What Is a Landing Page?
A landing page is a dedicated standalone web page distinct from your main website that has been designed for a single focused call to action or marketing campaign. The main purpose of a landing page is to get visitors to arrive or “land” on your page and guide them toward your intended conversion goal. That conversion event could be filling out a form for a contest, providing an email address to subscribe to your blog or submitting transactional information to purchase a product on your site. The landing page form, whether it is one field or multiple fields, is a place where visitors can provide you with certain information about themselves so you can give them something in return.
Types of Landing Pages & Their Purposes
The purpose of a landing page is to capture leads. These leads will either enable you to market to people in the future, or introduce potential customers to a product or service you are trying to sell to them before sending them further into your sales funnel. These two types of landing pages are referred to as ‘Lead Generation’ and ‘Click-Through.’
Lead Generation Landing Pages
Lead Generation Landing Pages are used to capture user data such as a name and email address. The purpose of this type of page is to collect information that will allow you to market and connect with prospects. These pages contain a form along with a description of what your visitors will get in return for submitting their personal data. For example, they may receive an e-Book, free trial, coupon or be entered into a contest.
Click Through Landing Page
A Click Through Landing Page persuades visitors to click through to another page. Typically this is used for ecommerce conversions, where a company can describe a product or service offer in sufficient detail to “warm up” a visitor to the point where they are closer to making a purchasing decision.
Why Do I Need a Landing Page?
Landing pages are an essential piece of any well-crafted, effective, inbound marketing strategy. Whether you’re looking to generate leads, sell products or collect data, landing pages are where visitor conversions occur.