What is a Landing Page?

What is a Landing Page?

In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or something similar.

Landing pages are designed with a single focused objective – known as a Call to Action.

A landing page is not the same as your home page.

Your home page is more like a general information hub. It should introduce visitors to your brand. Your home page will link to several brand-related pages, including your about us, your services, your testimonials, and your contact information.

Your landing page is extremely focused on one message– converting the visitor. Most landing pages do not have links because the goal is to minimize all distractions that may lead the visitor elsewhere. Your landing page should coax the visitor towards conversion.

You can use a landing page for almost any purpose –

  • to capture email leads
  • sell a product or service
  • invite people to a conference or webinar
  • make an announcement
  • offer a discount

An effective landing page…

  •  Grabs the Visitors Attention
  •  Communicates in a Simple, Clear and Concise Way
  •  Builds Trust and Credibility
  •  Calls the Visitor to Perform an Action

Landing pages are one of the most important elements of online marketing. You need a website, yes. You need social media, absolutely. But you also need landing pages– and more than one– if you hope to convert interested, but on the fence, leads to customers.