Landing - what is it in simple words with examples

We often hear the words “landing page”, “one-pager”, landing page. And we seem to understand what is being said, but we do not know all the features and chips.

We will tell you what it is - a landing page, what is its structure, design and how to increase the conversion of a one-pager. We will also teach you where you can order a landing page or create it yourself.

As you may have guessed, this is a one-page site that - attention! - Dedicated to a single service or product.

On a regular site, there can be many menu sections with different information (“About the company”, “Our news”, “Products”, “News”, “Contacts” - if the site is aimed at sales, and “Society”, “Economy”, “ Relations” - if the topic is informational).

There are no sections on the landing page, only information blocks.

What is a landing page for?

A landing page not only informs about a product, it sells it. The goal of any landing page is one specific action.

This is either the sale of a product / service, or the collection of contact information of visitors, or the attraction of traffic to the main site.

All together - it will not work, each landing page has its own task. Let's consider the most basic ones.

Sale of goods. Let's say you become a freelance copywriter and want to promote your services on the Internet. You have one service - writing texts.

In the landing page, you tell what you can offer customers and why they should choose you. Give examples of your best articles to show off your product.

Post customer testimonials if you already have them. And – most importantly – there should be a feedback form on the landing page so that customers can order the text.

Collection of contact data, or leads. contacts of potential clients. How to collect them? Obviously, to interest people so that they leave their phone number or e-mail in the order form.

We also make a one-pager, talk about the new service and give a link to the main site. That's it, the client has gone, the traffic is growing, the conversion is increasing, your site is developing.

Attracting a specific target audience. The landing page is simply designed to attract “cold” customers - those who do not know about you and are not interested in buying your product. For example, you have always written for small customers, and now you have decided to enter medium and large businesses.

But they still don't know about you! So, make a landing page focused entirely on the audience of entrepreneurs. We describe their pains and problems and offer a solution - your texts.

Thus, a landing page is not an alternative to a regular site, but rather an addition to it. Many companies with a wide range of services make separate landing pages for each of them.

The main thing is to remember the most important rule: each one-page is created for a specific purpose, you can’t interfere with them in a bunch.

Landing Cons

We talked about the advantages, now let's talk about the disadvantages of the landing page. Let's be honest - they are there.

For example, unlike a website, a landing page is limited to a certain volume. The basic rule is: less text - more selling elements.

If you have a lot of information, you will have to highlight the most important so as not to distract the reader and convey the essence to him. Otherwise, a person will simply get lost in kilometers of printed characters.

Landing structure

Each element of the landing structure should be geared towards sales – from the offer to the call-to-action buttons. You must lead the customer to make a purchase or other targeted action like stairs.

There is even such a concept - the Hunt ladder, which shows what stages a person goes through from not realizing the problem to making a purchase.

Stage 1 - indifference. A person does not yet understand that he needs your product. He just followed the link from the group in social networks and does not know what you are offering him. (or, more simply, the headline) will attract his attention and make him think.

Stage 2 - awareness. So he thought about it and realized - hmm, there really is a problem! Just don't know how to solve it yet. Help him with a story about a product or service.

Stage 3 - comparison. The client needs to be given a choice of several options for solving the problem.

Stage 4 - choice. From several options, he chooses one solution - of course, what you offer. To do this, you need to explain all the benefits of your product or service.

Stage 5 - purchase. Everything is simple here: let them leave an application in the order form, contact details - in a word, do the targeted action for which everything was conceived.

Let's name the main elements of the landing page structure that will lead the client up the Hunt ladder. There is a standard scheme, which we will write now.

But in fact, the blocks can be interchanged, some can be omitted altogether - as you wish. There are examples of one-pagers that do not adhere to the usual structure, they take others: for example, with a unique product or cool bonuses.

1. Offer

Offer, or . In essence, this is a unique selling proposition that will reflect the pains and problems of the client and immediately offer a solution to the problem. Often, prices and discounts are indicated in the offer - to lure the client, of course.

2. Data about a product or service

This is a description of what you are selling: product characteristics, necessarily - photos, preferably - video. In a word, everything that distinguishes your product from others. You can offer several options for solving the problem and dwell on your product separately.

3. Product advantages

In order for the client to understand exactly that he needs your product, describe its advantages. Usually this is done in pictures, infographics, because reading a large canvas of text is boring. Write not about what you offer, but about what is important for the client. For example, if we are talking about copywriting (since we started), write that your texts will increase the conversion of the site and attract new customers.

4. Scheme of work

Speak the scheme according to which you will work. For example, if you are a copywriter, describe all the stages of work: the customer sends the TOR, you discuss all the details, receive an advance payment, write the text within the agreed time frame and make changes if necessary. This will convince the client of the transparency of your work and protect you from unscrupulous customers.

5. Feedback from other customers

Reviews are also called social proof - they convince the client that other people also used the product or service and were satisfied. You will have to collect feedback from customers - ask them directly, for example.

6. Diplomas, diplomas, certificates

Another social evidence - and no longer subjective, like reviews, but quite objective. They show that you have been trained, won the competition, received a diploma - that is, your knowledge and skills have been appreciated. Simply scan your awards and publish them on your landing page. If you don't have them - well, it's time to think about getting them!

7. Prices

And when our client is almost ripe, once again remind him of the prices - so seductive, so low. And next to it is an order form, so as not to leave the cash register to make a targeted action.

8. Order forms

They are also called CTA buttons - Call-to-action, or call to action. Appeal and in Africa call: write your email, subscribe to the newsletter, leave a request, follow the link, buy the product - do something! Usually these are standard buttons that lead to a website or other resource or order forms with fields to fill out.

To motivate the client to take the target action and click on the button, there are several secret tricks:

• offer him a nice bonus, discount, useful information. Some companies even compete to see who can offer the most to the customer;
• highlight the CTA element with a contrasting color so that it immediately catches the eye;
• repeat STA several times. For one landing page, 2-3 buttons and forms are enough. Everything else is overkill.

9. Special items

To further increase the conversion of the landing page and its effectiveness, special widgets are used. For example, a callback button, a window for a dialogue with a consultant, a countdown counter - it shows how much time is left before the end of the discounts. Very effective, by the way.

10. Contacts

This block can be specified both in the header of the landing page and at the very end. Write all the ways you can be contacted, including phone, email and clickable (required!) Social media icons. If the one-pager is made not by an individual, but by a company - all addresses, a map of the location of the office, bank details, etc.

landing page design

Text, offer and clear structure are not all. Landing page design also has a great impact on the effectiveness of your offers. Here are the basic rules for landing page design:

• minimalism. Stylish design, simple and understandable fonts, competent alternation of text and pictures - no long sheets, more air space!
• observance of the selling rules. If it has long been proven that it is better to place CTA buttons at the end of the first screen in order to avoid the effect of banner blindness, then why argue?
• avoiding standard templates, stock photos. It looks cheap: no amount of text and structure will save such a site. Use unique photos of your product. complement the template with individual design elements;
• convenience for the user. If the landing page has too many active elements, calls to action, widgets, and the order form involves a long registration in several complex steps, this will tire the user and, instead of wanting to buy, will only cause irritation;
• knowledge of the basics of web design. The rules of the golden ratio and thirds were invented several centuries ago. A good web designer is well aware of these basics of the profession and will follow them everywhere: even on the site, even in the online store, even on the landing page.

How to create a landing?

Many people think that you can save money on a landing page: create it on a regular template, fill it with stock photos - bang-bang, and you're done. This is a big misconception: good landing pages are ordered from studios and cost more than tens of thousands of rubles. This applies to text, design, and selling elements.

There are several options for creating one-pagers. This can be done both independently and by contacting specialists. Accordingly, for free and for money.

1. Make it on a website builder. There are many of them in Runet:

• lPmotor;
• Tilda;
• Bitrix.24;
• and others.

This is a good quick option, and anyone can figure it out. But there is an ambush: it is not enough to create the external part of the landing page, you also need to understand how it works, that is, learn the basics of marketing. However, the designers have technical support services that will help in a difficult situation.

2. Order from a freelancer. A specialist can be found on the stock exchange or in freelance communities. This will be the cheapest option, but the result can be unpredictable. Therefore, ask a freelancer for a portfolio and give the most accurate TOR as possible. And remember, you will not receive any guarantees from a private trader.

3. Order in the studio. This is the most reliable option: they will provide you with all the guarantees, fill the landing page with all the necessary blocks and selling elements, come up with an individual design and help with support. But the pleasure is not cheap either: studios and agencies charge several tens of thousands of rubles for work.

So, today you have learned what a landing page is, what its ideal structure and design should be, how to order a landing page, and most importantly, how to make it sell. Take advantage of our tips - we hope they will be useful to you!