A landing page is a single web page designed to be linked to digital advertisements, such as Google and Facebook ads. They help drive users through your sales funnel, leading to higher conversion rates. Pay-per-click (PPC) advertisers looking to increase conversions and generate more leads should use landing pages.
Creating professional-looking and effective landing pages on your own without technical know-how is a challenge, so many businesses choose to save time and get a landing page that converts by using landing page builder platforms that do not require you to be a coding expert. Leadpages is one of the leading options with easy to create landing pages from customizable templates and optimizations tools for as little as $25 per month.
How Landing Pages Work
Landing pages are single web pages that advertisers employ to direct users after they have clicked on a digital advertisement. Unlike your standard website pages, landing pages are designed specifically for your ads, making them designed to drive conversions and to increase your return on ad spend. They can be created using code or landing page builder platforms and tools. The landing page’s website URL is then linked to your ad from your advertising platform of choice.
Besides being created to support your ad’s message, landing pages are different from your website pages because they typically focus on one message and do not include external links like a menu or toolbar. It sounds counterintuitive not to want users to visit other pages on your site. However, the job of the landing page is to get users to take a certain action that aligns with your advertisement’s offer.
Landing pages may be used in a variety of ways, but most often they are used to capture lead information. To get a user to happily hand over their information, such as their email address, the landing page usually includes an attractive offer. Users would already be aware of the offer as the ad they click on would have announced the offer, so the landing page gives them an easy way of getting what they click on the ad for.
A successful landing page will connect an ad to an offer seamlessly through consistent styling, design and messaging. Visitors to the site will then convert easily, providing you with their contact information that can be used in future email marketing campaigns.
Who Landing Pages Are Right for
Advertisers who want to get the most out of their ad spend and optimize ads for maximum conversion should use landing pages. The general rule of thumb for PPC advertising is that a unique landing page should be used for each campaign. Use landing pages to ensure users are able to get what they clicked on your ad for easily.
Landing pages should be used for:
- Advertisers who don’t have great websites: Landing pages are a cost-effective way of using aesthetically pleasing pages for those with sites that are dated
- Businesses without offers available on their website: It’s unlikely that you will have an existing webpage that precisely matches the messaging of your ad, so custom landing pages are an effective way of matching ads to offers
- PPC advertisers who want to control the sales funnel further: Landing pages reduce normal website noise, such as menus, leading to a clearer, on-page call to action, which results in a higher conversion rate than generic web pages
Even if you’re confident in your website, you will likely benefit from using a professional landing page. Businesses that switch from linking web pages and ads to landing pages and ads usually see an increase in the number of conversions their ad produces. The main point of using your ad spend is to generate business and capturing leads and driving users through your sales funnel via a landing page is a surefire way to do that.
Landing Page Cost
Landing pages cost nothing to use and can be free to build if you’re creating them using code or via a free landing page builder platform. The top landing page builder sites charge users a monthly fee ranging from $25 to over $99, however. If you are able to hire someone to build your landing page for you, it can cost anything from $5 for a freelancer from Fiverr to more than $500 for a professional marketing company.
Landing Page Providers — Features and Cost
|Leadpages||$25 per month||Businesses that want to build their own landing pages without coding knowledge at a very affordable price|
|Unbounce||$79 per month||Businesses that are tech-savvy and in need of SSL encryption|
|Instapage||$99 per month||Those who want to build landing pages quickly based on their existing website design|
|A Marketing Agency||$300-$700+ per landing page||Businesses with larger budgets that want to outsource their landing page build to a local business|
|Fiverr||$5-$300+ per landing page||Those who do not want to build a landing page in-house and are on a tight budget|
Keep in mind that every provider offers different services, packages and user experiences. For the most part, businesses find Leadpages, Unbounce and Instapage to all be very similar in services and usability, making Leadpages a great choice for their affordability. It is possible to find free landing page builders, but they often lack customization abilities and include the provider’s logo, making them a less effective way to increase conversions.
How to Create a Landing Page in 8 Steps
To create a landing page, first determine the right platform for building it, then define your goals, pick a call to action, write your copy and design your ad and link your landing page to your ad.
Follow these eight steps to create a landing page that will help increase your on-page conversions:
1. Determine the Right Landing Page Platform for You
Your landing page platform is where you will build your landing page. Those developing pages using code may do this via their website’s backend, whereas those seeking easy-to-design landing pages that do not require design or web knowledge would choose landing page builders like Leadpages or Instapage. Since the average person doesn’t know how to write code, you will most likely use a landing page builder platform.
2. Define Your Goal
The goal of your landing page is your conversion objective; this is most often lead collection, event registration, newsletter opt-ins or downloads. The goal of your landing page should match your advertising goal. Keep your advertising goal in mind to be better equipped to design a landing page that will reach said goal. If you’re using a landing page builder, choose a template that will fit both your goal and brand.
3. Pick a Call to Action
Your landing page’s CTA needs to reflect your ad’s CTA. For example, if your ad says “get a free pass” and your landing page says “become a member now,” then there is a discrepancy between the two. Facebook considers changing your offer from ad to landing page a deceptive marketing practice and may, therefore, reject your ad or even shut down your account for doing so.
4. Write a Catchy Headline
Your headline should more or less match the headline of your ad. However, it is your chance to reiterate the reason a user is visiting your landing page. Reminding them why they’re there keeps them on the page and makes them more likely to convert. Remember that mobile landing pages have a limited amount of space, so keep your headline short and to the point. The more you say, the less that will be read.
5. Source Supporting Media
Every landing page should include a visual to make it more aesthetically pleasing and to help convey the ad’s message. Most often, landing pages use images, but there are instances when a business will choose to use a video instead of an image on their landing page. No matter which you choose, be sure that your media is high quality, sends a positive message and is relevant to your ad’s goal and your brand. Try Pond5 for tons of quality images at no cost.
6. Use a Simple Contact Form
The less on your landing page, the better — contact form included. It’s tempting to request lots of user contact information, but the more you require a user to provide, the less likely they will convert. For example, if you’re offering a free guide that is sent electronically, you don’t need to request a user’s phone number or mailing address. Instead, condense the form to require only their name and email address to help drive more conversions.
7. Link Your Landing Page to Your Ad
To get your ad directing clicks to your new landing page, you will need to update your ad’s URL with that of your landing page. Those creating their landing page using code will use their own custom URL, whereas those using a landing page builder will be able to generate a URL that can be copy and pasted automatically.
Link your Landing Page to Google Ads
If you’re using your new landing page for a Google ad, start by logging in to your Google Ads account.
Select the corresponding campaign, then go to Ads.
You will then have the option to update the URL of existing ads, create a new ad or duplicate an existing ad. This is where you can input your new URL.
Link your Landing Page to Facebook Ads
If you’re using your new landing page for a Facebook ad, you will want to confirm that your landing page complies with Facebook’s strict advertising policies. Learn more about creating landing pages for Facebook ads in our article How to Create High Converting Facebook Landing Pages.
Once you’re familiar with the differences of Facebook landing pages, go to your Facebook Ads Manager account. Click the “Ads” tab in the upper right-hand side of the screen.
From the Ads page, either create a new ad by pressing the green “+Create” button or update an existing ad by hovering over it and clicking or duplicate.
If creating a new ad, follow the prompts. If you’re updating an ad, copy and paste your landing pages URL and click “Publish” to save.
8. Add Analytics Tracking to Landing Page
In order to track your landing page’s performance, you will need to be sure to add data and analytics tracking to your page. There are a number of analytics tools you can use, from the classic (and free) Google Analytics to Heap. These will give you a code, which is then inputted into your landing page code. If you’re using a website builder, you will paste that code into the area of your website platform designated for analytics tracking.
8. Optimize Your Landing Page
Once your landing page is live and up-to-date, you’ll want to begin monitoring and optimizing your landing page. Like your ads, ad settings, audience and keywords, landing pages need to be continuously improved. Using data from the landing pages gives advertisers insights into areas of opportunity they can use to update and optimize ads.
Some elements are very obviously going to impact landing page effectiveness while others can be very surprising. For example, you know tweaking a headline or using an alternative image will impact your landing pages success but, oddly, changes like switching the font or changing the color of the CTA button can also impact conversion rates drastically.
Here are some ways to optimize your landing page:
- Segment by traffic source: Segment your audience via ads and adjust landing pages to better fit groups of people that convert
- Try different offers: Create campaigns that call out two offers to discover which is more effective at capturing leads
- Adjust color scheme: Color can have a powerful impact on conversions; you may find certain colors outperform others, so be sure to test them in your design
- Change image: It may seem obvious to you which image is best for your landing page, but what actually resonates with your target audience could be something different
- Instill urgency: Try using limited offers with only a certain number of offers available or for only a small window of time to test if that drives more conversions
- Play on emotions: Test both ad copy that makes people happy, as well as ad copy that plays on people’s pain points to find which works best for your target audience
- Adjust sales copy: You may not realize that you’re overselling, but you also might not see that you’re underselling either; try variations of sales copy for your offer to discover your sales sweet spot
- Include testimonials: People trust others more than they trust businesses, so using testimonials in your landing page can help increase conversions; test different testimonials to see which is more effective
- Always A/B test landing pages: Find out which landing page is the most effective by using two different ones simultaneously; learn more about how to A/B test (split test), landing pages in our article about split testing
To optimize landing pages, you will make adjustments one at a time. Updating only one aspect of the landing page lets you better understand if that change was fruitful or not. For example, if you change both your headline and your image and that results in increased conversions, you won’t be able to tell whether the headline or the image drove the increase. Also, remember that changing an offer or CTA will mean you also need to update your ad copy to match it.
Tips for Creating Great Landing Pages
Landing pages may all look a bit different to reflect each advertiser’s branding, messaging and offer. However, great landing pages have a few things in common. Landing pages will all follow a similar format to ensure clean and clutter-free pages, a straightforward CTA, a compelling offer and more.
Here are some tips for creating a great landing page:
- Don’t use more than one CTA: It can be appealing to use more than one CTA, but don’t do it as landing pages should only use one CTA
- Choose a valuable offer: An offer might be cost-effective, but consider whether it is enticing to your audience and whether the offer will help you reach your goals
- Be clear in your message: Be sure not to confuse your ad’s message
- Keep your design clean: Don’t muddy up your landing page with a lot of copy and images; keep it simple to make it effective
In our article 10 Landing Page Examples: Anatomy of a Great Landing Page, we dissect landing pages to help you understand what differentiates a good landing page from a great landing page, which you can use to design your own.
Frequently Asked Questions (FAQs)
Where Can I Create a Free Landing Page?
It’s not impossible to find a free way to create a landing page, but the catch is most free options come with caveats. For example, you can create a landing page for free if you know how to build web pages using code, although the average small business owner’s area of expertise isn’t in web development. Other free options exist, such as Mailchimp, Wix and Squarespace, but to create free landing pages with them, you will need to become a member.
Is a Splash Page the Same as a Landing Page?
A splash page is not synonymous with a landing page. A splash page is essentially a pop-up on a website. A landing page, on the other hand, is its own freestanding web page.
How Do I A/B (or Split) Test Landing Pages?
A/B testing is a simultaneous test of two differing landing pages run to segments of the same audience. Platforms like CrazyEgg allow automated A/B testing, which enables users to change single variables on their landing pages and see how that change affects conversions.
Can I Use the Same Landing Page for Facebook Ads and Google Ads?
Facebook Ads and Google Ads have different requirements for landing pages. Failing to comply with Facebook’s advertising policies can lead to rejected ads and banned accounts. If you think your landing page would be good to use with your Facebook ads, be sure to update it to meet Facebook’s requirements. Learn more about How to Create Facebook Landing Pages.
The Bottom Line
Landing pages are where users land when they click on your ad. They are your opportunity to convert valuable clicks to leads and achieving your advertising goal. Advertisers that use landing pages typically see higher conversion rates, making their ads more effective and their ad spend go further. If you’re not using them already or not using them at all, it’s time to start.
If you’re hesitant to create your landing page yourself using code or a landing page builder, you can still get a great landing page. Fiverr is a great source for finding professional freelancers who are experts at building landing pages that convert. For as little as $5, you can test out landing pages for yourself and start seeing more conversions right away.