Landing page, what is it and why is it so important?

Having a certain service or product, we want it to reach the largest possible audience that will be interested and persuaded to buy. Seems simple, right? Well, not quite, as competition is always active. So, how do we get ahead? One way is to create a valuable landing page, or so-called destination page. What is it, and what's it all about?

Regardless of how effective we are at generating clicks on our advertisement, through email marketing, Google ads, or personalized banners, its positive effects will largely depend on the landing page where potential clients land. Hence the name "landing page." This destination page, colloquially speaking, is the "cherry on top" that should not only be aesthetically pleasing but also have the appropriate content. Right after clicking on the ad, this is where our potential customer will look for more information, which, if properly presented, will convince them to leave their contact details, make a purchase, or start cooperating with the company.

Why then do so many advertising campaigns fail?

It's definitely worth including reviews from previous clients on the landing page. Why? Because today's consumers are largely guided by the opinions of others. If a potential customer isn't 100% convinced of the product or service you offer, they will look for confirmation in the words of others. So if you have satisfied customers, ask them to leave a nice review.

And don't forget about CTA! What is that? It's the so-called Call to Action, a button on the page that should immediately catch the eye. Its main task is to increase conversions. The CTA is a kind of summary of the information provided on the landing page. Good practice is to include a short text suggesting an action, such as 'join,' 'register,' 'order,' 'download a catalog,' etc. The idea is to make the potential customer feel that after clicking the CTA, their journey on the page is 'coming to an end' and not that it hides another dose of information they will have to go through.

Summary

Creating an effective landing page offers the possibility of:

• Better selling a product or service, generating more potential leads.
• Targeting customers, conveying to the consumer specific information they are looking for, and then persuading them to take certain actions.
• Increasing the reputation and credibility of the company.