What is a landing page?

A landing page is a web page that a user arrives at directly after clicking on a link, advertisement, or other online reference. It is the first sub-page a visitor sees after entering a page. The main purpose of a landing page is to persuade visitors to take a specific action, such as making a purchase, signing up for a newsletter, filling in a contact form or downloading free material.

A typical landing page consists of several key elements:

• The headline (Headline): This is the first element that grabs the visitor's attention. The headline is usually short but informative and is designed to convey basic information about the offer or product.
• Offer Description (Offer Description): Here you will find a more detailed description of the product or offer. This is the place where the company can explain why the offer is worth using and the benefits of using it.
• Images or Graphics: Graphics or images help to visualise the offer and make it more attractive to visitors.
• Form or CTA (Call to Action): A valuable element that convinces the user to take a specific action. This could be a form with contact details or a button encouraging a purchase, sign-up, etc.
• Benefits (Benefits): The landing page presents the benefits the user will receive by using the offer or product.
• Trust: Reviews, certificates, testimonials, or other evidence of a company's credibility helps build trust with visitors.
• Basic information about the company: Often a landing page provides basic information about what a company does, what areas it operates in, and what makes it stand out in the market.

The landing page is used in many areas, including:

• E-commerce: Online shops often use landing pages to promote products, collect email addresses and increase sales.
• Affiliate marketing: Landing pages are used to promote third-party products and services to earn commissions.
• Lead generation: Companies use landing pages to collect contacts of potential customers that can later convert into sales.
• Advertising campaigns: Landing pages are a key element of advertising campaigns in Google Ads, Facebook Ads, etc.

Creating an effective landing page may seem like a complicated task, but with the tools and platforms available, it is doable even for those without deep technical knowledge. In this section, we will discuss how to create a landing page step-by-step and what tools can help you do it:

• Defining the Purpose and Audience: Before you start designing a landing page, you need to clearly define the purpose of the page and the target audience. This is the foundation of the whole process. Consider whether you want to collect contacts, promote a product or perhaps provide information about your company.
• Choosing a Landing Page Creation Platform: One of the most popular tools for creating a landing page is WordPress, but there are many other platforms such as Wix, Squarespace or even specialised tools such as Instapage or Unbounce. The choice depends on your needs and level of sophistication.
• Choosing a template or designing from scratch: If you're a beginner, it's a good idea to start with a ready-made template. In the case of WordPress, there are many free and paid templates tailored to create a landing page. You can also opt to design from scratch, but this requires more technical knowledge.
• Adding content: Fill your landing page with content. Make sure the headline is eye-catching and the offer or product description is clear and compelling. Add graphics or images that visualise the offer.
• Form and CTA: If your goal is to collect contact information, add a form. Make sure it is short and easy to fill in. When using landing page creation tools like WordPress, you can use plugins to create forms.
• Optimise for mobile devices: Don't forget to optimise your site for mobile devices. More and more people are using mobile phones in order to quickly check links they receive, so your landing page needs to be responsive.
• Testing and analysis: Test the site, paying attention to form performance, loading speed and overall responsiveness. Once your landing page has been implemented, monitor its effectiveness using web analytics tools such as Google Analytics.
• SEO and Promotion: Search engine optimisation (SEO) can help you gain organic traffic to your landing page. Also, promote your landing page with online advertising, email campaigns or social media.

Creating an effective landing page requires planning, careful design and testing. However, with the tools available and the right knowledge, you can easily create a landing page that will convince visitors to take the desired action. Whatever your goal and whatever industry you are in, a landing page can become a powerful tool in achieving online marketing success.

In summary, a landing page is an effective marketing tool that helps businesses convert visitors into customers. Whatever industry you are in, it is worth learning about the concept and the skill of creating a landing page to succeed in today's online marketing world.