A landing page is a standalone web page, different from your homepage, that serves as a single focus after clicking on a link from an email, ad, or someplace similar. While web pages typically have many goals and links, landing pages are formed to simplify calls to action and increase conversions.
When comparing a homepage to a landing page, a few things jump out. With a homepage, this is a great opportunity for an individual or lead to explore the company in great detail. However, with this comes lots of different areas to click, potentially causing distractions to the end goal.
With a Landing Page, your company’s email marketing or ad has served its purpose, and the lead has clicked a link to learn more about whatever the campaign is about.
From here, the landing page provides information specific to that campaign with captivating graphics, text, and then usually one additional place to click, which the intention is to convert and have a transaction (be it a sale, request more information, provide contact information, etc).
So what makes a good landing page? There are a few key elements that help form a successful landing page:
What types of landing pages are there, and when should each be used? There are two main types of landing pages: Lead Generation and Clickthrough. Lead generation pages are usually developed with the intention of capturing information through a form. This information is usually contact information such as name, phone number, and email address. The clickthrough page is on the opposite end of the spectrum – no form is involved. This landing page works as a liaison between the advertisement and the final call to action.
A lead generation Landing Page may be more applicable for a longer cycle sales process, whereas with a clickthrough Landing Page, the intention is to drive the consumer to an immediate position to buy.
You may be saying to yourself, I have this incredible website and homepage to provide consumers more than enough information, do I really need to implement landing pages for my campaigns? The short answer is absolutely, and Raborn Media is here to help! A landing page is an excellent way to drive and measure traffic, improve your SEO, and promote your brand. It’s important to remember that campaigns are goal-driven with specific intentions. Having dedicated landing pages aligned with your campaign is key to conversion and success. These conversions ultimately build your client population and keep your business growing!
