What is a Landing Page?


A landing page is a digital marketing instrument that is meant to attract visitors through an email link, ad, or search engine query, and convince them to take an action, such as submitting their email address, or making a purchase. The landing page is very focused, and it is designed to achieve a singular goal through a call to action or CTA. This highly focused approach makes the landing page ideal for increasing conversion rates and lowering the cost of lead acquisition or making a sale.


The difference between a landing page and a homepage


You might be wondering, what is the difference between a homepage and a landing page? After all, both are designed to convert website visitors into leads or paying customers. To start, take a look at any homepage and you will notice a ton of links and copy written for different purposes. On a landing page, you do not have any of these distractions. The fewer distractions you have, the higher the chance that the user will convert. In fact, on a landing page, you have one link – the call to action.


Of course, the homepage has a lot of value, and it can be amazing for a variety of purposes. Visitors can explore your products, gather more information about your business, visit your blog, etc. However, this does not mean that they will be more inclined to make a purchase. A landing page has the singular goal of converting the visitor, which makes it an excellent destination for your ad campaigns, where the visitor has strongly expressed a desire for a certain product or service.


The different types of landing pages


There are generally two types of landing pages. You have lead generation landing pages, and clickthrough landing pages. The first type is defined using a form as a call to action. The form is there to collect lead data, such as the names and email addresses of your visitors. These landing pages are useful in B2B scenarios and in scenarios where companies are selling high-ticket items. Since the items sold are more expensive and they have a longer sales process, the initial step when encountering a potential customer is to ascertain whether he is interested in your product or service. A lead generation landing page will usually offer a free eBook or seminar in exchange for contact information.


The clickthrough landing page is often used by ecommerce or SaaS companies, and they are much more direct, where the visitor will buy a subscription or a product right away. The call to action for these pages is a simple button generally, which sends the visitor directly to the checkout page or completes the transaction on the spot.


Are you interested in building a landing page for your company?


If you are interested in growing your conversion rates and improving the ROI of your marketing campaigns, contact us today, and we will help you launch one or more landing pages for your business.


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