What Is a Landing Page?

A landing page is a standalone page on your website where potential audience members “land” after clicking on a link from an ad, an email, or another digital source.

Landing pages are designed with a single focus and include a call to action (CTA), which is a text link or button, telling visitors what action to take.

A good landing page is focused on a targeted stream of traffic. It focuses on providing information related to the digital campaign from where the viewer came, while encouraging them to stay on the page and take a single, specific action.

Typically, landing pages aim to capture their contact information by using a lead-capture form, where visitors can enter personal details like their name, email address, and phone number.

But there are a number of other ways you can use landing pages to help improve your organization’s online digital strategy.

How is a landing page different from a homepage?

Homepages have more links and more information.

To optimize a landing page, there should be one single purpose with as few steps as possible.

The fewer the steps, the higher the conversion rates.

So, once you figure out what action you want a visitor to take, make it easier for them to do that by creating a landing page dedicated to that action.

The effectiveness of your online marketing will improve dramatically!

Also, landing pages have a targeted audience. The homepage’s audience might be searching for information and might be vague.

On the other hand, a landing page’s viewers know why they are there.

Many companies send their advertising, email, or social media traffic to their homepage, which is a huge missed opportunity.

Utilizing the targeted traffic coming to your page will increase the likelihood of converting that traffic into leads.

Types of landing pages

There are several different types of landing pages.

Make sure the type of landing page you use matches the goals of your campaign.

Lead capture landing page

These are the most common types of landing pages.

Marketers use this to build a list of prospective supporters by collecting consumer data like names, phone numbers, email, and addresses.

Click-through landing page

These are used to go straight to the sell or sign-up.

They typically have a CTA that sends the visitor straight to the point, rather than adding them to your audience of potential supporters.

There are also many different uses for landing pages.

You can use them for event registration, donations, newsletter sign-ups, course enrollment, surveys, petitions, or many other cases where contact info is collected.