What is a landing page?

December 15th, 2013 by Digithales

Technically speaking, a landing page is any page a visitor might arrive at first from another source, such as a search engine or social media site. In common online marketing parlance, however, the term refers to a page designed to elicit a specific response.

A landing page contains sales copy and a specific offer related to wherever the visitor came from. For example, someone who clicks a Google Adwords ad for Accounting Software for Small Businesses may be taken to a landing page with copy promoting a free software trial, or a landing page where the visitor can download a free guide on accounting basics.

Landing pages are often linked to from:

  • Search engine advertising campaigns
  • Email campaigns
  • Social media content
  • Banner ads
  • Videos

Dedicated landing pages make it easier to track the performance of each ad based on click-through rate and conversions.

Designing your page for the results you want

Landing pages come in two basic forms:

  • Click-through landing page
  • Lead generation landing page

The former entice visitors to another part of the site, while the latter are designed to collect information.

Click-through landing pages

These pages focus on guiding the visitor to click through to another page. They’re commonly used as intermediary preselling pages on e-commerce sites. Simply taking a visitor from an ad to a product page with an image, brief description, and buy button isn’t particularly effective at generating sales. Visitors often need to be warmed-up with in-depth descriptions, images, and video of the product on offer so they have enough information to make a decision. A good landing page also holds the visitor’s attention long enough for them to fully consider the offer rather than clicking away after a glance.

Lead generation landing pages

Also called lead capture pages or squeeze pages, these pages are designed to capture information from a visitor, such as their name, email address, mailing address or even an opinion or suggestion. The information can then be used for further marketing.

For example, by collecting email address in exchange for a free e-book and newsletter, you’ll be building a mailing list to which you can send sales promotions. Collecting opinions and suggestions about a product you’re working on helps you fine-tune and improve your offer before bringing it to market.

Because most people won’t just hand over their email addresses without anything in return, squeeze pages almost always offer an ethical bribe to make the exchange worth it to the visitor. The page’s sales copy describes what the visitor will get for providing an email address. Typical offers include:

  • E-books and e-courses
  • Free webinars
  • Priority access to a new product
  • Coupons
  • Free software trials
  • Physical products by mail
  • Audio or video interviews with an expert

Whether you’re using your website to sell physical products or to promote your services, then engaging, clearly focused landing pages are critical for your success. If online copywriting and design aren’t your strong points, consider working with a professional copywriter to create your landing pages.

  1. E-books and e-courses
  2. Free webinars