Landing page
After clicking on an advertisement or a search engine entry, the user literally lands on a "landing page" – the so-called landing page. This page, with its specially optimized content, is used to address a specific target audience and generate leads and sales. In any case, this page must always fulfill a specific goal. The landing page is thus a very important tool in online marketing and search engine optimization to acquire new customers.
As a rule, the landing page includes content, offers, and information on a specific topic, product, or service. The user should quickly but comprehensively engage with the topic through the content on the page, with the aim of ideally executing the conversion. This does not always have to be a purchase but can also be a lead or a contact for consultation (which is particularly relevant in the B2B sector). A link to the actual website can also be a conversion. Strictly speaking, however, every webpage should be dedicated to a goal, making every page a landing page (in a general sense). After all, it's about offering the website visitor what they are looking for.
How is a landing page structured?
As a rule, visitors arrive at a landing page after clicking on an advertisement (search engine advertising), such as a Google Ads ad, or similar. A landing page can also be reached via search results in the Google SERPs. Such a page is thus a valuable tool in both SEO and SEA. Ideally, this page includes content and offers promised in the ad. The top priority when building such a landing page is therefore the content with the most important key visuals (brand logo, product logo, service provider, mascot, etc.). This not only must match the ad's offer but also build trust with the visitor, which ideally leads to a conversion in a short time. For this reason, another important component of the landing page to achieve the target goal is the call to action. If the page lacks calls to action like "Order directly here" or "Request more information," conversion by potential customers will not happen. The call to action on the website must be neither unfindable nor obtrusive for the user.
The challenge in building and designing landing pages
On a landing page, a visitor stays for only a few seconds, during which the offer must be convincing. This circumstance presents a big challenge for the structure and design of the page - after all, you only get a small chance to motivate the user to convert. In these cases, it is usually advisable to develop a comprehensive target group analysis, work out different customer groups, and, if necessary, create different landing page versions to be tested over a certain period (A/B testing). Such analyses can determine how the intended goal of the page can be best achieved. These measures are referred to as conversion optimization.
The effort involved in a landing page is extremely extensive and should be, as the products, offers, services, and generally the content are usually specified or only apply for a certain period of time. When implemented correctly, such a page is a valuable tool in online marketing.