Landing page (Landing page) - what is it and how to create it for free - the best landing page designers + examples and templates of selling landing pages

Hello, readers of the financial magazine "RichPro.ru"! Today we will talk about landing, what it is, what advantages and disadvantages it has, etc.

Landing("landing page" or landing page ) is a well-known term for a web page with a specific specification. However, the essence of such pages is not known to everyone.

So what is a landing page? A brief definition of "landing page" can be voiced as follows - this is an Internet page on a domain, subdomain in the format html/css(or other).

Landing interested in people who sell various goods on the Internet.

Such a “landing page” will not contain annoying ads, useless text, flashing banners or pop-up menus.

From this article you will learn:

  • What is a landing page and how to use it;
  • What are the advantages of a landing page compared to a regular site;
  • How to create a landing page for free and promote it online;
  • What are the best landing page designers and where to download ready-made templates;
  • How to make money on a landing page and what taxes you need to pay.

We wish you a productive study of the materials!

What is Landing (landing page), what types it is, how to create it yourself and other information, read further in the article


1. What is a landing page (or landing page) - its features and benefits????

Landing page- This is a one-page site on the network, which can have several names:

  • landing or landing page;
  • "landos";
  • customer capture page.

The main task of the landing page is to encourage site visitors to perform some kind of active action - call, leave a request, purchase a product, subscribe to a newsletter etc.

I.e, landing page is called an Internet marketing tool designed to increase sales of various goods or services on the Internet.

1.1. The history of the development of the landing page

The landing page was invented in the USA about 10 years ago by Internet marketers.

At a certain point, they began to realize that competition in the market is constantly increasing. Websites, online stores are improving and visitors cannot always figure out what is the advantage of one company over another.

Serious competition in the industry was the primary reason for the creation of the landing page.


An example of an ideal selling landing page

1.2. Landing page goals and objectives

The purpose of the landing page is to get contacts of potential buyers who visited this one-pager.

Note! The sale of a product/service is carried out at the next stage, after the targeted action of the visitor, that is, the submission of an application for consultation.

Internet marketing experts say that a high-quality landing page can increase the conversion of a site several times over. With the right use of a landing page, sales conversion can increase by 8-35%.

1.3. Sales funnel and conversion

Any website owner is constantly looking for ways to increase its popularity and maximize sales.

The main criteria for determining Internet resource efficiency, are "sales funnel" And site conversion. Having understood the essence of these concepts, you can find out the level of your sales. Let's take a closer look at these definitions.

Conversion and sales funnel are the main indicators of landing page performance

1) Website conversion

Website conversion is considered the most significant indicator of the effectiveness of an Internet resource.

The conversion value displays the number of page visitors who have become buyers of your products/services.

In other words, site conversion is a kind of “marker” that marks the fulfillment of the requirements you need, namely:

  • purchase of goods;
  • newsletter subscription;
  • downloading certain files;
  • registration;
  • other actions.

For example for tourism is considered quite a normal level 8-13% . But the site that sells elite fur coats, the conversion is to 10%, and this is considered an excellent indicator. (The fact is that the local customers have a higher purchasing power).

Important! As a rule, the conversion rate fluctuates from 2-3% to 20-40%. If the conversion is, for example, 20%, it means that out of a hundred target visitors who came to the site, twenty completed the target action.

Website conversion needs to be constantly improved. To do this, you need to gain the trust of users of the site. Your website should be user friendly with easily accessible information.

It is worth noting that the conversion rate of a landing page is always higher than that of a regular site.

2) Sales funnel

A sales funnel can show the number of visitors to your site who didn't take the action you want. It is a chart in the form of an inverted pyramid. Such a funnel has the following representation:

  • the number of unique visitors;
  • the number of unique visitors who completed the actions you need;
  • The number of customers who have paid for a product or service.

When used correctly, a sales funnel can become an effective assistant in planning the optimal amount of advertising material, the number of contacts at each stage of sales etc.

Based on the indicators of the sales funnel, we can draw conclusions regarding management quality and the need to adjust work at a certain stage of sales.

This analytical tool provides an understanding of how a potential customer makes a decision to purchase a product or service you offer. What motivates him to do so.

After analyzing these steps, you will be able to exercise control over the behavior of the client through a well-designed landing page.

The value of a sales funnel lies in segmenting a huge mass of buyers by behavior and interests.

Example There are two people who want to purchase a vehicle.

One has not yet decided what exactly he wants to buy - a plane or a car. The second, on the contrary, already clearly knows that he needs a car. These people are completely different.- the first, after much thought, will generally buy a bicycle for himself, but the second is ready to go for a car even tomorrow.

As a rule, the whole path from interest in your product to the quivering moment of its purchase is divided into four stages:

  • Stage 1. Awareness;
  • Stage 2. Interest;
  • Stage 3. Decision;
  • Stage 4. Action.

By superimposing these stages on the number of people who are at each stage, then in the end you really get a funnel that narrows to the bottom.

1) In the upper part of it are people who realized that they were interested in a certain product. At this stage, a person tries to find general information about the product he likes, perhaps its analogues, minimum characteristics.

3) In the case of making a decision to purchase a product, the client moves to the next stage, in which the key role is assigned to the clarity and clarity of the content. It is he who is able to induce a person to make a purchase or become an obstacle to such a decision.

4) At the very bottom of the funnel are people who have moved from the status of site visitors to the status of buyers. If the sales funnel is organized correctly, the client will definitely buy the product on the same site.

The goal of any quality landing page is invisible promotion of the visitor through all stages of the sales funnel from awareness to action. The best tools would be educational articles, step-by-step guides, infographics.

Important! Product information must be specific. Its purpose is to increase the motivation of a potential customer to make a purchase.

Online sales are constantly growing. Along with this, the sales funnel will also change. Perhaps over time it will become more complex. Therefore, it is very important to understand it now.

1.4. Capture Page Performance

The greatest effectiveness of landing can be achieved only with participation in the development full team of professionals.

To create a high-quality landing page (before it is launched on the Internet), you will need the help of the following specialists.

  1. Project manager. Designates the final goal when developing a landing page, monitors all stages of the implementation of the technical plan, calculates the return on investment in advertising, makes all important decisions.
  2. Marketer. His job is to develop an overall strategy, create a prototype of the future site, effective affiliate programs and USP (Unique Selling Proposition). It also determines the prospects of the created concepts and analyzes the results obtained.
  3. Web Designer. Based on the approved prototype of the site, he develops the layout of the landing page, is responsible for the special effects for the site.
  4. Front end developer. Engaged in programming and subsequent layout of the landing page, testing the display of the page on different devices, adjusting the work of forms designed to send requests and calls from the website.
  5. Copywriter. Writes “selling” content, creates headlines using the 4U method. Also involved in prototyping the landing page and optimizing its semantic blocks.
  6. SEM Specialist-contextologist. It analyzes the semantic core, selects target queries for search engines, sets up contextual advertising, analyzes it and, if necessary, refines it (We wrote about how to assemble it in a special article).

Only the coordinated work of all specialists is able to create a truly high-quality landing page.

1.5. Why create a one-page website - 3 main advantages of a landing page

Consider the main advantages of a landing page compared to other sites and online stores. (Read also our article - where you will find step-by-step instructions for creating and launching a successful IM).

So let's start in order:

  1. A one-pager will help increase the number of visitors who subscribe to newsletters and e-mail newsletters by approximately 20-30% , compared to a regular site!
  2. Increases by 50% the likelihood of buying the product you offer!
  3. Convinces site visitors to download and install a new program or application!


Rules and tips for creating a landing page

2. 13 basic rules for creating your Landing Page ????

There are landing pages with conversion 40-60% . Such indicators mean that every second visitor to the site left his data or made an application for the purchase of goods. Two factors contributed to this success:

  1. The majority of page visitors this is the target audience. The site was visited by people who were interested in the product offered.
  2. Landing page created according to traditional rules, which ensure the high efficiency of the site.

Rule number 1. The landing page should contain one product

Failed to entice the visitor to click on the "buy" button?

In order to increase the number of customers, it is necessary to adhere to the following principles:

  • the user's attention should be focused on one product;
  • tell the client about the benefits of this particular program only;
  • set a discounted price for one item;
  • to interest the visitor with a mailing list on one topic.

When several products are placed on the same screen, the attention of the client will be scattered. He glances over the entire page. Perhaps he will show interest in some funny picture or flashing discount. However, in the end, the tab will still be closed. It won't take a minute for a visitor to forget about your site.

If a visitor comes to the site and sees one product on which he can focus all his attention, the degree of his interest will increase. And the likelihood that he will perform the action you need will also become very high.

Rule number 2. The call to action should be clear

Entering the page, the first thing the user asks himself is where he got to and why.

Important! If in the first seconds of his stay on the page he cannot find answers, the potential client is guaranteed to be lost. It is necessary to provide the visitor clear and understandable information about your product.

Statistics show that about 80% potential buyers leave the site in the first fifteen seconds. The main reasons for this fact are:

  • Lack of motivation to act. That is, the visitor did not find (did not understand) what to do on the site. A person is not offered to order, subscribe, learn more, etc. A good landing page should contain specific calls to action. If there is no “big red button” on the page, on which the word “buy” is written, such a landing will not bring the desired result;
  • High page load, which confuses the visitor. A person cannot understand what is specifically offered to him. A lot of sticky details, a lot of unnecessary animation, etc., only annoy users. Each such element tries to attract the attention of a person. As a result, the main call to buy or subscribe loses its significance.

These tips will help increase the sales of your product.

  1. Red button rectangular shape with a capacious verb placed in the center to help you. Such a button must be present both at the beginning and at the end of the landing page.
  2. Express yourself clearly and distinctly. You need a clear and concise explanation of what the visitor should do and what he will get for it.
  3. Remove everything that can distract from the main idea, namely, incomprehensible headings, graphics, large advertising banners with other people's goods placed, neutral pictures, etc.
  4. Convince the client of the exclusivity of the product you offer. When describing the benefits of a product, you should use a lot of comparisons, numbers. Next to this information should be placed red button. Sometimes the decision to purchase a product can be spontaneous. To instantly satisfy the desire of the buyer, this treasured “buy” button is needed
  5. Identify Specific Benefits from the visitor's use of your offer.

However, do not be too zealous in the desire to get a buyer. The presence of many advertising tricks and an obsessive offer to buy a product will only cause a negative visitor.

Rule number 3. Make selling and catchy headlines

A good landing page has one promotional offer that fits easily into the headline.

Examples of sales headlines: If your product is fluorescent lamps? Here is the title - "Save energy 4 times more efficiently" . Need to invite bbws to the fitness center? Write their dream in the title - "Who wants the figure of a TV star?" .

Typesetting headings must be used h1 and h2 tags. If possible, include key phrases in titles- these are words or phrases by which customers will find your site through a search engine.

Rule number 4. Use smart sales copy

The text is first.

Important! Landing design should be ordered only after the final quality text has been compiled.

To write a first-class text you need:

  1. create a portrait of the "ideal buyer", that is, a person who needs exactly your product;
  2. read books about the psychology of sales and marketing;
  3. learn how to engage the visitor in a conversation. In this case, it will be a monologue. Try to start a virtual dialogue with the client, identify questions that he may have. Write your answers in the text. Product Information should be exhaustive. You should not be limited to a certain number of characters.

Now from the side of Internet marketing gurus you can hear critical statements about large landings. However, if we look closely at this situation, it becomes clear that the bulk of criticism falls on boring and uninformative texts. But fans somehow forget to criticize about solid long landing pages.

There is no need to be afraid of large texts if:

  1. The product is unknown and complex. The client will need to describe in detail each of its benefits. Give many examples that will prove the benefits of the product.
  2. The product is expensive. In order to interest a person, you will have to use all the superpowers of the landing page — discounts, gifts, warranty and post-warranty service, cases, reviews.

Rule number 5. Format texts correctly

This rule is one of the most significant for the promotion and sale of services or goods.

When formatting the text, the following recommendations should be followed:

  1. Readable font - 16 pt. ( Open Sans, Garamond, Georgia, PT Serif, Arial).
  2. The line must not exceed 80 characters.
  3. Every 3-5 lines should be a paragraph.
  4. A subheading is needed for every 2-4 paragraphs. Subheadings must be written in such a way that the user, after reading it, can easily understand what will be discussed in the next paragraph.
  5. Mandatory presence of tables, quotations, lists (numbered or marked).

Rule number 6. Less aggressive advertising!!!

Three exclamation points at the end are one of the signs of aggressive advertising. In addition, there is also "CAPS LOCK".

Note! For most people, words or phrases with all capital letters and exclamation marks are suspicious. They have a strong belief that they want to cheat.

If a copywriter, content manager or editor uses such things, then this indicates their low qualification.

It is also not recommended to include hackneyed phrases such as “the lowest prices in the region”, “flexible discount system”, “individual approach”, etc. in the text. Information that is not supported by facts, figures, comparisons is simply useless. Therefore, it must be removed from the text without any regret.

Rule number 7. Smart landing page structure

It is necessary to understand how the user's gaze will move.

If all the elements of the page are placed in their places, a person can easily perceive information. And if the visitor understands the product you offer, the likelihood that he will purchase it will increase significantly.

Also need visual navigation- these are thematic pictures, icons and arrows. You can attract the attention of a person with contrasting colors - highlight headings , make red button , orange or yellow.

Rule number 8. Landing should be relevant - this is very important!

The concept of relevance means conformity.

A relevant landing is a web page that meets the visitor's expectations.

Landing should be developed not only for each marketing company, but for each traffic source. For example, if visitors come to your page from any social network, this information should be displayed on the site.

Rule number 9. You have to be prepared for objections.

About 9 out of 10 clients before making a purchase, contemplate their decision. People are afraid of scammers, afraid for their own safety.

There are many customers who wish to hide their purchase from others. Some people have fears of losing their money or disbelief in such a low cost of goods.

Since you do not have the opportunity to personally communicate and dispel all the fears of the user, you need to take care of well-reasoned answers to all sorts of objections in advance. They should be included in the text.

  • guarantee return on investment eg within 1-2 weeks;
  • provide an opportunity to try the product for free, also, within a 2-week period. Emphasize that such an offer will help a person decide.

These marketing moves have always been and will be relevant when developing landing pages.

Rule number 10. Use the scarcity principle and the urgency effect

Need to be in deficit very neat because not everyone falls for this trick.

Important! Nobody pays attention to the countdown timer today. Especially if it is regularly updated after page reload.

You need to use other methods. For instance, show information about the amount of remaining goods and update these numbers regularly. The visitor should see that the goods are quickly sold out.

Example: You need to try to make sure that the algorithm of actions or thoughts of the buyer is as follows: “Yesterday there were 100 bread machines in stock with discount 50% , today in the morning it is already 33, and closer to dinner there are only 5 things. We need to buy now while the goods are still available!”

Rule number 11. Convince the visitor of your reliability

Elements of trust are best placed near calls to action.

  • Using Social Media Buttons- creating a group (page), a list of subscribers in the VK group, a feed of tweets, likes on Facebook. (and to promote we already wrote in our last issue")
  • Posting reviews along with links to companies or people who left them.
  • Display of certificates, awards. If necessary, all documents should open in full size and be easy to read.

Rule number 12. No complicated forms to fill out on the site

As a rule, the personal data entry form does not irritate most visitors. If necessary, people from the target audience are always ready to write name, occupation, email address.

Usually difficulties appear at the next stages of registration, when the visitor is asked to tell the details of his life. It is better to ask such questions after the user has confirmed the fact of registration.

An equally common problem is a complex captcha!

captcha - this is a pop-up form for entering a set of certain characters (numbers and letters). By filling in the captcha, the visitor confirms that he is not a robot.

It sometimes takes a long time to decipher the characters and write them in the correct sequence. This is the reason why approximately 30-40% people just close the tab and forget about your offer.

No need to use captcha. Let your competitors have it.

Rule number 13. Simplicity and accessibility of perception

This rule represents the essence of all the previous rules.

Important! Should be ordered simple landing page.

She must be:

  • without unnecessary graphics and text;
  • with a proposal to perform only one action - buy one product, subscribe to one newsletter, etc.;
  • spacious and not too busy.

Perfect Landing Page is a page that can be obtained by testing, adjusting and measuring performance.


3. Create a landing page on your own or is it better to order a landing page from professionals?

Landing page development by yourself is not such a difficult task. With knowledge and patience, anyone can create a landing page. However, in such a case there is positive (+) moments, and negative (-) .

Consider all the advantages and disadvantages of creating a landing page on your own:

Pros (+)

  1. A landing page created by one's own hand will cost a person completely free of charge.
  2. There is no need to create a technical task. You get the opportunity to do it yourself according to your idea.
  3. Creating a landing page with your own hands gives invaluable experience, which will be very useful in the future when working with the Internet.

Minuses (-)

  1. In the absence of the necessary knowledge, it will take time to study them.
  2. Landing page development takes a lot of time for which you could sell a certain amount of goods.
  3. It may turn out to be a low-quality landing page, and as a result, the market potential of the promoted product will not be fully revealed.

Order a landing page in a special studio or work on it yourself - it's up to you.

However, it is worth recalling that creating a page with your own hands does not involve any expenses. Therefore, it is still worth trying your hand even if you have made an order for a landing page in the studio at the same time.

In the case of creating a quality landing page, in the future you can develop the acquired skills and make the development of landing pages your own. The demand for these services is increasing every year.

Note! If such work seems overwhelming to you, because it requires perseverance and takes a lot of time, then it is better not to spare money and order the creation of a landing page for professionals. And while they are working on your order, you will have time to solve the main tasks of the business.

Do-it-yourself landing page development is justified only if it is your first and you want to save your money. After all, you cannot be sure that the product or service promoted through this site will be in great demand.

However, if sales have already started, the first orders have appeared, and you are sure that your product will become in demand, then it's time to turn to specialists. They will help make your landing page more quality and efficient, as well as significantly increase the conversion rate.

Paying for services 5-15 thousand rubles, your sales may increase 2-3 units per day. In a year, quite a decent amount will come up, which will significantly exceed the amount spent on the “upgrade” of your site.

Important! Conversion boost just for 0,5% capable of bringing in millions of dollars in a year.

Of course, you can create a better quality landing page yourself than a single freelancer can do. Read about it in the article at the link.

An order in the studio will not be cheap, but you will save your time, and the money spent will later be returned many times in the form of profit.


4. Modern Landing Page Builders ???? — TOP-3 of the best

The great popularity of landings led to the emergence of many designers. Let's look at some of the most popular Russian-language designers.

Landing page builder #1."LPgenerator" (lpgenerator.ru)

Lpgenerator is a great website builder that allows you to create a landing page from scratch. Service has more to offer 300 templates, a large number of tools - lead management, A/B testing and many other perks.

Simple fare price- 2156 rubles per month. This tariff assumes a limit on the number of visitors - 9 thousand per month.

There is tariff without restrictions. Its cost is 4000 rubles per month.

Prices are high, but many people say that Lpgenerator is worth it.

Landing page builder #2. Flexbe (flexbe.com)

Flexbe website builder is considered one of the most reliable and simple landing page builders. There is free version, which operates 14 days. This time is enough to assess the convenience of the designer and its suitability for your business.

The most affordable rate— 750 rubles per month. The tariff includes: domain - 1, pages - 10, SMS notifications - 250, technical support, own mailbox, free domain.RU, etc.

The most expensive tariff costs 3,000 rubles per month. It includes unlimited number of domains and pages, 1000 SMS notifications, etc.

From cons (-) one can single out the limitations in creating a landing page. It is not possible to get something cool because the set of tools of this website builder is not great.

TO pluses (+) It should be attributed to the speed of creating a landing page. In ten minutes, he gets a quite tolerable one-page page that looks good on mobile phone screens.

Landing page builder #3. LPTrend (lptrend.com)

"LPTrend" is a clear landing page constructor that suitable for beginners. The service can offer 61 ready-made templates with layout restrictions.

Keep in mind! Create a landing page from scratch here not provided. There is no integration with other services.

From functionality there is A / B testing, the tab "useful services" which has links to various tools.

The trial period is 15 days. Sufficient time to test the capabilities of the service.

The cheapest rate — 500 rubles per month. It is possible to generate one landing page.

Behind the most expensive fare will have to be posted 2000 rubles per month.

Subscribe to premium rate allows you to create an unlimited number of landing pages.

Other online landing page constructors

There are a couple more website builders that worth paying attention:

"Basium"- Pretty good website builder. The service offers almost 400 design variations, 53 blocks and 27 different settings that can fully satisfy all needs. Of the positive aspects, one can especially single out the possibility of paying for services as they are used. You will have to pay for this service 35 rubles per day.

Tilda- offers a modular system. The cheapest tariff costs 500 rubles, subject to payment for the whole year. If payment is made monthly, in this case the cost of the tariff will be 750 rubles.

5. How to create a landing page for free????

Consider popular services where you can also create a landing page (one-pager) for free:

  • landingi.ru;
  • www.setup.ru
  • lpgenerator.ru;
  • ru.wix.com;
  • Creation of landings (one-page sites) under the order for a small amount on freelance sites (from 1000 r. and higher).

6. Examples of the best selling landing pages????

Consider a few examples of selling landings. Keep in mind that landing pages are constantly changing their relevance. If "today" certain templates were with high conversion, then it is not a fact that these templates "tomorrow" will work with the same conversion.

Therefore, we recommend do not copy, but take as an example and create your own landing pages with your own unique pictures and texts (content that others do not have), or order them from specialists who know the relevance of landing pages.





7. Landing Page templates - where to download + step-by-step installation instructions ????

The landing page structure consists of several elements:

  • Logo, phone numbers, data capture form, i.e. callback.
  • An offer or offer that is displayed as a relevant title.
  • List your benefits.
  • Call to action (placed red button).
  • Photos, drawings and other high-quality graphics.
  • Information that helps to increase the credibility of the product - certificates, reviews, etc.
  • Contact Information.

Every known platform, for example "Wordpress", "Jumla" and others, has its own landing page templates. However, high-quality and free landing page for WordPress meet impossible . Relatively good landing starts from 15-25 dollars.

There are also templates that are not tied to any of the platforms. They number in the hundreds of thousands. You can find many sites where you can download ready-made free landing page templates.

However, it is not necessary to talk about a normal free landing. Most of these suggestions are just rubbish. There are very few good options. You can try to find high-quality Landing Page templates on popular landing platforms (for example, lpgenerator, wix, etc.)