Landing page, or single-page website, is positioned as a good way to increase sales. In this article I will explain who needs a landing, what it’s for, and when it’s better not to spend money developing such a site.
Advantages of a single-page website over a regular site
- One specific offer (buy, order, subscribe, etc.) for a single product or service. Thanks to this formulation, a potential customer understands from the first second on the site what is being offered. They don’t have to search through multiple pages for the needed information.
- Simple navigation: up and down. On one page both the benefits section and the order form are visible immediately.
- Saves time when populating the site compared to a multi-page website.
- You can track the direct link between content changes and conversion metrics. For single-page sites this link is almost obvious.
- Building a customer database you can use later. In this case you can follow the “leave your contact — get a treat” approach. These customers are more motivated and respond well to calls to action. You can enable an email newsletter.
When a Landing page doesn't work
- If you offer a large assortment of goods or services that is better presented on a multi-page site. If you present a large number of products on a single-page site then, first, it will be very long (which is neither attractive nor convenient), and second — complex. Visitors leave such sites immediately, without trying to figure them out.
- The B2B market and complex products. A single-page site for B2B differs greatly from one for B2C. Yes, it can work for this sector, but it faces completely different tasks.
- If you sell windows or doors, a “Buy Now” button will look silly. In this case you need an option to request a consultation or a callback from a manager. Persuasion and conveying benefits will be done by the manager outside the landing.
- If you are building your reputation and want to increase customer loyalty, a landing won’t suit you either. Ideally the visitor should perform a target action. In other words, the site should not merely inform without a goal. You must get a contact, a lead, or money from the visitor. For everything else, a business-card site or a corporate website is ideal.
- If your product has high value and emotions play little role in the decision. In this case getting a sale from one page and a couple of info blocks will be almost impossible.
- If you plan to simply take a good ready-made Landing page and copy it entirely, swapping in your logo and product or service, the result will most likely be zero. Every business needs a unique selling proposition (USP), which is the foundation of a custom Landing page.
- Your persuasion flow must be clearly structured. It's not enough to create a good design and add slogans and calls to action.
A Landing page doesn't work at all when it's given inappropriate tasks or implemented without following the rules and recommendations for its creation
Developing a Landing page is not as easy a process as some "web designers" make it out to be after watching a few YouTube lectures and churning out single-page sites on site builders. Such landings will not only bring nothing good to your business, but can also harm it. Landing page development is complex work that goes through several stages: from creating a mind map of the target audience to testing the layout on mobile devices.
Design trends change at incredible speed, and it's important to hit the heart of your target audience. Turn to a professional development team, and rest assured, you'll like the result 😉
You can fill out an request on our website and we will contact you shortly, or call +7 (707) 500-222-5 for a consultation on Landing page development.
