Because we are fans of long conversations on different topics (like online marketing at the moment) and we have scientific and substantive point of view, this topic was no exception.
The conversation begun with the question: What is a Landing Page exactly? And the disagreement started when we took one example from the HubSpot’s offers page. Is this kind of page a Landing Page or not? My opinion was that this is not a Landing Page, whereas Ivana’s was that this it is. In fact, later in our brainstorm session, I defined the term “Landing Page” more like Concept, that is different and more complex from just any kind of a webpage.
Landing Page is a concept, and not just kind of web page.
At the end we concluded that for creating Compelling Landing Page you need a Strategy. We searched on Google if anything similar had been defined before. We found the phrase “Landing Page Strategy”, but covered from different perspective. It was something like “How to create Landing Page for better conversion” or “where you can create Landing Page, that you haven’t created before” like in one of the Conversionxl articles.
I will bring out later how we have defined the strategies and what kind of strategy you would need, but first let’s see how Wikipedia defines Landing Page:
[quote author=”Wikipedia” align=”left”]
In online marketing a landing page, sometimes known as a “lead capture page” or a “lander”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.
[quote author=”Wikipedia” align=”left”]
Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements.
From this definition we can see that Landing Page is a web page, where you can arrive from different channels like: Search Engines, Advertisement, Social Media, Email Campaign.
Our main conclusion was that:
For different channels you can make different strategy for creating Landing Page.
But, first of all we need to get familiar with the anatomy and structure of a Landing Page
The Anatomy of a High Converting Landing Page
You can find many great articles with tips for creating Landing Pages that convert.
All these tips come as a result of the basic principles of Direct Response Copywriting, because Landing Page is a page that has to to engage visitors to take some action.
As in Direct Response Copywriting, you need to touch visitors’ core emotions and desires in order for them to take some action. And you need to follow the structure of a good copy:
So, a Landing Page can touch visitors basic emotions with the help of pictures, video or text and good design.
Everything a copywriter thinks that can be useful for awakening visitors emotions and beliefs is an option. (For example if he thinks that it is better to use some pictures than he can ask the designer for that kind of design.)
According to Wikipedia there are 2 types of Landing Page: reference and transactional, but this is the same in Direct Response Copywriting. The Transactional Landing Page is the offer.
If we are guided by the Direct Response Copywriting principles, we can conclude that if someone got to the end part of the copy, there would be 90% chances that he would take the action.
This part is called the offer (order device) and that is the purpose why the Landing Page is created. The offer can be: buying a product, signing up, calling, fetching a file or anything else depending on our goals and what we want to achieve with the Landing Page.
When we create the Landing Page, we can separate the offer to another web page in order to be able to make a reference to it in the main text as much as we need.
We can do this because part of the visitors will be convinced just after the headline, some of them will need to read the lead, someones will be convinced at the end (and someones won’t be at all :)).
As a proof, in copywriting, testimonials, reviews, social proof on the website, celebrity statements are used.
Landing Page Strategies
If we redirect a visitor to the offer, we have to convince him to take the action in the offer. Although, part of the benefits, premiums and warranties for the product or service are listed in the offer, it is rare for somebody to take action only on the offer.
That’s why copywriting is about finding the right core emotions, desires and believes connected to the product or service.
1. Social Media Strategy for Landing Page
Many famous brands and websites have a strategy where they create the desire for taking action through Social media. It could be, for example, Twitter where they constantly post tweets about what action the readers should take on the Landing Page. Such example are HubSpot or Web Designers Depot. Through their Twitter accounts, they create desire and awareness for their products or services and than they immediately redirect followers to a web-page with the offer only.
If some visitors find this type of Landing Page through the search engines, it is very possible that they wouldn’t take action because they hadn’t followed the social media messages, which is understandable. We have to create another strategy for these visitors.
2. Blog Strategy for Landing Page
Another way of creating visitors’ awareness or desire to accept the offer is to write blog posts for the benefits, and at the end the visitor would be expected to take action so he can be redirected to the offer. This strategy is knowingly or unknowingly pretty much used. You may have noticed that many bloggers have a Call-to-Action at the end of the post that redirects to another page.
3. Advertisement Strategy for Landing Page
When we want to create paid advertisement (PPC Campaign) on Facebook, Twitter or Google AdWords, people that would click the ad might have never before been acquainted with your services. Therefore, in this case, it is necessary to create a complete Landing Page with good copywriting. With the help of Ethical Direct Response Copywriting technique we can make the visitor take appropriate action.
These three strategies are the intuitive cases for strategies that could be chosen for creating Landing Page as a concept.
At the end, we both agreed that Landing Page is a concept and that a proper strategy is necessary depending on where the visitors come from and their level of awareness of what we are presenting on the Landing Page.