August 1, 2016

What Is A Landing Page?

What Is A Landing Page?

A landing page, is simply any webpage you “land” on after clicking a hyperlink from other webpage.  In marketing campaigns, you should never run an online ad without a dedicated landing page.

The purpose of a landing page falls into two categories:

  1. to capture leads that enable you to market to people in the future, or

  2. to “warm up” potential customers to the product or service you are trying to sell to them before sending them deeper into your sales funnel.

This creates the need for two types of landing page – a lead generation page and a click-through page.

A lead generation page has one simple purpose: to capture your information so they can remarket to you in the future.  The highest converting lead pages naturally ask the least amount of information, which should always be at least your email address.

A warm up page, on the other hand, warms up your prospects by educating your prospect on why they should purchase from you before telling them to take action.

Both of these pages are completely separate from your website in the sense that they give very clear calls to action.  One of the biggest mistake new marketers make is creating online ads and then driving traffic to a homepage with several distracting options to take.

Landing pages often live separately from your website and are designed to only receive campaign traffic. This separation allows them to be focused on a single objective and makes analytics, reporting & testing a simpler task.

Unlike other regular web pages, landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take.

To click your call-to-action.

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