Landing page: the best tool to attract and convert your customers

Do you want to increase both the traffic on your site and your number of customers? This guide is there for that! Whether you are a startup, auto entrepreneur, freelance, an SME, a large company, whether you have an e-commerce or a showcase site, the landing pages will allow you to increase your turnover.

The only investment needed? A little time to read this guide and create new pages on your site.

This guide is written to be accessible to all, even if you have no training in marketing! If you have no knowledge of SEO, feel free to browse our SEO guide.

Definition of a landing page

Landing pages, or “landing pages” in French, are pages of your website that meet two criteria:

1. They are an entry point to your site
They are made so that the Internet users arrive directly on it from different sources external to your site. What are these different sources?

  • SEO: A user searches on Google, and among the results presented is your landing page that answers exactly to his question.
  • Advertising: You advertise on Facebook or Google Adword for example. When people click on this ad, you send it to a page on your site specifically designed for it, instead of sending it to your site’s homepage.
  • Emailing: Do you have a special offer to offer to your contacts? Send them an email with a link that leads to a web page specifically designed for this offer.

Why the homepage of your site is not as important as you can imagine

Often, we feel that the homepage of our site is the most important. We tend to think of a website as a house, with a front door through which one enters before accessing the other rooms.

In reality, users come to your site from all pages of your site. And that’s good !

For example, if you are selling holiday vacations, you probably have a general home page that explains that you are a travel agent. You then have different pages that present the different categories of travel that you offer: trips to Iceland, Morocco or Spain.

Imagine a user typing on Google “Travel to Iceland”, and your page on travel to Iceland topped the results. The user will then arrive on your page about Iceland, which answers directly to his question. It will be much more tempted to buy your trip than if it had arrived on your homepage, more general and that does not really answer his question.

This example illustrates the importance of having multiple points of entry to your site, each time with a page that meets a specific need of your customers.


2. They are optimized for conversion

What does convert mean? Convert means a visitor to your site becomes a prospect (potential customer), or even a customer! For this, the visitor must perform a precise action, which depends on your type of activity.

If you are a craftsman for example, you want your visitor to call you by phone or ask for a quote through a contact form. If you have an e-commerce, your goal is for the visitor to put products in his virtual basket and then pay them. Your goal may also be to retrieve the visitor’s email address in order to then send him offers and information about your products or services.

It is therefore necessary that each of your landing pages, in addition to meeting the need of your user by giving him specific information on the subject that interests him, allows him to easily perform one of these actions.

How to do this ? Several possibilities are available to you according to the type of action:

  • Insert a form on your page: forms are your best ally in the conversion. This form can be used to subscribe to a newsletter, to request a quote, to register for your service, to ask to be called back … In short, there are as many forms as usages!
  • Insert your telephone number or any other way of contacting you in a very obvious way: if your goal is that the Net surfers get in contact with you, facilitate their task! Putting your contact information prominently on all your landing pages will increase your conversion rate. Indeed, if your user has to click on the contact page to get this information, you will lose a lot of potential customers in the process. Indeed, we are all a little lazy on the internet: each additional action to be done increases the risk that your visitor closes his browser and never contacts you.
  • If you have an e-commerce: put the products related to the theme of the page directly on your landing page. It’s about making the purchase as easy and fast as possible!

Improve your SEO thanks to landing pages

Natural referencing is the best source of traffic for your website, be it an e-commerce or a showcase site, for several reasons:

  • Natural referencing requires you to invest time, not money. Indeed, you will need a little work and therefore time to be well referenced on expressions related to your activity. On the other hand, unlike online advertising, you will not need to pay for every person who comes to your site. There are more software, such as , that allow you to work your SEO yourself, without going through an SEO agency, much more expensive.
  • Natural referencing brings you visitors in the long run. Indeed, once you are on the first page of Google for keywords, very little work is needed to maintain this position. Each of the keywords for which you are placed on Google will therefore bring you traffic and potential customers for a very long time.
  • People are more confident about Google search results than paid ads. Indeed, studies show that 70% of people never customer on paid results (Adwords).

Of course, multiplying the sources of traffic is a good strategy, and a good web marketing campaign can rely on both SEO, pay and social networks. Nevertheless, working on your SEO is essential to the success of your site.

Landing pages and navigation on your site

One of the most common mistakes when working on SEO is to think that all pages should be accessible from the site’s menu.

We have seen previously that a well referenced site requires to create an average of forty pages that serve as an entry point from Google. Adding all these pages to the site’s menu will penalize its ergonomics. The solution is to keep in the menu only the pages necessary for a good navigation on your site. All other pages, which are only entrance doors, may not be in the menu.

These pages can be accessible from your site map, or from a link located in the footer of your site (bottom of page). It is therefore quite possible to have a nice site and optimized for SEO!

Convert your visitors to customers with landing pages

If the landing pages are used to bring traffic to your site, they also aim to “convert” your visitors, either to get them to do a concrete action that will change into customers or potential customers.

It is therefore necessary that your landing pages integrate all what one calls a “call to action”. The call to action (also called CTA) is an element of your web page, very visible, which will encourage your user to perform an action.

The landing page, an indispensable tool of web marketing

Whatever your activity, or your type of website (e commerce or site showcase), the landing page meets your two main needs: to be found and convert the visitors of your page to prospects or customers. Very simple to implement, the creation of landing page will allow you to boost your activity.

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