the site with this type of content and thus divert the user’s attention.

-Guide the visitor: Having an attractive and well-designed landing page is of little use if it is difficult to use! Therefore, it is essential to have an organized site that guides and instructs the user at each step to finalize the conversion.
As we have seen, landing pages are essential for increasing the number of sales, generating subscription growth, or achieving public segmentation. At Growketing, we hope this review has been useful for those looking to create a successful landing page. Go ahead!