How to realise that a landing page is right for you?

What is a Landing Page?

A landing page is a one-page website designed to achieve one specific goal: to attract the user to an action. This can be buying a product, signing up for a consultation, registering for an event, or signing up for a newsletter. Unlike a regular website, a landing page simplifies the user journey as much as possible, removing unnecessary elements that can distract attention.

Imagine the situation: you are launching a new service or product and want to draw attention to your offer. On a standard website, the user can get ‘lost’, moving from one page to another. A landing page, on the other hand, focuses on just one offer to minimise customer doubts and lead them to action.

Often business owners underestimate the power of a landing page and lose customers because their offer is not clear enough or gets lost among the many pages of the website. A landing page helps focus the user's attention on key information and prompts a specific action.

Key tasks of a landing page

A landing page fulfils several important tasks that make it a versatile business tool. Here are the main ones:

1. Attracting customers

A landing page focuses attention on one specific offer. It's the perfect way to stand out, especially if you're launching a promotion, new product or service.

2. Increase conversions

The main goal of a one-page is to convert visitors into customers. With a clear structure, attractive calls to action (CTAs) and minimal distractions, a landing page converts regular users into buyers.

3. Testing new products or services

A landing page is a great way to test interest in a new offering before a major launch. For example, you're offering a new line of cosmetics and want to see how much demand there will be for it. A one-page website allows you to quickly get feedback from your audience.

4. Collect contact information

If your goal is to expand your customer base, a landing page can be set up to collect data, such as email and phone, through subscription or sign-up forms. This is especially useful for email marketing and further customer interaction.

5. Increasing trust in your brand

With testimonials, case studies and certificates on your landing page, you can build trust with your audience. This can be a key argument for a user to choose you.

Who is a landing page suitable for?

A landing page can be useful for businesses of all sizes and from different fields. However, it is particularly effective in the following cases:

1. Companies launching a new product or service

A landing page is the perfect tool to introduce a new product. For example, if you are introducing a new fragrance or cosmetic line, the site will be able to focus the audience's attention on the unique benefits of your product, accompanied by beautiful images and persuasive texts.

2. Specific promotions

If you want to promote a promotion, discount, or limited offer, a landing page will help make that offer stand out from the general flow of information.

3. Services with a narrow target audience

For niche services, such as professional makeup or custom fragrance production, a landing page can help accurately communicate the value of the offer to your audience and highlight how you're different from the competition.

4. For events

Organising webinars, masterclasses, online conferences and other events often requires engaging attendees. A landing page with information about the event, its schedule and a ‘Register’ button helps you reach the goal quickly.

5. Startups or small companies

For small businesses that are just starting their online promotion, a landing page will help to tell about themselves, collect contact details and start interacting with potential customers.

6. Promoting specific categories

If you want to highlight a specific product or product line, for example, Winter Flavours 2024, a ribbon will be a great way to focus attention on that offer and boost sales.

How a landing page solves business problems (with examples)

A landing page is a powerful tool that helps businesses solve specific problems and achieve goals. Its power lies in its focus on one key objective, whether it's making a sale, gathering contacts, or promoting a new product. Let's take a look at a few typical tasks that are successfully accomplished with landings.

1. Increasing sales. A landing page is ideal for promoting promotions, sales or specific products and services.

Example: An online electronics shop launched a branding site to promote discounts on smartphones. The result was a 30% increase in sales in the first month. The main elements of success: a bright design, a clear description of the promotional offer and a convenient order form.

2. Collect applications or contacts. If your business needs to gather a base of potential customers, a branding page will be the perfect solution.

Case in point: An online school created a branding page to announce a new course. Within a week, they collected over 500 registrations by offering a free webinar as a ‘magnet’ for the target audience. All data was automatically entered into the CRM for further work.

3. Launching a new product or service. When you need to tell the story of a new offering, a lending site helps to focus on its benefits and get the word out quickly.

Example: A startup that produces eco-friendly water bottles used a lending site to collect pre-orders. In the first month, they raised $10,000 just by describing the product well, adding photos and videos, and testimonials from the first users.

4. Increase attendance at offline events. If you're organising an event, a banding can help you gather attendees.

Example: The organisers of a conference for small businesses created a branding with an event programme, a registration form and a countdown timer. This attracted 1,000 attendees in a fortnight.

When might a landing page not work?

A landing page is a versatile tool, but it's not suitable for all tasks and business models. Before ordering a one-page website, it's important to understand its limitations and the cases in which you should choose a different website format.

1. Complex catalogue of products or services

If your business offers many categories of products or services, it is better to consider creating a catalogue website or an online shop.

2. Constant updating of information

For a business where it is important to regularly update sections, blog or add news, a lending site is inconvenient. Such tasks are solved by corporate websites.

3. multi-targeted requests from customers

If the target audience expects to find several solutions on your site at once (for example, to learn about services, read reviews, download presentations), you are more likely to fit a full-fledged multi-page site.

4. Lack of narrow purpose

Landing works if you clearly understand what you want from the user: subscription, purchase, application. If the purpose is blurred or there are several tasks, the effectiveness of such a site is reduced.

5. Diverse audience

If your business targets several types of customers (for example, B2B and B2C), a landing page may not be flexible enough to meet the needs of both audiences at the same time.

A landing page can be a powerful tool for growing your business. But success depends on properly set goals, accurate audience analysis and regular performance evaluation. If you want your website to deliver results, turn to professionals - we can help you create a product that works for you!