Want more customers via your website? Create a strong landing page

What is a landing page?

A landing page is a page on your website that visitors arrive at via, for example, an online advertisement, a link in an email, or via a search engine. A landing page is not the same as a homepage. It is a page about a specific topic. The purpose of the page is to get your visitors to do something, such as:

• leave their details
• request a price quotation
• buy a product
• register for your newsletter.

3 commonly used types of landing pages

1. Landing page for lead generation

On this page, visitors leave their contact details and give you permission to contact them. These contact details are called leads. You can approach these people later with an offer or information. In exchange for their details, they receive something valuable, such as:

• a free white paper
• a discount code
• a checklist or video.

2. Sales page

A sales page is intended to sell a product or service. On this page, you explain your product or service. You show your customers the benefits of purchasing your service or product. The goal is for them to click on the buy button.

3. Campaign page

A campaign page is a temporary page. You can use it for things like:

• a product launch
• a temporary promotion
• a competition.

When your promotion or campaign is over, you can take the page offline.

Step-by-step guide: create your own landing page

Step 1: Decide what you want to achieve

What do you want visitors to do? Think about:

• to register
• to contact you
• to buy something.

Step 2: Decide who is your target audience

Who is the landing page intended for? Think about

• what their wishes or problems are
• how your product or service can help them
• why they should choose you and not your competitor.

Step 3: Define the main message and keywords

What do you want to say? And what keyword do people use in their search engine to find that? You can find various tools online to see which keywords are most commonly used for your topic. Use this keyword in your headlines, introductory text, and subheadings. This will help you rank higher in search engines and AI tools.

Structure of your landing page

A targeted landing page consists of a number of fixed elements:

1. A clear introduction

Start with a text that immediately grabs attention. Name the problem and the solution. For example: ‘Do you want a raincoat that is also stylish? With this raincoat, you'll steal the show.’

2. Photos and videos

Use images to get your message across more effectively. For example:

• photos and videos of your product
• a short explanatory video.

Video often leads to more sales, especially among visitors who prefer to watch rather than read.

3. A call-to-action (CTA)

A call-to-action (CTA) is a button that prompts the visitor to take action. For example:

• Download free
• Request a price quotation
• Order now

Make sure your CTA stands out. Place it at the top and bottom of the page. Use as few other links as possible to keep the focus on your goal.

4. Features and benefits

Show what your product or service does and, above all, what it delivers for the customer. List one advantage per paragraph to make it clearer.

5. Show that you are reliable

Show that you are reliable and that others trust you. Visitors to your landing page are more likely to believe other customers than a salesperson. Consider including:

• logos of quality marks you have earned
• short customer reviews and star ratings
• logos of businesses you have helped.

Extra tips for a strong landing page

These extra tips will help you make your landing page even better.

1. Make sure the page is easy to use on a mobile phone

Many potential customers view websites on their mobile phones. A landing page that is suitable for mobile phones also scores better in search engines. Make sure that on a mobile phone:

• buttons are easy to click
• text is easy to read
• and images load quickly.

Images that load slowly on a website are often too large. You can prevent this by reducing the file size of images using an online compression tool and using images that are no larger than 1920 x 1080 pixels.

2. Test what works

Keep an eye on how many visitors come to your landing page. And how many of those visitors click on your call-to-action button (CTA)? If you have a lot of visitors but few clicks, see if you can come up with better text for your CTA. If you have few visitors, see if you can find better keywords or change your title.

3. Build trust

Do you ask for personal information? Then visitors want to be sure that it is secure. Make sure your website is secure.

• Create a privacy statement
• Obtain quality marks or certificates to keep your site secure
• Build your website with SSL/TLS certificates.

An SSL/TLS certificate is a kind of digital passport for websites. It ensures that your visitors know that the website is genuine. You can recognise it by the 'padlock' next to the link in your browser. SSL/TLS creates a secure connection between your computer and the website, so that others cannot see what you are doing.