What is a landing page?

A landing page is a web page that your potential customers arrive at after clicking a link in an email or an advertisement. Unlike a homepage, which acts as a hub for your site and offers a variety of options, a landing page has a clear and specific goal: to motivate visitors to take action, such as purchasing your product or signing up for a newsletter.

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4 reasons why landing pages work

1. They increase conversions. Instead of wandering through a sea of information, visitors find exactly what they need on a landing page. This means they are less likely to get lost and more likely to do what you expect of them.
2. They target specific customers. Every customer is different, and landing pages take that into account. By creating different pages for different customer groups, you can show everyone exactly what interests them and what will best convince them of your offer.
3. Easy optimization. Track how your pages are performing, and if something isn't working, simply adjust it.
4. Support for online campaigns. Landing pages are specifically designed to go hand-in-hand with the content and goal of your ads. This means that from the very first moment, the customer sees exactly what they expected after clicking the ad.

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Landing page copywriting: How to persuade without turning people away 

Know your customers

Try to imagine who your customers are. We don't mean the ideal customer who buys half your stock at once, but rather those who visit you every day. Try to answer these questions:

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• How can your product or service make their daily life easier?
• What might stop them when deciding to make a purchase?
• What specific benefits do they get when they order from you or sign up?
• What makes you different from the rest? 
• What extra value do you provide for them?

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Write down your answers and incorporate them into your landing page content. Avoid generic phrases and clichés like "more than...". Instead, be specific, communicate openly with your customers, and use real-life stories from your experience. Don't be afraid to be creative, play with your tone of voice, use data, and don't forget about emotions.

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Bonus tip 

Always write from the customer's perspective. Show them what they gain by buying from you. Stating that you have the most couriers in the Czech Republic isn't as appealing as the fact that the customer will receive their package on the same day they order. Or, if you are fast at repairs, don't just mention the time; tell customers what they can get done while you finish the repair. Will you fix their item before they have time to go shopping, wash their hair, or walk the dog? This will help you win the customer over and increase your chances of conversion. 

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Fine-tune your headlines

Why are headlines so important? Because you only have a few seconds to grab the attention of someone who has just clicked through to your landing page and is deciding whether to stay or move on.

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How do you do it? Keep your headlines clear, concise, and try to evoke emotion. Your headline should capture the most important benefit for your customers in just a few words. Instead of something like “Highest quality shoes,” try something more compelling, such as “Discover comfort with our shoes – your feet will thank you!”.

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And remember, your headline should match what your landing page offers. There is nothing worse than clicking on a page with the headline “Amazing discount on all products!” only to find out that the discount applies to only a few selected items.

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Write forms for real people

If the main goal of your landing page is to get a form filled out, it must be persuasive in its own right. Good copywriting is key, and it is often the deciding factor in whether a visitor fills out the form or leaves the page.

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What to watch out for

• Less is sometimes more. Only ask for essential information. Long forms will only discourage your website visitors. 
• Don't be afraid to be human. Even though a form is an official tool, it doesn't have to be boring or dry. It is your chance to stand out from the competition and show potential customers exactly what it's like to communicate with you.  
• Call to Action (CTA). Every form should have a clear call to action. Instead of a plain “Submit,” try something like “Get your custom quote!”. This gives the visitor the feeling that they are getting something valuable and makes them much more likely to click the button. 

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Build trust with new customers

People like to follow the lead of others. So when they see that your services or products are successful with others, they are more likely to choose you. For example, testimonials from satisfied customers, client logosfrom companies you have worked with in the past, or you can also showcase certificatesthat confirm your expertise and quality. Both will help increase your credibility in the eyes of customers who don't know you yet. 

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Make a great first impression

Do you want your landing page to grab attention at first glance? The foundation is high-quality, high-resolution images and videos. A picture or video is worth a thousand words, so instead of describing at length how great your products look, show them. Well-chosen visuals can give your page the right flair and help you stand out, but everything in moderation. Visuals should primarily complement your offer, not overwhelm it. 

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How to optimize your landing page 

Unfortunately, it doesn't end with great copy. For a landing page to meet its goals in the long run, it needs to be continuously optimized and improved. Here are a few tips to get you started. 

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1. A/B Testing

Start with A/B testing. Try different versions of headlines, images, or text and track what works best. It's a great way to understand what resonates with your visitors and speak their language.

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2. A clear call to action

Stick to one clear call to action that guides visitors on what to do next. This helps prevent confusion and increases the chances that people will do what you want them to.

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3. Be a minimalist

A clean, simple page is always better than cluttered chaos. Stick to a simple design, a clear message, and avoid unnecessary fluff.

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4. Fast loading

Nobody likes slow websites. Optimize your images and videos so your page loads quickly, because a fast page means happier visitors.

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5. Mobile optimization 

Nowadays, most people are online primarily on their phones. Make sure your landing page looks great on smaller screens and is easy to navigate.

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6. The 5-second rule 

Before you launch your sales campaign, run a quick test. Grab a colleague or friend and let them look at your landing page for just five seconds. Then ask them what they remember and what caught their attention. It’s a great way to see if people are taking away what you want them to from your page. 

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7. Heatmaps

These show you where people are clicking on your page and whether your CTA buttons and other important elements are working as they should.

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Didn't we answer all your questions about landing pages? Get in touch! 

Whether you need advice on creating a brand-new landing page or just want to improve an existing one, just let us know. Together, we will create a page that not only grabs attention but, most importantly, delivers results. 

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