A landing page is a separate web page designed expressly for a marketing or advertising campaign in digital marketing.
It’s where a visitor “lands” after clicking on a link in an email or an ad from Google, Bing, YouTube, Facebook, Instagram, Twitter, or another comparable website.
Unlike web pages, which often have several aims and promote research, landing pages have a single emphasis or goal, known as a call to action (or CTA, for short).
Because of this emphasis, landing pages are the ideal option for raising the conversion rates of your marketing initiatives and minimizing the cost of gaining a lead or transaction.
As you can see, the landing page is created when prospects at the top of the funnel click a link in an ad, email, or elsewhere on the web.
It is the location of the conversion (such as a purchase, signup, or registration).
The Primary Distinction Between a Homepage and a Landing Page (or Why Landing Pages Are So Freakin’ Good at Converting)
We’ve put out a homepage and a landing page side by side below.
Notice how the homepage offers a plethora of links but the landing page just has one?
That’s quite usual.
While the site contains a plethora of possible distractions—you could call them “leaks” instead of links—the landing page is laser-focused.
Having fewer links on your landing page boosts conversions since there are fewer tempting clickables that divert visitors away from the call to action.
As a result, professional marketers always direct their traffic to a specialized landing page.
Sure, the site is stunning.
It promotes the brand, allows users to explore a variety of items, and provides more information about the firm and its beliefs.
A visitor may go anywhere from here—apply for a job, read some press releases, study the terms of service, post on the community boards, and so on.
However, they are unlikely to make a purchase.
That is the point.
This customer’s landing page serves an entirely different function.
Everything about it works hard to convert these visitors into buyers, from the extremely sleek advertisements that push a single deal to the super slick commercials that promote a single offer.
It’s doing a better job of converting the traffic that the brand already has.
That is the strength of landing pages!
Landing Page Types
There will be a lot of diversity based on the characteristics of the business, however, there are two classic landing pages Lead Generation Landing Pages:
These pages, often known as “lead generation” or “lead capture,” employ a form as their call to action.
This form nearly often captures lead data, such as visitors’ names and email addresses.
(You may read some expert-approved lead generation tactics here.)
This form of a landing page is used by B2B marketers and organizations offering high-ticket products to establish a list of prospective consumers.
In return for contact information, they may provide anything for free, such as an ebook or a webinar.
These sites may also be used by e-commerce firms to expand their mailing lists, give free delivery, or special promotions.
Crucially, when you create an ad, you get to choose where the link takes your visitor. Yes, you could choose to send them to your homepage. But, as we’ll explore below, it’s much better to create a standalone landing page that matches your ad copy and offers a clear call to action.
Paid Social Traffic
Running ads on social media sites like Facebook, Instagram, Twitter, or LinkedIn is a kickass way to target people and communities who’ll be particularly interested in your brand, regardless of whether they’re in the market yet.
Importantly, when you create an ad, you have complete control over where the link directs your visitor.
Yes, you might direct them to your homepage.
However, as we’ll see below, it’s far preferable to design a distinct landing page that complements your ad language and provides a clear call to action.
Paid Social Media Traffic
Running advertising on social media sites like Facebook, Instagram, Twitter, or LinkedIn is a fantastic method to target individuals and groups that will be especially interested in your brand, regardless of whether they are currently in the market.
Instead of targeting those who have searched for “cheese of the month club,” you might target people who have added “cheese appreciation” to their list of interests in their Facebook profile.
The beauty of it is that you can reach out to customers before they start looking for your product—or before they desire it!
Aside from superior targeting capabilities, each social channel has its distinct qualities.
Instagram, for example, works great for visually appealing items and lifestyle companies.
B2B advertisers, on the other hand, prefer to utilize LinkedIn to contact experts in certain industries.
Email Marketing Campaigns
Email is frequently cited as the most effective marketing tool available because of its massive reach (and inexpensive expenses) when compared to other platforms.
According to a 2018 Radicati Group report, there will be 4.2 billion email subscribers by 2022.
That’s more than half of the world!
A strong combination of emails and landing sites
may be utilized to both nurture current client relationships and acquire new ones.
Following the creation of a contact list, your well-prepared email allows you to captivate readers with your offer,
while the landing page fills in the information and sends them to a call to action.
Traffic from Organic Search
The phrase “organic traffic” refers to visitors that arrive from an unpaid source,
such as the bottom half of Google or Bing search results (SERPs).
You can ensure that your company shows more frequently in related searches by providing captivating,
truly helpful content for your website or landing pages.
The higher your content ranks in search results, the better.
However, the term “unpaid” is a little misleading.
This is not to say that there isn’t effort and money involved in ranking.
(Oh, if only!)
There is an entire industry committed to obtaining as much organic traffic from
Google as possible by a careful balance of cautious planning, technological know-how, and amazing content development.
In a nutshell, that is search engine optimization (SEO).
Why not broaden your knowledge?
Hey, you’ve got the basics down pat.
Now that we’ve defined what a landing page is,
let’s take a look at the main features that any high-converting landing page should include.