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Published: 24.06.2024

Last update: 03.07.2024

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What’s a landing site?

Development

article on 13 minutes

Home | Blog | What’s a landing site?

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Introduction

Landing page is a separate web page designed with one specific purpose: to encourage a visitor to take a specific action, such as buying a product, ordering a service, registering for a webinar or subscribing to a newsletter. Duli.online specialises in creating effective lendings for businesses across Ukraine, including Kyiv, Kharkiv, Odessa, Dnipro and Lviv.

In the world of internet marketing, there are many tools to promote a business. One of the most effective is a landing page. So what is it and how does it work? How does it differ from a regular website? Let’s understand this question.

Landing: definition and principle of work

Landing is a separate web page that is focused on one specific goal. Its main task is to turn a visitor into a customer, i.e. to induce him to take a targeted action: purchase, registration, subscription, etc.

What is a landing page and how it differs from a regular website

A landing page differs from a multi-page website in its structure, design and content.

Structure: a landing page usually consists of a single page that contains all the information needed to make a decision. But, a multi-page site has a complex structure with sections, categories, menus and submenus.
Design: The design of the landing page is laconic, with an emphasis on key elements that encourage targeted action. It aims to maximise usability and clarity for the user. A multi-page site, on the contrary, can have a more complex design with a large number of graphic elements.
Content: lending content is as specific as possible, focused on describing the benefits of the product/service and inducing a targeted action. On a multi-page website, the content can be more diverse and extensive.

Imagine an ordinary website as a huge supermarket. There are a lot of departments, shelves, goods for every taste. You have to go a long way to find what you need.

A Landing is a small shop that sells just one product. It’s located right on a busy street, with just the product you need brightly displayed in the window.

Here are the main differences between a landing page and a multi-page website:

Focus: A lending site focuses on one specific goal and targeted action. A site can have multiple purposes and offer a variety of products/services.
Simplicity: Lending has a simple structure and design that makes it easy to navigate and absorb information. A website can be more complex and take time to learn.
Effectiveness: Lending is focused on high conversion, that is, turning visitors into customers. A site may be less effective in terms of conversion.

Due to its specificity, a landing page is a powerful tool for promoting a business on the Internet.

Mechanism of work of the landing page

How does a landing page work? The landing page works on the principle of a sales funnel that leads the user to the target action in stages. Let’s take a closer look at this process:

Attracting the user: First of all, the user must get to the landing page. This can happen in different ways: through links in social networks, contextual advertising, banners on other sites, email newsletters and the like.
Attention grabbing: Once on the landing page, the user must be interested in the content and offer. For this purpose, the landing page should have an attractive design, clear structure and persuasive text.
Generating a need: Next, the landing page should demonstrate to the user what problem the product/service solves and what benefits they will receive. It is important to use the language of benefits, talking about how the product/service will improve the user’s life.
Call to action: Finally, the landing page should clearly encourage the user to take a targeted action: purchase, register, subscribe and the like. This is done by using a button with a clear call to action, such as “Order”, “Learn more”, “Sign up”.
Data collection: In addition to the targeted action, a landing page can collect data about the user, such as name, email, phone number. This allows you to form a customer base for further interaction and marketing campaigns.

It is important to realise that a landing page is not just a pretty picture, but a well-thought-out tool that helps a business achieve its goals. Each element of the lending should work for the target action, turning visitors into customers.

For the effective operation of the lending office, you need to:

Define your target audience: Who is your ideal customer? What are his or her needs and problems?
Formulate a unique selling proposition (USP): What differentiates your product/service from the competition? What value do you offer to the customer?
Develop a clear call to action: What exactly do you want the user to do on the landing page?
Test different options: A/B testing allows you to identify which elements of the landing page work best and optimize it for maximum conversion.

Advantages and disadvantages of landing pages

Lending is not a panacea, but it is a powerful tool that can greatly improve the effectiveness of your online business;

Landing pages are becoming increasingly popular among entrepreneurs. But are they really as effective as they are said to be? What advantages and disadvantages should you consider when choosing this tool to promote your business? Let’s take a closer look.

Why is a landing page an effective tool for business?

Landing pages offer many business benefits, making them a powerful tool for attracting customers and increasing sales. Let’s take a closer look at the key benefits:

High conversion: Landings are focused on one specific target action, which helps focus the user’s attention and increase the likelihood of completion. With concise design, clear structure and compelling content, landing pages can achieve significantly higher conversion rates than multi-page websites.
Target Audience: Landings allow you to fine-tune targeting, i.e. show ads only to the audience that is interested in your product/service. This allows you to effectively use your marketing budget and get the most out of your advertising.
A/B testing capability: Landings are ideal for A/B testing, which allows you to test different design, content, call to action options and determine which ones work most effectively. This allows you to continually optimize your landing page and increase conversion rates.

In addition, lendings offer the following benefits:

Speed of creation: Landing pages can be built much faster than multi-page websites because they have a simpler structure and less content.
Flexibility: Landing pages can be easily adapted to different marketing campaigns and target audiences.
Mobile adaptation: Landing pages are easy to adapt to mobile devices, which is especially important in the modern world, where most users use smartphones to access the Internet

Lendings are an effective tool for businesses of all sizes, from startups to large corporations. They allow you to make them:

Present a new product/service: Landings can be an effective platform for launching a new product/service, allowing you to quickly and effectively communicate its benefits to your target audience.
Conduct marketing campaigns: Landings are ideal for short-term marketing campaigns such as sales, promotions, contests.
Collect contact data: Landings allow you to collect contact data of potential customers, such as email addresses, for further interaction and email marketing.

Landings are not just a trend, but an effective tool that can be a key element of your marketing strategy.

Are there any disadvantages to landings?

While lending pages have a lot of advantages, it is important to take into account some potential landing disadvantages:

Content limitations: Since a landing page is focused on one specific goal, it cannot contain a large amount of information. This can be a problem if your product/service requires a detailed explanation or if you want to give the user maximum information to make a decision.
Difficulty of Search Engine Promotion: Single page landings are more difficult to promote in search engines than multi-page sites, as they have less content and opportunities for keyword optimisation.

Nevertheless, these disadvantages can be levelled by using the right strategies:

Content Expansion: If needed, you can create multiple landing pages, each focusing on a different aspect of your product/service.
SEO Optimisation: Although SEO optimisation of landing pages can be more complex, it is still possible. It is important to choose the right keywords, optimise meta tags, create quality content and use other SEO promotion methods.

In addition, the following nuances should be considered:

Necessity of constant testing: To achieve maximum effectiveness, landing pages need constant A/B testing and optimisation.
Dependence on traffic: Landings are effective only when they have enough traffic. Therefore, it is important to use various channels to attract users, such as contextual advertising, social networks, email marketing.

Overall, landing pages are an effective tool for businesses, but like any tool, they have their own features and potential drawbacks. It’s important to weigh the pros and cons before deciding to create a landing page.

If you’re not sure if landing pages are right for you, contact internet marketing experts who can help you analyse your business and develop an effective promotional strategy.

Creating a Landing Page

So, you’ve decided to create a effective landing page for your business. Where to start? Is it possible to create a landing on your own, or is it better to turn to specialists? Let’s take a look at both options.

How do you create a landing page on your own?

Creating a landing page on your own can be a challenge, but a doable task, especially if you have a basic knowledge of web design and marketing. Here are step-by-step instructions to help you get the job done: .

Define the goal and target audience: First of all, clearly define what goal you want to achieve with the help of your landing page and who your ideal customer is. What are his needs, problems, interests? The more you think through these questions in detail, the more effective will be your landing page.
Choose a platform to create: There are many online platforms that allow you to create landing pages without code knowledge. Some of the most popular ones include Wix, Tilda, Readymag, and LPgenerator. Choose the platform that suits your needs and budget.
Develop the structure and design:The structure of the landing page should be logical and clear for the user. The design – attractive and in line with your brand. Use quality images, videos and graphics.
Write compelling content:(Landing examples)Successful content is the key to the success of any landing page. Use benefit language, talking about how your product/service solves customer problems and improves their lives. Add customer testimonials, guarantees, certifications.
Add a call to action: Clearly state exactly what you want the user to do on the landing page. Use a contrasting button with a clear call to action, e.g. “Order”, “Learn more”, “Sign up”.
Optimise for mobile devices: Make sure your landing page displays correctly on smartphones and tablets.
Test and launch: Before launching your landing page, test it on different devices and browsers. Check if all the links work, if the content is displayed correctly.

Creating a landing page on your own can be a rewarding experience that will give you a better understanding of internet marketing principles.

However, if you have limited time, budget or are not confident in your abilities, it is better to call in the professionals.

Duli.online has extensive experience in creating effective landing pages for companies in various industries.

Duli.online – your reliable partner in creating landing pages

If you are looking for a professional team to help you create an effective landing page, contact Duli.online! We have extensive experience in developing landing pages for businesses of various niches.

That’s why you should choose Duli.online:

Personalised approach: We carefully research your business, target audience and competition to create a landing page that meets your unique needs.
Creative Design: Our design team creates unique and eye-catching designs that grab users’ attention and encourage them to take action.
Qualitative Content: We write compelling content that talks about the benefits of your product/service and motivates users to buy.
SEO Optimisation:We will optimise your landing page for keywords so that it ranks high in search engines and attracts more traffic.
A/B testing:We conduct A/B testing to determine which elements of the landing page work best and continually optimise it.
Transparent and competitive prices: We offer transparent and competitive prices for the development of landing pages. You can be sure that you will get a quality product at an optimal price.
High Quality: We strive to achieve the best results for our clients, so we create only the best lendings that are guaranteed to bring you success.

Effective Landing Page is the result of a comprehensive effort that includes analysis, planning, design, copywriting, programming and testing. We take care of every stage of development to create a landing page that works for your business.

Duli.online offers the following services:

Landing turnkey: Designing turnkey landing pages – from idea to launch.
Landing for Sales: Create landing pages to increase sales.
Landing for services: Designing landing pages to promote services.

Contact Duli.online – we will help you to create an effective landing page, which will become a powerful tool for attracting customers and developing your business

Conclusion

A landing page is a powerful internet marketing tool that can greatly enhance the effectiveness of your business. You can try to create a landing yourself or order a landing from professionals. Choose the path you prefer and start conquering the online space!

Links to resources

What Is a Landing Page? All Your Questions, Answered

Landing page design: 8 essential sections to include

Back to Basics: What Are Landing Pages and How Do They Work?

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FAQ

Frequently Asked Questions

Can I create a landing page on my own if I have no experience in web development? What tools will I need?

Today, the world of digital technologies offers many opportunities for business development, and creating your own landing page is one of them. Even without in-depth knowledge of web development, you can implement this idea using a variety of tools and platforms available online.

Is it possible to create a landing page on your own?

Yes, it’s quite possible! Modern website builders offer user-friendly interfaces with a drag-and-drop function that allows you to easily drag and drop elements to create a page design to your liking. You don’t need to write code, know complex programming languages, just basic computer skills and a willingness to learn.

What tools will be useful to you?

Website designers:
- Wix: Offers a wide range of templates, a user-friendly editor, and the ability to add your own design elements.
- Readymag: Ideal for creating visually appealing landing pages with an emphasis on photos and videos.
- LPgenerator:Specialises in landing pages, offering ready-made templates optimised for conversion.
Graphic editors: If you want to create your own images, logos, and banners, you’ll need a graphic editor:
- Canva:A simple and intuitive editor with a large number of templates, fonts and design elements.
- Crello: Another convenient online service for creating graphic content.
- Adobe Photoshop:A professional graphics editor with wide capabilities, but requires certain skills.
Services for working with photos and videos: To create high-quality visual content:
- Unplash, Pexels:Free photo stocks with a huge database of high quality images.
- Pexels Videos:Free video stream with a variety of videos.
Services for analytics: To track the effectiveness of your landing page:
- Google Analytics: Allows you to analyse traffic, user behaviour, conversions and other important metrics.

Steps to creating your own landing page:

Define the goal:What do you want to achieve with the help of a landing page? Collecting contacts, selling goods, registering for a webinar?
Define your target audience:Who is your ideal customer? What are their needs and problems?
Choose a website builder:Check out different platforms, choose the one you like best.
Create a structure and design:Use ready-made templates or create your own design from scratch.
Write the text:Make it concise, informative and convincing.
Add visual content:Use high-quality images, videos, graphics.
Add a call to action: Clearly state what you want the user to do on the landing page.
Optimise for mobile devices:Make sure your landing page is displayed correctly on smartphones and tablets.
Test and publish: Check the operation of all elements, links, forms.

It is important to remember:

Creating a landing page is a creative process that takes time and effort.
Don’t be afraid to experiment and test different design and content options.
Analyse the results to see what works best.

Creating your own landing page is quite realistic, even if you have no experience in web development. Use the tools available, learn, experiment, and don’t give up!

How much does it cost to develop a landing page by professionals? What does the price depend on?

The question of the cost of developing a landing page by professionals is of concern to many entrepreneurs who have decided to use this effective online marketing tool. The price can vary in a wide range, from several thousand to tens of thousands of hryvnias, and depends on many factors.

What does the price of landing page development depend on?

The complexity of the project:

Structure and functionality:A simple landing page with basic functionality (feedback form, order button) will cost less than a page with complex integrations (CRM system, payment systems, calculators, interactive elements).
Design:A unique design developed from scratch will cost more than adapting a ready-made template.
Content volume:The more text and graphic content you need to create, the higher the price will be.

Experience and qualifications of the contractor:

Freelancer:They usually offer lower prices than web studios, but the level of quality can vary.
Web studio:Has experienced specialists: designers, copywriters, programmers, which guarantees high quality work.
Level of specialists:Experienced professionals with high qualifications and a large portfolio usually charge higher fees for their services.

Urgency of execution:

Standard term: Allows you to do the job efficiently and without haste.
Urgent order:If the landing page needs to be developed in a short time, the price may be higher.

Additional services:

SEO optimisation: It will allow you to increase the position of the landing page in search results, which will require additional costs for keyword analysis, content optimisation, and technical setup.
Contextual advertising:Launching an advertising campaign in Google Ads, Facebook Ads requires setup, monitoring and optimisation, which also affects the cost.
Hosting and domain:Domain registration, hosting rental are additional costs that need to be taken into account.

Approximate prices for landing page development in Ukraine:

Simple landing page:From 5 000 UAH
Landing of medium complexity:From 10 000 UAH
Sophisticated landing page with a unique design and advanced functionality:From 20 000 UAH

It is important to remember:

The cost of the project is discussed individually, depending on your needs and requirements.
You shouldn’t chase the lowest price, because a high-quality landing page is an investment that will pay off over time.

How to choose the right keywords for SEO optimization of a landing page? What services can help me with this?

Keywords are the foundation of SEO optimisation, as they are the keywords that users use to search for information on the Internet. Choosing the right keywords for your landing page will help you attract your target audience, improve your rankings in search results, and increase conversions.

How to choose keywords that will work for your landing page?

Put yourself in the customer’s shoes:

What words and phrases does your target audience use to find the products or services you offer?
Try to remember what queries you enter into Google when looking for similar information.
Gather a list of keywords that reflect the essence of your product/service as accurately as possible.

Analyse your competitors:

Study competitors’ websites and pay attention to the keywords they use.
Use keyword analysis services (SEMrush, Ahrefs, Serpstat) to find out which keywords are driving traffic to your competitors.

Use different types of keywords:

General keywords: Short, high-frequency queries that describe a product/service category (for example, “web design”, “marketing services”).
Low-frequency keywords: Long, specific queries that describe a specific product/service (for example, “creating a landing page for an online store”, “SEO website promotion in Kyiv”).
Long-tail keywords: Even more specific, niche queries that may bring less traffic, but more targeted (for example, “development of a landing page for a dental clinic in Odesa”).

Determine the frequency and competition:

Frequency: The number of queries over a certain period of time. High-frequency keywords attract more traffic, but the competition for them is higher.
Competition: The number of sites that are competing for positions in the search results for a particular keyword. The higher the competition, the more difficult it is to achieve high positions.
Ideal: Find a balance between frequency and competition by choosing keywords that have a sufficient number of queries but not too much competition.

Services that will help you with the selection of keywords:

SEMrush: Professional tool for SEO analysis that provides detailed information about keywords, competitors, traffic, search positions.
Ahrefs:Another powerful SEO analysis tool that will help you research keywords, analyse competitors, and track search positions.
Serpstat: A comprehensive SEO service that allows you to analyse keywords, competitors, traffic, backlinks, and conduct an SEO audit of your site.
Google Keyword Planner:A free tool from Google that helps you research keywords, find out their frequency and competition.

It is important to remember:

Don’t overdo it with keywords: Use them organically, without overloading the text.
Keywords should be relevant to the content: Don’t try to “cheat” search engines by using keywords that don’t match the topic of your landing page.

Correctly selected keywords are the key to successful SEO optimisation of a landing page. Use special services, analyse competitors, experiment, and find keywords that will bring your target audience to your landing page!

What are the most common mistakes when creating a landing page and how to avoid them?

A landing page is a powerful online marketing tool, but its effectiveness depends on many factors. Even small mistakes when creating a landing page can negate all efforts and lead to low conversion rates.

Let’s look at the most common mistakes made when developing a landing page and how to avoid them:

Unclear goal and target audience:

Mistake: Creating a landing page without a clear understanding of what you want to achieve and who your ideal client is.
Consequences: Ineffective design, text, call to action that does not resonate with the target audience.
Solution: Before you start developing a landing page, clearly define its purpose (collecting contacts, selling goods, registering for a webinar), make a portrait of the target audience (age, gender, interests, problems).

Overloaded design and content:

Error: Too much text, images, design elements that distract the user’s attention from the main goal.
Result: The user gets lost on the page, does not understand what is required of him, quickly leaves the landing page.
Solution: Use minimalist design, clear structure, concise text, focus on key elements.

Unconvincing text:

Error: Boring, template text that does not tell about the benefits of a product/service does not motivate to action.
Results: The user does not see the value of your offer, does not feel the desire to perform the target action.
Solutions: Use the language of benefits, talk about how your product/service solves customer problems and improves their lives. Add customer reviews, guarantees, certificates.

Weak call to action:

Mistake: A vague, unclear call to action that doesn’t encourage the user to take action.
Consequences: The user does not understand what is required of him, does not perform the target action.
Solution: Use a clear, concise call to action (Order, Learn More, Register), highlight it visually (contrasting button, arrow).

Non-adaptive design:

Error: Landing page is not displayed correctly on mobile devices (smartphones, tablets).
Result: Mobile users cannot view content normally, leave the landing page, and conversion drops.
Solution: Use a responsive design that automatically adjusts to different screen sizes.

Lack of analytics:

Error: The effectiveness of the landing page is not tracked, data on traffic, user behaviour, conversion is not analysed.
Consequences: It is impossible to understand what works well and what needs improvement, it is impossible to optimise the landing page to increase conversions.
Solution: Install analytics counters (Google Analytics, Yandex.Metrica), track key indicators, analyse data, make changes.

Ignoring SEO:

Error: The landing page is not optimised for keywords, which makes it difficult for users to find it on the Internet.
Results: Landing page does not receive organic traffic from search engines, which limits its potential.
Solution: Analyse keywords, implement them in text, meta tags, image titles.

Careful planning, attention to detail, and the use of professional tools and services will help you avoid these mistakes.

How to analyze the effectiveness of a landing page? What indicators should be tracked?

Creating a landing page is only the first step on the road to success. Next, it’s important to analyse its effectiveness to understand whether it achieves its goals and identify what needs to be improved.

Key performance indicators (KPIs) of a landing page:

Traffic:

Total number of visitors: Shows how many people have visited your landing page over a certain period of time.
Traffic sources: Allows you to understand where users come from: search engines, social networks, contextual advertising, email newsletters.
Visitor geography: Shows which countries and cities your landing page is visited from.
Devices:Information about the devices users use to view your landing page: computers, smartphones, tablets.

User behaviour:

Time spent on the page: Shows how long users stay on your landing page.
Depth of view: The number of pages the user viewed in one session.
Bounce rate: The percentage of users who left the landing page after viewing only one page.
Click heatmap: Visualisation of where users click on your landing page.
Conversion:

Conversion rate: The ratio of the number of users who performed the target action (filled out a form, made a purchase) to the total number of visitors.
Conversion price: The cost of attracting one customer.

Tools for performance analysis:

Google Analytics: Provides detailed information about traffic, user behaviour, conversion.

How to use analytics data to improve landing pages:

Identify weaknesses: Analyse the indicators, find the points where users “fall off”, where conversion is low.
State your hypotheses: Why don’t users perform the target action? What stops them?
Conduct A/B testing: Create two versions of the landing page, test them, determine which one works better.
Implement changes: Make adjustments to the design, text, call to action based on analytics data.
Track the results: After making changes, continue to track metrics to measure the effectiveness of the changes.

It is important to remember:

Efficiency analysis is an ongoing process: Regularly monitor metrics, respond to changes, optimise your landing page to increase conversions.
Don’t be afraid to experiment: Test different design options, text, call-to-action, find what works best for your target audience.

Can I use a landing page to promote services, not just goods? What are the features of landing pages for the service sector?

A landing page is a versatile online marketing tool that works effectively to promote both goods and services. Although the basic principles of landing page creation remain unchanged, there are some peculiarities that should be taken into account when developing a landing page for the service sector.

Why is a landing page effective for promoting services?

Focusing on value: Landing page allows you to clearly outline the benefits and value of your service for potential customers.
Overcoming Doubts: Unlike goods that can be touched, services are more abstract. A landing page helps to dispel doubts, provide detailed information about the process of providing a service and its results.
Building trust: Having a landing page with a high-quality design and informative content increases the credibility of your brand and helps you look more professional.
User friendliness: Landing page provides all the necessary information in one place, which simplifies the process of getting acquainted with the service and making a decision.

Features of landing pages for the service sector:

Focus on expertise and experience:

Present your team: Post photos of specialists, their biographies, certificates to emphasise their professionalism.
Disclose your methodology: Describe the process of providing the service, the stages of work that will help the client understand what to expect.

Provide examples of work: A portfolio with completed projects and cases will be a convincing proof of your expertise.

Social proof:

Customer reviews: Post real reviews from satisfied customers, this will increase trust and motivation to order the service.
Ratings and awards: If your company has high ratings, has received awards, do not forget to place this information on the landing page.
Partners and clients: Logos of well-known companies with which you have cooperated will also become social proof of your reliability.

A clear description of the ordering process:

Make the ordering process simple and straightforward: The customer should clearly understand how to order the service, what steps to take.
Offer different options: For example, the ability to order a service online, by phone, through a feedback form.
Include lead times: Customers want to know how quickly their order will be completed.

A call to action tailored to the service sector:

Use calls to action that are relevant to the specifics of the service: For example, “Sign up for a consultation,” “Get a free audit,” “Calculate the cost.”
Offer bonuses: For example, a free consultation, a discount on the first order to motivate the client to act.

Examples of landing pages for different service areas:

Legal services: Landing page for a law firm, with a focus on the experience of lawyers, specialisation, won cases.
Medical services: Landing page for a clinic, with a description of services, photos of doctors, patient reviews.
Educational services: Landing page for online courses, with a training programme, presentation of teachers, student reviews.

A landing page is an effective tool for promoting services on the Internet. Taking into account the peculiarities of the service industry and using the recommendations described above, you can create a landing page that will attract the attention of potential customers and help your business grow.

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