top of page
  • Writer's pictureSarah Turnbull

What is a Landing Page?

a tablet and a mobile phone both displaying a landing page

A landing page is a crucial tool used to convert website visitors into leads and customers. But what is it and how is it different from a website?

A landing page is a standalone web page that’s sole purpose is conversion. Designed to convert visitors into leads or customers, the goal of a landing page is to get visitors to take a specific action.

The action might be filling out a form, making a purchase, downloading an e-book or signing up for a course for example, but it’s usually just one action and if it does that, it’s fulfilled its purpose!

Landing pages are usually created as part of a marketing campaign, and they’re often used in conjunction with email marketing, social media advertising or pay-per-click advertising ('PPC').

The goal of a landing page is usually tied to a specific offer or promotion. It's designed to provide visitors with all the information they need so they can make the decision whether or not to take advantage of the offer.

One of the key differences between a landing page and a standard webpage is the level of distraction. A standard webpage may have numerous links, buttons and menus that can take visitors to other pages on the website. A standard webpage serves as a ‘hub’ for different information and user experiences.

In contrast, the landing page is focused on a single goal. The landing page is designed to be as distraction-free as possible, with only a few links or buttons that are directly related to the goal of the page. There might be multiple repetitions of a call to action (‘CTA’) on the landing page, but it’s the same one, time and time again. This reinforces the action to take and gives the user lots of opportunity to take that action without having to scroll to find out where to do it.

Another difference between a landing page and a standard webpage is the level of personalisation. A landing page is usually designed to target a specific audience, such as people who have expressed interest in a particular product or service. As a result, landing pages often include personalised content and messaging that is tailored specifically to the needs and interests of that audience and that audience alone.

Landing pages are often designed with a specific layout and structure that’s optimised for conversion.

The layout should include a headline and subheads, persuasive copy that highlights the benefits of the offer and a clear call to action.

I’m going to go into a little more detail about these elements and this should help increase the effectiveness of a landing page and drive more conversions.

1. Clear and compelling headline - The headline is the first thing visitors will see when they land on the page, so it needs to be clear, concise and compelling. It should convey the primary benefit or value proposition of your product or service in a way that captures the reader's attention and encourages them to keep reading. Never forget that benefits sell!

2. Persuasive subheadings (‘subheads’) - A strong subhead can reinforce the headline and provide more context about the offer. It should focus on the benefits of the product or service and highlight why the offer is unique and valuable.

3. Engaging visuals - Visuals are a powerful tool for capturing attention and conveying information quickly. High-quality images or videos that showcase the product or service and help visitors understand its features and benefits should feature prominently.

4. Call to action - A CTA is the most critical element of any landing page as it's the part that actually converts visitors into customers. It should be placed prominently on the page and clearly communicate the desired action, such as "Buy now" or "Sign up here." For longer landing pages, the CTA can be repeated several times which means the user can find it without having to scroll too far.

5. Social proofing - Social proofing such as customer testimonials, reviews and videos can help build trust and credibility. Real-world examples of how the product or service has helped others should be included and any relevant awards or recognition that the business has received should be highlighted. Video testimonials are very effective on landing pages.

6. Clear and concise copy - The copy on the landing page should be clear, concise and focused on the benefits of the product or service. Jargon or technical terminology should be avoided and the copy should be easy to scan and understand. If necessary, the copy can be split up with more subheads to make the page more easily scannable.

7. Trust signals – Trust signals like security badges, privacy policies or money-back guarantees are valuable additions to the landing page. They reassure visitors that their personal information and payment details are safe and secure.

In summary, a landing page is a standalone web page that’s designed to convert visitors into leads or customers. It’s different from a standard webpage in that it focuses on a single goal. It offers less distraction than a standard webpage and has more personalisation for the target audience and an optimised layout and structure.

By understanding the differences between a landing page and a standard webpage, more effective marketing campaigns that drive conversions and grow business can be created.

If you’ve found this article useful, you might be interested to read more about landing pages, including how much does a landing page cost?

You can also visit my pricing page where I give insight into the costs of other services I offer. These are indicative prices, as each project is different and priced according to the needs of the client – but in the interest of transparency, I’ve added pricing to my site as well as talking about the factors that influence pricing.

If you’d like a chat about the copywriting services I offer, please get in touch. I’m happy to have a free, no-obligation Zoom or phone chat over a cup of tea and a few biccies!



bottom of page