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A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale. Here’s where landing pages might fit into your marketing funnel:
01. Unique Selling Proposition (USP)
Think of your USP as how you position your offering as different (and better!) from all the rest.
02. The Hero Image
First impressions are important, and the hero image (or background video) is likely the first visual element of your landing page that visitors will see.
Your landing page needs supporting copy beyond the headline to persuade most people. The key here is to describe specific benefits along with features.
04. Social Proof
Social proof is the influence that people around us have on the decisions we make.
05. A Conversion Goal (CTA)
A landing page should be focused on just one conversion goal—or else it ain’t a landing page (see the previous section). To your visitor, this is presented as a call-to-action (CTA), which can be either a standalone button on a clickthrough page or a form on a landing page designed for lead generation.
06. Enjoy your site
Now that you understand the components of a landing page, it’s time to explore when and why you should use them.