What is a landing page?

In its simplest form, a landing page is any web page that a visitor can land on after they click on an online call-to-action. Landing pages are often standalone pages (not homepages), which serve the purpose of further promoting or detailing the clicked on call-to-action. Oftentimes, landing pages have no direct link to your actual website, in order to drive home the specific marketing campaign, you are attempting to convey.


Basic Types of Landing Pages


1. Click-through landing pages

This type of landing page is designed to persuade visitors to click to another page (your landing page). Essentially a click through landing page is a conduit between an advertisement and the destination. This type of landing page is used to inform the potential customer, and push them down the sales funnel until they are ready to purchase.

2. Lead Generation landing pages

This type of landing page is created to capture potential customer’s information such as their email address and name. This information is useful because it allows you to advertise and potentially provide solutions for would be buyers. Oftentimes a form which allows visitors to fill out contact information is provided in a lead generation landing page.


Why should I have a landing page?


There are three distinct purposes of utilizing a landing page. These purposes are: Direct Sales, Relationship Building, and Lead Generation.


1. Direct Sales

  • A landing page with a “Direct Sales” purpose, is attempting to (you guessed it!) generate sales. Advertising your landing page with this purpose will drive traffic to your page and increase the likelihood of conversions.
  • Direct Sales landing pages are usually some sort of product oriented page, a free trial offer, an appointment booking page, etc.


2. Relationship Building

  • Landing pages are not just “call-to-actions”, they are also key when it comes to building relationship with potential clients. Correlating to click-through landing pages, building relationships helps ease potential buyers through the sales funnel.
  • This is useful to know and understand because oftentimes, visitors are not ready or willing to buy from you quite yet. Landing page’s relationship building nature allows you to nurture leads once they arrive on your landing page.


3. Lead Generation

  • A landing page with a “lead generation” purpose is seen through the “lead generation landing page” (obviously). Lead generation is a great way to build business, and if that is your goal for a landing page, then utilizing forms on your landing page can be a great help.
  • A lead generation page is often useful for:
    • Webinars
    • How It works guides
    • Newsletters
    • E-books