Benefits of landing page. How to turn a landing page into a successful business tool? Positive qualities of a landing page

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Landing page, landing page, landing page, landos and even a selling stub - all these names, serious and not so serious, for a special type of sites that are created for specific task. With a very high probability we can say that for your task. But first things first.

KNOW EVERYONE IN FACE

To understand what a landing page is and what it should look like, we need to understand what other sites exist and, of course, how they differ from our highlight of the program. And I’ll say right away that if we consider the concepts of “site”, “business card site” and “landing page” from a purely technical point of view, then these are all sites, but from the point of view of the task they are different.

1. Business card website

Business card website for vending machines

It is created to present the company on the Internet, to give some information about it minimal information. It's like real business card, which we give away at important events important people. And most often, as in the case of a business card website, it is used once to contact you, and then thrown into a deep drawer.

2. Corporate website

Corporate website for the implementation of IT solutions

This is a more serious thing, intended for a full presentation of the company on the Internet. As a rule, there are always several main pages: portfolio, about the company, our team, services, contacts, and then individually. Although you may not have all of these points.

The main task of such a site is to create an image and inform about a large number of goods or services that cannot physically be placed on one page. This is why large large companies give preference to such sites instead of landing pages.

3. Online store

Online store selling equipment

Most complex format websites designed to demonstrate the assortment to visitors and receive orders from the client. However, you do this even without me clever description you know, since shopping in online stores has now become the norm.

The most ideal situation is when you have a lot (at least over 30 pieces) of physical goods and you need to arrange them somehow conveniently. And if at the same time you need to automate sales for your niche, then this is generally what the doctor ordered.

4. Landing

Landing page for online yoga classes for pregnant women

If we talk about the landing page, then it is only one page. And the task of the landing page is to force the visitor to take the target action. Which one exactly depends on the idea of ​​the marketers, and it will not necessarily be the purchase of goods and services. This can be classic - order a consultation or cost estimate. This is the main difference between a landing page and a multi-page website or online store.

ILLUSION OF DECEPTION

The idea of ​​creating one-page websites began to gain popularity back in 2010 (approximately), and their popularity is still not subsiding. Or rather, it even grows. And mainly because from the point of view of business owners, a landing page should work something like this:

1. The user lands on the page;
2. Admires the sales and packaging of the business;
3. Leaves a phone number and looks forward to the manager’s call;
4. Runs to bring money to your company.

I don’t want to say that this doesn’t happen, it very much happens, but not in all areas of business and certainly not with every landing page. Therefore, let’s move on to the most appetizing part - why do you need a landing page and who is it ideal for? I will answer this question step by step: who is allowed and who is not allowed, and categorically.

Hooray! Hit.

I’ll start with someone who will probably benefit from a landing page that sells and will bring hundreds of thousands, and maybe even millions of dollars into their warm pocket. But remember that there are always exceptions and perhaps your project is just like that.

1. Simple and inexpensive products. The less time a person needs to make a decision, the more suitable a one-page site is in this case.

House decoration is a popular and user-friendly service

2. Complex and expensive products. If it is important for the client to present everything in a structured and consistent format for ease of digestion, then the landing page is also useful.

Apartment with an area of ​​380 sq. m can also be sold through landing page

3. Communication with you is important. Can’t the client make the final decision without you? Or do I need to ask him for details? Then this tool is right for you again.

It is clear that a serious project needs to be discussed for more than one day

Past! You missed.

And now a few points about those cases when the advantages of a landing page do not matter and you do not need a one-page website. Although if you have doubts (or you again consider yourself an exception), then write in the comments and we will give you free advice- “to do or not to do” from our 6+ years of experience.

1. Large assortment. For a business that sells over 20 different products at retail, it is better to choose a classic online store. There are exceptions, for example, wholesale. But still rare.

100,000 catalog items will be difficult to sell using a landing page

2. Clear product. If your product does not require a presentation, and the client is only interested in reading more about your company itself, then a multi-page website would be better in this regard.

The important thing here is not to sell an examination, but to build trust in the veterinary clinic

3. Very big company(don't sell anything). Let's say you are ROSNEFT, and it is logical that you do not need to sell anything, you need a website more to communicate with clients and a few other tasks.

For example, placement current news or offers for investors

In all other cases correct landing page shows itself as a popular and effective sales tool. This is understood not only by sellers, but also by buyers; people are accustomed to the one-page website format; they are ready to leave their contacts there, make requests and buy.

4. Outbound sales. No need to hope for too much leads through landing pages in areas where all sales are made through outgoing calls and meetings. Not in the sense that there won’t be any, but most likely the result will be so-so.

Another video that you should definitely watch before making a choice is a landing page or a website of another type.

Plus to Minus

Let's say you are on the list of lucky ones who are suitable for a one-page website. But this does not mean that you necessarily need to do only this now. As you remember, there are always options. Therefore, let’s weigh the pros and cons and certainly bring this issue to its logical conclusion.

Pros of landing pages

The main advantage that I want to highlight separately is the opportunity to get maximum conversion from visitor to action. This is definitely not always good, especially when there is not much energy to process applications. But on the other hand, even if half of the applications are not mature, they can still be developed for the future.

Everyone's advantages are different

• The landing page carries a specific advertising offer;
• From a technical point of view, creating it is easier than creating a full-fledged website;
• Using several landing pages allows you to segment your audience;
• With proper preparation, the landing page can not be changed for many years;
• With the help of a landing page, you can quickly start and sell now.

Disadvantages of landing pages

If we talk about the disadvantages of landing pages, then, like any popular idea, many expect miracles from them. However, the general trend of Internet marketing, and indeed digital technologies is such that, becoming more and more simple and understandable to the end consumer every year, they become more and more complex inside. And the more complex the mechanism, the higher the qualifications of the one who develops it.

• You can place no more than one or two (well, maximum 10) offers on the landing page;
• Technically simpler does not mean cheaper; a good landing page costs money;
• Reveals just one sentence and a little about the company;
• Landing pages are not applicable in every field of activity.

SHARP SALES. Wait or cry?

If the landing page is made by professionals, with a clear understanding of exactly what target action the visitor should take, then there will undoubtedly be an effect. Sites of this type are precisely intended for quick start sales, because a landing page visitor has only 2 options: close the tab or leave a request.

At the same time, it is also important to understand that for landing it is important not only the quality of the page, but the amount of traffic, moreover, targeted traffic. And with this, as a rule, many people have problems, but for some reason, precisely in the absence of results, everyone looks for flaws in the site, and not in the source of transitions.

Therefore, here you need to maintain a balance between the quality of the site and the amount of traffic. And for this it is necessary that advertising brings traffic that actually corresponds to the landing page. And in turn, the one-page website offered a solution to the problem of the user who switched to it.

And by the way, in our company it is customary to consider the conversion not of the site, but of the traffic. Suddenly?! I know, and we have a whole article about this “ Average website conversion: the myth busted" Or, you can just watch the video below and get a live demonstration of this idea:

WILL YOU DO IT YOURSELF?! No!

Here, perhaps, it’s time to debunk one of the popular myths about landing pages, which, as you might guess, was created by the owners of these same constructors. And the myth goes like this: professional landing is easy.

Five, or at least ten minutes, and you will have a real landing page. But it is not exactly.

Moreover, it is not only advertising that helps form such an opinion. designers, but also numerous courses and video tutorials on creating landing pages. Indeed, why pay for something you can do yourself? I'll watch a couple of videos and move on. But in practice, for some reason, everything turns out differently.

They said that the site would sell...

Therefore, understand, to drive paid traffic to your landing page from contextual advertising it can be done quickly enough, but whether website visitors will be converted into clients is a big question.

The modern buyer is spoiled by convenient and fast websites that anticipate his desires. As soon as your potential client encounters something incomprehensible, you can say goodbye to him. He closed the tab and went to your competitor.

Landing is a sales tool, and in your business, as in any other business, good results can only be achieved by using quality tools. Which you need to either make yourself, having previously studied at least 3 areas of marketing, or buy from a master.

If you don’t feel like a Stradivarius from Internet marketing, and in fact you also need to manage a business and solve a bunch of other problems, then we order effective landing page on the side. Or as I already said, first of all study internet marketing well, starting with our article “ How to make a landing page yourself: a detailed guide”, and only then get down to business.

The cost of a selling landing page

Since we promote the idea that everyone should mind their own business, we by default believe that you will order work from professionals. And in this case there are three options:

1. Freelancer;
2. Inexpensive web studio;
3. Marketing agency.

I won’t describe which is better; the pros and cons of each are already clear. I'll just give you the main idea for you to do. right choice: the higher the rate (earnings and risks of losing a client), the less you need to save. That is, if you are traveling far into the forest, then skimping on a car that will take you there will be considered suicide.

And here’s another reinforcing thought: developing a landing page is a task that requires integrated approach. One person, and even without experience in developing selling websites, will at most skim through the top and, at best, make a template landing page.

To create an effective landing page and to achieve a tangible effect, you need the knowledge and experience of several highly qualified specialists: a copywriter, programmer, designer, marketer. To understand what a website should be like and make it well, they first need to dive into the scope of your business and understand the needs potential clients, and this takes time.

A freelancer or guys from a small web studio, riveting similar pages using the same template, both for a beauty salon and for oil company the structure of the landing page will be the same, they are unlikely to find the desire to delve into the specifics of your business and come up with selling features for the site. They simply don’t have time for this; they earn money based on the quantity of work completed, and not on their quality.

Unique design? Marketing analysis? End-to-end analytics? What are you talking about?

Therefore, if you want to “Order a selling landing page for only 8990 rubles,” then know that it is too expensive. Simply because it smacks of a waste of money, because such a site will not sell. And why then create anything at all?

Still want a real landing page? The kind that “UGH”? Then get ready to pay, the cost of the landing page will be 10 times more. And our pricing is no exception - in-scale.ru/landing

We put it on the water

Okay, we figured out how much the landing page costs. Now I’ll tell you how to check that you really have a really selling landing page that will generate leads like a mad pirate on the ocean.

Traditionally it is believed that the most important indicator any selling site - conversion. This is the number of site visitors who performed a target action (purchased a product/service or filled out a feedback form), divided by the total number of site visitors.

Example: one hundred people visited your landing page per day, five of them took the target action. Conversion - 5%. This figure is quite acceptable, besides, there are many ways to increase conversion, and many business owners, and some marketers, believe that this is the most important thing.

Let me tell you a secret: this is not so. The main indicator of any business is profit. If the conversion on your site is 50%, and at the same time you have to pay 100 rubles to attract each buyer, and he buys goods for 90 rubles, then, most likely, such a site will soon cease to exist. It’s just that its owner will have nothing to pay for hosting.

Profit is the only correct criterion for the “salesability” of a landing page.

And as you may have guessed, it will be practically impossible to understand before launch whether the landing page will sell or not. Only if you have knowledge in marketing and can evaluate indirect signs. I will give you the basic principles and rules of a selling landing page, so that at least the direction of thoughts is correct:

• Formulate precisely: one page - one sentence;
• The landing page is made for one target audience;
• Calls to action there are, and they are not always typical;
• Landing structure similar to oral history;
• The text for the landing page is connected in meaning and all blocks flow from one another;
• After reading, there are a minimum of questions and objections left.

But most importantly, do not evaluate the final product according to your personal opinion based on knowledge, as it is usually subjective and only spoils the product. In fact, this is what we tell our clients: “If you want us to make your changes that we do not agree with, then you take full responsibility for the result.”

Other landing pages

I don’t want to go into too much detail, but even landing pages have different types. However, they all come from the task, although they still look the same as one page. But in order not to leave you completely broke, I will tell you the main and popular ones.

1. Multi-page landing pages

Our website is similar to a corporate one. But in reality, these are all landing pages.

In addition to traditional one-page landing pages, there is another type of landing page - multi-page landing page. This is almost the same one-page website, but only expanded, a kind of microsite, consisting of three to five to ten pages.

Why do you need a landing page of this type? Multi-page landing pages are created to perform different tasks. For example, this is when each page offers a separate product or service. Suitable for those companies that promote 3-5 thematically related offers. This is exactly our case.

Another subtype of multi-page landing page is additional pages that contain Additional information about the offered product. But it is important to understand that there will still be only one offer on the site.

Personally, we think this is the future of all websites. But there is one tiny and significant minus - the cost. It turns out that each landing page will cost as a separate page. This means the final figure could be over 200 thousand rubles. Although if you order a website from a top company, you will get a figure no less.

2. Capture pages

Example of a page with free material

Landing pages are also often used as a way to capture client contacts for further mailing. In common parlance this is called a page lead magnet in the sales funnel. It works something like this:

1. On the first page the visitor is offered a free sample of the product;
2. Next comes the offer of inexpensive goods as part of the main product;
3. On the third page, the visitor, already mentally prepared to purchase, gets acquainted with your main offer.

Developing this kind of landing page is not an easy or trivial task, and requires special experience. Each landing page is made according to a special structure and familiar triggers classic sales work here very weakly. But this is a topic for a separate article, which, by the way, we already have - “ Turnkey sales funnel. An example that will make you think ”.

Briefly about the main thing

If after reading this article you decide that you still need a landing page, then the quote from our landing page fits perfectly: “A good website is not just a beautiful picture and wow features. These are thoughtful meanings based on analysis and fundamental knowledge of marketing. This takes more than one year to learn. And one person cannot cope with this amount of knowledge.”

And of course, don’t forget about analytics. Be sure to place counters on your website Yandex.Metrics And Google Analytics and collect information about your visitors. It may not be very clear at first what to do with the data received, but over time you will definitely figure it out. Good luck to you.

In the RuNet over the past few years, there has been a noticeable fashion for landing pages. This is usually the name for one-page sites, all of the information on which is divided into blocks, but placed on one single page. Actually, this is the main difference between a landing page and a website. For many, it seems tempting to make a one-page landing page instead of a full-fledged website. It's easier, cheaper and faster. You need to think less about structure, worry less about content. But do landing pages have any disadvantages? We'll talk about this in the article.

Landing pages are overrated

There is a problem with landing pages - overgeneralization. You can find many cases on the Internet that talk about the positive experience of using one-page websites and large sales through a landing page. Or when the landing page showed a higher conversion rate than the company website. This is not surprising, because usually a landing page is designed for one thing specific action and if it is done correctly, then everything in it works only to direct the user to this action.

People, having read such cases, make the erroneous generalization that a landing page is always better than a full-fledged website. They think that the landing page will sell any other services and products just as well. This generalization is not always correct.

Simply put, landing pages work, but not every task that can be crammed into a landing page will be solved well by this landing page.

Landing page advantages

Landing pages are now in fashion because they are a simple tool and there is less chance of making mistakes. The idea requires clarification. It is easier for a developer to design a landing page than a multi-page site - there are fewer target actions that must be taken into account in the design of a one-page site, often just one, which means it is easier to direct the user along the right path. A one-page website requires less development time (programming, layout), less optimization for search engines (little content, few pages, few keywords for promotion). With what less work- the fewer mistakes will be made. Therefore, when, instead of a bad website, the same crooked guys are ordered a landing page, it may well turn out that the efficiency of the landing page will be higher than the website they made. :-)

Landing pages, due to the simplicity of the idea, reduce the requirements for the experience of developers - it’s not easy to make a one-page page completely bad, especially if there are many ready-made templates under different tasks. For the site owner, the requirements for maintaining and keeping it up to date are also significantly reduced. In the case of a landing page (unlike a full-fledged company website), you do not need to regularly add content, you do not have to think about new articles, and a lot of other little things.

Make it as simple as possible, but not simpler.
— A. Einstein about one-page sites :-)

Taken together, all this makes landing an inexpensive, simple, understandable and therefore tempting tool that you want to use. On the other hand, landing pages have whole line disadvantages are often critical.

Which is better, landing page or website?

The landing page contains little information. The landing page format usually means summary material. This is one of the advantages of a landing page that both developers and customers like. But this plus is superficial. And it seems good that you don’t need to devote a lot of time to selecting content: there is no need to write a detailed text about the company, talk in detail about the services, or constantly collect customer reviews. In the case of a landing page, all this can be done in a compressed form with a minimum of text, and this will be fully consistent with the generally accepted format of a one-page landing page. But these, it would seem, are obvious positive points not always positive. Little information often means an insufficiently detailed description of the company’s products, services, or experience. Often this is enough for the client to refuse the purchase. Simply put, landing pages, due to the small amount of information that is usually placed on them, do not fully answer the questions of a potential buyer and he goes to look further.

One can object by saying that “people on the Internet do not read large texts”; one can even cite a number of studies where this is confirmed. This is true with one caveat.

People read little, until the moment when there is a need for it - personal interest.

Let's remember our own behavior before purchasing some new product, let cell phone. Or choosing a service, for example, a dentist.

Exactly until you need it new phone, you don’t read about the characteristics on the Internet various models, don’t compare prices, don’t look at reviews from the owners of these models. But when the question of choice arises, your behavior changes. You start searching, reading, comparing, in a word - choosing. It will be more convenient for you to choose where you have everything you need: specifications, photos, comparison tools with other models, links to reviews, etc.

People don't really read long texts and not only on the Internet, but always in general. But if you take a cross-section of reading (and/or time spent on the site, depth of views) only among those who bought a product or ordered a service, the picture will be very different. It turns out that the texts are still read. And they are read by the most desirable part of the audience for any business - buyers. Especially if the texts are useful, answer the client’s questions, and help make a choice.

Landing is not suitable for all tasks. I definitely wouldn't buy an expensive one mobile phone or a laptop from a one-page site. You probably do too. If the purchase is expensive, then the potential buyer, albeit unconsciously, will try to evaluate the reliability of the seller. Will he sell you a refurbished used product at such an attractive price instead of a new one, is it a “gray” batch, what about the warranty and a dozen other similar questions. How can a buyer evaluate the reliability of a supplier? According to the texts that are on the site, including “About the company”, according to reviews, according to the quality of the site.

A one-page website itself is less trustworthy than a full-fledged website with a product catalog, even if on the landing page you answer all the basic questions that worry a potential buyer, and for additional questions you provide a phone number and an online consultant.

Landing pages are more difficult to optimize for search engines. Search engines, no matter how smart they want to seem, search only by text. Due to their specific nature, one-page websites contain little text. Therefore, if you have little text on the page that contains the necessary keywords, then you won’t have much traffic from search engines (about the text and the keys in it - this, of course, is very simplified, but in general it is true).

To be fair, it should be noted that there are landing pages with big amount text, so-called long-page pages. Even if you cram a list and description of all your services into your landing page, the effectiveness of promotion will not be the same as if each service was assigned separate page, as on a classic company website (multi-page), with a standard structure.

In regional search results, in the absence of serious competition, a one-page site may rank good positions, but without taking into account geo-targeting and in a somewhat competitive niche, pulling out a landing page for a group of requests will be more difficult than a full-fledged website. I won’t dwell on the nuances of SEO for landing pages. I recommend watching the video on SEO optimization of landing pages from devaka.ru.

Friends, if you don’t know who Devaka (Sergei Koksharov) is, please don’t be confused by the fact that he looks like a slightly unkempt Obi Wan Kenobi :-). Sergei knows what he is talking about. And he looks like Obi Wan, because the Force is with him and he bright side SEO. Please note:

When the landing page will work effectively

A landing page will work well if your buyer already knows exactly what he wants. Landing is not a very good persuasion tool, especially when selling complex and/or expensive products. But, with the right technical implementation landing page maybe good tool to complete the conversion. That is, when the buyer has already accepted everything necessary solutions, he found and read all the information he needed for this in other places, and came to you to buy because you are geographically conveniently located or your price is better than others or for some other reason. It turns out that it was not you who sold it to him (using the site as a marketing tool), but he himself bought it from you. Not a bad business model either.

When the product is not expensive and the service is simple, the landing page will work better. No need to say why selling through a landing page is big teddy bears different from selling expensive laptops. In the first case, the product is simple, not too expensive, the likelihood of defects is low, and the buyer is of little concern about the warranty. In the second case, the opposite is true. It's the same with services.

A simple service - well drilling (calling an electrician, plumber, driving school, pool cleaning, etc.) can be well promoted and sold through a landing page. For complex services with many nuances and/or high price(for example, development of online stores, websites, medical services), a landing page would be worse.

It's not just about price and trust in the seller. What matters is how a potential buyer chooses a product and how much information he needs for this. Simply put, if the essence of your service, product, including all potential client questions can be stated on one page, a landing page is suitable for you.

A landing page is a booklet or flyer on the Internet. Perfect for getting one simple point across. Like in the wild west - “one problem, one ranger.” It's the same with one-pagers. One task - one landing page to solve it.

When is the landing page promotion primarily planned? paid methods. If you do not plan to promote the landing page in search engines by large group requests, and the main traffic to the landing page will come from contextual, targeted, display advertising, etc.

The most important landing page mistake

Main mistake- lack of thought. When ordering a landing page, clients usually focus on the external component. First of all, they want cool and beautiful landing page. But this is wrong and this approach is not very effective.

It's like choosing a cook based on appearance. You need to cook deliciously, and you arrange a casting for models.

• Remember that in a proper landing page, beauty itself is a secondary thing. Images, texts, special effects, animation, loading, scrolling and other “fake whistles” are acceptable only if they focus the visitor’s attention on the necessary elements, i.e., they serve the purpose of the landing page for which it was made. However, it is not necessary to do this directly and without complications. For example, if the goal is to place an order, and the text on the page contributes well to this, then it would be more appropriate to set one of the landing page’s goals not to click on the buy button, but to read the text.

Beauty does not equal sales. What you need from visitors: to make them stare at beautiful pictures or left requests?
— megamozg.ru/company/yagla/blog/17274/

• If something is done only for beauty, for coolness or “to be”, then most likely it will distract the visitor from achieving the goal - placing an order, registering for an event, subscribing to a newsletter, and, therefore, doing harm. The above does not mean at all that the landing page should be simple to the point of asceticism, made in Word, where the main special effect is a red font in capital letters.

A good designer who understands how to design a website tasks are solved and goals are achieved, the landing page will be done correctly and beautifully.

Another error— order a landing page without making “ homework" Without deciding who your clients are, without preparing content (texts, images, videos, etc.) specifically for them (grandmothers and teenagers, as you understand, fall for various temptations), without deciding on goals (for example, entering page → reading the text → filling out an application).

conclusions

• You shouldn’t order a landing page just because it’s cheaper and easier to support.
• When deciding to order a landing page instead of a full-fledged company website, think about whether the landing page is suitable for your product or service. Usually, if the product is inexpensive and simple (bouquets of flowers, pizza, plush toys), and the service is simple (driving school), then the landing page will suit you. If the product is expensive and complex (TVs, laptops) and the service is complex, having many nuances that require descriptions, then most likely a landing page will not be the best choice.
• Considering the previous point, do not forget that it is unlikely that you will be able to promote your landing page on search engines By a large number requests. Most likely, you will have to select a few main ones, and use paid methods of attracting traffic, for example, contextual advertising, to squeeze out the rest.

Special opinion: the best landing page is a website

My opinion does not claim to be correct, so I will not argue with anyone. A one-page page is too little. I am sure that even if you have a very simple business, such as drilling water wells, you can still write an interesting and exciting blog about this work, you can make a section “About the company”, “Our employees” and reviews from satisfied customers. And this is no longer a one-page website, but at least a business card website.

Additionally, this simple service may have additional keywords that your site would benefit from being searched for. I will not list examples. Use your imagination. I believe that missing out on the opportunity to receive free traffic- not a very effective way.

Someone will say that for a very simple business that employs one and a half people, even a business card website is already too much. Maybe. But that doesn’t stop me from thinking that a one-page landing page is too small.

When they say that money is lying under your feet and you just need to bend down to pick it up, enterprising people are not exaggerating much. Here it is important to determine where the line lies beyond which inaction ends - it is difficult to start a new business, doubts about its viability and commercial benefit are overwhelming. Let's remember - before diving into the water, people test it with their feet. Let's take advantage of this observation and try to start commercial activities on the Internet using a one-page selling website. Moreover, its promotional capabilities are almost limitless in the range of applications. He is able to “digest” any interesting proposal.

• Sales of goods. A landing page can easily cope with this task – a landing page is certainly suitable for this.
• Offer of services. The one-page page will contain all the information that can interest customers.
• Market research and analysis. With the help of landing, all related tasks are solved.
• Promotion and distribution information products– books, lessons, copyright materials. And here the help of a selling site will support a commercial endeavor.

If you have an idea, then there is a form in which it can be presented advantageously. For a person starting an online business, it is important to cross the line of inaction and overcome uncertainty. Creating a one-page website is the first step in this direction.

Landing page: all the details on one page

Creating a landing page with your own hands or ordering it from a web agency is a matter of desire and, of course, financial capabilities. If you decide to turn to professionals, formulate your idea in detail. Describe positive sides your initiative, the consumer audience it is aimed at, decide on the geography of distribution and payment method - get ready for the site developers to ask you a lot of questions. But further worries about creating a landing page fall on the shoulders of the performers, and you can only wait for the site to be ready for use, without thinking about its structure, design development and content.

Decide to act on your own, then get ready to experience the unknown - remember the basic commandments of a selling landing page.

• One page contains one commercial offer - this is the philosophy of success of a selling site. The visitor is freed from the need to choose something, analyzing the strengths and weaknesses of various products or services. Hidden here weak side landing page. If you want to create (for example) a full-fledged online store, look for another tool for implementation.
• Write energetic headlines and rich texts. Filling a one-page website does not involve “water” - each information block must meet the assigned task and contain useful information.
• Prepare images that highlight your business proposal. Visitors pay attention to visual content first and only then begin to read explanatory texts.
• Consider the logic of posting materials and the sequence of user actions. Up to 60% of visitors decide to further view a site based on the content of the first screen (content visible before they start scrolling down the page).

And one more point – selling elements of the landing page structure. This Feedback and order form. Provide various ways their placement. Use IP telephony text messages, email – the visitor will choose the appropriate method of communication.

Advantage of a selling website: any CMS is suitable

Beginners don’t pay attention to this question, but time and work on the Internet make you think about the convenience and rationality of site administration. Everyone knows such names as WordPress, Joomla, 1C Bitrix or Drupal, but when preparing to launch an Internet project, few think about choosing an engine for the site. In the case when we're talking about about a multi-page information portal, corporate website or online store, such inattention is destructive. But a one-page landing page is more fortunate in this sense. It can be hosted on any content management platform - paid or free, simple or complex. It all depends on the desires of the site owner and the tasks assigned to the web resource.

Three advantages of landing pages - from the idea to its implementation and support - make one-page sites a popular form for doing business online. Stepping over the edge of indecision and starting your own project - a landing page is ideal for this purpose.

Landing page or landing page is a one-page website designed to perform one function - convert traffic. However, this is the main goal, and this type of site has much more functions and advantages. Landing pages have gained recognition and are very widespread throughout the world. Thus, statistics say that more than 60% of B2B companies that use landing pages simultaneously develop about 6 landing page options within one campaign. Moreover, almost half of leading marketers develop a separate landing page for each specific project. Well, we can’t help but remember that thousands of landing pages are created every day on the Internet, albeit not always effective ones. This state of affairs may give the impression that creating a profitable landing page is easy. In principle, this is not far from the truth, but it is not it either. Let's try to figure it out.

Why are one-pagers effective?

A classic commercial website contains a whole set of required or frequently encountered components: home page, product catalog, page with information about the company, news, contacts and other optional elements. There are several complicating aspects to this option. Moreover, this is not only information scattered throughout the resource, which is sometimes not interesting for target audience. The main problem the complex structure of classic sites is considered. There is practically nothing stopping you from filling a multi-page website with catchy texts, adding blocks with benefits, attaching videos and high quality photos. True, such a site will be more “heavy”, but even this is not critical. The problem is that in a number of topics it still won’t become more convenient. landing page. Classic resources (again, in a number of topics or even queries) differ a large percentage bounces and abandoned carts. If you look at a correctly developed and optimized landing page, the opposite picture emerges.

A landing page is a concentrate of marketing tricks and conversion tricks. A high-quality landing page is correctly filled with the necessary elements that will ultimately gently and unobtrusively lead the visitor to conversion into a buyer. The principle of this approach to website development is simplicity, conciseness and concentration of attention. The user is not given many behavior scenarios here. As a rule, there are only two of them - either perform a conversion action or not do it. It has been proven that this approach shows more high conversion, of course, with correct development.

Who needs a Landing Page and for what purposes?

By using landing page you can successfully:

• accept orders for the provision of services;
• sell goods;
• sell your information product (game, book, webinar, software, etc.);
• engage in lead generation - for example, obtain contact information of an interested audience.

As we have already said, landing pages are often used as an addition to the main business, for a specific marketing campaign. But there are often cases when entrepreneurs use a landing page as an independent business. There are many examples of successful independent one-page websites.

This success in business circles is explained by a number of advantages:

• operational development;
• small assortment = ease of accounting;
• quick demand analysis;
• first sales in a short time;
• easy and affordable split testing.

Advantages of landing pages

Landing page, as an independent platform, is optimal for small projects. Such projects should not require a lot of resources to start. Landing assumes flexibility and dynamism. For example, changing the name of a project or landing page domain is easy and inexpensive. A similar event for a large website involves a whole complex of complex work on site transfer and rebranding.

The information business on the Internet greatly values ​​landing pages. Statistics show that in this market segment, about 80% of sales are made through landing pages. What are they selling? All kinds of trainings, webinars, courses, etc. Imagine a classic website that sells training. Difficult? That's it.

Creating a one-page website does not require a lot of time and money. Accordingly, with the help of a landing page you can test out a new direction in business without any particular risks. Can add new page to a regular website, but this is not always possible, and you can wait a long time for natural traffic. Landing gives you the opportunity to analyze your niche in 1–2 weeks.

Landing pages are ideal for companies that sell 1-3 products. About half of all landing pages offer no more than three products. Conversely, if you work in an area with a wide range of products, then landing pages will not help you, except to create them great amount, but the question of feasibility arises.

Landing pages do a good job of collecting data to expand the target audience base. Such one-pagers are called lead generation or capture pages. Such a site does not sell on its own; it collects data that will be used in email or SMS marketing. What makes visitors leave their data? It's simple - bonuses. As a rule, in gratitude for filling out the lead form, they offer a discount, free shipping, sample, information with limited access and other bonuses.

Disadvantages of the Marketing Miracle

Let's try to identify the shortcomings Landing Page. Among the main ones are:

Landing Page and classic website are absolutely different approaches To ecommerce, which, by the way, can perfectly complement each other. One thing is absolutely certain - by using only a landing page, you are missing out on many of the benefits of a full-fledged website. For example, you will not be able to promote your site with informational articles. , what gives information content what it should be and what it gives.

How to turn a landing page into a successful business tool?

As in the case of a classic website, success is built from two directions - internal and external work on the project being promoted.

For successful internal work Based on the landing page, you need to be able to concentrate the attention of visitors on one goal - conversion. For this use:

• Catchy headlines and selling text. Few people know that quality content on a landing page can increase conversion by more than 3 times;
• USP (unique trade offer), describing your product from the point of view of its irreplaceability and necessity for your client;
• Reviews. Not necessarily in text format- video reviews are also widely used;
• High-quality photos and video materials. These could be examples of work or video FAQs about your information product;
• Call to action - hidden or open form. A required element for any landing page.

The external work is to find quality traffic sources. Best suited:

• Contextual advertising;
• Banner and targeted advertising;
• Email newsletter;
• Paid traffic from social networks.

You will most likely find out which traffic source is right for you only through trial and error, because it greatly depends on the product and the characteristics of the target audience. Or you can order a comprehensive promotion with payment for visitors, which includes not only attracting interested traffic, but also increasing the conversion of both traffic and your landing page.