What is Landing Page?

What are the reasons behind using landing pages?

What is Landing Page?

Landing pages are static pages they are called doors to the website.
Landing pages are the ones on which customers “land on” as a result of the original action of clicking on an ad campaign, email marketing, marketing/product, or service promotions.
“Landing page” is also called/known by “lead capture page” or “destination page”.

Why Do Businesses/Marketers Use Landing Pages?

Landing pages allow businesses/marketers to direct their leads to conversion by strategically positioned “call to action” elements such as buttons, links, forms, and other website elements.
A landing page/lead capture page is frequently one of the first original points of contact and it acts as a ”bridge” between the ad and the brand,
so it is important for marketers to optimize their page in order to amplify the chances of conversion.
Landing pages can have a single purpose/goal, a single message/design, and a single call to action button/link/form.

What is the key difference between a landing page and a home page?

A landing page is the destination page — Homepages have different gates to reach the destination page
Landing pages have no navigation — Homepages have navigation.
Landing page traffic comes from ad campaigns — Homepage traffic comes from many sources to explore your brand/products/services
Landing pages are separate from a business’ website like a leaflet, flyer, or insert for a special offer — Homepages are the front page of a business’ website, like the cover/title page of a book or brochure.
Landing pages have One goal & one call to action button— Homepages promote website browsing and brand awareness

what are channels of discovery to a landing page:

Organic search & Marketing campaign

Organic search: Through a search browser when a user finds the page from an organic SERP (Search Engine Results Pages) listing. The organic search landing page must have answered the query of the search result and must make its brand and offer clear.

Marketing campaign: These landing pages are usually accessed by a call to action button, information gathering form or in a link format from a paid ad campaign or email campaign.
Traffic from paid ads are having high commercial intent and it’s ready to complete an action.
The page must be designed to fulfil the needs of the funnel user only and all other options must be stripped away.

4 Reasons behind using landing pages:

  • Easily Generate Leads
  • Collect Prospect Demographic Information
  • Track Data to understand and compare data from various offers/campaigns to see what’s working and what isn’t, for optimizing your marketing.
  • Remove Distractions and Friction

7 essential elements for an effective landing page design

  • A unique Headline/Proposition
  • Attractive Image/video
  • Call to Action (CTA) Button
  • Lead-Capture/Conversion Form
  • Use Keywords on the page title, headers, and text to a landing page, it will help in optimizing for search engines.
  • Explain the benefits of the offer
  • Social Sharing Buttons/Links for trust