{"id":280862,"date":"2024-03-07T12:14:12","date_gmt":"2024-03-07T11:14:12","guid":{"rendered":"https:\/\/www.isoladicomunicazione.com\/landing-page-what-is-it-and-what-are-its-features\/"},"modified":"2024-12-17T10:48:17","modified_gmt":"2024-12-17T09:48:17","slug":"landing-page-what-is-it-and-what-are-its-features","status":"publish","type":"post","link":"https:\/\/www.isoladicomunicazione.com\/en\/landing-page-what-is-it-and-what-are-its-features\/","title":{"rendered":"Landing page: what is it and what are its features"},"content":{"rendered":"\n<p>Have you always heard of <strong>landing pages<\/strong>,<strong> <\/strong>but don&#8217;t know what it is and how it could be useful for your business?<\/p>\n\n<p>It is certainly a <strong>very interesting marketing tool <\/strong>to consider if you have just opened a new business and want to attract new customers. Or if you have an established brand and want to sell a service or product or, again, if you are looking for new contacts for your e-mail marketing campaigns. <\/p>\n\n<p>Depending on the<strong>goal to be achieved <\/strong>, there are different types of landing pages that must be designed in every detail, from structure to text, so that they convert and are really useful for your business.<\/p>\n\n<p>In this article we explain the <strong>5 essential elements<\/strong> to consider for a performing landing page. Let&#8217;s look at them together. <\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">What is a landing page and what is it for<\/h2>\n\n<p>Landing pages (or <strong><em>landing pages<\/em><\/strong>) are web pages designed to incentivize a user to<strong> take a specific action<\/strong>.<\/p>\n\n<p>Specifically, they are structured to:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>collect<strong> <\/strong>data to <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/lead-generation-what-it-is-and-how-to-do-it\/\">generate<\/a> leads and contacts useful for marketing strategies<\/li>\n\n\n\n<li>sell<strong> <\/strong>directly products and services<\/li>\n<\/ul>\n\n<p>How are they reached? Usually through <strong>ads, QR codes, banners or<\/strong> social media <strong>posts<\/strong>.   <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"has-text-align-center has-medium-font-size\">Have you ever heard of lead generation? Find out what it is by reading our article: <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/lead-generation-what-it-is-and-how-to-do-it\/\">Lead generation: what it is and how to do it<\/a> <\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/a-cosa-serve-una-landing-page.jpg\" alt=\"Landing page: what it is and what it is for\" class=\"wp-image-271970\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/a-cosa-serve-una-landing-page.jpg 1200w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/a-cosa-serve-una-landing-page-300x169.jpg 300w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/a-cosa-serve-una-landing-page-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">The characteristics of an effective landing page<\/h2>\n\n<p>Depending on the type of landing page and <strong>its purpose<\/strong>, the page will be constructed differently.<\/p>\n\n<p>For example, it may be designed for the person to<strong> leave some personal information <\/strong>(such as first name, last name, date of birth, e-mail) in exchange for a coupon, a catalog to sign up for a newsletter, a quote, or get specifics about an online course. Or, it may allow the user to <strong>proceed directly to a purchase<\/strong>. <\/p>\n\n<p>An effective landing page, to be defined as such, <strong>cannot be generic<\/strong>. It must be built around the strengths of the product or service being offered. It must attract the attention of surfers and, most importantly, it must contain <strong>5 indispensable elements<\/strong> (that really make a difference!). Here are what they are.   <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Clarity and comprehensiveness<\/h3>\n\n<p>The landing page should be envisioned as a <strong>linear path <\/strong>that attracts, intrigues users and spurs them to take a certain action (made explicit in the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/what-is-a-call-to-action-and-how-to-use-it-on-your-website\/\">CTA<\/a>).<\/p>\n\n<p>Achieving this requires <strong>simplicity and clarity<\/strong>, as well as compelling and <strong>comprehensive<\/strong> graphics and text that contain <strong>all the information<\/strong> the user needs.<\/p>\n\n<p>The elements that cannot be missed are:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>catchy title<\/strong> to attract immediate attention<\/li>\n\n\n\n<li><strong>List of benefits <\/strong>that the person will gain by performing the requested action<\/li>\n\n\n\n<li>detailed, clear and accurate <strong>information <\/strong><\/li>\n\n\n\n<li><strong>form<\/strong> in which to enter their data and &#8211; as we shall see &#8211; a call-to-action that leaves a mark<\/li>\n\n\n\n<li><strong>button for the<\/strong> <strong>CTA<\/strong><\/li>\n\n\n\n<li>compelling <strong>images<\/strong> and graphics<\/li>\n<\/ul>\n\n<p>To strengthen it can also be evaluated:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Testimonials<\/strong> to reassure those who are taking the action (especially useful when selling)<\/li>\n\n\n\n<li><strong>Social buttons<\/strong> to encourage sharing of the same landing page and increase virality<\/li>\n<\/ul>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Call to actions that rock (and convert)<\/h3>\n\n<p>A <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/what-is-a-call-to-action-and-how-to-use-it-on-your-website\/\">call to<\/a> <em>action, or call to action<\/em>, is a call you make to the user to <strong>entice them to do something<\/strong> useful for your brand.<\/p>\n\n<p>It works if it is:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>brief<\/li>\n\n\n\n<li>captivating<\/li>\n\n\n\n<li>consistent<\/li>\n\n\n\n<li>explicit<\/li>\n\n\n\n<li>clearly visible<\/li>\n<\/ul>\n\n<p>For it to convert (i.e., actually succeed in getting the user to fill out the form or buy) it must respond to a <strong>specific <\/strong>user <strong>desire <\/strong>, suggest <strong>a clear and transparent action, and serve a single purpose.<\/strong><\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Clear visual hierarchies that attract attention<\/h3>\n\n<p>The graphic layout should be <strong>basic, neat, with a few <\/strong>well-reasoned <strong>elements <\/strong>, taking care to choose the right images and\/or videos.  <\/p>\n\n<p>The structure must leave nothing to chance: it must be <strong>orderly<\/strong> and channel attention in one direction. For this, <strong>sources of distraction <\/strong>and all elements that can generate doubt in the user, moving away from the goal, must be <strong>eliminated <\/strong>. <\/p>\n\n<p>Finally, the page should echo the <strong>colors of the brand identity<\/strong> so that the brand is immediately recognizable to people, also improving <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/how-to-increase-your-companys-brand-awareness\/\">brand awareness<\/a>.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">UX friendly landing page<\/h3>\n\n<p>In addition to attracting attention, the landing page must also be <strong>easy to navigate<\/strong> and designed to enhance the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/what-we-mean-when-we-talk-about-ux-and-ui-in-websites\/\">user experience<\/a>. In particular, it should be designed to enable<strong>usability from any device<\/strong>, with text that is readable by all, aligned and embedded in a <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/what-is-a-responsive-site\/\">responsive<\/a> design, with strategic white space and motivational colors. <\/p>\n\n<p>In some cases, <strong>useful and unobtrusive elements-such <\/strong> as arrows-can be added to draw the user&#8217;s attention to specific areas. It is also crucial to invest in the <strong>page&#8217;s loading speed<\/strong> so that it is not abandoned before its time. <\/p>\n\n<p>Finally, great importance should be given to the preparation of the <strong>CTA button<\/strong>, evaluating size, colors and visibility.  <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Monitoring and testing to correct the course<\/h3>\n\n<p>Landing pages need to be <strong>monitored <\/strong>to understand their actual effectiveness.<\/p>\n\n<p>So you will have to set up all the necessary tracking tools to measure conversions, average stay, user engagement, etc.<\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"has-text-align-center has-medium-font-size\">Discover our services of <a href=\"https:\/\/www.isoladicomunicazione.com\/servizi-web-agency\/statistiche\/\"><strong>monitoring and statistics for sites and advertising<\/strong><\/a>!<\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>For example, the value of<strong><em> conversion rate<\/em><\/strong> will need to be <strong>monitored constantly<\/strong> to know its trend. Often all that is needed is to change the color of a button, adjust the call-to-action or change an<a href=\"https:\/\/www.isoladicomunicazione.com\/en\/images-for-websites-what-to-consider-and-where-to-find-them\/\">image<\/a> to get the desired result. <\/p>\n\n<p>Other times, however, it is appropriate to do an <strong>A\/B test<\/strong>, which allows you to <strong>compare two different versions of the page<\/strong> to see which one works better.<\/p>\n\n<p>By browsing the page, abandoning it or responding to the CTA, people will decree the best-performing landing.  <\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">The importance of text on landing pages<\/h2>\n\n<p>For a successful landing page, graphic design is essential, but only with <strong>simple, persuasive<\/strong> text can the user take the required action.<\/p>\n\n<p>To guide the user on his or her journey the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/seo-copywriter-what-is\/\">copywriter<\/a> is, therefore, involved. His task is to: <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Identify the needs of the target audience and the strengths of the product\/service offered by a brand<\/li>\n\n\n\n<li>Create text that enhances the product\/service, extolling its benefits to the user (and problems solved)<\/li>\n<\/ul>\n\n<p>One of the most widely used methods-but by no means the only one-is<strong>AIDA <\/strong>based on 4 steps:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Caution<\/strong>: the user lands on the landing but has little time and only a catchy headline can get their attention<\/li>\n\n\n\n<li><strong>Interest<\/strong>: at this stage you let the person know that you know their problem and know how to solve it<\/li>\n\n\n\n<li><strong>Desire<\/strong>: now is the time to present the offer and the benefits you get<\/li>\n\n\n\n<li><strong>Action<\/strong>: a clear, simple and convincing invitation  <\/li>\n<\/ol>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">What about SEO?<\/h3>\n\n<p>We usually get to landing pages through <strong>links or<\/strong> <strong>targeted advertising campaigns<\/strong> (either with <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/google-ads-for-small-businesses-is-it-really-useful\/\">Google ADS<\/a> or Facebook ADS, for example).<\/p>\n\n<p>When there is a need to also be found on the search engine then it can be beneficial to invest in SEO. How? By changing the setting and adding, for example, <strong>relevant keywords<\/strong> (for your business) in the text, titles and subtitles.    <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"has-text-align-center has-medium-font-size\">Discover our service of <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/search-engine-positioning\/\"><strong>search engine positioning<\/strong><\/a>!<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1200\" height=\"521\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/i-testi-nella-landing-page.jpg\" alt=\"The importance of text in the Landing Page\" class=\"wp-image-271976\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/i-testi-nella-landing-page.jpg 1200w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/i-testi-nella-landing-page-300x130.jpg 300w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2024\/03\/i-testi-nella-landing-page-768x333.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">What are the most common types of landing pages?<\/h2>\n\n<p>Depending on the marketing objectives, one can opt for different types of landing pages. The most commonly used are:   <\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Sales page<\/strong>: dedicated to specifically selling a product or service or requesting a quote<\/li>\n\n\n\n<li><strong>Squeeze page<\/strong>: to increase valuable contacts (such as <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/how-to-create-a-newsletter-and-make-it-a-powerful-marketing-asset\/\">newsletter<\/a> subscribers) by offering a free product or promotional code in return<\/li>\n\n\n\n<li><strong>Splash pages<\/strong>: useful for making an announcement (e.g., to inform about the opening of a restaurant, store, or event)<\/li>\n\n\n\n<li><strong>Coming soon<\/strong>: to be evaluated if it is intended to create a sense of expectation with respect to a product or service that has not yet been advertised, while at the same time collecting useful e-mail addresses by offering subscribers exclusive benefits<\/li>\n<\/ol>\n\n<p>These are some of the many types of landing pages that can be made. Each, as you see, responds to a <strong>particular goal<\/strong>.   <\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"has-text-align-center has-medium-font-size\">Want to figure out which one is right for your brand? <br\/>Contact us to learn more and discover our <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/landing-page-creation\/\"><strong>landing page service<\/strong><\/a>!<\/p>\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"has-text-align-center has-medium-font-size\"><a href=\"https:\/\/www.isoladicomunicazione.com\/en\/contact\/\"><strong>Contact us<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You&#8217;ve always heard of landing pages, but you don&#8217;t know what it is and how it could be useful&#8230;<\/p>\n","protected":false},"author":19,"featured_media":279013,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[95],"tags":[],"class_list":["post-280862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Landing page what is it and what are the features - Isola<\/title>\n<meta name=\"description\" content=\"Learn What is a Landing Page and how it should be built to achieve specific goals and be truly Effective. 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