What is a Landing Page
and why do you need them?
Reading Time: 3 minutes
By: Carrie Miller
A Landing Page is any webpage that a visitor can pull up or “land” on. For the purpose of this article, a landing page will be discussed in regards to marketing, and will be a stand-alone page that is distinct from your businesses main website. For this type of landing page, a primary objective is defined, usually website lead generation, and one page is built around that objective with no ties to your main site.
Landing Page: Start at the Beginning
Before you jump in there and start building out your landing page, first decide what type of page will suit your needs best: Click Through, Lead Generation, or Infomercial.
As the most common of the three, the goal of the click through landing page is exactly what you would think. To click through. You design this page with the intent of getting the visitor to click through to another page and have nothing else on the page that would distract or deter the user from doing just that. These pages are easy to spot – a well defined page with a large call-to-action button as the only clickable link on the page.
The goal of the Click Through is to get the visitor to click on a link to another page.
Almost as common as the Click Through is the Lead Generation page. This page typically includes a small form for visitors to fill out. The reason for this page is to capture data about the visitor that will allow you to market to them at a later date.
The goal of the Lead Generation is to get data from the visitor so that you can call or market to them.
This sales page is made up mostly of text and not the typical big button or forms to fill out. You want to have engaging text that keeps the visitor reading more about your business/product/service from the top of the page to the bottom. You will place a call-to-action button at the bottom of the page.
The goal of the Infomercial page is to keep your visitor reading about your product all the way to the call-to-action button located at the bottom.
Which Page do you Use?
There are many ways to work your landing pages and no one way is going to work for every business. Creating multiple landing pages per keyword/keyphrase/etc. is a great place to start! Test the A/B versions to see what draws in the most relevant visitors and helps your business meet their goals.
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